Düsseldorf, Germany March 9, 2020GroupM and PowerChord have launched “Hyper Local”, a comprehensive, full-service solution for brands that want to create measurable, optimizable results at every stage of the shopper journey. At the heart of this innovative solution are market-leading tools from PowerChord and Local Connect (GroupM), which for the first time enable branded website creation and local marketing on a single platform.

Based on the PowerChord platform, manufacturers can use Hyper Local to easily create brand-compliant localized websites for every retailer in their network, enabling local search visibility and ongoing optimization. The dealer websites can then be individually and scalably promoted using the Local Connect marketing tool, with locally targeted advertising, automatic ad creation and user location data. Shoppers interested in a particular location are able to find and contact their nearest dealer, with lead data visible to the brand. The first local and international dealer campaigns already demonstrate Hyper Local’s performance: Agricultural machinery manufacturer Kubota, for example, was able to successfully increase its click-through rate (CTR) on the websites of hundreds of Europe-wide dealers by 41 percent with Hyper Local – and at significantly lower costs.

Local Connect with innovative website creation solution

With the help of Local Connect, advertisers with their own distribution network and associated websites (e.g. an automobile manufacturer with a dealer network) are able to implement local dealer campaigns. This solution has now been expanded to include an innovative approach to website creation, which allows dealer sites to be easily customized and maintained by sales and marketing staff in one central platform. Hyper Local is the ideal solution for manufacturers who have been selling through third-party dealers without branded promotional websites or who want to efficiently expand their network with additional branded dealer websites.

Consistent brand communication across all dealer sites

The Internet is an important research channel for shoppers with a specific buying interest – especially when looking for a local dealer. However, shoppers often find that the local dealer does not have a website, or that the content is outdated, and that the brand is not well-represented. Hyper Local puts an end to this: PowerChord is used to create consistent Hyper Local dealer pages to maintain brand integrity and provide current location data for each of the dealers. The mobile responsive pages are search engine optimized to convert shoppers into qualified sales leads and to provide a seamless customer experience. As a result, potential customers are specifically associated with the brand, increasing the likelihood of generating sales while providing full performance visibility to the manufacturer. 

Advertising the dealer pages with location reference

Hyper Local uses the dealer pages and the efficient GroupM marketing tool Local Connect to create individual digital ads automatically and at scale. Campaigns are adapted to each individual dealer in relation to the shopper’s location and linked to the dealer’s landing page. By targeting a geographic radius around each dealer, Hyper Local ensures that local shoppers are directed to their nearest local dealer. Local Connect offers the ability to customize and scale local shopping experiences quickly and affordably, even seasonal promotions involving hundreds or thousands of dealers can be easily advertised at the local level. Manufacturers can view their complete campaign management and performance metrics on the Hyper Local dashboard. This allows the manufacturer’s marketing and sales teams to leverage valuable insights to connect with shoppers and optimize campaign performance. 

First Hyper Local successes in practice

One of the first customers to implement Hyper Local is the agricultural machinery manufacturer Kubota. After launching this comprehensive solution, Kubota has already managed to better position its brand and products, ensure consistent branding and optimize the promotion of its local dealer network. The results are impressive: Thanks to consistent and brand-compliant dealer websites and local search and display ads for participating dealers, Kubota was able to increase CTR by 41 percent and the number of leads by about a quarter (+24 percent). At the same time, the cost per click (CPC) with Hyper Local was significantly reduced (-89 percent). 

“With Hyper Local, we offer the perfect tool-based solution to leverage a third-party dealer network for your own marketing and sales,” said Christopher Mohr, Managing Director of GroupM Germany. “By creating brand-compliant dealer sites and promoting them in a targeted manner, our new complete solution helps manufacturers to significantly increase their market success on a local level. And all this at lower costs: Since Hyper Local only allows targeted advertising in dealer catchment areas, there is significantly less waste in the marketing budget for online advertising. Moreover, there is still a lot more to be expected in 2020: Hyper Local is just one solution in a series of innovations that GroupM will roll out this year for all of the Group’s customers”.

“We are pleased to be working with GroupM to provide a solution for manufacturers to unify their dealer networks easily and efficiently,” said Garbis Bedoian, General Manager for PowerChord in Europe. “Based on our analysis, we know that non-branded dealer networks can lose up to 70 percent of sales to competition at the local level. For manufacturers, Hyper Local now enables us to direct online traffic to a manufacturer’s branded website at the local level.

Further information can be found at https://digital.groupm.de/hyperlocal/ 

 

Press Contact

FAKTOR 3 AG

André Hoffmann

E [email protected] 

T +49 40 679 446 53

About GroupM

GroupM is the world’s leading media investment company responsible for more than $50B in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM creates a competitive advantage for advertisers via its worldwide organization of media experts who deliver powerful insights on consumers and media platforms, trading expertise, market-leading brand-safe media, technology solutions, addressable TV, content, sports and more.

Discover more about GroupM at www.groupm.com

Follow @GroupMWorldwide on Twitter

Follow GroupM on LinkedIn – https://www.linkedin.com/company/groupm

About PowerChord

PowerCord Inc. is the leading SaaS company that offers digital solutions for multi-location brands and manufacturers. PowerChord’s advanced technology works with global businesses to provide brand-specific, local websites to their local retail networks. These locally optimized websites help protect brand standards, engage customers and grow local revenue, while providing brands with actionable insights into shopper performance data and trends.

Discover more about PowerChord at www.powerchord.com