Press Releases
The Latest News from BIA

Multi-Location Businesses Investing Aggressively in Digital for Local Marketing – New Report from BIA/Kelsey and Surefire Social

Mar 12, 2014

Findings from the report, including how brands and multi-location businesses harness the power of their local affiliate networks for digital local marketing strategies, will be presented during March 25 webinar

CHANTILLY, Va. and HERNDON, Va. (March 12, 2014) – A new report by BIA/Kelsey and Surefire Social highlights opportunities for brands to effectively market across their local affiliate networks (franchisees, dealers, contractors and agents) and examines the related challenges that must be addressed. “Succeeding in National to Local Marketing with a Networked Approach” reveals multi-location businesses see local marketing solutions as important, and are investing aggressively in digital platforms and channels to realize growth.

BIA/Kelsey’s U.S. Local Media Forecast projects locally targeted media and marketing spending by national businesses (brands, franchises, dealer/manufacturer networks and other multi-location enterprises) will grow from $45 billion in 2014 to $53 billion in 2017, representing more than one-third of the total local advertising market. Nearly two-thirds of national brands declare that they currently invest in local marketing.

“Brands realize customer relationships are forged locally – in local geographies and local stores,” said Jed Williams, VP, consulting and senior analyst BIA/Kelsey. “As a result, they’re quickly mobilizing corporate-to-local strategies to connect with these customers where they are.”

According to BIA/Kelsey’s Local Commerce Monitor™ (CCM) study, three of the top five (and 12 of the top 20) channels used by franchises for local advertising and/or promotions are digital. Among franchise businesses surveyed, 57.9 percent said they use a Facebook page for local promotions, 37.9 percent use Google (any Google site), and 36.8 percent use email marketing.

“We’ve been hearing from national brands about their local marketing challenges for years,” said Chris Marentis, Surefire Social CEO. “It’s imperative that national brands can predictably create a deep presence in their local markets that generates clear ROI.”

The report spotlights a number of key challenges that businesses face while optimizing their digital local marketing strategies. These include:

  • Consistent application of brand standards while maintaining local flexibility.
  • Ability to demonstrate ROI at all levels.
  • Ongoing coordination of lead generation strategies and tactics from the national to local levels to ensure a “network effect.”

“Succeeding in National to Local Marketing with a Networked Approach” is available as a free download:

Free Webinar: ‘Harnessing the Power of Your Network for National-to-Local Marketing Success’

BIA/Kelsey and Surefire Social will present insights from the report during a webinar on Tuesday, March 25. Webinar details and online registration for “Harnessing the Power of Your Network for National-to-Local Marketing Success” are available at

About Surefire Social

Surefire Social delivers powerful enterprise SaaS marketing solutions for national brands that want to drive visibility and sales for local dealers and franchises. By providing a personal, coaching-centric approach at the local level, Surefire Social increases visibility through coordinated national and hyper-local search, retargeting, social and mobile marketing programs that deliver quality leads. For more information, visit

About BIA/Kelsey

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, on the company’s Local Media Watch blog, Twitter ( and Facebook ( Stay connected by subscribing to the firm’s bi-monthly newsletter.

About BIA/Kelsey Sponsored Research

BIA/Kelsey sponsored research is commissioned by key industry players to objectively examine key industry trends. The sponsored research is produced independently of BIA/Kelsey’s editorial content, which is served to its Custom Advisory Services clients. For more information on our sponsored research, email

For more information contact:

Eileen Pacheco
For BIA/Kelsey
(508) 888-7478