How to build a local marketing strategy - Louise Cooke

Louise Cooke, Director at Louise Cook Consultancy and a local marketing expert, shares her insights on the necessity of crafting a local marketing strategy. She discusses how to authentically engage communities and highlights successful case studies like Papa's John's. Louise emphasizes balancing local relevance with broader national campaigns and the value of genuine connections post-COVID. She also addresses the challenges of maintaining brand consistency across franchises while allowing for local autonomy.