Should Big Brands Go Local?

by Jason Falls |

We’ve talked before about the relevancy bulls eye. The more relevant your message is, delivered to the most relevant audience at the most relevant time and (perhaps most importantly) the most relevant place and you’ve hit the bulls eye to optimize your marketing. With larger brands, though, this becomes quite a challenge. Large businesses, especially franchise and national consumer product brands, almost have to trust hundreds or thousands of local store managers and franchisees to carry their brand forward.

In the social media space, this challenge is no different. In fact, it’s a microcosm of the greater challenge. Do large brands have one Facebook presence or dozens? Who is in charge of that content? Approval? It can be a mixed back of frustration.

But we come back to the relevancy bulls eye. If you want to hit those four points of relevancy, big brands have to be local.

Image representing Expion as depicted in Crunc...
Image via CrunchBase

Next Thursday afternoon, Expion‘s Kevin Magee and I will explore five strategies to take your big brand local in a free webinar. We’ll look at the challenges of doing so and how your business can address them.

And the ideas we’ll share aren’t exclusive to big brands, but also smaller companies that happen to have multiple locations. A five-location local coffee shop will benefit from these ideas as well as the actual size of your business and whether or not you’re “big” is certainly relative to your challenges.

Jump over, register and join us Thursday, Nov. 17 from 4 p.m. until 5 p.m. ET. We’ll have some fun talking about how your company can taclke the challenges of becoming local.

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About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).