The Local Marketing Lab

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 hospitalityStrategies for implementing effective training programsTips for improving order accuracy in takeout and deliveryMethods to enhance employee retention and satisfactionBuilding strong relationships with guestsResourcesConnect with Jason Berkowitz on LinkedIn.Learn more about Arrow Up Training.Other shout-outsFollow 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.

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 channelsHumanizing your brand through social media and community engagementLow-cost, high-impact local marketing tactics for immediate implementationTurn existing customers into powerful brand advocatesTechniques for building strategic local business partnershipsResourcesConnect 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-outsJamie Esslinger and Emily Gentry on the JEM Wellness marketing team.Whole Foods for great community involvement and local partnership.

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 programsHow to create engaging, gamified loyalty experiencesThe importance of personalizationStrategies for connecting loyalty across multiple channelsUsing machine learning to optimize rewards and offersResourcesConnect with Matt Smolin on LinkedIn.Learn more about Hang, a brand loyalty and membership platform.Other shout-outsBoba Guys, Roam Burgers, and Ulta Beauty for their successful loyalty programs.

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 marketingLeverage AI for practical marketing applications in restaurantsInnovative ways to use NFTs and digital assets for brand engagementThe power of authenticity and shared values in marketingBalancing technology and human touch in hospitality marketingResourcesConnect with Michael Beck on LinkedIn.Learn more about Popcorn GTM.Listen to an episode of Morning, Sam. Morning, Ralph.Other shout-outsZack Oates, CEO of OvationShawn Walchef, Owner of Cali BBQJeremy Julian, Host of the Restaurant Technology Guys PodcastAshwin Kumlani, CEO of JUICERDevour, online ordering platform with NFTs

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 connectionsProviding value beyond just selling mortgagesLeverage technology to streamline lead capture and nurturingStaying compliant with new FCC/TCPA regulationsTips for creating authentic, value-driven marketing contentResourcesConnect 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-outsToby Harris, co-founder at Movement MortgageGary Vaynerchuk: Follow for great marketing tips and adviceShant Banosian, mortgage broker at Guaranteed RateRob Jayne, chief production manager at Nationwide Mortgage Bankers

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 growthEffective strategies for online networking and personal brandingCreating consistent, valuable contentUtilizing CRM systems for managing client relationships and marketing effortsBuilding trust through an authentic online presenceResourcesConnect with Dustin Owen on LinkedIn.Learn more about Waterstone Mortgage.Check out The Loan Officer Podcast and the loan officer coaching community.Other shout-outsRocket MortgageUse 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.

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 marginsStrategies for effective communication with customers, including personalization and VIP treatmentThe role of technology in streamlining operations and enabling better customer experiencesThe value of customer data for targeted marketing and communicationThe significance of basic elements like recognizing and using customers’ namesResourcesConnect with Hamed Mazrouei on LinkedIn.Learn more about Milagro.Check out Vivant and Utiliko.Other shout-outsStake 48 — providing a VIP experience for Hamed.

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 customersCreative local marketing tactics like direct mail, community involvement, and business partnershipsAdapting operations and pivoting the business model during challenging timesLeveraging PR, social media, and a web series to amplify the brand storyOvercoming the “big corporation” perception as a local, family-owned businessResourcesConnect 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-outsPort of Los Angeles Lobster FestToast 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.

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.ResourcesConnect 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-outsDiscovery NetworkVIDA Fitness

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.ResourcesConnect 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-outsKrish Dhokia from Kind Lending — Check out his episode on the Local Marketing Lab.