Placeable NatLo Top 150 | 2014 ∙ 1www.placeable.com | 855.433.7133
With 95 percent of consumers beginning their
searches for restaurants, retailers and other
businesses online1
, national b...
Meineke Car Care Center
Nationwide Insurance
Papa Murphy’s Pizza
Title Max
Ruth’s Chris Steak House
Pizza Factory
Best Buy...
Wells Fargo
CVS Caremark Pharmacy
AMC Theatres
Verizon
Kohl’s
Dairy Queen
Target
American Family Insurance
U-Haul
Fitness ...
Men’s Wearhouse
La Petite Academy
CineMark
HyVee
UMB
Fleet Feet Sports
Firehouse Subs
Freebirds World Burrito
Donato’s
9 R...
Better Business Bureau
Midwest Dental
Whataburger
Menards
Bruegger’s Bagels
Child Time Children’s Centers
Medifast Weight ...
Hungry Howies Flavored Crust Pizza
Saks Fifth Avenue
Supercuts
Visionworks
Tuesday Morning
Gucci
Motel 6
BJ’s Wholesale Cl...
The NatLo Score measures a brand’s digital marketing effectiveness, as represented by
the four key dimensions of local onl...
An essential condition for inclusion in the NatLo Top 150 was having three digital search
assets in place: an indexable on...
The Hospitality and Entertainment industries achieved strong representation in the NatLo
Top 150 by producing the highest ...
The Financial Services industry performed very
well—earning the highest overall average NatLo
score in the study. In fact,...
12 ∙ Placeable NatLo Top 150 | 2014
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
90
72
52
72
70
68
89
71
57
85
76
63
94
7...
Placeable NatLo Top 150 | 2014 ∙ 13
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
90
57
30
70
58
40
70
50
40
80
61
40
70
5...
14 ∙ Placeable NatLo Top 150 | 2014
PRECISION PERFORMANCE BY INDUSTRY
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
77
64
...
Placeable NatLo Top 150 | 2014 ∙ 15
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
72
47
24
58
41
28
63
37
16
69
51
12
63
4...
How can
I calculate
my brand’s
NatLo score?
If you are a NatLo 150 brand and would like to receive your Visibility, Depth,...
To select the NatLo 150, the largest multi-
location businesses in the United States,
by revenue and number of locations, ...
of 17

NatLo Top 150 - 2014

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - NatLo Top 150 - 2014

  • 1. Placeable NatLo Top 150 | 2014 ∙ 1www.placeable.com | 855.433.7133
  • 2. With 95 percent of consumers beginning their searches for restaurants, retailers and other businesses online1 , national brands must compete for customers using digital strategies that drive web traffic, location visits, and sales conversions. Marketing at scale on the local level requires mastery of a range of activities—from building a rich, localized digital presence, to maintaining accurate location data, to having listings coverage across search engines, social networks and directories. To measure the success of these tactics, Placeable has developed the NatLo Score as the authoritative measure of a company’s local digital marketing performance across four critical dimensions: Visibility, Depth, Precision, and Reach. In July 2014, Placeable released the inaugural NatLo Top 30—a ranking of the largest and most successful local digital marketers in the U.S. For the October 2014 NatLo publication, Placeable scored over one thousand additional brands across a broad range of industries. The result is the NatLo Top 150, which recognizes those national brands that stand out as the preeminent digital marketers in the U.S. This elite group is best positioned to compete effectively in local markets, drive consumer awareness, achieve online and mobile visibility, and capture the most web traffic and store visits. Introducing the NatLo Top 150: 2 ∙ Placeable NatLo Top 150 | 2014 TOP 150 INDUSTRY LEGEND Automotive Business & Professional Childcare Entertainment Financial Health, Fitness & Personal Care Hospitality Restaurant Retail Transportation & Storage
  • 3. Meineke Car Care Center Nationwide Insurance Papa Murphy’s Pizza Title Max Ruth’s Chris Steak House Pizza Factory Best Buy PetSmart Ramada State Farm Foz’s Pizza Den Smash Burger SpeDee Oil Change and Tune Up Holiday Inn Express & Suites Super 8 Motel Days Inn Office Depot Carrabba’s Italian Grill Walgreens Mavis Discount Tire Bonefish Grill Bank of America Lee’s Famous Recipe Chicken Mellow Mushroom Great Expressions Dental Centers Corner Bakery Cafe Olive Garden Italian Restaurant Gander Mountain Best Western Motel Save Mart Supermarket Placeable NatLo Top 150 | 2014 ∙ 3 BRAND INDUSTRY NATLO SCORE 78 RANK 01 7502 7503 7204 7205 7106 7107 7008 7009 6910 6911 6912 6913 6914 6915 BRAND INDUSTRY OVERALL SCORE 69 RANK 16 6817 6818 6819 6720 6721 6722 6623 6624 6625 6626 6527 6528 6529 6530
  • 4. Wells Fargo CVS Caremark Pharmacy AMC Theatres Verizon Kohl’s Dairy Queen Target American Family Insurance U-Haul Fitness Together Speedy Cash Wing Stop Snap Fitness Ace Cash Express Cousin’s Subs The Maids Jack in the Box Farmers Insurance Barnes & Noble Booksellers Elements Therapeutic Massage Lenny’s Subs On the Border Mexican Cafe Advance America Cash Advance Affordable Dentures Extra Space Storage Gerber Collision and Glass Western Union Golfsmith Golf & Tennis Michael’s Money Tree 4 ∙ Placeable NatLo Top 150 | 2014 BRAND INDUSTRY NATLO SCORE 65 RANK 31 6432 6433 6434 6435 6436 6337 6338 6339 6340 6341 6342 6243 6244 6245 BRAND INDUSTRY OVERALL SCORE 62 RANK 46 6247 6148 6149 6150 6151 6152 6153 6154 6155 6156 6057 6058 5959 5960
  • 5. Men’s Wearhouse La Petite Academy CineMark HyVee UMB Fleet Feet Sports Firehouse Subs Freebirds World Burrito Donato’s 9 Round Schlotzsky’s Sizzler Steve Madden Bright Star Care Sun Tan City Romano’s Macaroni Grill Jersey Mike’s Subs Dress Barn Regus Ameriprise Financial Bright Now Dental Extended Stay America Ashley Furnityre Outback Steakhouse Staples Steak n Shake Banfield Pet Hospital Jenny Craig Giant Eagle Aaron’s Placeable NatLo Top 150 | 2014 ∙ 5 BRAND INDUSTRY NATLO SCORE 59 RANK 61 5962 5963 5964 5965 5966 5967 5968 5969 5970 5871 5872 5873 5874 5875 BRAND INDUSTRY OVERALL SCORE 58 RANK 76 5777 5778 5779 5780 5781 5782 5783 5784 5685 5686 5687 5688 5689 5690
  • 6. Better Business Bureau Midwest Dental Whataburger Menards Bruegger’s Bagels Child Time Children’s Centers Medifast Weight Control Centers The Medicine Shoppe Pharmacy Eyemart Express Build-a-Bear Workshop Kirkland’s United Rentals Sunoco Teavana Plato’s Closet Kiddie Academy Kinney Drugs Maurices PacSun Dickey’s Barbecue Pit Orkin Sylvan Learning Center Portrait Innovations Lumber Liquidators Penske Joe’s Crab Shack Krispy Kreme Doughnuts The Keg Steakhouse and Bar Carpet One Regal Entertainment Group 6 ∙ Placeable NatLo Top 150 | 2014 BRAND INDUSTRY NATLO SCORE 56 RANK 91 5692 5693 5594 5495 5496 5497 5498 5499 53100 53101 53102 53103 52104 52105 BRAND INDUSTRY OVERALL SCORE 52 RANK 106 52107 52108 52109 52110 52111 52112 51113 51114 51115 50116 50117 50118 50119 50120
  • 7. Hungry Howies Flavored Crust Pizza Saks Fifth Avenue Supercuts Visionworks Tuesday Morning Gucci Motel 6 BJ’s Wholesale Club Camping World Louis Vuitton Kwik Trip AeroTek Raymour & Flanigan Furniture Texas Roadhouse Sports Authority Pro Source Wholesale Floor Coverings Hooters Journeys La-Z-Boy Jason’s Deli Sweet Tomatoes Orange Theory Fitness Starwood Hotels & Resorts Sweet Frog Premium Frozen Yogyrt Coco’s Bakery & Restaurant Tiffany & Company Tutor Time Child Care Learning Center Samuels Jewelers Hertz Travel Centers of America Placeable NatLo Top 150 | 2014 ∙ 7 BRAND INDUSTRY NATLO SCORE 50 RANK 121 50122 49123 49124 49125 49126 49127 49128 49129 48130 48131 48132 48133 48134 48135 BRAND INDUSTRY OVERALL SCORE 48 RANK 136 47137 47138 47139 47140 47141 47142 47143 47144 46145 46146 45147 45148 45149 45150
  • 8. The NatLo Score measures a brand’s digital marketing effectiveness, as represented by the four key dimensions of local online marketing: Visibility, Depth, Precision and Reach. The brands received a score from zero to 100 for each dimension. The scores for the four dimensions were weighted and combined into a single overall score. The NatLo Top 150 comprises the highest scoring brands that were evaluated. visibility depth precision reach Website effectiveness in search and discoverability. •  Site structure •  Page optimization •  Web and mobile site performance •  Local and geo-related search factors Strong Visibility produces higher search engine rankings and greater traffic. It also supports authoritative indexing by search engines and enables brands to attain location dominance with multiple listings in search results. Brands with poor Visibility surrender more traffic to directories and competitors. SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS •  Richness and completeness of site information ‐‐  Basic: name, address, phone ‐‐  Enhanced: descriptions, services, photos, calls-to- action, etc. Brands that achieve exceptional Depth deliver a better customer experience with richer content about their locations and offerings. Greater Depth also produces higher click-to-brick conversion rates and supports other marketing calls-to-action. SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS Depth and accuracy of published location content. •  Pin placement of each location based on latitude and longitude •  Dispersion of pins on third party sites (pin spread) Superior Precision enables customers to efficiently navigate to a brand’s locations. It also supports accurate geo-targeting for digital campaigns. Failure to ensure Precision damages customer trust and increases the risk of competitive poaching. SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS Geographic accuracy of location data. •  Presence, completeness and accuracy of location data on Google, Facebook, Foursquare and Yelp Brands with outstanding Reach can be found by consumers across a range of search engines, social sites and apps. Poor Reach can lead to consumer confusion and misallocated marketing investments. SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS Data consistency and coverage across third party sites. 8 ∙ Placeable NatLo Top 150 | 2014
  • 9. An essential condition for inclusion in the NatLo Top 150 was having three digital search assets in place: an indexable online locator, local landing pages, and a mobile locator. These crucial tools boost a brand’s ability to gain online and mobile visibility, capture web traffic, and convert digital visitors to location visits. Only 19 percent of the brands studied have all three assets present, properly implemented and search-engine-optimized. Brands missed the mark with indexable online locators (34 percent), but performed better when it comes to mobile locators (64 percent). The brands that met the digital assets criteria were then further assessed and assigned a NatLo score. Those with the highest scores were selected for the NatLo Top 150. The average NatLo score across the NatLo 150 was 58, with a high score of 78 and a low score of 45. On average, the brands in the NatLo 150 scored highest in the Visibility dimension and lowest in the Depth dimension. From a visibility perspective, the leaders demonstrated a superior overall digital presence, with optimized web and mobile locators. The best performing companies supplemented general SEO best practices with specialized local search tactics. But across the board there was room for improvement in the areas of mobile site performance and page optimization tactics such as breadcrumb usage and inclusion of social reviews. With respect to Depth, the leading brands excelled at publishing basic location content such as name, address, phone number and hours. But even the top brands fell short when it came to providing richer and more engaging content to consumers like localized promotions, videos, payment types, and multi-language support. An analysis of results and company characteristics showed that there was no correlation between score and company age, revenue or number of locations. Placeable NatLo Top 150 | 2014 ∙ 9 69 52 56 53
  • 10. The Hospitality and Entertainment industries achieved strong representation in the NatLo Top 150 by producing the highest percentage of brands with properly implemented online locators, local landing pages, and mobile locators. The Automotive and Retail industries had the lowest percentage of brands with these three critical digital marketing assets. Among the industries represented in the Top 150, the highest average scores were earned by Financial Services and Hospitality­—while Childcare Services, Transportation & Storage and Business & Professional Services scored lowest. AverageNatLoScore 64 62 60 58 56 54 52 10%5% 15% 25%20% 30% Percent of Companies Studied That Made Top 150 NatLo 150 Average 10 ∙ Placeable NatLo Top 150 | 2014 Top Ranked Brands by Industry Meineke The Maids La Petite Academy AMC Entertainment Nationwide Group Great Expressions Ramada Papa Murphy’s Best Buy U-Haul AVERAGE NATLO INDUSTRY SCORES
  • 11. The Financial Services industry performed very well—earning the highest overall average NatLo score in the study. In fact, nearly 20 percent of the 50 highest-ranking companies are Financial Services brands. The industry performed well across all dimensions, with the second-highest average scores for Visibility (78), Depth (61), and Precision (63), and the fourth highest score for Reach (51). Financial Services brands were particularly proficient in the Visibility dimension, standing our for the strength of their local landing pages with above average performance in site structure, SEO, and mobile. Such performance is imperative in an industry where consumers rely on digital sources for brand selection. For example, a recent EY consumer banking survey2 found that online sources were most important to consumers researching financial services. In a world where consumers are increasingly online, the financial brands that lead in local marketing are differentiating themselves from competitors to win site visits, conversions, and revenue. The Hospitality industry had over double the average proportion of brands pass the first NatLo screen for having properly implemented online locators, local landing pages, and mobile locators. With an average NatLo score of 62, it was the second-highest performing category. In this industry, where a consumer is making the important decision of where to sleep and relax, online research is customary—so comprehensive site information is crucial. The Hospitality brands have met this demand with delivery of rich site content, such as localized descriptions, photos, videos, and calls to action­—resulting in the highest average Depth score (66). Placeable NatLo Top 150 | 2014 ∙ 11
  • 12. 12 ∙ Placeable NatLo Top 150 | 2014 NatLoScoreRanges 95 85 75 65 55 45 35 25 15 5 90 72 52 72 70 68 89 71 57 85 76 63 94 78 59 87 74 46 77 71 59 92 67 38 92 65 47 89 80 71 94 69 38 VISIBILITY PERFORMANCE BY INDUSTRY Retail was the second-lowest performing industry when it came to implementing the three required digital marketing assets. Only 14 percent of retail brands in the study met this NatLo requirement. While retail brands do an adequate job of syndicating data to the third party ecosystem (with the third highest average reach score of 56), they miss the mark when if comes to their own web presence. The Retail industry had the lowest average Visibility score (65) due to generally poor rankings for SEO along with lagging desktop and mobile performance. With 84 percent3 of consumers going online before or during their most recent trip to a store, it is essential that Retail brands correct these issues to boost their presence. Properly implemented locators and landing pages with rich content such as reviews, videos, accurate store hours, return policies and amenity descriptions improve a brand’s ability to win search placements, attract site visitors, drive store visits, and increase revenue. RETAIL + VISIBILITY
  • 13. Placeable NatLo Top 150 | 2014 ∙ 13 NatLoScoreRanges 95 85 75 65 55 45 35 25 15 5 90 57 30 70 58 40 70 50 40 80 61 40 70 58 30 80 66 50 80 44 10 70 50 30 60 44 30 90 52 10 60 43 20 DEPTH PERFORMANCE BY INDUSTRY The Transportation & Storage industry had one of the lowest overall average NatLo scores (55). Transportation & Storage brands achieved a superior local pages presence with best- practice SEO and site execution across both web and mobile—earning the highest average Visibility dimension score (79) in the study. But the industry performed below average on the remaining three dimensions due to lack of site content, poor accuracy of pin placements, and inadequate syndication of its location data across the third party ecosystem. This was particularly evident in the Depth dimension where it earned one of the lowest average scores (44) due to deficient performance in the areas of location-specific reviews, offer descriptions, photos, and promotions. In an industry where differentiation is difficult and price is often a deciding factor, rich locator and landing page content is critical. Providing content that includes customized coupons, price lists, hours, equipment descriptions—and storage specifications such as sizes, temperature control and security features—differentiates Transportation & Storage brands from their competitors and helps them win more visits and revenue. TRANSPORTATION & STORAGE + DEPTH
  • 14. 14 ∙ Placeable NatLo Top 150 | 2014 PRECISION PERFORMANCE BY INDUSTRY NatLoScoreRanges 95 85 75 65 55 45 35 25 15 5 77 64 47 60 50 41 50 46 42 75 63 45 69 54 41 64 57 42 87 61 44 82 52 40 60 53 45 87 56 40 61 54 49 The Automotive industry is the worst performing group when it comes to implementation of the three critical digital assets, with only 10 percent of brands studies passing the first NatLo screen. However, the brands that did pass the first screen earned the third highest average NatLo score (60). Automotive brands outperformed all other industries in the Precision dimension (64) by having consistent and accurate pin placements. That is especially critical in an industry like Automotive that has a high number of competitors clustered near to each other. Consider how many intersections have a gas station on multiple corners, or how competing repair shops are often in the same shopping plaza. Accuracy is imperative to these brands because inaccurate online directions and maps lead consumers to the wrong location, and those consumers will likely choose the competitor on their side of the street. Placeable research has found that more than two-thirds of consumers say they lose trust in a brand if they get lost walking or driving to a location because of an incorrect listing. With above average Precision scores, the Automotive brands in the NatLo Top 150 differentiate from their peers and improve the likelihood of capturing consumer visits and building consumer trust. AUTOMOTIVE + PRECISION
  • 15. Placeable NatLo Top 150 | 2014 ∙ 15 NatLoScoreRanges 95 85 75 65 55 45 35 25 15 5 72 47 24 58 41 28 63 37 16 69 51 12 63 42 17 67 50 14 89 63 19 79 56 9 58 41 12 89 53 9 72 62 54 REACH PERFORMANCE BY INDUSTRY The Restaurant industry dominated the Reach dimension by having the highest individual score (89) and the highest average score (63) of all industries. Strong syndication practices and coverage across the third party ecosystem are especially important in this industry, as consumers often look to third party sites for recommendations. For example, Placeable research has found that 31 percent of consumers will turn to Yelp for trustworthy reviews before selecting a dining location. Restaurant brands earned some of the lowest average scores for the Visibility and Depth dimensions. Low scores in these areas result in poor placement in search engine results and the loss of online site visits. And when Restaurant chains lose visitors to third party sites, they miss valuable opportunities to build their brand, control messaging, and establish consumer trust. Focusing on improving Visibility and Depth scores can increase site traffic, boost location visits, and grow revenues for Restaurants. RESTAURANT + REACH
  • 16. How can I calculate my brand’s NatLo score? If you are a NatLo 150 brand and would like to receive your Visibility, Depth, Precision and Reach dimension scores, please contact us. If your national brand was not named to the NatLo 150, you may contact us to schedule a complimentary NatLo assessment. 16 ∙ Placeable NatLo Top 150 | 2014 The companies that earned a spot in the NatLo Top 150 deserve accolades for excelling at local digital marketing. These brands are successfully navigating the complex digital marketing world and have achieved industry-leading performance when it comes to marketing at scale on the local level. However, with a constantly changing landscape and competitive threats, top-performing brands must continue to innovate and improve in order to maintain their leadership. Addressing the weaker scoring dimensions and developing strategies to improve those measures will help companies maintain or improve their ranking. If your brand made the NatLo Top 150, please contact Placeable to receive sub-scores for the Visibility, Depth, Precision, and Reach dimensions. For brands that did not make the list, the NatLo dimensions and criteria offer a lens through which you can evaluate your brand’s digital marketing efforts. Do you have a properly implemented online locator? Has your locator been optimized for mobile? Do you have unique landing pages for every one of your hundreds to thousands of locations? Have you created custom content and offers for each of your locations? How accurate is your location data? Are you syndicating to the right directories, aggregators, social networks, and search engines? To understand how your national or regional brand performs with respect to these critical digital marketing criteria, contact Placeable for a free NatLo assessment. Whether your brand is on the list or not, the NatLo score brings to light the digital marketing dimensions most critical to winning the online and mobile consumer. Understanding them empowers your company to prioritize activities and capture more local search impressions, clicks, location visits, orders and revenue. 1 Local Consumer Review Survey, 2013, BrightLocal 2 Winning Through Customer Experience: EY Global Consumer Banking Survey, 2014. EY 3 The New Digital Divide—Retailers, Shoppers, and the Digital Influence Factor, 2014, Deloitte Digital @BePlaceable /Placeable www.placeable.com
  • 17. To select the NatLo 150, the largest multi- location businesses in the United States, by revenue and number of locations, were compiled into an evaluation set of 1,030 brands across ten industries. These brands were assessed for the presence of three critical digital marketing assets: indexable online locators, local landing pages, and mobile locators. Brands that had properly implemented these marketing assets were then evaluated using the Placeable Workbench TM and its proprietary scoring algorithm. The brands were analyzed across hundreds of data points and millions of locations for four quality dimensions: Visibility, Depth, Precision, and Reach. The four dimensions were individually scored between zero and 100 (with 100 being the best), and then the four scores were weighted and combined to produce an overall zero-to-100 score. The brands with the highest overall scores were ranked and recognized as members of the NatLo 150. These companies were determined to be the highest performing national brands in the evaluation set. Finally, regression testing was performed on these brands to test for correlations between NatLo scores and company characteristics such as revenue, age, and number of locations. Placeable NatLo Top 150 | 2014 ∙ 17

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