Trends in Local Marketing For 2010

This is a good presentation on local marketing trends. It's consistent with the things I see.



The presentation was created by Balihoo, which helps national companies who market through franchisees and dealer organizations get their dealers to market the national brand. For franchises who share the national brand this makes sense all the way around.

Dealers with their own brands who lack local exclusivity with the national brand need to carefully evaluate the value of promoting brand they do not own. If the co-op is sufficient and/or the competition is sparse and/or the public cares about the national brand, promoting your affiliation may make sense.

However, I would still build the local brand first. After all, it's the only brand you own, the only brand you solely benefit from, and the only brand that cannot be take from you.