Report: Multi-location brands lag on local marketing | Restaurants reap rewards with revamped loyalty programs | Lincoln, Calm show a meditating Matthew McConaughey
August 13, 2020
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Top Story
Some 77% of brands with multiple locations find local digital marketing challenging, 61% call the practice "a largely untapped opportunity" and most plan to make localized efforts a priority, according to a Forrester study conducted for SOCi. The study also found 40% of multi-location businesses have specified responsibilities for local and national teams, while 75% of marketers say enacting those responsibilities would boost their odds for success.
Full Story: MediaPost Communications (8/12),  Search Engine Land (8/12) 
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Reach is Good, But Reach + Engagement is Better
As video and streaming consumption continues to rise, brands that anchor omni-channel strategies where consumers engage will have a competitive advantage. Learn how a simple mindset shift can maximize results with CTV and digital video at the center.
Marketing Strategy
Panera, Wendy's, Taco Bell and Starbucks have all enhanced or launched new loyalty programs this year to differentiate themselves from competitors, glean data and boost sales amid a challenging business climate, writes Alicia Kelso. Wendy's CEO Todd Penegor said the company's program helps it learn more about customer frequency, while Sastry Penumarthy of loyalty platform Punchh noted, "Loyalty is now about more than points, but experience and personalization."
Full Story: Forbes (8/12) 
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Creativity and Marketing Innovation
Lincoln, Calm show a meditating Matthew McConaughey
Lincoln is promoting its partnership with wellness app Calm with a video that shows Matthew McConaughey taking part in a meditation session. The collaboration gives Lincoln owners a year's premium subscription to Calm, just in time for Aug. 15's #NationalRelaxationDay, and includes McConaughey lending his voice to a "bedtime story" on the app.
Full Story: MediaPost Communications (8/12),  Ad Age (tiered subscription model) (8/12) 
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Planters' Baby Nut hits major growth spurt
Planters' Mr. Peanut mascot, which was reborn as Baby Nut during a Super Bowl spot this year, is celebrating its 21st birthday. The Kraft Heinz brand has released a 20-second spot showing the mascot, now known as Peanut Jr., presenting his ID at a bar, and launched a Twitter cash giveaway sweepstakes for people with a birthday during quarantine.
Full Story: Adweek (tiered subscription model) (8/11),  Ad Age (tiered subscription model) (8/11) 
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Featured Content
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5 insights from the sports conversation on Twitter
With pro sports returning to empty stadiums, fans are turning to Twitter to cheer on their favorite squads and argue over who's the GOAT. This latest report looks at the numbers behind people's sports obsessions and how brands can take part in this major cultural moment. Learn more
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Marketing Insights and Trends
Many organizations are committing to a more customer-centric strategy as they continue to adapt to pandemic conditions, and it's important to position the marketing function as a true partner, not an inconsequential shared service, Darren Woolley writes. Ensure that any restructuring effort is aligned with the corporate culture, Woolley advises.
Full Story: The Drum (free registration) (8/12) 
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Any reductions in marketing spend during difficult times should be considered on a case-by-case basis, with a focus on reducing areas with the worst return on investment, writes Nicholas Watkis, founder of Contract Marketing Service. "Consideration must be given to the relative importance of particular customer segments, product groups, and geographic areas, in producing income," he writes.
Full Story: CustomerThink (8/11) 
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Media buyers expect brands with current TikTok campaigns to continue running them into the early fall but are witnessing a fourth-quarter budget pullback amid President Donald Trump's executive order banning US transactions with the platform, which goes into effect Sept. 20. NXD Social's Meghan Rao says, "Our plan is to hold off and recommend other platforms to use until we figure out what the next steps are for TikTok," while Kickback's Franky Bernstein says brands are "doubling down on existing channels that are more stable."
Full Story: Digiday (tiered subscription model) (8/12) 
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Nonprofit Marketing
Good360 has distributed more than $125 million worth of goods to people in need during the pandemic through its trust-based relationships with donors and existing logistics network, says executive Shari Rudolph. "Ultimately, the breadth and diversity of our vetted nonprofit partner network means that we can deliver maximum impact on behalf of our donors and redistribute products where they're needed most," Rudolph says.
Full Story: Forbes (8/10) 
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Government and Marketing Law
The Association of National Advertisers is urging the Federal Trade Commission to refrain from imposing proposed changes to the Safeguards Rule and other regulations designed for financial institutions. In a statement, ANA said the verbiage regarding buyers and sellers "would unreasonably broaden its scope" and could affect ad agencies, social networks and adtech firms.
Full Story: MediaPost Communications (8/12) 
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ANA Update
The quickest path to driving performance, improving efficiency and boosting working dollars is simply streamlining your process. Here are four key steps you can (and should) consider to make improvements across the board.
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