The Local Marketing Lab

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 businessesLeveraging real-time sales and inventory data in marketingAutomating repetitive digital marketing tasks to allow local owners to focus on operationsStreamlining digital marketing for multi-location businessesEvocalize bridges the gap between franchisors and franchisees to market togetherResourcesConnect 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-outsSmoothie King — using local TikTok ads to advertise effectivelyPrimanti Brothers — driving people to their restaurants with automated, real-time demand signalsKeller Williams — combining technologies to allow agents to segment their marketing

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 capabilitiesThird-party delivery partnerships to access new audiencesClean customer data and segmentation for better insightsTracking marketing effectiveness with actionable metricsGrassroots local community marketing and local owner involvementResourcesConnect with Julie Wade on LinkedInVisit Taziki’s official website to explore their menu, locations, and franchise opportunitiesOther shout-outsWaldo’s Chicken — a great example of grassroots marketing and doing everything at the local level

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 marketingEducating customers on offerings with “did you know” approachLong-term social media consistency builds trustEngage existing customers through email and collaborations to drive salesPut your product in front of potential customers by showing up at unconventional venuesResourcesConnect with Paul Tran on LinkedIn or his websiteCheck out The Halal Guys RestaurantLearn more about Roll-Em-Up TaquitosOther shout-outsLearn more about Fransmart: A franchise incubator located in Washington D.C. that helped grow Five Guys BurgersIn N Out’s secret menu: A great way to improve your connection with customersChick-Fil-A for representing hospitalityMatte Black Coffee for their stimulating partnerships and collaborationsChristal Miller, VP of Marketing at Roll-Em-Up Taquitos, for building local community engagement

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 discoveryElevate your local marketing game by mastering online reputation managementTactics for soliciting authentic feedback and reviewsTry new marketing strategies to expand your business horizonsZack’s favorite pizzeriasResourcesFollow and connect with Zack Oates on LinkedInLearn more about Ovation and how they make online reviews easy for businessesCheck out Rev Ciancio’s episode on the Local Marketing Lab to learn more about driving ROI by focusing on the customer experienceOther shout-outsFollow Shawn Walchef and Rev Ciancio on LinkedIn for great social media content.Learn more about San Diablo ChurrosOrder a churro kit called Churro Fiesta in a boxGreat pizza, The Good Pie, Via 313, Andolini’s Pizzeria, Sophie’s Pizza, and Sauced

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.ResourcesConnect 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-outsHot 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.

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 relationshipsIt takes consistency to stay top of mind in your communityCreate a contact heatmap of local organizations you want to build relationships withHiring people connected to the local community leads to better marketing engagementResourcesConnect with Eric Knott on LinkedIn.Find a PDQ Restaurant near you.Follow PDQ on Instagram or TikTok.Other shout-outsOutback SteakhouseArnold’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

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 opportunitiesOptimize your Google presence for local SEO through contentRespond quickly and authentically to online reviews and messagesDevelop social content that highlights your teams and processesTake an incremental approach to major digital initiativesResourcesConnect 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-outsFind 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.

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 contentWays to showcase behind-the-scenes business processesTips for understanding your niche target audienceWhy consistency and persistence matter for local outreachThe importance of investing in branding and designResourcesFollow 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-outsListen 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.

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.ResourcesConnect 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.

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 marketingAdapt your restaurant’s marketing strategies post-COVIDNiche down and do one thing extremely well rather than trying to be everything to everyoneFocus on creating authentic, high-quality contentSpice up your marketing with humor; don’t take yourself too seriously.