Tiger Pistol Named Localogy Excellence Award Winner

Tiger Pistol Technology Creates Critical Connection Between Real Estate Agents and Homebuyers

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Localogy Excellence Award for “Best Localized Marketing Campaign.”

“Very few industry groups understand marketing success in the local marketplace the way Localogy does,” said Paul Elliott. “Time and again, Tiger Pistol’s global-to-local approach outperforms comparable brand-level campaign executions, and Localogy’s recognition of Tiger Pistol for ‘Best Localized Marketing Campaign’ further emphasizes our category leadership and business impact.”

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Fortune 500 real estate services provider, with a network of over 200,000 real estate agents.

The solution enables the client’s agents to easily promote their listings and themselves with auto-configured, best practice Facebook and Instagram campaigns.

“Tiger Pistol’s power lies in the ability for agents to publish campaigns directly from their own agent-branded Facebook Page,” said Talia Wachtel, VP Client Management, Tiger Pistol. “While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Tiger Pistol leverages the most relevant Facebook Ads Objectives to drive the results that matter. Our platform supports the ability for agents to publish Facebook Lead Ads, and auto-creates best practice Facebook Lead Forms that have unique qualifying questions, making it easy for the agent to launch the ad with little knowledge of Facebook ads.”

Tiger Pistol is also proud to announce that two of their partners were also honored by Localogy. Hibu, the leading provider of digital marketing solutions to local businesses across the United States, won a Localogy Excellence Award for “Most Significant Business Transformation” as the company made the titanic shift from a print and Yellow Pages-driven business to a digital marketing solutions provider, and BrandMuscle, and integrated local and channel marketing solutions provider, won “Best Go-to-Market Strategy.”

The Localogy Excellence Awards recognize organizations and individual leaders shaping the future of localization for the more than 30 million local and small businesses who depend on them every day.

Learn how Tiger Pistol unlocks local activation at global scale for brands. 

Increase Local Food and Product Delivery Orders with Facebook Ads

Online to offline activation has always been a unique challenge for quick serve restaurants (QSR) and consumer product (CPG) brands who want to reach the millions of consumers on social media, but also need to compel them to buy from a brick and mortar location. The recent business challenges brought forth by the COVID-19 pandemic have suddenly made the second part of the online to offline funnel quite difficult. Though this does not mean QSR and CPG brands do not have options. 

Recent innovations with app delivery services were already moving in to help middle man the online/offline divide by connecting consumers with delivery contractors to deliver food. With more people staying home, but also still needing to eat, one might expect delivery demand to be on an upward swing in the coming months. So what does local social look like when you can’t rely on driving footfall to a brick and mortar location, but also still need to generate ROI for your multi-location QSRs or CPG clients?

It’s simple really: 

  1. Hyper-targeted local ads for every one of your locations, reaching users in the immediate vicinity within delivery range.

  2. Campaigns are published through the local stores Facebook Page, but direct users to order through the delivery service.

  3. Deliver increased sales for the store location, while also promoting the brand’s products, by driving consumers right to the point of sale. 

 

The strategy, while simple, rests on execution. Reaching consumers with highly-targeted, local ads is not easy to do at scale. But the extra effort pays big performance dividends. By publishing unique campaigns for each location, focused on their unique sales area, and through their local pages, you gain the benefits of locality.

First, you deliver a more relevant ad to the local consumer; they see an ad from a local business profile in their neighborhood. This is important, whether you are working with a chain or independent businesses. You want to be serving an ad to consumers that feels like it’s from their store – their favorite taco shop or their community drugstore, and not some far off product or brand. That familiarity with ads plus the ability for users to jump straight into the ordering experience is a potent combination. It’s an approach the Facebook bidding system likes too, because more relevant ads often cost less to deliver.

At Tiger Pistol, we partnered with a quick service ice cream shop and a delivery service to fulfill local campaigns. Ads were geo-targeted for the delivery partners and restaurants combined sales area. The creative of the ads focused on the individual store and their food offerings, but each ad’s “Order Now” button drove to the delivery partner’s online ordering page for the store. This national-to-local partnership approach resulted in an increase of customers who clicked through to order by more than 620%, increasing sales, and driving desired outcomes for both partners. Being able to deploy robust local ads quickly, with a means to rapidly direct consumers to the point of purchases remotely, is not only a strategy for the challenges of today, but more importantly, a future-proof strategy as more consumers move their buying habits to fully digital.

Facebook Launches Grant Program to Help Small Businesses

On Tuesday, May 17th, Facebook announced an upcoming grant program aimed to help SMB retailers during COVID-19. It will consist of $100 million in cash grants and ad credits for up to 30,000 eligible businesses. Facebook COO Sheryl Sandberg expanded on the importance of this initiative in her Facebook post:

Small businesses are the heartbeat of our communities, and many of the people who run these businesses are heavily affected by the crisis …We’ve listened to small businesses to understand how we can best help them. We’ve heard loud and clear that financial support could enable them to keep the lights on and pay people who can’t come to work.

The program is aimed to help businesses cover things like rent and operational costs, as well as connecting with more customers and keeping the workforce strong. For those interested in applying, stay tuned, as more details will be available in the upcoming weeks. You can also sign up for updates directly from Facebook here

In the meantime, Facebook has updated their Business Resource Hub with a page specific to managing and building resilience during this ordeal. It includes ideas for staying in touch with customers (like pinning your important updates) and other concrete steps for the unexpected challenges we’re facing. 

We love and support our SMBs. Tiger Pistol is here to answer any questions you may have.

Webinar: Quality Over Quantity – The Changing Face of 2020 Marketing

As a marketing leader, you’ve probably been pummeled with the phrase “quality over quantity.”  The days of spray and pray are over, but that doesn’t mean you can’t be strategic at scale. 

Tiger Pistol is partnering with the Incite Group to bring you the live webinar Quality Over Quantity – The Changing Face of 2020 Marketing. Tiger Pistol’s Talia Wachtel, VP of Client Management, will discuss: 

  • How localization drives social ad relevancy, increasing desired outcomes and decreasing cost of advertising
  • How a global-to-local approach can bridge the gap between national advertising and local activation
  • How creating a symbiotic data-sharing relationship between a brand and its local partners can better activate the power of local campaigns and drive big goals at the national level

Talia will be joined by 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Nicholas Zeisler, Principal, Zeisler Consulting
Quality Over Quantity – The Changing Face of 2020 Marketing
Wed, Apr 1, 2020
9:15 AM – 10:00 AM PST

Register now and you’ll receive a link to join live. Alternatively, registrants will receive the recordings, so you can watch in your own time. 

Local Advertising in the Time of Social Distancing

Let’s face it, many of us are facing the reality where #QuarantineLife is the new normal – at least for the foreseeable future. With offices temporarily shutting their doors, and the worldwide workforce moving to a remote-based culture, it’s time for businesses to utilize the tools provided by local social advertising to drive their goals forward.

Drivers for Forced Change

In the past several days – specifically in the United States – city and state governments, as well as the Federal government, have recommended citizens stay home to reduce the spread of the Coronavirus (COVID-19). The most recent changes announced from the White House Monday afternoon include the recommendations to “limit gatherings to no more than 10 people; avoid discretionary travel, shopping trips and social visits; and avoid eating or drinking in restaurants, bars, and food courts – instead use drive-through, pickup and delivery options.” For community-spread affected areas, the recommendation is to close all bars and restaurants.

These changes have forced many businesses to re-strategize their business models on the fly with the understanding that these changes are meant to protect our communities. For instance, a friend’s gym in Kansas City, MO is asking members to allow their immunocompromised patrons to exercise from 5 AM – 2 PM before other healthy members exercise, grocery stores are changing their hours to allow their teams ample time for restocking overnight, and restaurants across America are moving to pick-up and delivery only, while some in viral hotspots have been closed altogether  – all in an effort to expand the practice of social distancing. This is where social advertising comes into play.

The Power of Social Advertising

Local businesses should not lose hope. We understand how uncertain times are right now, but leveraging the power of social can help everyone. Budgets may be tight right now, but social advertising is the most cost-effective way to remain in the public eye – especially with so many eyes on social media for the next news update — folks are bound to see your ad too!

Offering free delivery for your restaurant but don’t have a website? Run a Reach campaign targeting your delivery area. Is your hotel chain offering “staycation” specials for previous guests? If you have a Pixel on your website, use it! Drive visitors to your landing pages to complete a booking with a Traffic or Conversions campaign. Temporarily shutting down? Run a Traffic or Conversions campaign encouraging community support through gift card sales until you reopen. 

All in all, spending a small amount of social dollars to keep your business on the top of everyone’s mind while they adjust to their new normal is the best strategy. This way you can continue to engage your customer base and maintain your business presence throughout this uncertain time.

Stay safe, everyone. Oh, and don’t forget to wash your hands.

Need help launching local social ads for your locations?  Contact us today!

Using Your Corporate Data to Benefit Local Partners (and Vice-Versa!)

The first rule we learn in kindergarten is “Share Everything.” Yet while brands that rely upon a multi-location network of local partners, ie. retail locations, franchisees, or sales reps, understand that big data is key to a National-to-Local strategy, they seem to be unable to find a method to adequately share their knowledge with their local partners. As a seasoned data analyst who’s worked with some of the largest brands, I am all too familiar with the disparities Big Data can create. Sharing Big Data insights can be rife with difficulties for both the national brand and local partners, and security issues loom large. I will explain how you can create a secure symbiotic relationship – sharing and sharing alike – with your local partners to better activate the power of local campaigns and drive big goals on the national level.

Sharing is Caring

Brands have a myriad of sources from which they collect data but keeping that data to themselves to supplement and drive insights to improve only the targeting of their national brand campaigns boxes out the opportunity at the local level. This corporate data hogging leaves local partners struggling to find their own insights within the data generated through their local campaigns/website. Inversely, those insights owned by the local partner could help inform corporate-level strategic planning.

For context: Historically, local partners ran their own campaigns and would send their traffic to the national partner’s website. The global partner “kept” the web traffic data generated by the local partners and used it to build a global view of their business. The local partner had access to only the Facebook data generated by their campaigns, but it gave them a good idea of who was interested in their products at a local level.

In this walled “what’s mine is mine” data divergence, the local partner is blind to the webpages their customers were visiting and the products they were buying from the global partner’s website, and the global partner did not understand the local behavior that brought customers to the website. This results in a web of missed opportunities and a hidden goldmine of optimization strategies. Before we start pointing fingers, let’s acknowledge the operational and technical complexities of sharing data across technologies.

  1. Data Privacy: There’s a LOT of attention on data privacy right now. Making data sharing easy and secure is difficult. So how do you allow for better activation of local partners without unnecessary risk to the corporate partner? Psst. I have a secret. It can be done. Keep reading.
  2. Giving Only Part of the Puzzle: Certainly, local benchmarks or recommendations are passed down by larger companies to assist their local partners, but this is rarely effective for the local partners. It doesn’t solve the problem that the parent partner has more information than the local partners and that local insights are easy to miss in this sort of arrangement.

This leaves us with the crux of the problem — the corporate partner has all the data and can’t really share local insights to help local partners, leaving local partners to build their own strategy to meet corporate expectations.

Share and Share Alike 

Big Data, when leveraged correctly, can eliminate local partners starting from Ground Zero insight. It can leverage global views and local views, and as local advertisers learn more about their areas, Big Data can help feed the global view with richer market intelligence.

Facebook has made great strides in building out a platform that gathers this data and allows both global and local Facebook advertisers to take advantage of it. Most global companies have a Facebook Pixel installed on their website. This little piece of code works a lot like the Google Analytics code; it pays attention to what visitors do on your website and where they come from. But the Facebook Pixel doesn’t stop there. It allows Facebook Campaigns to use that data to accurately optimize both local and global partners’ campaigns quickly in a virtuous, symbiotic data cycle.

Local partners can instantly obtain data that bolster their campaigns through more effective targeting via first-party data sets. Add to that the knowledge local partners have, and they can hit the ground running with campaigns. The more traffic local partners generate, the more data is shared with the global partner, allowing national partners to gain a more holistic view of their business. Big Data can allow companies to grow from a “keep away” mentality to a symbiotic relationship that empowers better business on a local and global level.

Symbiosis Made Simple (and Secure!) 

Tiger Pistol purpose-built this symbiotic relationship into our technology, allowing us to securely access a global partner’s Facebook Pixel data and leverage it for local partner campaigns. With the ability to share this data securely, not only do you fill up national partner’s data banks with more granular, better data on a local level, you’re also giving better insights to local people because they now can target people they may have missed just building from scratch.

Now suddenly it’s less of a struggle with the local partner feeling like they have to meet, in their eyes, unsubstantiated benchmarks, guide-marks, or goals. Now they’re contributing to the overall plan, making it easier to set more realistic goals, while also expanding their own local insights to grow themselves.

For the global partner, this security also allows them to offer their network exclusive access to first-party data they wouldn’t otherwise have. This is an invaluable value proposition for franchise and services groups that rely on opt-ins from their sales network of locations or agents.

Through Tiger Pistol, global brands can quickly share data and distribute thousands of local campaigns, making a robust, data-driven, global-to-local social program possible with ease and efficiency.

Want to reap the rich data benefits of Tiger Pistol’s global-to-local social advertising approach? Request a demo today! 

Expert Take: How to Create Cohesive Social Ads

Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.

These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.

So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.

Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.

When you are in charge of content creation, be smart. Everything should come together in a harmonious way:

  • Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
  • Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
  • Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
  • Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.

Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.

Want to learn more about best practice Facebook Advertising? Explore our resources. 

Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol  creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.

Tiger Pistol Hires New Director of Client Success

Ashley Clark Tapped to Lead and Enhance Services and Support Team

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently added Ashley Clark to its executive leadership team as Director of Client Success. 

Ashley Clark, Director Client Success
Ashley Clark, Director Client Success

“Ashley’s hiring is part of Tiger Pistol’s continued investment in providing world-class customer service and support to our clients,” said Paul Elliott, CEO, Tiger Pistol. “As we continue our rapid  growth, Ashley will help ensure that we continually elevate and evolve the standards by which we communicate with and nurture the partnerships with our clients and their nearly 500,000 end-advertisers.” 

Clark joined the Tiger Pistol team from her previous role as Director of Customer Happiness at Volusion, where it was her mission to perfect the customer lifecycle and build mutually beneficial relationships, driving results for the company’s highest value customers and accounting for over $10M in annual recurring revenue. Ashley has also held leadership positions at Social Sentinel, where she handled the company’s most trusted partnerships to further advance the new frontier of safety in higher education. She holds an MPA from the University of Vermont.

“I am delighted to join the Tiger Pistol team and am looking forward to accelerating company growth with continual focus on advancing the knowledge and support of our Client Success Team,” said Clark. “The future of social advertising is bright with Tiger Pistol leading the way. Our team has already demonstrated their unwavering commitment to the success of our  clients’ businesses, and in combination with our innovative tech solution, our customers will not only thrive, but surpass their advertising goals. I’m greatly looking forward to working with some of the best and brightest in the industry to see what we can achieve together.”

Tiger Pistol’s dedicated Client Success  team provides go-to-market support, training, and onboarding, including a 24×7 multilingual help desk. Under Clark’s leadership, the team will build on Tiger Pistol’s industry-leading foundation – identifying and innovating ahead of our clients’ and end-advertisers’ social advertising needs. 

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies visit www.tigerpistol.com

About Tiger Pistol 

Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol has been recognized by Digiday as the Best Social Media Marketing Platform, and by Street Fight for Best Social Media Campaign. To learn more, call (888) 400-8845, visit TigerPistol.com, or follow on Twitter, Facebook, or LinkedIn.

Playbook: Social Advertising at Scale for Multi-location Brands

While some major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none come close to the easy, effective tools Tiger Pistol provides to activate and manage your multi-location brand’s social advertising at scale.

Unlocking Local Activation at Scale is the social advertising playbook that reveals just how simple and efficient Tiger Pistol’s social advertising platform makes it for multi-location brands to onboard and empower their local stores or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Ready to streamline your time to results?

An Advertisers’ Guide to Facebook Stories (and How to Leverage Them at Scale!)

The way we share information constantly evolves, and, as advertisers, we’re always looking for fun, fast ways to tell our story and promote our business. Facebook’s standard placements are proven drivers of user engagement and great business results, but the social platform’s latest offering, Facebook Stories, offers prime real estate for your advertisement.

Facebook Stories bring your ads to life, and it’s easy to see why they secure more than 300 million users’ attention every day. Shown front and center on a user’s news feed, Stories are likely the first thing users see upon login. One tap accesses a user’s Stories Feed, and subsequent taps scroll through their friends’ stories. Stories ads are sprinkled throughout this feed, generating views and allowing in-feed engagement as they move from one Story to the next. The mechanism of accessing Stories creates a captive atmosphere for the ads to appear within, increasing a business’ potential reach to a larger and more diverse audience.

As Advertisers, why should we care?

With their full-screen creative format, Stories engage mobile audiences on a different level than in-feed ads. Mobile advertising is essential to driving brand recognition and determining campaign effectiveness, and advertising in stories has proven to drive valuable business outcomes. According to research by Ipsos, a global market research and consulting firm:

  • 62% of people said they became more interested in a brand or product after seeing it in a Story.
  • 68% of people polled said they use Stories on at least three apps regularly.
  • 63% said they plan to use Stories more in the future.

What are the Elements of a Successful Stories Advertisement?

  • Begin With Your Brand – Introduce yourself at the beginning of the creative and remind users who you are.
  • Keep Attention with Speed – It’s important to remember things move fast in stories, so make sure to deliver your message and showcase your brand quickly, we recommend within the first 5 seconds.
  • Creative is Important – Creative is a key factor in driving campaign effectiveness and must align with your business goals and objectives. Define your strategy and align your creative elements to support.
  • Enhance Your Story with Sound – Music can help enhance your message for your brand.
  • Design with Your Objective in Mind – Tailor the creative of your ad to the objective and ask yourself, what are you looking to achieve?
  • Test and Learn – Experimenting with creativity on stories will help identify what strategies work for your audiences, creative, and business objectives.
Leveraging Facebook Stories at Scale 

When it comes to localizing ads at scale, the Stories ad placement should not be ignored. Whether using localized dynamic video ads or static creative, advertisers can still reap the benefits of Facebook Stories’ unique real estate, mobile optimization, and captive elements within the Facebook Newsfeed. What’s more, localized story ads published from local Pages give you the opportunity to direct consumers exactly where to buy your company’s products or access your services at a location most relevant to them.

Localized stories ads give users a method to directly respond to an ad, whether getting a quote from a local agent or receiving turn-by-turn driving directions to a restaurant near them. 

Ready to see how you can advertise with Facebook Stories at scale?  Contact us today!

 

Amy Abell is a Client Manager at Tiger Pistol, where she specializes in supporting our Value-Added Resellers portfolio. When she’s not in the office, she enjoys walks on Austin’s Town Lake with her dog Finley, traveling to new places, and trying every new restaurant in town.