Brandmuscle Will Challenge eBev Attendees With Digital Marketing Roundtable

CHICAGO, IL–Marketing experts at Brandmuscle are using the latest digital marketing technology to reexamine an age-old question in the beverage alcohol industry: How do beverage suppliers navigate three tiers of regulations to get their message to consumers?

eBeveBev Image During roundtable conversations at the eBev Shopper conference May 5 -7 in Phoenix, experts from Brandmuscle will challenge marketers from the beverage and alcohol industry to think beyond business-to-consumer marketing and explore how digital business-to-business tactics can reinforce their branding and drive demand throughout the three-tiered beverage distribution network.

Brandmuscle will host two roundtables at eBev — one at 4:50 p.m., Tues., May 5 and the second at 2:40 p.m., Wed., May 6 — titled, “Beyond B2C – Generating demand for beverage alcohol brands with digital B2B tactics.” The sessions will include discussions about marketing strategies that give suppliers more control of their branding while helping distributors look beyond major accounts and target retailers based on taste preferences and consumer demographics.

“New technology allows both suppliers and distributors to better target and localize their marketing efforts,” said Chris Hesburgh, executive vice president of client service at Brandmuscle. “We can now reach consumers in a personalized way and deliver a consistent message across channels. Our industry is evolving, and eBev brings the key thought leaders to the table.”

Brandmuscle’s roundtable sessions will invite conversation and brainstorming about new opportunities for the beverage and alcohol industry to use digital marketing technology. Hesburgh and Chris McNamara, digital marketing manager, will share insights about recent digital implementations for Brandmuscle clients and ask attendees to consider the following:

  1. Beyond consumer promotions, what B2B channels are you using to influence demand?
  2. What is this the biggest challenge you face with customer-facing (distributor/retailer) digital content?
  3. What changes do you make to your messaging for on- and off-premise audiences?
  4. How do you tailor your marketing to target local tasting behaviors and specific demographics?
  5. How do you ensure your digital messaging is cohesive from supplier brand to consumer?

“We want to help suppliers and distributors identify new marketing opportunities,” said Hesburgh. “While Brandmuscle’s current products and services help our clients localize marketing efforts, we use eBev to help discover new opportunities for Brandmuscle to innovate on behalf of our clients.”

Drawing from client case studies to facilitate the roundtables, Hesburgh and McNamara will show how Brandmuscle uses a variety of digital B2B tactics to bridge gaps between suppliers, distributors, on- and off-premise retailers and ultimately consumers when executing marketing campaigns.

“Our experience supporting both suppliers and distributors gives us unique insight into where beverage marketing falls flat or reaches the wrong audience,” said Ray Trantina, Brandmuscle’s executive vice president of distributor client service. “We help creative campaigns reach the right people at the right time to drive demand across the industry. We reach shoppers by reaching businesses first and we’re excited to show eBev attendees how this approach can work for them.”

About Brandmuscle
Offering a comprehensive local marketing automation platform backed by 24/7 on-demand support, Brandmuscle helps national brands capitalize on opportunities and local market conditions with brand-compliant, customized marketing across all mediums and formats. Headquartered in Chicago with offices in Cleveland, Austin and New Jersey, Brandmuscle employs over 600 talented professionals and serves nearly 200 of the world’s leading brands. Brandmuscle has appeared on Inc. Magazine’s 500 | 5000 Fastest-Growing Companies in America List multiple years, and is the only software provider ranked “Best” in all categories of Gleanster’s 2014 Local Marketing Automation Vendor Benchmark report. For more information about Brandmuscle call (866) 464-4342 or visit www.brandmuscle.com.

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Brandmuscle to serve up knowledge and power at #WSWA72 Convention

Brandmuscle will be giving attendees an extra boost from the Cyber Café at the Wine & Spirits Wholesalers of America 72nd Annual Convention and Exposition starting this Sunday, April 12, through Wednesday, April 15, in Grande Lakes Orlando, Florida. As a show sponsor, Brandmuscle will be sharing insights on how suppliers and distributors in the beverage and alcohol industry can “power their marketing efforts to full strength” using Brandmuscle’s suite of software and services.

WSWAAttendees are invited to stop by the Brandmuscle Cyber Café where they can enjoy coffee, check emails, recharge their mobile devices, and engage in fifteen-minute demos to learn how Brandmuscle’s tools help those in the alcohol and beverage industry streamline marketing efforts and drive more demand for their products.  In addition to Brandmuscle’s well-known suite of design and print services for coupons, point of sale (POS) materials and more, attendees can also learn about several new digital and social offerings that help suppliers and distributors take advantage of on- and off-premise retailers who are increasingly more tech savvy.

Brandmuscle products being feature at WSWA include:

  • Coupon Creator, for developing customized retail programs
  • Design Tracker, for easy management of approvals for marketing projects and cost
  • POS Warehouse, for streamlining management of the warehouse fulfillment process
  • Proof Gallery, a complete searchable library of all your marketing designs
  • Brandmuscle’s social media tool for easy development and delivery of content
  • Brandmuscle’s digital offerings, including integrated email and e-brochures
  • Brandmuscle’s reporting capabilities for better marketing data and insights
  • And more…

Stop by for coffee, to check email or charge your batteries and say hello at the Brandmuscle Cyber Café which will be located directly outside the main exhibition hall.

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4 Ways to Make Local and National Paid Search Work Together

Google’s Pigeon update emphasized the importance of local search, which is an indicator for search marketers to adjust both organic and paid search marketing tactics.  We gave advice on local organic search last fall, but wanted to expand on an important complement: local paid search.

Google updated its algorithm for local

Google’s Pigeon algorithm update in July 2014 put more emphasis on location-specific criteria making it easier for users to find web pages that were geographically “close” to them. For marketing managers responsible for local or field marketing, simple steps to account for the change in organic listings are a great first reaction. Implementing a local paid search program is the second.

Some marketers are afraid that local paid search campaigns will compete against their national brand campaign and drive up cost-per-clicks (CPCs). It’s a legitimate fear according to the experts – but only if the efforts are unorganized.

“Without coordination, local and national paid search campaigns can and will compete against each other which costs everyone more money in the long run,” said Adam London, Brandmuscle’s Digital Marketing Sr. Manager. “You need to set clear guidelines at each level to make sure you minimize competition. The good news is, that’s pretty easy to do.”

London advises his clients to open a dialogue between local and national marketing departments. While some departments fear a political battle, London says internal battles are virtually non-existent when the conversation focuses on the same goal: delivering the right content to the right audience at the right time.

“There are a lot of different ways to organize local and national paid search campaigns so they work together without competition,” said London.

Here are a few ideas:

Four ways to coordinate your local and national paid search campaigns

  1. By Geography – exclude the local target market from your national campaign via location settings; keep the local campaign “local” by setting a radius limit.
  2. By Keyword – add a local spin to branded keywords creating long-tailed keywords; include specific details about the local store/location (business name, city, specialties, etc.)
    • National keyword: hardwood floor
    • Local keyword: local hardwood floor store, hardwood floor store [CITY]
  3. By Negative Keywords – include specific national keywords as negatives within the local campaign.
    • NOTE: this will limit the reach of the local campaign but still allows local stores/locations to establish a PPC presence. Utilize keyword planner tools and get creative at the local level.
  4. Suppress by schedule/budget – Work with your ad network rep(s) to set up custom rules that allow both local and national campaigns to run simultaneously.
    • Allow local ads to take precedent by suppressing national ads within the target market. Then, allow national ads to resume once the local campaign is outside of its ad schedule or daily budget is exhausted.

Using schedules to plan national and local paid search is much easier when you leverage your partnership with an ad network, London says. “Since schedules are set at the campaign level, using a suppression feature allows you to adjust schedules to optimize campaigns later on without creating conflict between national and local efforts.”

And that’s just a list to help you get started, says London.

“A recent Google study found that 3 out of 4 consumers who found local information in search results were more likely to visit stores, so there’s clear value in running both national and local search campaigns. If executed properly, both can be successful at the same time.”

What do you think? Do you run national and local paid search campaigns? What’d we miss?

To chat with London or another digital Brandmuscler, contact us here.

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