The Local Marketing Lab

Authentic social media marketing for loan officers with Hannah McManus

Wed, 10 Sep 2025 11:45:00 -0400

Struggling to connect with potential borrowers on social without sounding like a pushy salesperson? In this episode of the Local Marketing Lab, Hannah McManus, Director of Marketing at Atlantic Bay Mortgage Group and host of the Lending Forward Podcast, reveals how authentic social media marketing for loan officers can transform your business. Hannah shares proven strategies for building genuine community connections that naturally lead to referrals and closed loans.

Topics discussed in this episode:

1️⃣ Build authentic relationships before selling mortgages

2️⃣ Leverage social media for connection, not promotion

3️⃣ Share real client stories instead of industry jargon

4️⃣ Get involved in local community events and volunteering

5️⃣ Host community events in your office space

Resources

Connect with Hannah McManus on LinkedIn or on Instagram.
Learn more about Atlantic Bay Mortgage.
Subscribe to the Lending Forward Podcast.
Watch the episode of the Lending Forward Podcast with Matthew Marx, CEO of Evocalize.

Other shout-outs

BombBomb: Software for making and sending videos.
Kyle Draper: Follow on LinkedIn for tips on video marketing.

Ways to build your mortgage referral network for lead gen with Adam Smith

Thu, 04 Sep 2025 11:45:00 -0400

Are you still chasing the same overworked real estate agents for referrals while your competitors dominate the market? In this episode of the Local Marketing Lab, Adam Smith, President of Colorado Real Estate Finance Group and mortgage coach, reveals unconventional strategies to build your mortgage referral network for lead gen. He breaks down why 90% of mortgage professionals failed during recent market shifts and shares the hidden referral sources that can transform your business.

Topics discussed in this episode:

1️⃣ Use AI for client avatar creation and content generation

2️⃣ Why volunteer work and community involvement drive business growth

3️⃣ Creative referral partner strategies beyond traditional sources

4️⃣ The importance of running with your “tribes” and shared interests

5️⃣ Why transparency and authenticity matter more than perfect marketing

Resources

Connect with Adam Smith on LinkedIn.
Learn more about Colorado Real Estate Finance Group.
Check out Adam’s website justthetipscoaching.com to access his book, podcast, and daily tips.

Other shout-outs

Check out The Art of Getting Shit Done by Chad Prio.
The Purple Cow by Seth Godin.

Digital marketing for mortgage: What actually works with Drew Gillett

Wed, 13 Aug 2025 11:45:00 -0400

Are you burning through your marketing budget without seeing mortgage leads? In this episode of the Local Marketing Lab, Drew Gillett, VP of Retail Marketing at Guild Mortgage, reveals what actually drives results in digital marketing for mortgage professionals. Drew shares battle-tested strategies from leading one of the nation’s top retail mortgage companies and explains why most digital marketing for mortgage fails before it even starts.

Here are some topics discussed in the episode around digital marketing for mortgage:

Why video content is non-negotiable for local mortgage professionals
Infrastructure needed before launching paid advertising campaigns
Conduct a digital audit of your online presence and consistency
Community engagement strategies that go beyond traditional real estate partnerships
Examples of hyperlocal marketing that creates authentic connections

Resources

Connect with Drew Gillett on LinkedIn.
Learn more about Guild Mortgage.
Check out Guild Mortgage on Instagram.

Other shout-outs

Nike for their localized marathon ads in Mexico City

Getting started with video marketing for loan officers with Mandy Philips

Wed, 18 Jun 2025 11:45:00 -0400

Are you struggling to generate consistent leads? In this episode of the Local Marketing Lab, Mandy Philips, Branch Manager at Omega Mortgage Group, reveals how video marketing for loan officers transformed her business. Mandy shares her proven strategies for building a social media following and turning followers into clients.

Here are some topics discussed in the episode around video marketing for loan officers:

Overcome the fear of getting started with video content
The “5-video batch method” for consistent content creation
Repurpose content across multiple social platforms
The power of Q&A videos
Cross-collaboration with local businesses

Resources

Connect with Mandy Philips on LinkedIn.
Learn more about Omega Mortgage Group.
Follow Many on TikTok, Instagram, Facebook, or YouTube.

Other shout-outs

Scott Bentley for amazing mortgage video content on TikTok.

How to become a valuable mortgage partner with Eric Mitchell

Wed, 14 May 2025 11:45:00 -0400

Are you struggling to stand out in an overcrowded mortgage market where everyone claims to have “great rates” and “excellent service”? In this episode of the Local Marketing Lab, Eric Mitchell, Chief Revenue Officer at Client Direct Mortgage, reveals how to transform your approach and become a truly valuable mortgage partner. Eric shares game-changing strategies that helped him break free from traditional methods and build a thriving mortgage business through strategic partnerships.

Here are some topics discussed in the episode:

Generate leads through strategic partnerships with attorneys and other professionals
Why traditional cold-calling of realtors is ineffective in today’s market
Differentiating yourself beyond “price, product, and service”
Leverage free credit repair services as a value proposition
The power of focusing on your “why” rather than just chasing money

Resources

Connect with Eric Mitchell on LinkedIn.
Learn more about DiscountMortgage.AI.
Check out Client Direct Mortgage.
View Eric’s book, “The WHY of MONEY: How to Get Out of Your Own Way & Finally Earn What You Deserve“.

13 conversations that drive mortgage success with Steve Kyles

Wed, 26 Mar 2025 11:45:00 -0400

What if the key to mortgage success was simply having the right conversations with the right people? In this episode of the Local Marketing Lab, Steve Kyles, partner at Mortgage Marketing Animals and host of the Loan Officer Leadership Podcast, reveals the data-driven approach that’s transforming mortgage professionals’ results. Steve breaks down exactly why most loan officers struggle despite working hard and shares the precise formula for consistent mortgage success in today’s market.

Topics discussed in this episode:

1️⃣ How to generate 8+ deals monthly through consistent outbound contact

2️⃣ Identify truly qualified real estate agent partners

3️⃣ Powerful scripts for asking for business that increase referral rates

4️⃣ Three-step priority system for creating a sustainable work routine

5️⃣ Using modern technology to boost conversion rates by 15%

Resources

Connect with Steve Kyles on LinkedIn.
Learn more about Success Mortgage Partners.
Listen to an episode of the Loan Officer Leadership Podcast.
Check out Mortgage Marketing Animals.

Other shout-outs

Carl White — Partner at Mortgage Marketing Animals
Covve — Export phone numbers from your phone as a CSV file

The power of personalization in local mortgage marketing with Ellen Duncan

Wed, 19 Mar 2025 11:45:00 -0400

Is your mortgage marketing connecting with local customers or getting lost in generic messaging? In this episode of the Local Marketing Lab, Ellen Duncan, CMO at AnnieMac Home Mortgage and founder of Pineapple Partners, reveals how personalization transforms local mortgage marketing. Drawing from her experience with major brands like Coca-Cola and her current role in the mortgage industry, Ellen shares practical strategies to make your marketing resonate in specific communities.

Topics discussed in this episode:

1️⃣ Create marketing collateral that adapts to each local market’s unique characteristics

2️⃣ Leverage existing customer databases more effectively for personalized outreach

3️⃣ Host first-time homebuyer seminars that build trust in the community

4️⃣ Ways to partner with community organizations to expand your local marketing reach

5️⃣ Balance between automated marketing and authentic, personalized communication

Resources

Connect with Ellen Duncan on LinkedIn.
Learn more about AnnieMac Home Mortgage.
Check out Pineapple Partners.

Other shout-outs

Follow Joseph Panebianco, CEO of AnnieMac, on LinkedIn.

2 powerful ways loan officers can earn customer trust with Rachel Witt

Wed, 12 Feb 2025 11:45:00 -0400

In an era where 54% of Gen Z doesn’t trust financial institutions, how do successful loan officers earn customer trust? In this episode of the Local Marketing Lab, Rachel Witt, Assistant VP of Marketing at ALCOVA Mortgage, reveals proven strategies to build authentic connections in the digital age. She shares how loan officers can earn customer trust through community involvement and strategic video marketing.

Topics discussed in this episode:

1️⃣ Gen Z’s distrust of financial institutions and how to overcome it

2️⃣ Leveraging community involvement for authentic business growth

3️⃣ Creating effective video content

4️⃣ Successful employee advocacy programs

5️⃣ Consistency in content creation

Resources

Connect with Rachel Witt on LinkedIn.
Learn more about ALCOVA Mortgage.
Follow ALCOVA on LinkedIn, Facebook, Instagram, X, and TikTok.
Check out BombBomb video messages.

Other shout-outs

Will Baylock for video marketing.

Build marketing trust: Stop selling, start connecting with Phil Treadwell

Wed, 05 Feb 2025 11:45:00 -0400

Are you looking to build trust with potential customers in today’s digital world? In this episode of the Local Marketing Lab, Phil Treadwell, founder of M1 Academy and host of the Mortgage Marketing Expert Podcast, reveals why traditional selling tactics fall short and how to start connecting authentically with your audience. His unique perspective combines insights from both the mortgage industry and his success as a craft brewery founder.

Topics discussed in this episode:

1️⃣ Fundamental difference between marketing and sales

2️⃣ Build trust through storytelling and personal branding

3️⃣ Evolution of social media algorithms and what it means for businesses

4️⃣ Strategies for engaging with other businesses’ content

5️⃣ Why personal branding matters more in high-trust industries

Resources

Connect with Phil Treadwell on LinkedIn.
Learn more about M1 Academy.
Listen to an episode of the Mortgage Marketing Expert.

Effectively leverage both online and offline marketing with Tim Davis

Wed, 29 Jan 2025 11:45:00 -0400

Are you struggling to stand out in today’s digital-first world? In this episode of the Local Marketing Lab, Tim Davis, Chief Growth Officer at Canopy Mortgage and host of The Originators Guide Podcast, reveals how he has spent over 20 years mastering the perfect blend of online and offline marketing strategies. Tim shares how combining traditional marketing tactics with digital approaches can dramatically increase your local business growth.

Topics discussed in this episode:

1️⃣ Differentiate yourself in a crowded market using character branding

2️⃣ Create valuable content that keeps you top-of-mind with clients

3️⃣ Build a personal brand that resonates with your target audience

4️⃣ Creative marketing materials to stand out from competitors

5️⃣ Strategies for building and maintaining a referral-based business

Resources

Connect with Tim Davis on LinkedIn.
Learn more about Canopy Mortgage.
Listen to an episode of The Originators Guide Podcast.
Or, listen to an episode of the Solopreneur LO Podcast.
Check out Tim’s book, Conversations Equal Contracts.

Other shout-outs

Acres of Diamonds by Russell Conwell

Digital + local: The perfect recipe for business growth with Sergio Pérez

Wed, 15 Jan 2025 11:45:00 -0400

Want to know the perfect recipe for business growth in today’s digital age? In this episode of the Local Marketing Lab, we dive deep with the SVP of Marketing at Emmy Squared Pizza, Sergio Pérez, who brings over 20 years of experience working with major restaurant brands like Church’s Chicken, Johnny Rockets, and Bojangles. This episode reveals how combining digital innovation with local marketing creates the perfect recipe for business growth across multiple locations.

Here are some topics discussed in the episode:

Digital transformation strategies for multi-location businesses
Leveraging technology to scale local marketing efforts
Effective university and local partnerships
Balancing national brand identity with local relevance
Designing location-specific digital content strategies

Resources

Connect with Sergio Pérez on LinkedIn.
Find an Emmy Squared location near you.
Or, order an Emmy Squared pizza from Gold Belly to have it shipped to you!

Other shout-outs

Bojangles for their local marketing efforts and local charity work.

Community first: Drive success with local relationships with Carl Comeaux

Wed, 08 Jan 2025 11:45:00 -0400

Can giving back to your community really drive explosive business growth? In this episode of the Local Marketing Lab, Carl Comeaux, CEO of Crust Pizza, reveals how his company grew from a few locations to 30 stores—with 15 more opening this year—by making community engagement their top priority.

Here are some topics discussed in the episode around putting your community first:

Effective local marketing playbook for business growth
Building lasting relationships with schools, churches, and local organizations
Leveraging crisis situations to demonstrate community support
Implementing systematic community outreach programs
Developing franchise support systems for local marketing

Resources

Connect with Carl Comeaux on LinkedIn.
Find a Crust Pizza near you.

Other shout-outs

Texas Roadhouse and Chick-fil-A for their amazing involvement in the community.

The future of compliant lead generation with Donnie Kenneth

Wed, 18 Dec 2024 11:45:00 -0400

2025 is bringing major changes to lead generation compliance — are you ready? In this episode of the Local Marketing Lab, we sit down with Donnie Kenneth, VP of Marketing at Total Expert, who brings over 20 years of marketing experience across various industries. Donnie shares critical insights about the future of compliant lead generation, automation strategies that enhance rather than replace human connections, and how businesses can build lasting customer relationships while staying within regulatory boundaries.

Here are some topics discussed in the episode around compliant led generation:

Automate marketing without losing authenticity
Understanding and preparing for 2025 FCC compliance changes
Effective customer journeys across multiple channels
Strategies for long-term customer relationship building
The importance of education in the customer journey

Resources

Connect with Donnie Kenneth on LinkedIn.
Learn more about Total Expert.
Check out the new Evocalize integration with Total Expert and rebel iQ.

Other shout-outs

Dart Bank — Small local bank doing an amazing job generating leads.

Win customers with the right review response strategy with Avi Goren

Wed, 06 Nov 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Avi Goren, co-founder and CEO of Marqii, shares insights from analyzing over 200,000 customer reviews across multiple restaurant brands. With experience spanning from local pizzerias to enterprise-level restaurant tech, Avi reveals how the right review response strategy can transform customer feedback into a powerful marketing asset.

Topics discussed in this episode:

1️⃣ Leverage menu data for improved local SEO performance

2️⃣ Scaling digital presence across multiple locations

3️⃣ Review response management and automation

4️⃣ Use review responses as a marketing and SEO tool

5️⃣ Techniques for turning negative reviews into business opportunities

Resources

Connect with Avi Goren on LinkedIn.
Learn more about Marqii.

Other shout-outs

Gregorys Coffee (Featured success story, grew from 20 to 50+ locations)
Breads Bakery (Example of category ownership)
DIG (Growing brand, now 50+ locations)
Polvos (Austin Tex-Mex spot)
Levain Bakery (Mentioned for their customer support strategy)

Grow your business with multi-channel local marketing with Sai Alluri

Wed, 30 Oct 2024 11:45:00 -0400

In today's digital age, are you maximizing every channel to drive local business growth? In this episode of the Local Marketing Lab, Sai Alluri, co-founder and CEO of Momos, shares insights on multi-channel local marketing gained from his extensive experience in the restaurant tech space. Drawing from his work with over 5,000 restaurants across 10 countries, Sai reveals how businesses can create a powerful digital presence that converts online engagement into real-world revenue.

Topics discussed in this episode:

1️⃣ Optimize your Google Business Profile for maximum visibility

2️⃣ Leveraging social media platforms effectively for local business discovery

3️⃣ The modern customer journey from digital discovery to in-store visits

4️⃣ Measuring marketing ROI at the local level

5️⃣ Using customer feedback and surveys to drive business improvements

Resources

Connect with Sai Alluri on LinkedIn.
Learn more about Momos.

Other shout-outs

Community-driven marketing for real local growth with Christin Marvin

Wed, 23 Oct 2024 11:45:00 -0400

Ever wondered how local businesses thrive in a world of big brands? The secret lies in community-driven marketing. In this episode of the Local Marketing Lab, Christin Marvin, a seasoned restaurant executive coach with nearly two decades of hospitality experience, shares invaluable insights on leveraging local connections for business growth. From fine dining to food halls, Christin unpacks strategies that turn community engagement into a powerful marketing tool.

Topics discussed in this episode:

1️⃣ Community partnerships for effective local marketing

2️⃣ Strategies for successful co-marketing

3️⃣ Aligning marketing content with the actual customer experience

4️⃣ Engaging customers at local events

5️⃣ Segmenting your audience for more targeted marketing

Resources

Connect with Christin Marvin on LinkedIn.
Check out Christin’s website to learn more about her solutions.
Listen to an episode of the No Hesitations Restaurant Leadership Podcast.
Listen to Eric Knott’s episode on the Local Marketing Lab podcast about being the mayor.

Other shout-outs

Increase restaurant growth with social responsibility with Andrew Glantz

Wed, 09 Oct 2024 11:45:00 -0400

Can a simple photo of your meal help feed those in need and boost your restaurant’s bottom line? In this episode of the Local Marketing Lab, Andrew Glantz, founder and CEO of GiftAMeal, reveals how restaurants can achieve growth with social responsibility. Andrew shares innovative strategies that not only give back to the community but also drive customer loyalty and increase revenue.

Here are some topics discussed in the episode around increasing restaurant growth with social responsibility:

How to implement a giving-back program in restaurants
Impact of social responsibility on customer behavior and loyalty
Integrating social impact initiatives with existing marketing efforts
Communicate your brand’s social impact to customers
Authenticity in corporate social responsibility efforts

Resources

Connect with Andrew Glantz on LinkedIn.
Learn more about GiftAMeal.

Other shout-outs

Brands working with GiftAMeal: Lee’s Famous Recipe Chicken, Pizza Factory, Gong Cha bubble tea, Groucho’s Deli, HopCat, Sal’s Pizza, Starbird Chicken, Fuzzy’s, Taco Shop, Jimmy John’s, TGI Fridays, Andy’s Frozen Custard, and Scooters Coffee
Integrations with GiftAMeal: Olo, Thanx, Lunchbox, Ovation, and Tattle

The power of create, connect, and collaborate with Monte Silva

Wed, 02 Oct 2024 11:45:00 -0400

Are you ready to take your local marketing strategy to the next level? In this episode of the Local Marketing Lab, restaurant executive coach and author Monte Silva shares his powerful “create connect collaborate” approach to business growth. With over 25 years of hospitality experience, Monte unveils marketing tactics that have helped countless businesses thrive in the new economy.

Here are some topics discussed in the episode around “create connect collaborate”:

Effective guerrilla marketing techniques for local businesses
Importance of community engagement in marketing
Balancing virtual and in-person marketing strategies
Leverage personal branding to boost business success
Product quality before heavy marketing investment

Resources

Connect with Monte Silva on LinkedIn.
Learn more about Monte Silva’s coaching services.
Check out Monte’s book “Shift Happens: 7 Proven Strategies to Help Your Restaurant Crush the New Economy“.
Listen to an episode of the Restaurant Success Club podcast.

Other shout-outs

Shawn Walchef: Follow for great examples on how to tell your brand’s story.
Christian Fischer: Helped Monte publish his book. Follow Christian to learn more about how he helps people write their own book!
Maverick Theory: Consulting talent agency for restaurants.
Josh Ashton: Canada’s Restaurant Guy, helped Monte launch his podcast.

Strategies to stay top of mind in local markets with Erin Levzow

Wed, 25 Sep 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, we explore a crucial question: How can businesses stay top of mind in local markets? Erin Levzow, a marketing veteran with over 20 years of experience across brands like Museum of Ice Cream, Freebirds, and Wingstop, shares her insights. From digital strategies to community partnerships, Erin unpacks the essential tactics for dominating your local market and driving growth.

Key topics discussed in the episode:

Effectively use digital marketing channels for local businesses
Understanding your local audience and market
Engaging content that resonates with local customers
Leveraging partnerships with local organizations
Data integration in enhancing customer communication

Resources

Connect with Erin Levzow on LinkedIn.
Learn more about Museum of Ice Cream.
Follow Rev Ciancio for other content around restaurant marketing.

Other shout-outs

Kendra Scott for a great partnership with Museum of Ice Cream.
Book It program with Pizza Hut — excellent example of local marketing.
Raising Canes for their field and local marketing team.

Local catering strategies to grow your restaurant with Kelly Grogan

Wed, 18 Sep 2024 11:45:00 -0400

Are you leaving money on the table by overlooking catering opportunities? In this episode of the Local Marketing Lab, Kelly Grogan, co-founder of Crumbs, shares invaluable local catering strategies to grow your restaurant. With over 20 years of experience in the restaurant industry, Kelly unveils how catering can be a game-changer for local businesses, emphasizing the importance of community engagement and personalized marketing approaches.

Here are some topics discussed in the episode around local catering strategies:

Create an effective catering menu that’s distinct from your regular offerings
Packaging and presenting catering orders to maximize impact
Leveraging existing customers to grow your catering business
Building personal relationships with potential catering clients
Use your restaurant’s physical space to promote catering services

Resources

Connect with Kelly Grogan on LinkedIn.
Learn more about Crumbs.

Other shout-outs

Geoff Alexander and Gregg Majewski for examples on how to do catering right.
McAllister’s Deli for their catering services and packaging.
Sabrina Jenkins at PDQ Chicken for their catering services.
Troy Hooper for hosting a pickleball tournament at Restaurant Leadership Conference.

The mayor of the mile: How to dominate your local market with Sam Stanovich

Wed, 11 Sep 2024 11:45:00 -0400

Are you ready to become the “mayor of the mile” in your local market? In this episode of the Local Marketing Lab, Sam Stanovich, Senior VP of Development and Alliances at Big Chicken, shares his recipe for dominating your local market. With over 25 years of hospitality experience, Sam dishes out practical strategies to transform your business into a community cornerstone.

Here are some topics discussed in the episode around being the mayor of the mile:

Effective community engagement
How to collaborate with local businesses for mutual benefit
Leveraging chamber of commerce memberships
The value of supporting local causes and charities
Create impactful content without a big budget

Resources

Connect with Sam Stanovich on LinkedIn.
Find a Big Chicken location near you.
Learn more about the ServSafe Alchohol program.
Watch Tim Sweetman’s episode on the Local Marketing Lab.
Check out RIP Medical Debt.

Other shout-outs

CJ from Dog Haus for fun competition of hot dogs vs chicken.
Firehouse Subs for their great involvement in the community.
Jeff Mauro, the Sandwich King, for advice on persistence when it comes to video content.
Zack Oates from Ovation for sponsoring the dog vs chicken showdown.
Shawn Walchef for encouraging video content on social.

Master online and offline reputation for local businesses with Shereen Qumsieh

Wed, 04 Sep 2024 11:45:00 -0400

How can local businesses effectively manage their online and offline reputation? In this episode of the Local Marketing Lab, Shereen Qumsieh, co-founder and CEO of Akira, shares her insights on mastering reputation management for local businesses. With over 20 years of experience in the tech space, Shereen dives into the critical aspects of turning data into actionable insights, responding to customer feedback, and maintaining accurate business listings.

Here are some topics discussed in the episode around mastering your online and offline reputation:

Present data as actionable insights rather than overwhelming numbers
Responding to both positive and negative online reviews
Soliciting direct customer feedback before it becomes an online review
The “Goldilocks zone” for Google reviews and why it matters
Accurate business listings in online reputation

Resources

Connect with Shereen Qumsieh on LinkedIn.
Learn more about Akira.

Other shout-outs

Michael Beck from Popcorn GTM.

Improve customer experience with authentic hospitality with Christian Fischer

Wed, 28 Aug 2024 11:45:00 -0400

What makes a restaurant (or business) unforgettable? In this episode of the Local Marketing Lab, Christian Fischer, a seasoned chef and hospitality expert with over 35 years of experience, shares insights on how to improve customer experience with authentic hospitality. From his journey as a French-trained chef to becoming a consultant and author, Christian unveils the secrets behind creating memorable dining experiences that keep customers coming back.

Here are some topics discussed in the episode around how to improve customer experience with authentic hospitality:

Create authentic dining experiences that resonate with customers
Importance of specialization in menu design and restaurant concept
Turning culinary skills into diverse business opportunities
The value of staying true to your roots and background in business
Adapt to changing customer expectations in the hospitality industry

Resources

Connect with Christian Fischer on LinkedIn or on his website.
Check out the Disruptive Chef Entrepreneur Podcast.
Listen to the episode with Chef Adam Lamb.
Learn more about the Culinary Executive Mastermind.
If you want to write a book, take Christian’s course.

Other shout-outs

Jason Berkowitz for hilarious and amazing stories.

Barbell marketing strategy for restaurant growth with Rev Ciancio

Wed, 21 Aug 2024 11:45:00 -0400

Are you struggling to balance value offerings with premium items in your restaurant? In this episode of the Local Marketing Lab, Rev Ciancio, a 20-year veteran of the restaurant industry and head of revenue marketing at Branded Strategic Hospitality, reveals the power of the barbell marketing strategy for restaurant growth. Rev shares invaluable insights on leveraging technology, enhancing customer experience, and implementing innovative marketing tactics to drive revenue in today’s competitive landscape.

Here are some topics discussed in the episode:

Implementation of a successful barbell marketing strategy
Effective use of gated WiFi for customer data acquisition
Comprehensive restaurant tech
Personalization in customer interactions
Tips for increasing customer lifetime value (LTV) and average order value (AOV)

Resources

Connect with Rev Ciancio on LinkedIn.
Check out Rev’s restaurant, Handcraft Burgers and Bew.
Learn more about Branded Hospitality Ventures and Yeah! Management.
Sign up for Rev’s weekly newsletter.

Other shout-outs

Gregg Majewski for his marketing expertise.
Condado Tacos for their marketing targeting.
Ferazzoli’s Italian Kitchen for excellent customer experience.

Restaurant tech

VivaSpot – gated Wifi
Toast – POS (Point of Sale)
MailChimp – email and CRM
Bikky – CDP (Customer Data Platform)
Marqii – online listings and reputation management
Ovation – guest feedback
Spendgo – customer loyalty
Guru Club – reward customers for posting on Instagram
Byte – ordering kiosks

Master social media: Secrets to organic growth & local impact with Jonny Fowler

Wed, 14 Aug 2024 11:45:00 -0400

Are you struggling to stand out on social media amidst the constant noise and competition? In this episode of the Local Marketing Lab, Jonny Fowler, VP of Business Development at American Financial Network, shares his proven strategies to master social media through organic growth and powerful local impact.

Jonny, a 25-year veteran in the mortgage industry, has cracked the code on leveraging social platforms to build an engaged following and drive real business results. In this value-packed conversation, he reveals the secrets to creating content that the algorithms love, building meaningful connections within your local community, and overcoming common fears that hold people back from social media success.

Here are some topics discussed in the episode around how to master social media:

How to create compelling, organic social media content
Leveraging local businesses in your marketing efforts
Importance of consistency in social media posting
Overcoming fear and self-doubt in content creation
Power of short-form video content

Resources

Connect with Jonny Fowler on LinkedIn.
Learn more about American Financial Network.
Follow Gary Vaynerchuk for expert social media tips.

Other shout-outs

Listen to Get involved. Engage locally. Be the Mayor. with Eric Knott, COO at PDQ Restaurants.
Frank Gray and Brian Stevens for teaching Jonny how to “do video”.
Tony Robbins for pushing others to overcome their fears.
Dan Habib for excellent video content around real estate, mortgage, and crypto.

Boost repeat customers with training & hospitality with Jason Berkowitz

Wed, 07 Aug 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, we explore the powerful connection between effective training, exceptional hospitality, and repeat customers with Jason Berkowitz, a hospitality veteran and founder of Arrow Up Training. With over two decades of experience spanning more than 50 restaurant openings, Jason shares invaluable insights on how businesses can boost repeat customers with training and create memorable guest experiences. His unique blend of psychology-backed management techniques and creative problem-solving offers a fresh perspective on cultivating customer loyalty in the hospitality industry and beyond.

Here are some topics discussed in the episode:

The difference between service and hospitality
Strategies for implementing effective training programs
Tips for improving order accuracy in takeout and delivery
Methods to enhance employee retention and satisfaction
Building strong relationships with guests

Resources

Connect with Jason Berkowitz on LinkedIn.
Learn more about Arrow Up Training.

Other shout-outs

Follow Shawn Walchef and Troy Hooper on LinkedIn for tips on digital hospitality.
Check out Tocaya Organica, modern Mexican food with locations in Arizona and California.
Ronan for excellent marketing, training, and hospitality.

Transform your local business in 90 days or less with Amber Martinez

Wed, 31 Jul 2024 11:45:00 -0400

Can you transform your local business in 90 days or less? In this episode of the Local Marketing Lab, Amber Martinez, Brand President and Operating Partner at JEM Wellness Brands, reveals how she’s done just that throughout her 25-year career in the fitness-wellness industry. She unpacks powerful strategies to transform your local business through grassroots marketing, community engagement, and innovative partnerships.

Here are some topics discussed in the episode around transforming your local business:

Consistent messaging across multiple marketing channels
Humanizing your brand through social media and community engagement
Low-cost, high-impact local marketing tactics for immediate implementation
Turn existing customers into powerful brand advocates
Techniques for building strategic local business partnerships

Resources

Connect with Amber Martinez on LinkedIn.
Learn more about JEM Wellness Brands.
Find a Crunch fitness location near you.
Watch the episode with Allison Rand from YouFit Gyms.

Other shout-outs

Jamie Esslinger and Emily Gentry on the JEM Wellness marketing team.
Whole Foods for great community involvement and local partnership.

3X higher customer spend with next-gen loyalty programs with Matt Smolin

Wed, 24 Jul 2024 11:45:00 -0400

Are you tired of lackluster loyalty programs that fail to boost customer spending? In this episode of the Local Marketing Lab, Matt Smolin, co-founder and CEO of Hang, reveals how next-gen loyalty programs are revolutionizing customer engagement. With a background in finance and a passion for problem-solving, Matt shares groundbreaking insights on creating loyalty experiences that drive real results, including the potential for 3X higher customer spend.

Here are some topics discussed in the episode around next-gen loyalty programs:

The limitations of traditional, points-based loyalty programs
How to create engaging, gamified loyalty experiences
The importance of personalization
Strategies for connecting loyalty across multiple channels
Using machine learning to optimize rewards and offers

Resources

Connect with Matt Smolin on LinkedIn.
Learn more about Hang, a brand loyalty and membership platform.

Other shout-outs

Boba Guys, Roam Burgers, and Ulta Beauty for their successful loyalty programs.

Drive local growth as a hospitality hero with Michael Beck

Wed, 17 Jul 2024 11:45:00 -0400

Ever wondered what it takes to become a true hospitality hero in today’s dynamic market? In this episode of the Local Marketing Lab, Michael Beck, co-founder and CRO of Popcorn GTM, shares his 30-year journey through the hospitality industry. With a unique blend of culinary expertise and technology, Michael unpacks innovative strategies for driving local growth and building authentic connections in the restaurant world. From AI-powered customer feedback analysis to creative community engagement, this episode is packed with actionable insights for becoming a hospitality hero.

Here are some topics discussed in the episode around driving local growth as a hospitality hero:

The importance of community building in B2B and B2C marketing
Leverage AI for practical marketing applications in restaurants
Innovative ways to use NFTs and digital assets for brand engagement
The power of authenticity and shared values in marketing
Balancing technology and human touch in hospitality marketing

Resources

Connect with Michael Beck on LinkedIn.
Learn more about Popcorn GTM.
Listen to an episode of Morning, Sam. Morning, Ralph.

Other shout-outs

Zack Oates, CEO of Ovation
Shawn Walchef, Owner of Cali BBQ
Jeremy Julian, Host of the Restaurant Technology Guys Podcast
Ashwin Kumlani, CEO of JUICER
Devour, online ordering platform with NFTs

5+ strategies for building meaningful local connections with Jarrett Stanley

Wed, 10 Jul 2024 11:45:00 -0400

In today’s fast-paced digital world, how can mortgage professionals stand out in their local markets? This episode of the Local Marketing Lab features Jarrett Stanley, the award-winning CMO of Nationwide Mortgage Bankers, who shares his two decades of experience in crafting meaningful local connections. From innovative lead capture techniques to long-term relationship-building strategies, Jarrett unveils the secrets to dominating your local mortgage market.

Here are some topics discussed in the episode around building meaningful local connections:

Strategies for building meaningful local connections
Providing value beyond just selling mortgages
Leverage technology to streamline lead capture and nurturing
Staying compliant with new FCC/TCPA regulations
Tips for creating authentic, value-driven marketing content

Resources

Connect with Jarrett Stanley on LinkedIn.
Learn more about Nationwide Mortgage Bankers.
Check out the new FCC updates regarding the TCPA rules for lead generation.
Watch the FCC webinar with Eric Troutman.

Other shout-outs

Toby Harris, co-founder at Movement Mortgage
Gary Vaynerchuk: Follow for great marketing tips and advice
Shant Banosian, mortgage broker at Guaranteed Rate
Rob Jayne, chief production manager at Nationwide Mortgage Bankers

Creating consistent content to drive social engagement with Dustin Owen

Wed, 03 Jul 2024 11:45:00 -0400

Discover how creating consistent content to drive social engagement can transform your local marketing strategy. In this episode of the Local Marketing Lab, Dustin Owen, Vice President of East Division Sales at Waterstone Mortgage and host of the Loan Officer Podcast, shares his wealth of knowledge in the mortgage industry. With over 20 years of experience, Dustin reveals how content creation and social engagement have been pivotal in building strong client relationships and driving business growth. His insights offer a fresh perspective on leveraging digital strategies to enhance local marketing efforts in the competitive mortgage space.

Topics discussed in this episode:

Leveraging your circle of influence for business growth
Effective strategies for online networking and personal branding
Creating consistent, valuable content
Utilizing CRM systems for managing client relationships and marketing efforts
Building trust through an authentic online presence

Resources

Connect with Dustin Owen on LinkedIn.
Learn more about Waterstone Mortgage.
Check out The Loan Officer Podcast and the loan officer coaching community.

Other shout-outs

Rocket Mortgage
Use the Scotsman Guide to find loan originators.
Follow Jordan Nutter from NFM Lending for ideas to generate leads on TikTok.
Check out Jennifer Beeston from Guaranteed Rate for excellent YouTube content.
Follow Amir Syed for TikTok content and his coaching company.

Boost profits with data and a VIP customer experience with Hamed Mazrouei

Wed, 26 Jun 2024 11:45:00 -0400

Have you ever wondered why most restaurant customers never return after their first visit? It’s a staggering reality that around 70% of diners are one-time visitors, severely impacting profitability and growth. In this episode of the Local Marketing Lab, Hamed Mazrouei, CEO of Milagro, Utiliko, and Vivant, unveils the secret to boosting profits: delivering a VIP customer experience through data-driven personalization.

Here are some topics discussed in the episode around delivering a VIP customer experience:

The importance of customer retention for restaurant profitability and overcoming thin margins
Strategies for effective communication with customers, including personalization and VIP treatment
The role of technology in streamlining operations and enabling better customer experiences
The value of customer data for targeted marketing and communication
The significance of basic elements like recognizing and using customers’ names

Resources

Connect with Hamed Mazrouei on LinkedIn.
Learn more about Milagro.
Check out Vivant and Utiliko.

Other shout-outs

Stake 48 — providing a VIP experience for Hamed.

Creative local marketing tactics to boost sales with Michael Ungaro

Wed, 19 Jun 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Michael Ungaro, CEO of San Pedro Fish Market, shares his journey of transforming a small family-owned seafood shop into a $30 million restaurant empire. With over 40 years of industry experience, he unveils innovative local marketing tactics to boost sales, emphasizing the power of storytelling, community involvement, and adaptability in driving business growth.

Here are some topics discussed in the episode around local marketing tactics to boost sales:

The power of storytelling and building a brand identity to connect with customers
Creative local marketing tactics like direct mail, community involvement, and business partnerships
Adapting operations and pivoting the business model during challenging times
Leveraging PR, social media, and a web series to amplify the brand story
Overcoming the “big corporation” perception as a local, family-owned business

Resources

Connect with Michael Ungaro on LinkedIn.
Learn more about San Pedro Fish Market.
Check out King of Fish.
Stop by Brouwerij West brewery.
Order a tray of shrimp from San Pedro Fish Market on GoldBelly.

Other shout-outs

Port of Los Angeles Lobster Fest
Toast and me&u for allowing San Pedro Fish Market to succeed with their restaurant reservations and ordering.
Shawn Walchef for great video content and telling stories about your brand.

How user-generated content boosts performance with Allison Rand

Wed, 12 Jun 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Allison Rand, VP of Marketing at YouFit Gyms, reveals the surprising power of embracing imperfect, authentic user-generated content to supercharge your marketing. With over 20 years of experience in the fitness industry, Allison shares strategies that prove user-generated content boosts performance far better than highly-produced, polished creative. Prepare for an eye-opening discussion on fostering community connections, continuous testing, and prioritizing relatability over flawlessness.

Here are some topics discussed in the episode around how user-generated content boosts performance:

The importance of prioritizing authenticity and user-generated content in marketing campaigns.
Strategies for building connections and establishing a strong local presence within communities.
Tips for continuous testing and optimization to improve performance and drive growth.
Insights into leveraging local listings and content for better local SEO.
The role of mental health and wellness in fitness marketing campaigns.

Resources

Connect with Allison Rand on LinkedIn.
Learn more about YouFit Gyms.
Watch YouFit’s 80’s inspired commercial.
Try out Meta’s Advantage Plus ads.

Other shout-outs

Get noticed or get left behind: Tips from a mortgage pro

Wed, 05 Jun 2024 11:45:00 -0400

Struggling to cut through the noise in your local market? In this episode of the Local Marketing Lab, award-winning mortgage professional Tracie Schmidt shares battle-tested tips from a mortgage pro for standing out. With over 20 years of experience, Tracie reveals how she went from a top-performing loan officer to a local marketing powerhouse. Discover the strategies that earned her industry recognition and a loyal following.

Here are some topics or tips from a mortgage pro to make sure you get noticed:

The importance of building a personal brand and staying visible in your local market.
Strategies for creating engaging, authentic content on social media.
Tips for highlighting local businesses and building relationships within the community.
Benefits of seeking guidance and coaching from industry experts.
The value of providing valuable resources, like home buying guides, to potential clients.

Resources

Connect with Tracie Schmidt on LinkedIn.
Learn more about Supreme Lending.
Check out the Schmidt Team.
Watch Tracie’s video about waiting for interest rates to drop.

Other shout-outs

Krish Dhokia from Kind Lending — Check out his episode on the Local Marketing Lab.

The 3 keys to real estate success in any market with Rick Haase

Wed, 29 May 2024 12:45:00 -0400

Real estate is a dynamic industry with its fair share of challenges, from fluctuating interest rates to market downturns. In this episode of the Local Marketing Lab, Rick Haase, President at United Real Estate and Chief Operating Officer at United Real Estate Group, reveals the three keys that propelled his brokerage from the 139th largest in the country to the 6th largest in just five years – proving that you can achieve real estate success in any market.

Here are some topics discussed in the episode around real estate success in any market:

The importance of having a clear mission focused on improving agents’ success
The value of nurturing leads effectively, considering the long buying cycles in real estate
Tactics for generating high-quality, cost-effective first-party leads for agents
Strategies for daily prospecting and growing new connections
Ways for providing comprehensive training and education to agents

Resources

Connect with Rick Haase on LinkedIn.
Learn more about United Real Estate.

Other shout-outs

Check out Orchestra New England.
Watch “the relative size of planets” on YouTube.

Blending the right mix of local marketing tools for franchisees with Dan Sokolik

Wed, 22 May 2024 11:45:00 -0400

If you’re feeling overwhelmed with the challenge of getting your local marketing to connect with new audiences and engage your community, then you are not alone! In this episode of the Local Marketing Lab, Dan Sokolik, VP of Marketing at Lee’s Famous Recipe Chicken, shares his diverse experience working with major QSR brands like Subway, Domino’s, and McDonald’s. With a background spanning the agency, corporate, and franchise sides, Dan offers a unique perspective on blending the right local marketing tools for franchisees and multi-unit operators.

Here are some topics discussed in the episode around local marketing tools for franchisees:

The role of direct mail, paid social, apps, and loyalty in a local marketing mix
Building the right local marketing tools and partnerships for franchisee success
Leveraging user-generated content and cause marketing for engagement
Effective local marketing approaches for brands in rural/small-town markets
Challenges of getting buy-in for digital marketing from veteran franchisees

Resources

Connect with Dan Sokolik on LinkedIn.
Find a Lee’s Famous Recipe Chicken near you.
Learn more about GiftAMeal and how you can get involved.

Other shout-outs

Kim Freer — CMO at Raising Canes, great example of grassroots and local marketing.
Firehouse Subs — Being engaged in their communities and local neighborhoods.

Your secret local marketing weapon: Brand ambassadors with Elaine Patel

Wed, 15 May 2024 11:45:00 -0400

Want to boost community engagement and increase brand advocacy? In this episode of the Local Marketing Lab, Elaine Patel, Director of Local Store Marketing at FAT Brands, unveils a powerful secret local marketing weapon — brand ambassadors. With over 20 years of experience working with major brands, Elaine shares game-changing strategies that have propelled FAT Brands’ success across 2,300+ locations.

Here are some topics discussed in the episode around your secret local marketing weapon, brand ambassadors:

Empowering and equipping front-line employees as brand ambassadors for local marketing
Best practices for supporting and motivating brand ambassadors
Benefits of celebrating “local heroes” like teachers, firefighters, and nurses for building brand awareness and community connections
Strategies for building consistent, long-term relationships with the local community
The role of social media and user-generated content in amplifying local marketing efforts

Resources

Connect with Elaine Patel on LinkedIn.
Learn more about FAT Brands.

Other shout-outs

Check out some of FAT Brands’ franchises like Fatburger, Johnny Rockets, Pretzelmaker, and Fazoli’s.
Learn more about Career Sparks.

Tips to prioritize the customer experience with Matt Wampler

Wed, 08 May 2024 11:45:00 -0400

In today’s competitive landscape, providing an exceptional customer experience is crucial for businesses to thrive. In this episode of the Local Marketing Lab, Matt Wampler, an award-winning former franchisee turned tech founder of ClearCOGS, shares tips to prioritize the customer experience for driving growth.

Here are some topics discussed in the episode around how to prioritize the customer experience:

The importance of building in public and sharing behind-the-scenes stories
Prioritizing exceptional execution and customer experience over excessive marketing
The power of authentic storytelling and transparency in modern marketing
Leveraging data and automation to enhance local marketing efforts
The evolution of marketing from overly polished campaigns to real, relatable content

Resources

Connect with Matt Wampler on LinkedIn.
Learn more about ClearCOGS.
Listen to Eric Knott’s episode on the Local Marketing Lab: Be the Mayor.
Check out ClearCOGS’ integration on Toast.

Other shout-outs

Shawn Walchef, Founder of Cali BBQ — Great person to follow when it comes to posting authentic content on social media and telling stories.
Jimmy John’s — Their playbook for helping Matt be successful as a franchisee.
Other great people to follow on social media who are posting great content:
Nabeel, CEO of Lunchbox
Ashwin, CEO of JUICER
Andrew Simmons, CEO of Mama Romana’s Pizza
Charlie Eblen, founder of Single Tree BBQ
Paul Tran, director of franchising at Hot Palette America

Consistency wins: Proven strategies for local growth with Alec Hanson

Wed, 01 May 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Alec Hanson, the Chief Marketing Officer at loanDepot, shares his valuable insights on the power of consistency and authenticity in content creation for local growth. With over 20 years of experience in the mortgage industry, Alec unpacks proven strategies for local growth that have helped him and countless others achieve explosive business growth through content marketing. Alec also shares candid insights on overcoming excuses and embracing change, inspiring you to leverage new marketing channels for increased influence and local growth.

Here are some topics discussed in the episode around proven strategies for local growth:

The role of consistency and vulnerability in building trust and relationships with your audience
How to find your unique voice and authentic style in content creation
The importance of embracing new marketing channels and tactics
Learning from successful content creators and industry leaders
Real-life examples and success stories of content creators who’ve achieved explosive business growth

Resources

Follow Alec Hanson on LinkedIn.
Learn more about loanDepot.
Listen to the Modern Lending podcast.
Check out Alec’s books: “Bypassed” and “Modern Lending Playbook“.

Other shout-outs

Gary Vee – His content is always a treasure trove of marketing wisdom.
Chris Do – A master marketer.
Anthony Hsieh – Founder of loanDepot; serve customers the way they want to be served.

Rethink everything you know about mortgage marketing with Brian Vieaux

Wed, 24 Apr 2024 11:45:00 -0400

In this illuminating episode of the Local Marketing Lab, mortgage industry veteran Brian Vieaux shares a fresh perspective on how loan officers can effectively reach and nurture the next generation of homebuyers. With over 34 years of experience and as the COO of FinLocker, Brian offers a wealth of insights on mortgage marketing and how the industry is changing. Learn tips and strategies to foster local connections and build credibility in your community.

Here are some topics discussed in the episode around mortgage marketing:

Strategies for reaching and nurturing early-journey, first-time homebuyers
The role of local loan officers as trusted financial educators
Leveraging social media and podcasting to build a personal brand
Repurposing long-form content for maximum impact
The value of a collaborative, abundance-driven mindset

Resources

Connect with Brian Vieaux on LinkedIn.
Learn more about FinLocker.
Check out Brian’s book, “Rethink Everything You “Know” About Being A Next Gen Loan Officer“.
Check out “Rethink Everything: You “Know” About Social Media” by Kyle Draper.
Listen to an episode of The Loan Officer Podcast.

Other shout-outs

Dustin Owen from The Loan Officer Podcast.
Learn more about Downtown Boxing Gym in Detroit.

Crush local digital marketing with AI with Heather Cox

Wed, 17 Apr 2024 11:45:00 -0400

In this eye-opening episode of the Local Marketing Lab, Heather Cox, the owner and operator of Heather Cox Codes, reveals how to crush local digital marketing with AI. With over 15 years of experience in the industry, Heather shares her proven strategies for leveraging AI-powered tools to streamline content creation, optimize local SEO, and stand out in a crowded digital landscape.

Here are some topics discussed in the episode around local digital marketing with AI:

Leverage Google My Business as a social media platform
Incorporate customer-centric keywords into local content
Use AI tools like Canva, CapCut, and custom ChatGPT prompts
Importance of video content and authenticity in local marketing
Connect with customers through unique personal branding

Resources

Connect with Heather Cox on LinkedIn.
Learn more about Heather Cox Codes.
Listen to an episode of Into the Black.
AI and design tools: CapCut, ChatGPT, Canva, MotionLeap, Videoleap, Beatleap, and Gencraft.

Other shout-outs

Dean LaBay — The cost of inaction

The power of localized content and creative with Ben Fox

Wed, 10 Apr 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Ben Fox, the President of ProNexis and head of Customer Experience at Five Star Franchising shares his expertise on the power of localized content and creative in driving local business growth. With experience in sales, marketing, and customer experience across multiple industries, Ben offers a fresh perspective on how businesses can differentiate themselves and outperform their competitors in today’s digital landscape.

Here are some topics discussed in the episode around localized content and creative:

Strategies for creating authentic, value-driven content that positions your business as a trusted resource
The role of social media and community groups in building local brand awareness
Sharing behind-the-scenes processes and expertise with your audience
The importance of customer experience in complementing marketing efforts
Tracking and optimizing localized content and creative through A/B testing and data analysis

Resources

Connect with Ben Fox on LinkedIn.
Learn more about ProNexis.
Learn more about Five Star Franchising.
Learn more about Five Star Marketing Service.
Watch a webinar about the recent FCC changes for lead gen.

Other shout-outs

Rehrig Pacific — supply chain solution that Ben previously worked at.
Scott Abbott — founder of ProNexis.
Spaulding Decon — a biohazard cleanup company with amazing lead generation content.
Blue Bell ice cream and Tillamook.
Check out Five Star Franchising’s brands: Bio-One, Bath Solutions, Gotcha Covered, Mosquito Shield, 1-800 Packouts and 1-800 Textiles.

Local loyalty: Make customers feel like regulars with Nabeel 🦄

Wed, 03 Apr 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Nabeel 🦄 Alamgir, the founder and CEO of Lunchbox, shares his entrepreneurial journey and invaluable strategies for building a loyal local following for restaurants. With over 15 years of experience in the restaurant industry, Nabeel’s expertise shines through as he unveils the secrets to making customers feel like regulars.

Here are some topics discussed in the episode around making customers feel like regulars:

Community engagement and local marketing for restaurants
Strategies for converting dine-in and third-party customers to a restaurant’s digital channels
Examples of effective marketing campaigns from other brands
Tips for making customers feel like regulars and part of an exclusive community
The role of storytelling and local narratives

Resources

Connect with Nabeel 🦄 on LinkedIn.
Learn more about Lunchbox.
Check out Bareburger and find a location near you.

Other shout-outs

Dunkin’ Donuts for their marketing campaign with Ben Affleck
Clean Juice for innovating with their subscription service.
Walk On’s for their great in-store experience and connections
Geoff Alexander, CEO of Wow Bao, for leading the industry.

Win local customers with craveworthy marketing with Gregg Majewski

Wed, 27 Mar 2024 11:45:00 -0400

In this insightful episode of the Local Marketing Lab, Gregg Majewski, CEO of Craveworthy Brands, shares his expertise and invaluable lessons from over 25 years in the restaurant industry. To make your brand memorable, Gregg unveils powerful strategies that have proven instrumental in driving local growth and customer loyalty.

Here are some topics discussed in the episode around craveworthy marketing:

Sample your product and get it into customers’ hands
Strategies for consistently reaching local businesses and households
Listen to customer feedback and incorporate their preferences into your offering
Identify and community your brand’s unique value proposition
Ways to embed your brand in the community with partnerships and events

Resources

Connect with Gregg Majewski on LinkedIn.
Check out Craveworthy Brands and some of their amazing restaurant brands.
Listen or watch Geoff Alexander’s episode on the Local Marketing Lab.
Learn more about the Organization for Autism Research.

Other shout-outs

Shawn Walchef — great example of posting authentic videos on social.

Localization and personalization for brand loyalty with Olga Lopategui

Wed, 20 Mar 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Olga Lopategui, an expert in restaurant loyalty and rewards programs, shares valuable insights on the importance of localized marketing strategies and personalization for brand loyalty. With over 15 years of experience working with renowned brands like Pizza Hut and TGI Fridays, Olga’s expertise sheds light on the evolving landscape of personalized messaging and the impact it has on driving repeat business in the restaurant industry. Whether you’re seeking to optimize digital marketing channels, launch effective loyalty programs, or manage online reviews, Olga’s insights offer actionable steps for enhancing your marketing strategies and customer engagement.

Here are some topics discussed in the episode around localization and personalization for brand loyalty:

Localized marketing strategies to boost customer engagement and loyalty
Tailor your marketing efforts to individual customers that goes beyond basic localization
Leverage localized events to boost customer engagement and drive loyalty
Effective strategies to keep customers coming in with weather-based promotions
Use technology to streamline targeted offers

Resources

Connect with Olga Lopategui on LinkedIn.
Learn more about Restaurant Loyalty Specialists.
Watch Olga’s episode on the Restaurant Technology Guys podcast.

Other shout-outs

Smokey Mo’s — Building their audience with law enforcement.
El Pollo Loco — The evolution of their loyalty program.
Dave’s Hot Chicken — A phenomenal job with their marketing and loyalty program.

Hospitality excellence: Going above and beyond with Tim Sweetman

Wed, 13 Mar 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Tim Sweetman shares his journey from working at Chick-fil-A to becoming a successful owner and operator, emphasizing the pivotal role of personalized customer experiences in driving local growth. He delves into the transformative power of hospitality excellence and small gestures, highlighting the impact of creating magical moments for customers.

Here are some topics discussed in the episode about hospitality excellence:

Creating memorable guest experiences through personal touches
Focus on hospitality fundamentals (good food, service, environment)
Inviting top guests to special events
Making big community impacts with small budgets
Going above and beyond with hospitality excellence

Resources

Connect with Tim Sweetman on LinkedIn.
Check out Tim’s Tension Podcast.
Find a Chick-fil-A location near you.

Other shout-outs

Read Unreasonable Hospitality by Will Guidara.
Learn more about RIP Medical Debt.
Watch Paul Tran’s episode on the Tension Podcast.

The art and science of restaurant pricing with Ashwin Kamlani

Wed, 06 Mar 2024 12:15:00 -0400

In this episode of the Local Marketing Lab, we go behind the scenes with Ashwin Kamlani, the revolutionary co-founder of JUICER, to uncover game-changing insights around the art and science of restaurant pricing. Learn how adopting a data-driven pricing strategy powered by location-based competitive intelligence enables restaurants to make smarter decisions that drive higher revenue. We dive into how JUICER leverages advanced technology to provide customized analysis and pricing recommendations tailored to each restaurant’s local market trends and individual menu dynamics.

Here are some topics discussed in the episode around the science of restaurant pricing:

Discover effective data-driven pricing strategies tailored for restaurants.
Gain insights into competitive intelligence for analyzing restaurant pricing.
Embrace the importance of a customer-centric mindset in business for lasting success.
Uncover the art of leveraging transparency to engage your audience authentically.

Resources

Connect with Ashwin Kamlani on LinkedIn.
Learn more about JUICER.
Listen to our other episode with Carl Orsbourn, COO at JUICER around data-driven decisions for boosting your local marketing.

Other shout-outs

Drew Patterson — Co-Founder of JUICER
Dan Shapero — COO of LinkedIn for inspiring Ashwin to share his own stories on social media.
Bartaco — A JUICER customer who is seeing massive incremental revenue with dynamic pricing on third-party channels.

From noodles to NASCAR: Fueling local growth with Cai Palmiter

Wed, 28 Feb 2024 11:45:00 -0400

In this episode of the Local Marketing Lab, Cai Palmiter, the VP of Marketing at JINYA, shares her marketing prowess and secret sauce for fueling local growth. With over two decades of experience in the restaurant and hospitality industry, Cai unveils a treasure trove of insights on how businesses can rev up their local presence, forge unbreakable community bonds, and craft unforgettable marketing campaigns that leave competitors in the dust.

Here are some topics discussed in the episode around fueling local growth:

Importance of maintaining accurate and consistent online listings across multiple platforms.
Strategies for leveraging social media to create buzz and promote new offerings or promotions.
Ideas for engaging with the local community through events, partnerships, and charitable initiatives.
Tips for creating unique and memorable marketing campaigns that stand out from competitors.
Insights into developing effective loyalty programs and mobile apps to drive customer retention.

Resources

Connect with Cai Palmiter on LinkedIn.
Find a JINYA Ramen Bar near you.
Check out how YEXT makes it easy to manage your online listings.

Other shout-outs

Wendy’s, Jack in the Box, and White Castle — for great marketing efforts.
Crumbl for sprouting everywhere and really taking off.
Duck Donuts for their social media presence and creating personal experiences.

Own your community: Tips for staying top of mind with Michelle Denogean

Wed, 21 Feb 2024 11:45:00 -0400

In this captivating episode of the Local Marketing Lab, Michelle Denogean, the Chief Marketing Officer at Side — a brokerage platform for independent real estate agents — delves into her rich 20-year marketing journey across diverse industries. With a strong emphasis on staying top of mind, Michelle unpacks the critical role of mastering your community, deeply understanding the local market, and adopting a tailored marketing strategy for real estate success. She underscores the value of positioning oneself as a local authority, pointing out that everything in real estate is hyper-local, down to the specific neighborhood.

Here are some topics discussed in the episode:

Tips for nurturing potential clients over time and staying top of mind before a transaction
Ideas for fun local events to host (e.g. DJ camp for kids)
Using social media to extend event reach and relationships
How to consistently produce valuable local resources

Resources

Connect with Michelle Denogean on LinkedIn.
Learn more about Side and how they’re helping real estate agents.
Listen and check out Side’s podcast Own It.
Follow Side on Instagram.

Other shout-outs

Eric Knott, COO at PDQ Chicken — Listen or watch his episode about “being the mayor”.
Melissa Sophia from Avenue Home Collective for great ideas to get the community involved like DJ camp.

Driving growth with unforgettable experiences with Andy Nguyen

Wed, 14 Feb 2024 11:45:00 -0400

In this episode of The Local Marketing Lab, Andy Nguyen, the co-founder of Happy Hours Group and owner of over 25 restaurant concepts, shares his unconventional journey in the restaurant industry and his success in driving growth with unforgettable experiences. Through his partnerships with influential figures like rapper Bun B and his ability to tap into social media trends, Andy provides valuable insights into networking, staying ahead in the social media game, and driving traffic and awareness.

His experience and creative approach to marketing, influenced by his background in art and fashion, make this episode a must-listen for entrepreneurs and business owners looking to harness the power of experiences and partnerships for brand growth.

Here are some topics discussed in the episode around driving growth with unforgettable experiences:

The power of creative partnerships
Designing engaging brand experiences
Failing forward to accelerate growth
The importance of social media
Continually evolving your marketing

Resources

Connect with Andy Nguyen on LinkedIn.
Learn more about the various restaurant concepts Andy co-founded:
Bored and Hungry
Trill Burgers
Matte Black Coffee
Check out Andy’s marketing agency, Happy Hours Group.

Other shout-outs

Josh Vides for his amazing artistic style and designing Matte Black Coffee.
Watch Paul Tran’s episode on the Local Marketing Lab.
Bun B for his collaboration and relationships as Andy’s business partner.
Viet Nguyen, owner of Key Concepts, for how he’s shifting the Vietnamese food community in Orange County.

Multiplying your marketing impact with Adam Golomb

Wed, 07 Feb 2024 11:45:00 -0400

Our guest on this episode of The Local Marketing Lab, is Adam Golomb, CEO of the restaurant chain Primanti Brothers. Adam shares tips for multiplying your marketing impact and emphasizes the significance of creating genuine connections with customers through local marketing. He shares insights about Primanti’s unique approach, including their humorous interactions with guests and their focus on empowering general managers to execute successful initiatives within their communities.

Here are some topics discussed in the episode around multiplying your marketing impact:

Maximize customer engagement through local marketing strategies
Make a difference in the community with dine-and-donate programs
Elevate your restaurant’s visibility through digital advertising
Equip GMs with the tools for impactful local marketing
Harness the benefits of quick reactions for business success

Resources

Connect with Adam Golomb on LinkedIn.
Find a Primanti Brothers location near you.
Learn more about Adam’s previous employers: Eat’n Park Hospitality Group and Giant Eagle.

Other shout-outs

Texas Roadhouse — They treat their general managers as a partner in the business, rather than just franchisees.
Julie Wade from Taziki’s Mediterranean Cafe — For connecting with Adam and sharing her advice. Listen to her episode of the Local Marketing Lab here.

5+ tips for meaningful customer engagement with Matt Plapp

Wed, 31 Jan 2024 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin is joined by restaurant marketing expert Matt Plapp, CEO of America’s Best Restaurants. With over 20 years of experience working with local restaurants, Matt shares tips for meaningful customer engagement both online and in-store.

Here are some topics discussed in the episode around tips for meaningful customer engagement:

The power of community-focused social media content
Tips for what to post on your business’s social media pages
Automate messaging workflows to collect customer data and send offers
Meaningful in-store customer engagement
Examples of restaurants that do social media well and those that don’t

Resources

Connect with Matt Plapp on LinkedIn or check out his website.
Learn more about America’s Best Restaurants.
Check out Matt’s podcasts:
MPTV
Restaurant Expert Roundup
Own Their Phones
Restaurant Marketing Secrets

Other shout-outs

Hofbrauhaus Buffalo — Super fun brand + helping Matt replicate their success across other restaurants
Gary Vee (Vaynerchuck) — Helping businesses keep it simple and do those things over and over
Red Bull — Great example of a brand that does social media well
Primanti Brothers — Fun brand with great social media and engaging content
Louie’s Waffle House — Restaurant near Chicago with good community involvement
Little Italy Ristorante — Amazing video content that involves the community

Digital marketing tools to enhance the customer journey with Tony Adams

Wed, 24 Jan 2024 11:45:00 -0400

Joining us in this episode of The Local Marketing Lab is Tony Adams, an entrepreneur with over 20 years of experience across industries like restaurants, real estate, and more. He shares his insights on how to enhance the customer journey with digital marketing tools.

Whether launching a new marketing strategy or looking to boost existing efforts, Tony offers tactical advice to help local businesses attract and retain more customers in the digital space. Tune in now to explore how leading with digital enhances that all-important customer journey.

Here are some topics discussed in the episode around digital marketing tools to enhance the customer journey:

Make your business easy to find online
Use remarketing to re-engage past site visitors
Understand the full customer journey to their purchase
Leverage digital marketing tools to unify your online presence
Start small with quick website updates

Resources

Connect with Tony Adams on LinkedIn.
Learn more about Area 15 Ventures.
Find a Port of Subs or Daddy’s Chicken Shack location near you.
Try out Google Search Console and Google Analytics.

Other shout-outs

Crumbl – Fantastic brand with a great website, app, and in-store experience.

Changing the game with innovative marketing with Shashank Shekhar

Wed, 17 Jan 2024 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich sits down with Shashank Shekhar, an expert in financial services and mortgage industry marketing. With over 20 years of experience, Shashank provides invaluable insights on driving growth and revenue by constantly adapting and implementing innovative marketing into your strategy.

Here are some topics discussed in the episode around innovative marketing:

Understanding and anticipating changing consumer preferences
Looking outside your industry for new ideas
Overcoming fear of failure to try new things
The impact of AI and digital transformation in the mortgage industry.

Resources

Connect with Shashank Shekhar on LinkedIn.
Learn more about InstaMortgage.
Listen to an episode of the Shashank Redemption podcast.
Check out Shashank’s books on Amazon.

Driving local demand with automated marketing with Matthew Marx

Wed, 10 Jan 2024 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich has an energetic discussion with Matthew Marx, CEO of Evocalize, about using automated marketing technology to drive local demand. With over 20 years of experience in tech and digital marketing, Matt provides valuable perspectives. He shares insights on the challenges faced by small business owners in navigating the complex digital marketing landscape and emphasizes the importance of generating demand at the right time and place. By providing real-life examples of successful implementations in the restaurant and real estate industries, Matt offers practical strategies for businesses to drive traffic and engage with their customers effectively.

Here are some topics discussed in the episode about automated marketing:

The importance of having a digital presence for location-based businesses
Leveraging real-time sales and inventory data in marketing
Automating repetitive digital marketing tasks to allow local owners to focus on operations
Streamlining digital marketing for multi-location businesses
Evocalize bridges the gap between franchisors and franchisees to market together

Resources

Connect with Matthew Marx on LinkedIn.
Learn more about Bazaarvoice, the user-generated content platform that Matt helped go public.
Find out more about Madrona Ventures, one of the founding partners of Evocalize.

Other shout-outs

Smoothie King — using local TikTok ads to advertise effectively
Primanti Brothers — driving people to their restaurants with automated, real-time demand signals
Keller Williams — combining technologies to allow agents to segment their marketing

Digital marketing: The secret ingredient for local growth with Julie Wade

Wed, 03 Jan 2024 11:45:00 -0400

In this episode of The Local Marketing Lab, host Justin Ulrich speaks with Julie Wade, Senior Director of Marketing at Taziki’s Mediterranean Cafe, about a secret ingredient for local growth — digital marketing. With over 15 years in franchise and retail marketing, Julie provides valuable insights on leveraging digital to drive local impact.

Here are some topics discussed in the episode around digital marketing, the secret ingredient for local growth:

Leveraging Meta’s hyperlocal targeting capabilities
Third-party delivery partnerships to access new audiences
Clean customer data and segmentation for better insights
Tracking marketing effectiveness with actionable metrics
Grassroots local community marketing and local owner involvement

Resources

Connect with Julie Wade on LinkedIn
Visit Taziki’s official website to explore their menu, locations, and franchise opportunities

Other shout-outs

Waldo’s Chicken — a great example of grassroots marketing and doing everything at the local level

Unlock growth with awareness and careness 😉 with Paul Tran

Wed, 20 Dec 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich chats with Paul Tran, the VP of Franchise Development at Roll-Em-Up Taquitos, who brings a wealth of experience and insights from the restaurant and franchise industry. Paul’s journey from running his own restaurant to owning multiple franchise locations and consulting for small businesses highlights his deep understanding of local marketing strategies. He emphasizes the importance of creating awareness and providing care to customers, sharing actionable tips to drive home the significance of consistency, authenticity, and trust in marketing efforts.

Here are some topics discussed in the episode:

Be authentic and consistent with your brand’s personality in local marketing
Educating customers on offerings with “did you know” approach
Long-term social media consistency builds trust
Engage existing customers through email and collaborations to drive sales
Put your product in front of potential customers by showing up at unconventional venues

Resources

Connect with Paul Tran on LinkedIn or his website
Check out The Halal Guys Restaurant
Learn more about Roll-Em-Up Taquitos

Other shout-outs

Learn more about Fransmart: A franchise incubator located in Washington D.C. that helped grow Five Guys Burgers
In N Out’s secret menu: A great way to improve your connection with customers
Chick-Fil-A for representing hospitality
Matte Black Coffee for their stimulating partnerships and collaborations
Christal Miller, VP of Marketing at Roll-Em-Up Taquitos, for building local community engagement

$$$ in the stars: Reviews to revenue with Zack Oates

Wed, 13 Dec 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich is joined by Zack Oates, founder and CEO of customer experience platform Ovation, for an energetic discussion on leveraging online reviews and reputation to unlock revenue growth. Zach provides valuable insights into transforming online reviews to revenue and the strategies businesses can employ to improve their online reputation. You’ll learn about the importance of aiming for a high rating of 4.7 to 4.8 with numerous reviews along with the need for a convenient feedback process.

Here are some topics discussed in the episode to transform reviews to revenue:

The power of online reviews and why 4+ star ratings are critical for discovery
Elevate your local marketing game by mastering online reputation management
Tactics for soliciting authentic feedback and reviews
Try new marketing strategies to expand your business horizons
Zack’s favorite pizzerias

Resources

Follow and connect with Zack Oates on LinkedIn
Learn more about Ovation and how they make online reviews easy for businesses
Check out Rev Ciancio’s episode on the Local Marketing Lab to learn more about driving ROI by focusing on the customer experience

Other shout-outs

Follow Shawn Walchef and Rev Ciancio on LinkedIn for great social media content.
Learn more about San Diablo Churros
Order a churro kit called Churro Fiesta in a box
Great pizza, The Good Pie, Via 313, Andolini’s Pizzeria, Sophie’s Pizza, and Sauced

Mastering the art of local engagement with Steve Lieber

Wed, 06 Dec 2023 14:15:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich chats with Steve Lieber, the VP of Business Development at BurgerFi and Anthony’s Coal Fired Pizza, renowned for his expertise in local marketing and the restaurant industry. The conversation delves into mastering the art of local engagement — the significance of embracing social media, technology, and community engagement for successful restaurant brands.

Steve emphasizes the power of social media in reaching niche markets and building connections with customers, highlighting the success of Dave’s Hot Chicken and the impact of influencers like Logan Paul and Mr. Beast. The conversation also stresses the importance of experimenting with new platforms like TikTok and the value of authentic, engaging content coupled with affordable advertising.

Here are some topics discussed in the episode around local engagement:

Maximize local reach: Learn how to harness the power of social media for your restaurant’s marketing strategy.
Drive brand growth: Discover the secrets to leveraging influencers for a boost in your restaurant’s success.
Embrace innovation: Explore the benefits of adopting new platforms and experimenting with fresh marketing strategies.
Create engaging content: Uncover the power of authenticity and humor in captivating your restaurant’s audience.
Amplify engagement: Find out how to boost customer interaction through affordable advertising tactics.

Resources

Connect with Steve Lieber on LinkedIn.
Check out BurgerFi and find a location near you.
Order from Anthony’s Coal Fired Pizza.
Follow Gary Vaynerchuk on LinkedIn for great social media tips.
Learn more about the Navy Seals Annual Muster.

Other shout-outs

Hot Ones Hot Sauces – great marketing with their hot sauce.
Dave’s Hot Chicken – started out with only social media and they’ve grown to 250+ restaurants in five years with great local engagement.
Raising Caines – amazing brand with incredible culture.

Get involved. Engage locally. Be the Mayor. with Eric Knott

Wed, 29 Nov 2023 11:45:00 -0400

Do you want to establish a strong presence for your restaurant within the local community, resulting in a surge of loyal customers? If so, we have the solution you’ve been looking for. Get ready to discover the key to building widespread brand recognition and customer loyalty in your area. In this discussion, our guest, Eric Knott, the Chief Operating Officer of PDQ Restaurants, will reveal the strategies and tactics that will help you achieve this desired outcome. Prepare to unlock the secret to fostering a thriving community and reaping the benefits of increased customer engagement — be the mayor of your local area.

Here are some topics discussed in the episode:

Give your team autonomy to try new things and empower them to “be the mayor”
Get involved with local schools, churches, and colleges to build relationships
It takes consistency to stay top of mind in your community
Create a contact heatmap of local organizations you want to build relationships with
Hiring people connected to the local community leads to better marketing engagement

Resources

Connect with Eric Knott on LinkedIn.
Find a PDQ Restaurant near you.
Follow PDQ on Instagram or TikTok.

Other shout-outs

Outback Steakhouse
Arnold’s Restaurants for being super ingrained in their community.
Chick-Fil-A for their great example of getting involved in the community.
Glory Days Grill

Data-driven decisions for boosting your local marketing with Carl Orsbourn

Wed, 22 Nov 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, we have an illuminating discussion with Carl Orsbourn, co-founder and COO of Juicer and author of the “Delivering the Digital Restaurant” book series. With over 25 years of experience crunching data and driving optimizations for restaurants, Carl provides invaluable insights on data-driven decisions for boosting your local marketing, fostering digital hospitality, and developing thoughtful digital strategies.

Here are some topics discussed in the episode related to data-driven decisions:

Analyze transaction data patterns at each location to uncover opportunities
Optimize your Google presence for local SEO through content
Respond quickly and authentically to online reviews and messages
Develop social content that highlights your teams and processes
Take an incremental approach to major digital initiatives

Resources

Connect with Carl Orsbourn on LinkedIn.
Learn more about Juicer and how they help with dynamic pricing.
Check out Carl’s Digital Restaurant book series.
Subscribe to Carl’s newsletter on LinkedIn — The Digital Restaurant.
Listen to an episode of The Digital Restaurant podcast.

Other shout-outs

Find a Rock and Brews burger location near you.
Meredith Sandland — Co-author of the Digital Restaurant series.
Connect with Troy Hooper on LinkedIn.
Follow Shawn Walchef on LinkedIn.
Learn more about the hype of Slutty Vegan.

Be real: Building advocacy through authenticity with Kyle Inserra

Wed, 15 Nov 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich has an insightful conversation with Kyle Inserra, a restaurant industry veteran turned commercial real estate expert. With over 20 years of experience spanning from high-end kitchens to real estate, Kyle shares his unique perspective building advocacy through authenticity and engaging local marketing.

Here are key takeaways listeners can expect to learn from this episode:

How to create authentic marketing content
Ways to showcase behind-the-scenes business processes
Tips for understanding your niche target audience
Why consistency and persistence matter for local outreach
The importance of investing in branding and design

Resources

Follow and connect with Kyle Inserra on LinkedIn.
Watch some of Kyle’s videos on TikTok for great examples of building advocacy through authenticity.
Check out the Closed Monday podcast and the Commercial Real Estate School podcast.
Learn more about Zelnik & Company.

Other shout-outs

Listen or watch our episode with Shawn Walchef.
Check out another episode referenced with Jeremy Julian.
Learn more about Kyle’s shout-outs to these restaurants: O’Bagel, Frank Pepe, Fry the Coop, and Tony and Pete’s.

Surprise and delight: the key to local marketing with Geoff Alexander

Wed, 08 Nov 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, Justin Ulrich has an engaging discussion with Geoff Alexander, President and CEO of Wow Bao and Managing Partner at Lettuce Entertain You. With over 30 years of experience in the restaurant industry, Geoff provides powerful insights on how to surprise and delight your customers and why that’s the key to local marketing.

Geoff Alexander focuses on the key to local marketing: surprise and delight. Here are some topics discussed in the episode:

Local marketing is all about community engagement – make your brand a positive part of the neighborhood.
Focus on “touchpoints” – interactions that foster personal connections with customers.
Getting your product directly into people’s hands is powerful marketing.
Create delightful surprises that drive word-of-mouth.
Actively listen and adapt to customer feedback.

Resources

Connect with Geoff Alexander on LinkedIn.
Check out Wow Bao, find a location near you, or buy some at Walmart!
Learn more about Lettuce Entertain You.
Listen to Geoff Alexander’s episode on the Turning the Table podcast.
Learn more about the Lynn Sage Breast Cancer Foundation and how you can get involved.
Find a sweetgreen location near you.

7+ ways to step up your restaurant’s local game with Adam Lamb

Wed, 01 Nov 2023 11:45:00 -0400

Want actionable ways to step up your restaurant’s local marketing game? Tune into this episode of The Local Marketing Lab featuring chef and marketing expert Adam Lamb.

With over 30 years of experience, Adam provides authentic, engaging marketing advice to help restaurants better connect locally. Whether you’re a chef, restaurant operator, or marketer, you’ll come away with creative ideas to boost your local presence, attract talent and customers, and ultimately drive growth by better connecting with your neighborhood.

Adam Lamb focuses on 7+ ways to step up your restaurant’s local game. Topics discussed during this episode include:

Highly engaging video content for marketing
Adapt your restaurant’s marketing strategies post-COVID
Niche down and do one thing extremely well rather than trying to be everything to everyone
Focus on creating authentic, high-quality content
Spice up your marketing with humor; don’t take yourself too seriously.

Using local partnerships to fuel restaurant growth with Betsy Hamm

Wed, 25 Oct 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, you’ll hear an engaging conversation between host Justin Ulrich and Betsy Hamm, the CEO of Duck Donuts. With over 22 years of experience in hospitality and restaurant marketing, Betsy shares insights on driving restaurant growth leveraging user-generated content, community partnerships, and consistent local outreach.

Learn how to:

Apply effective marketing strategies that attract and engage your community.
Develop meaningful connections with your community.
Leverage the power of local influencers and opinion leaders.
Harness the power of word-of-mouth marketing.
Focus on delivering exceptional experiences and personalized interactions.

5 impactful community engagement tips with Wade Allen

Wed, 18 Oct 2023 11:45:00 -0400

In this episode of The Local Marketing Lab, you’ll join host Justin Ulrich as he sits down with Wade Allen, EVP of Strategic Growth at Costa Vida. Wade shares his insights and experiences on the power of local marketing. He provides 5 impactful community engagement tips businesses can use to effectively connect with their target audience.

Learn how to:

Stay relevant to your target audience’s interests and needs
Personalize your marketing messages and offers through CRM programs
Use digital channels to communicate and engage with your customers
Segment messaging and tailor offers to reach different segments of your audience
Build brand presence through grassroots marketing and community engagement

Social media video: Why authenticity wins with James Duncan

Wed, 11 Oct 2023 11:45:00 -0400

Are you looking for effective ways to nurture potential customers, get more leads, and spread brand awareness? Learn how to use social media video to get more business!

In this episode of the Local Marketing Lab, James Duncan, director of marketing at Thrive Mortgage, shares how to use social media video to get more business and help you achieve exponential growth. Everyone in the organization can play a part by sharing their own stories and creating videos. With authentic, engaging videos you can educate your audience and naturally drive social media engagement.

In this episode, you’ll learn:

The importance of establishing yourself as an expert on social media
How to create authentic and educational social media video to get more business
Tips to boost social media engagement and drive business growth
The power of storytelling in your video content and social media posts to captivate your audience
Insights to stay ahead of the competition by embracing innovation and experimentation with new marketing techniques

5 must-do local marketing tips to drive growth with Rev Ciancio

Wed, 04 Oct 2023 11:45:00 -0400

Joining us on the Local Marketing Lab is the “godfather of restaurant marketing” and expert, Rev Ciancio — founder of Handcraft Burgers and Brews, Head of Revenue Marketing at Branded Hospitality Ventures, and founder of Yeah! Management. In this episode, Rev shares his innovative local marketing strategies to help drive ROI by focusing on the customer experience.

Rev shares examples around 5 local marketing tips to drive growth for your business to thrive, including:

Optimizing your online presence
Capturing customer emails
Crafting targeted promotions
Building customer personas
Creating consistent valuable content

The power of personal branding in local marketing with Krish Dhokia

Wed, 27 Sep 2023 11:45:00 -0400

In the competitive world of real estate and mortgage marketing, building trust and engaging with customers is crucial. Join Justin Ulrich on the Local Marketing Lab podcast with Krish Dhokia, SVP of Marketing and Business Development at Kind Lending, as he reveals the secrets to local marketing success, the power of authenticity, and the importance of a strong online presence.

In this episode, you'll learn:

Tools for local marketing — specifically in the world of real estate and mortgage
How to add personal branding in local marketing to increase your marketing effectiveness
The balanced blend of traditional and digital marketing to boost local growth
Why incorporating strategy and consistent branding influences marketing success

Resources

Connect with Krish Dhokia on LinkedIn
Check out Kind Lending to explore their mortgage services and fun branding (also on TikTok)
Listen to the Grit Happens podcast — hosted by Glenn and Mindy Stearns
Listen to the Del Talk podcast — hosted by Delfino Aguilar
Listen to the OG Talk podcast — hosted by Orlando Gutierrez

Create raving fans in your local community with Scot Turner

Thu, 21 Sep 2023 11:45:00 -0400

Scot Turner, the Chief Ambassador at The Burnt Chef Project and the founder of Auden Hospitality, draws from his 20 years of experience in the food and beverage industry within the hotel space to share insights on local marketing strategies to create raving fans in your local community.

In this episode, you'll learn:

Why tailoring marketing strategies to specific locations can revolutionize your outreach.
The art of building and maintaining loyal fans in your local community.
The potential of LinkedIn in your B2B marketing endeavors.
Tips for using TikTok in personal branding and boosting audience interaction.
How to take user-created content in your local marketing campaigns.

Resources:

Follow Scot Turner on LinkedIn or TikTok.
Learn more about Auden Hospitality and how they help food and beverage entrepreneurs succeed.
Check out The Burnt Chef Project — a community to burn away the stigma surrounding mental health within hospitality.
Zack Oates from Ovation: check out his webinar “Leveraging the power of a local growth flywheel“.
Shawn Walchef: Follow him on LinkedIn and watch his recent podcast episode.
Follow Troy Hooper on LinkedIn.
Consider following Rev Ciancio on LinkedIn.
Follow all the great content of Dominique Ansel.

3 levers to build trust and local marketing success with Nicky Lewenson

Wed, 13 Sep 2023 11:30:00 -0400

Nicky Lewenson, the Chief Revenue Officer at Final Offer, discusses three levers to build trust and local marketing success: transparency, education, and adding value.

In this episode, you will be able to:

Build trust and local marketing success.
Learn how education can optimize your local marketing tactics.
Get a clearer understanding of transparency’s benefits in the real estate market and other industries.
Grasp how successful local marketing strategies are implemented with Final Offer.
Understand the vital role of community engagement in local marketing initiatives.
Discover how Atomic Habits can catalyze both personal and marketing growth.

Building buzz: Ignite engagement with unforgettable experiences with Troy Hooper

Wed, 06 Sep 2023 11:30:00 -0400

In this episode of The Local Marketing Lab, Troy Hooper, CEO of Pepper Lunch USA, explores the marketing strategies that have contributed to the success of Pepper Lunch. He shares valuable insights on how building buzz can be accomplished through unforgettable customer experiences.

In this episode, you will be able to:

Learn about Troy Hooper’s path to success, highlighting his passion for the restaurant industry.
Understand the strategy and vision behind Pepper Lunch’s focused expansion into North America, ensuring its seat in an uptrend growth trajectory.
Attain valuable knowledge from triumphant Asian brands that influenced the strategic branding and messaging of Pepper Lunch for a US audience.
Unravel the allure of Pepper Lunch’s DIY Teppanyaki model, building buzz by creating an unforgettable brand experience as the primary value proposition.
Delve into the multi-channel marketing strategies of Pepper Lunch, incorporating direct email, social media, and user-generated content to foster audience engagement and a “building buzz” mindset.

3 strategies for meaningful customer engagement with Jeremy Julian

Wed, 30 Aug 2023 11:30:00 -0400

In this episode of The Local Marketing Lab podcast, Justin Ulrich interviews Jeremy Julian, an expert in restaurant technology, who shares valuable insights on improving marketing strategies and targeting the right audience.

Jeremy emphasizes three key things to implement for meaningful customer engagement and business growth.

1. The importance of understanding and segmenting customers. By tailoring marketing messages to specific customer groups, businesses can effectively resonate with their target audience and drive more traffic and engagement. He emphasizes the need to speak directly to customers' specific needs, whether it's offering a free kids meal on Tuesdays or promoting a new kids' menu for families with children.

2. Leverage data to gain insights into customer behavior and preferences. By analyzing data from point-of-sale systems and marketing databases, businesses can identify trends and patterns, such as slow days or times, and find ways to make meaningful customer engagement during those periods, enhancing their overall experience.

3. Be present digitally and in physical stores. Whether a business is a single or multi-location, being actively engaged with staff and customers allows for a better understanding of their needs. He gives an example of a restaurant owner named Sean who excels in digital engagement through platforms like TikTok, Instagram, and Facebook. Sean's consistent online presence has helped him stay top of mind for customers and add value to his business.

This episode provides valuable insights and practical tips for restaurant owners and operators looking to improve their marketing and target their audience effectively. By implementing these three key strategies, businesses can enhance their brand perception, drive meaningful customer engagement, and ultimately achieve business growth.

5 tips to increase restaurant traffic and revenue with Jim Taylor

Wed, 23 Aug 2023 11:30:00 -0400

Jim Taylor, the founder of BenchmarkSixty and host of the Turning the Table podcast, joined Justin Ulrich for an insightful conversation on the Local Marketing Lab podcast. They discussed effective local marketing strategies for the restaurant industry, with a focus on how to increase restaurant traffic as a key performance indicator.

Jim’s expertise in the restaurant industry and his emphasis on grassroots marketing and exceptional customer experiences made this episode a must-listen for restaurant owners and operators in the local market. Jim shared valuable insights, such as the importance of providing great service to encourage repeat business and the concept of creating lookalike audiences and increasing loyalty to drive growth.

He also highlighted the significance of adapting to change and exploring new strategies. This conversation offered actionable tips and inspiration for restaurant owners looking to increase foot traffic and drive growth in their local communities.

Key Takeaways

In this episode, you will be able to:

Delve into the intricacies of restaurant consulting and learn strategies to turbocharge productivity and profitability.
Decipher the potential of wine list promotions as a way to increase restaurant traffic and revitalize your profit margins.
Understand the significance of top-notch customer experience in crafting memorable dining experiences and creating brand loyalty.
Gain powerful insights into the transformative effect of savvy marketing tactics on the restaurant industry, emphasizing driving customer traffic.
Be inspired by Jim Taylor’s vast restaurant industry knowledge and fervor, offering an innovative angle to the business.

Digital Storytelling: Be the show, not the commercial with Shawn Walchef

Wed, 16 Aug 2023 11:30:00 -0400

Join us on Evocalize's first episode of the Local Marketing Labs podcast!

Listen to our guest, Shawn Walchef, founder of Cali BBQ and Cali BBQ Media, as he reveals the transformative power of digital platforms for storytelling and brand promotion.

Here's a glimpse of what you'll learn:

1️⃣ Uncover the transformative potential of digital mediums for advertising your narrative and your brand.

2️⃣ Learn the ways that videos, especially those that are succinct, captivate and hold the viewer's attention.

3️⃣ Overcome anxiety and target creation pace, quantity, and steadiness in your output.

4️⃣ Find out how the internet and social media have made storytelling accessible to everyone.

5️⃣ Grasp how to take advantage of the creator economy, harnessing digital platforms for your benefit