Andreas Kraus, CEO
William Bernbach, a businessman and advertisement maven, once said, “Good advertisement does not just circulate information, it penetrates the public mind with desires and belief.”
Rightly so, advertisements are considered to be the cornerstone of brand success. Today, organisations not only want their advertisements to capture the essence of their brand, but also make a lasting impression in the minds of their target audience. However, when it comes to local digital marketing, large organisations have to ensure that their advertisement strategies target and appeal to potential customers in specific geographic areas. To assist such organisations with large-area distribution, LocalUp—an online marketing solutions company—is offering a robust portfolio of scalable and automated marketing platforms.
“Our local online marketing platform is designed to generate awareness at the point-of-sale (PoS) for our clients,” says Andreas Kraus, CEO of LocalUp. The company delivers solutions for running individualised, hyperlocal ads on some of the world’s most influential platforms, including Facebook, Instagram, Google, and YouTube. It leverages an AI-enabled algorithm to streamline PoS campaigns and optimise budgets, thus bolstering both the owned and operated ad placements and formats of its clients.
According to Kraus, one of the biggest challenges for organisations with multiple PoS locations is conducting quick and individualised marketing campaigns. The companies not only have to maintain scalability in their ad campaigns but also make it appealing to every consumer. When there are hundreds of channels and dealers involved, the process can take weeks, if not months. With the automation capabilities of LocalUp, clients can easily streamline their marketing campaigns, while also allowing the ad creators to set up individualised budgets. “Our focus is on brands with broad PoS that need to run online marketing campaigns across more than 20 locations,” says Kraus.
To help such clients, the LocalUp platform connects directly to the data sheets (CSV/JSON) maintained by the clients. The platform can collate and filter information to draw relevant insights and enhance the quality of ads. This also helps LocalUp to procure a detailed report overview for both global and local markets. Once LocalUp prepares the ad campaign, the digital advertising process is completely automated with hyperlocal and machine learning algorithms that can scale up to 500,000 locations.
Our local online marketing platform is designed to generate awareness at the point-of-sale (PoS) for our clients
In addition, LocalUp conducts continuous optimisation of the ads to ensure that the budgets are spent efficiently.
Notably, LocalUp offers two distinct sets of offerings—LocalUpCenter and LocalUp Field—to assist organisations in overcoming their different marketing challenges. With LocalUpCenter, clients avail end-to-end managed services. The product is designed for large companies planning to run large-scale ad campaigns at multiple sales points. The clients only have to send the relevant information to LocalUp. The data is uploaded into LocalUpCenter, and from there, the platform takes over the management of the campaign. Once the campaign is up and running, regular reports are sent to the clients. In the case of high location density, LocalUpCenter offers geo-algorithm to ensure optimal grouping of locations.
On the other hand, LocalUp Field offers a white-label interface with pre-constructed campaigns. It is designed for clients that have their marketing teams. The platform enables the marketing teams to collaborate seamlessly with the dealers when running the ad campaigns. With LocalUp Field, clients can quickly and easily create campaigns for the dealers. Besides, the platform offers a higher level of flexibility, allowing the creators to make custom adjustments to specific ads. Also, the marketing teams can individually choose the ads, budgets, and assets. The product also offers hyperlocal targeting algorithms and performance optimisation. Thus, with both LocalUpCenter and Field, the company enables its clients to roll out high-quality ads that are not only scalable to a wide range of locations but are also individualised to the smallest detail.
Emphasising on the capability of LocalUp’s offerings, Kraus cites an instance when they worked with Coca-Cola in the Netherlands. The company had newly introduced a product called Fuze Tea. The local campaign created by LocalUp had crowds of people rushing to the nearest outlets to get their first taste of Coca-Cola’s new beverage. LocalUp’s team had created multiple ad sets with local relevance to the target audiences, all enriched with tailored content according to the location and vendors. The combination of a wide reach with high levels of relevance enabled the brand to reach over 1.4 million unique shoppers, redeeming 32,170 cashback coupons from their local supermarkets.
Driven by its deep-rooted knowledge and expertise in the marketing space, LocalUp is on the course to become one of the best solution providers for local online marketing solutions. LocalUp is orchestrating successful collaborations with several large brands, including Metro AG and Skoda, which will streamline its expansion across Europe. The vision of LocalUp is to establish itself as the go-to marketing solutions provider, while continuously empowering its clients to bring out the essence of their organisations through their ad campaigns and make an everlasting impact on the consumers.