Winners announced on-stage at this week’s BIA/Kelsey LEADING IN LOCAL: The National Impact conference
ATLANTA, Ga. (May 9, 2014) – BIA/Kelsey announced the winners of the inaugural GOLOCAL Awards, sponsored by Balihoo, at this week’s LEADING IN LOCAL: The National Impact conference, in Atlanta. The GOLOCAL Awards identify and celebrate the most successful local marketing initiatives deployed by national brands.
“National brands are investing substantially in local marketing programs,” said MacKenzie Lovings, VP of marketing, BIA/Kelsey. “By 2018, BIA/Kelsey estimates national brands will spend $68.9 billion on their local marketing initiatives. We launched the GOLOCAL Awards to recognize the most effective national-to-local marketing strategies.”
Three dozen entries were evaluated by a panel of expert judges, based on how effectively they fulfilled their stated objectives. Last month, the field was narrowed to eight finalists across three categories (innovation, sales/revenue and strategic use of digital marketing). The finalists’ campaigns were highlighted and category winners revealed yesterday on stage at the LEADING IN LOCAL conference.
The winners of the 2014 GOLOCAL Awards are:
- Innovation: Tribune Broadcasting for “Walmart Christmas Countdown 2013.”
Leveraging the power of local TV stations and Walmart’s websites, Tribune Broadcasting designed a campaign to showcase last-minute holiday gift ideas. Using a satellite feed from a single Walmart location, Tribune replicated the look and feel of a TV “live shot” news report and broadcast the campaign in 25 markets. Each “report” was customized to the DMA it aired in and was run live or near-live in each market. The campaign took Walmart’s national marketing and made it local and relatable to consumers in each DMA by personalizing the message. It also showcased how broadcast TV and digital can work together to showcase video content to consumers in unique and memorable ways.
- Sales/Revenue: YP for “Quiznos.”
There’s nothing like taking your competition head on. Using San Francisco, Madison and Seattle as test markets, YP built a mobile ad campaign that targeted Quiznos’ competitors. During the test, Quiznos reached its competitors’ customers who were located less than 10 miles from a Quiznos location. YP helped Quiznos target these customers by using historical profiles and geo-fencing. The campaign resulted in a six percent lift in sales over national average.
- Strategic Use of Digital Marketing: Eventful for “Something Scary Could Be Heading Your Way! Be The First to See FOX’s Sleepy Hollow In Your City. Demand it!”
In anticipation of the series premiere of FOX’s Sleepy Hollow, FOX Broadcasting Company ran a unique, integrated digital marketing campaign with Eventful to pit city against city to win the chance to see the series premiere before it aired. Eventful created a digital and social media marketing campaign for fans to rally their city to win the advance screening. The top four cities with the most “demands” won. During the course of the campaign, over 30,000 fans in 2,972 cities participated, generating over 18 million social media impressions and 1.04 million trailer views. The campaign was ignited through a blend of online ads, rich media, email, social sharing integration, mobile and live event elements, resulting in a successful launch for the television show.
In addition to receiving the recognition and validation associated with being a GOLOCAL Award recipient, winners also receive dedicated briefings with BIA/Kelsey’s industry analysts, as a means to support their continued success.
Balihoo is the premier provider of local marketing automation technology. Balihoo’s cloud-based software platform incorporates a full suite of solution modules allowing national brands and agencies to think big and execute precisely. By marrying powerful technology and data, brands and agencies are able to activate national campaigns at scale with personalized, geo-specific targeting and measurable results. Balihoo’s customers quickly realize increased local sales revenue and decreased marketing expenses.
BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at http://www.biakelsey.com, on the company’s Local Media Watch blog, Twitter (http://twitter.com/BIAKelsey) and Facebook (http://www.facebook.com/biakelsey). Stay connected by subscribing to the firm’s bi-monthly newsletter.
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