Though “mopocalypse’s” impact didn’t live up to its hype, mobile website optimization remains critical. That’s particularly true for multi-location businesses that compete in several different markets at once. It’s all about getting data cleansed and organized.

That plays out in lots of ways, which we examined with Placeable during a session at BIA/Kelsey NATIONAL. The company has a good perspective as it works directly with lots of brands to get their location data and localized marketing strategies in order.

You can see my interview with the company embedded below, as well as chapter links that take you to each of the five “tips” we went over for optimizing multi-location campaigns. Stay tuned for lots more conference video footage.

Video chapter links

Multi-location marketing: who’s doing it best
Tip #1: Create landing pages for every location
Tip #2: Ways to make sure landing pages are complete and accurate
Tip #3: Make sure offers and promotions are refreshed often
Tip #4: Include comprehensive reviews and sources
Tip #5: Mobile landing pages: how to navigate mopocalypse
Conclusions & takeaways

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Now we are wrapping up our Second Edition. Our seven independent judges have just completed their work, and the finalists in three key areas — Innovation, Sales/Revenue and Strategic Use of Digital Marketing — will be highlighted at the start of Day 3 of our Dallas NATIONAL show next week. The finalists include:

Innovation

• “Sears’ Online Social Review Innovation” — Yext
• “Local Video Ad Campaigns Deliver Results for Wendy’s” — Sightly

Sales/Revenue

• “Bill Luke Dealership Increases RAM Truck Sales” — Haystak Digital Marketing

Strategic Use of Digital Marketing

• “Lead Generation & Social Audience Engagement” — G/O Digital
• “PowerChord STIHL Southeast First Watch YouTube” — PowerChord on behalf of STIHL
• “ShopRite Store Opening Promotion via Bucks Happening” — Happenings Media
• “UMB Bank” — Placeable
• “Just Said Yes Campaign” — WeddingWire
• “Inspiring a Mobile Audience to Take Action” — xAd + Goodwill Industries & Ad Council
• “Nationwide Just Say YES — Digital Marketing for Maytag” — Nationwide Marketing Group, Netsertive and Maytag by Whirlpool

Sponsoring the Awards is Where2GetIt, which is one of our leading sources and advisors in NATIONAL, working with over 500 brands. CEO Manish Patel tells us that “The finalists represent the tremendous talent and diversity we are seeing every day in our work with national brands in this incredibly fast-growing space.” Come to the NATIONAL event in Dallas, and cheer ’em on! The top three winners will be announced at the end of the session.

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AAA Carolinas faced a unique challenge in building a strong digital footprint to reach its members. The way AAA works meant that the Carolinas club cannot advertise outside its geographic boundaries, lest it step on a neighboring club’s toes. AAA Carolinas serves members in North and South Carolina.

“This was a huge issue for us,” said Heather McBrien, AAA Carolinas’ digital marketing manager. “Our digital footprint was so small that we decided, OK, we have to reach people where they are, so everything is at their fingertips.”

AAA Carolinas worked with Placeable to create locator pages for all of AAA Carolinas’ storefront locations as well as individual travel, insurance and car care agents. These pages enabled consumers (desktop and mobile) to get quotes, contact agents and so on.

The outcome?

“We almost quadrupled our digital footprint,” McBrien said. “It was so impressive than in the first few months when they gave me the analytics…I questioned them and said, ‘Are these for real?'”

AAA Carolinas is a finalist in the “Strategic Use of Digital Marketing” category for BIA/Kelsey’s Go Local Awards. Award winners will be announced at the end of Day 2 at BIA/Kelsey’s Leading in Local: The National Impact, May 7-9 in Atlanta. The awards program is sponsored by Balihoo.

Click on this video link to hear McBrien talk more about the locator pages program and the results it produced.

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