The Local Marketing Lab

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 loyaltyTailor your marketing efforts to individual customers that goes beyond basic localizationLeverage localized events to boost customer engagement and drive loyaltyEffective strategies to keep customers coming in with weather-based promotionsUse technology to streamline targeted offersResourcesConnect with Olga Lopategui on LinkedIn.Learn more about Restaurant Loyalty Specialists.Watch Olga’s episode on the Restaurant Technology Guys podcast.Other shout-outsSmokey 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.

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 touchesFocus on hospitality fundamentals (good food, service, environment)Inviting top guests to special eventsMaking big community impacts with small budgetsGoing above and beyond with hospitality excellenceResourcesConnect with Tim Sweetman on LinkedIn.Check out Tim’s Tension Podcast.Find a Chick-fil-A location near you.Other shout-outsRead Unreasonable Hospitality by Will Guidara.Learn more about RIP Medical Debt.Watch Paul Tran’s episode on the Tension Podcast.

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.ResourcesConnect 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-outsDrew Patterson — Co-Founder of JUICERDan 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.

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.ResourcesConnect 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-outsWendy’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.

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 transactionIdeas for fun local events to host (e.g. DJ camp for kids)Using social media to extend event reach and relationshipsHow to consistently produce valuable local resourcesResourcesConnect 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-outsEric 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.

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 partnershipsDesigning engaging brand experiencesFailing forward to accelerate growthThe importance of social mediaContinually evolving your marketingResourcesConnect with Andy Nguyen on LinkedIn.Learn more about the various restaurant concepts Andy co-founded:Bored and HungryTrill BurgersMatte Black CoffeeCheck out Andy’s marketing agency, Happy Hours Group.Other shout-outsJosh 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.

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 strategiesMake a difference in the community with dine-and-donate programsElevate your restaurant’s visibility through digital advertisingEquip GMs with the tools for impactful local marketingHarness the benefits of quick reactions for business successResourcesConnect 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-outsTexas 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.

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 contentTips for what to post on your business’s social media pagesAutomate messaging workflows to collect customer data and send offersMeaningful in-store customer engagementExamples of restaurants that do social media well and those that don’tResourcesConnect with Matt Plapp on LinkedIn or check out his website.Learn more about America’s Best Restaurants.Check out Matt’s podcasts:MPTVRestaurant Expert RoundupOwn Their PhonesRestaurant Marketing SecretsOther shout-outsHofbrauhaus Buffalo — Super fun brand + helping Matt replicate their success across other restaurantsGary Vee (Vaynerchuck) — Helping businesses keep it simple and do those things over and overRed Bull — Great example of a brand that does social media wellPrimanti Brothers — Fun brand with great social media and engaging contentLouie’s Waffle House — Restaurant near Chicago with good community involvementLittle Italy Ristorante — Amazing video content that involves the community

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 onlineUse remarketing to re-engage past site visitorsUnderstand the full customer journey to their purchaseLeverage digital marketing tools to unify your online presenceStart small with quick website updatesResourcesConnect 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-outsCrumbl – Fantastic brand with a great website, app, and in-store experience.

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 preferencesLooking outside your industry for new ideasOvercoming fear of failure to try new thingsThe impact of AI and digital transformation in the mortgage industry.ResourcesConnect 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.