The Local Marketing Lab

In an era where 54% of Gen Z doesn’t trust financial institutions, how do successful loan officers earn customer trust? In this episode of the Local Marketing Lab, Rachel Witt, Assistant VP of Marketing at ALCOVA Mortgage, reveals proven strategies to build authentic connections in the digital age. She shares how loan officers can earn customer trust through community involvement and strategic video marketing. Topics discussed in this episode: 1️⃣ Gen Z’s distrust of financial institutions and how to overcome it 2️⃣ Leveraging community involvement for authentic business growth 3️⃣ Creating effective video content 4️⃣ Successful employee advocacy programs 5️⃣ Consistency in content creation ResourcesConnect with Rachel Witt on LinkedIn. Learn more about ALCOVA Mortgage. Follow ALCOVA on LinkedIn, Facebook, Instagram, X, and TikTok. Check out BombBomb video messages. Other shout-outsWill Baylock for video marketing.

Are you looking to build trust with potential customers in today’s digital world? In this episode of the Local Marketing Lab, Phil Treadwell, founder of M1 Academy and host of the Mortgage Marketing Expert Podcast, reveals why traditional selling tactics fall short and how to start connecting authentically with your audience. His unique perspective combines insights from both the mortgage industry and his success as a craft brewery founder. Topics discussed in this episode: 1️⃣ Fundamental difference between marketing and sales 2️⃣ Build trust through storytelling and personal branding 3️⃣ Evolution of social media algorithms and what it means for businesses 4️⃣ Strategies for engaging with other businesses’ content 5️⃣ Why personal branding matters more in high-trust industries ResourcesConnect with Phil Treadwell on LinkedIn. Learn more about M1 Academy. Listen to an episode of the Mortgage Marketing Expert.

Are you struggling to stand out in today’s digital-first world? In this episode of the Local Marketing Lab, Tim Davis, Chief Growth Officer at Canopy Mortgage and host of The Originators Guide Podcast, reveals how he has spent over 20 years mastering the perfect blend of online and offline marketing strategies. Tim shares how combining traditional marketing tactics with digital approaches can dramatically increase your local business growth. Topics discussed in this episode: 1️⃣ Differentiate yourself in a crowded market using character branding 2️⃣ Create valuable content that keeps you top-of-mind with clients 3️⃣ Build a personal brand that resonates with your target audience 4️⃣ Creative marketing materials to stand out from competitors 5️⃣ Strategies for building and maintaining a referral-based business ResourcesConnect with Tim Davis on LinkedIn. Learn more about Canopy Mortgage. Listen to an episode of The Originators Guide Podcast. Or, listen to an episode of the Solopreneur LO Podcast. Check out Tim’s book, Conversations Equal Contracts. Other shout-outsAcres of Diamonds by Russell Conwell

Want to know the perfect recipe for business growth in today’s digital age? In this episode of the Local Marketing Lab, we dive deep with the SVP of Marketing at Emmy Squared Pizza, Sergio Pérez, who brings over 20 years of experience working with major restaurant brands like Church’s Chicken, Johnny Rockets, and Bojangles. This episode reveals how combining digital innovation with local marketing creates the perfect recipe for business growth across multiple locations. Here are some topics discussed in the episode: Digital transformation strategies for multi-location businesses Leveraging technology to scale local marketing efforts Effective university and local partnerships Balancing national brand identity with local relevance Designing location-specific digital content strategies ResourcesConnect with Sergio Pérez on LinkedIn. Find an Emmy Squared location near you. Or, order an Emmy Squared pizza from Gold Belly to have it shipped to you! Other shout-outsBojangles for their local marketing efforts and local charity work.

Can giving back to your community really drive explosive business growth? In this episode of the Local Marketing Lab, Carl Comeaux, CEO of Crust Pizza, reveals how his company grew from a few locations to 30 stores—with 15 more opening this year—by making community engagement their top priority. Here are some topics discussed in the episode around putting your community first: Effective local marketing playbook for business growth Building lasting relationships with schools, churches, and local organizations Leveraging crisis situations to demonstrate community support Implementing systematic community outreach programs Developing franchise support systems for local marketing ResourcesConnect with Carl Comeaux on LinkedIn. Find a Crust Pizza near you. Other shout-outsTexas Roadhouse and Chick-fil-A for their amazing involvement in the community.

2025 is bringing major changes to lead generation compliance — are you ready? In this episode of the Local Marketing Lab, we sit down with Donnie Kenneth, VP of Marketing at Total Expert, who brings over 20 years of marketing experience across various industries. Donnie shares critical insights about the future of compliant lead generation, automation strategies that enhance rather than replace human connections, and how businesses can build lasting customer relationships while staying within regulatory boundaries. Here are some topics discussed in the episode around compliant led generation: Automate marketing without losing authenticity Understanding and preparing for 2025 FCC compliance changes Effective customer journeys across multiple channels Strategies for long-term customer relationship building The importance of education in the customer journey ResourcesConnect with Donnie Kenneth on LinkedIn. Learn more about Total Expert. Check out the new Evocalize integration with Total Expert and rebel iQ. Other shout-outsDart Bank — Small local bank doing an amazing job generating leads.

In this episode of the Local Marketing Lab, Avi Goren, co-founder and CEO of Marqii, shares insights from analyzing over 200,000 customer reviews across multiple restaurant brands. With experience spanning from local pizzerias to enterprise-level restaurant tech, Avi reveals how the right review response strategy can transform customer feedback into a powerful marketing asset. Topics discussed in this episode: 1️⃣ Leverage menu data for improved local SEO performance 2️⃣ Scaling digital presence across multiple locations 3️⃣ Review response management and automation 4️⃣ Use review responses as a marketing and SEO tool 5️⃣ Techniques for turning negative reviews into business opportunities ResourcesConnect with Avi Goren on LinkedIn. Learn more about Marqii. Other shout-outsGregorys Coffee (Featured success story, grew from 20 to 50+ locations) Breads Bakery (Example of category ownership) DIG (Growing brand, now 50+ locations) Polvos (Austin Tex-Mex spot) Levain Bakery (Mentioned for their customer support strategy)

In today's digital age, are you maximizing every channel to drive local business growth? In this episode of the Local Marketing Lab, Sai Alluri, co-founder and CEO of Momos, shares insights on multi-channel local marketing gained from his extensive experience in the restaurant tech space. Drawing from his work with over 5,000 restaurants across 10 countries, Sai reveals how businesses can create a powerful digital presence that converts online engagement into real-world revenue. Topics discussed in this episode: 1️⃣ Optimize your Google Business Profile for maximum visibility 2️⃣ Leveraging social media platforms effectively for local business discovery 3️⃣ The modern customer journey from digital discovery to in-store visits 4️⃣ Measuring marketing ROI at the local level 5️⃣ Using customer feedback and surveys to drive business improvements ResourcesConnect with Sai Alluri on LinkedIn. Learn more about Momos. Other shout-outsHopdoddy Burger Bar Baskin Robbins

Ever wondered how local businesses thrive in a world of big brands? The secret lies in community-driven marketing. In this episode of the Local Marketing Lab, Christin Marvin, a seasoned restaurant executive coach with nearly two decades of hospitality experience, shares invaluable insights on leveraging local connections for business growth. From fine dining to food halls, Christin unpacks strategies that turn community engagement into a powerful marketing tool. Topics discussed in this episode: 1️⃣ Community partnerships for effective local marketing 2️⃣ Strategies for successful co-marketing 3️⃣ Aligning marketing content with the actual customer experience 4️⃣ Engaging customers at local events 5️⃣ Segmenting your audience for more targeted marketing ResourcesConnect with Christin Marvin on LinkedIn. Check out Christin’s website to learn more about her solutions. Listen to an episode of the No Hesitations Restaurant Leadership Podcast. Listen to Eric Knott’s episode on the Local Marketing Lab podcast about being the mayor. Other shout-outsSnooze AM Eatery Polidori Sausage First Watch Better Than Provisions Olivia (restaurant in Denver) Danny Meyer Golden Mill EatDenver

Can a simple photo of your meal help feed those in need and boost your restaurant’s bottom line? In this episode of the Local Marketing Lab, Andrew Glantz, founder and CEO of GiftAMeal, reveals how restaurants can achieve growth with social responsibility. Andrew shares innovative strategies that not only give back to the community but also drive customer loyalty and increase revenue. Here are some topics discussed in the episode around increasing restaurant growth with social responsibility: How to implement a giving-back program in restaurants Impact of social responsibility on customer behavior and loyalty Integrating social impact initiatives with existing marketing efforts Communicate your brand’s social impact to customers Authenticity in corporate social responsibility efforts ResourcesConnect with Andrew Glantz on LinkedIn. Learn more about GiftAMeal. Other shout-outsBrands working with GiftAMeal: Lee’s Famous Recipe Chicken, Pizza Factory, Gong Cha bubble tea, Groucho’s Deli, HopCat, Sal’s Pizza, Starbird Chicken, Fuzzy’s, Taco Shop, Jimmy John’s, TGI Fridays, Andy’s Frozen Custard, and Scooters Coffee Integrations with GiftAMeal: Olo, Thanx, Lunchbox, Ovation, and Tattle

Are you ready to take your local marketing strategy to the next level? In this episode of the Local Marketing Lab, restaurant executive coach and author Monte Silva shares his powerful “create connect collaborate” approach to business growth. With over 25 years of hospitality experience, Monte unveils marketing tactics that have helped countless businesses thrive in the new economy. Here are some topics discussed in the episode around “create connect collaborate”: Effective guerrilla marketing techniques for local businesses Importance of community engagement in marketing Balancing virtual and in-person marketing strategies Leverage personal branding to boost business success Product quality before heavy marketing investment ResourcesConnect with Monte Silva on LinkedIn. Learn more about Monte Silva’s coaching services. Check out Monte’s book “Shift Happens: 7 Proven Strategies to Help Your Restaurant Crush the New Economy“. Listen to an episode of the Restaurant Success Club podcast. Other shout-outsShawn Walchef: Follow for great examples on how to tell your brand’s story. Christian Fischer: Helped Monte publish his book. Follow Christian to learn more about how he helps people write their own book! Maverick Theory: Consulting talent agency for restaurants. Josh Ashton: Canada’s Restaurant Guy, helped Monte launch his podcast.

In this episode of the Local Marketing Lab, we explore a crucial question: How can businesses stay top of mind in local markets? Erin Levzow, a marketing veteran with over 20 years of experience across brands like Museum of Ice Cream, Freebirds, and Wingstop, shares her insights. From digital strategies to community partnerships, Erin unpacks the essential tactics for dominating your local market and driving growth. Key topics discussed in the episode: Effectively use digital marketing channels for local businesses Understanding your local audience and market Engaging content that resonates with local customers Leveraging partnerships with local organizations Data integration in enhancing customer communication ResourcesConnect with Erin Levzow on LinkedIn. Learn more about Museum of Ice Cream. Follow Rev Ciancio for other content around restaurant marketing. Other shout-outsKendra Scott for a great partnership with Museum of Ice Cream. Book It program with Pizza Hut — excellent example of local marketing. Raising Canes for their field and local marketing team.

Are you leaving money on the table by overlooking catering opportunities? In this episode of the Local Marketing Lab, Kelly Grogan, co-founder of Crumbs, shares invaluable local catering strategies to grow your restaurant. With over 20 years of experience in the restaurant industry, Kelly unveils how catering can be a game-changer for local businesses, emphasizing the importance of community engagement and personalized marketing approaches. Here are some topics discussed in the episode around local catering strategies: Create an effective catering menu that’s distinct from your regular offerings Packaging and presenting catering orders to maximize impact Leveraging existing customers to grow your catering business Building personal relationships with potential catering clients Use your restaurant’s physical space to promote catering services ResourcesConnect with Kelly Grogan on LinkedIn. Learn more about Crumbs. Other shout-outsGeoff Alexander and Gregg Majewski for examples on how to do catering right. McAllister’s Deli for their catering services and packaging. Sabrina Jenkins at PDQ Chicken for their catering services. Troy Hooper for hosting a pickleball tournament at Restaurant Leadership Conference.

Are you ready to become the “mayor of the mile” in your local market? In this episode of the Local Marketing Lab, Sam Stanovich, Senior VP of Development and Alliances at Big Chicken, shares his recipe for dominating your local market. With over 25 years of hospitality experience, Sam dishes out practical strategies to transform your business into a community cornerstone. Here are some topics discussed in the episode around being the mayor of the mile: Effective community engagement How to collaborate with local businesses for mutual benefit Leveraging chamber of commerce memberships The value of supporting local causes and charities Create impactful content without a big budget ResourcesConnect with Sam Stanovich on LinkedIn. Find a Big Chicken location near you. Learn more about the ServSafe Alchohol program. Watch Tim Sweetman’s episode on the Local Marketing Lab. Check out RIP Medical Debt. Other shout-outsCJ from Dog Haus for fun competition of hot dogs vs chicken. Firehouse Subs for their great involvement in the community. Jeff Mauro, the Sandwich King, for advice on persistence when it comes to video content. Zack Oates from Ovation for sponsoring the dog vs chicken showdown. Shawn Walchef for encouraging video content on social.

How can local businesses effectively manage their online and offline reputation? In this episode of the Local Marketing Lab, Shereen Qumsieh, co-founder and CEO of Akira, shares her insights on mastering reputation management for local businesses. With over 20 years of experience in the tech space, Shereen dives into the critical aspects of turning data into actionable insights, responding to customer feedback, and maintaining accurate business listings. Here are some topics discussed in the episode around mastering your online and offline reputation: Present data as actionable insights rather than overwhelming numbers Responding to both positive and negative online reviews Soliciting direct customer feedback before it becomes an online review The “Goldilocks zone” for Google reviews and why it matters Accurate business listings in online reputation ResourcesConnect with Shereen Qumsieh on LinkedIn. Learn more about Akira. Other shout-outsMichael Beck from Popcorn GTM.

What makes a restaurant (or business) unforgettable? In this episode of the Local Marketing Lab, Christian Fischer, a seasoned chef and hospitality expert with over 35 years of experience, shares insights on how to improve customer experience with authentic hospitality. From his journey as a French-trained chef to becoming a consultant and author, Christian unveils the secrets behind creating memorable dining experiences that keep customers coming back. Here are some topics discussed in the episode around how to improve customer experience with authentic hospitality: Create authentic dining experiences that resonate with customers Importance of specialization in menu design and restaurant concept Turning culinary skills into diverse business opportunities The value of staying true to your roots and background in business Adapt to changing customer expectations in the hospitality industry ResourcesConnect with Christian Fischer on LinkedIn or on his website. Check out the Disruptive Chef Entrepreneur Podcast. Listen to the episode with Chef Adam Lamb. Learn more about the Culinary Executive Mastermind. If you want to write a book, take Christian’s course. Other shout-outsJason Berkowitz for hilarious and amazing stories.

Are you struggling to balance value offerings with premium items in your restaurant? In this episode of the Local Marketing Lab, Rev Ciancio, a 20-year veteran of the restaurant industry and head of revenue marketing at Branded Strategic Hospitality, reveals the power of the barbell marketing strategy for restaurant growth. Rev shares invaluable insights on leveraging technology, enhancing customer experience, and implementing innovative marketing tactics to drive revenue in today’s competitive landscape. Here are some topics discussed in the episode: Implementation of a successful barbell marketing strategy Effective use of gated WiFi for customer data acquisition Comprehensive restaurant tech Personalization in customer interactions Tips for increasing customer lifetime value (LTV) and average order value (AOV) ResourcesConnect with Rev Ciancio on LinkedIn. Check out Rev’s restaurant, Handcraft Burgers and Bew. Learn more about Branded Hospitality Ventures and Yeah! Management. Sign up for Rev’s weekly newsletter. Other shout-outsGregg Majewski for his marketing expertise. Condado Tacos for their marketing targeting. Ferazzoli’s Italian Kitchen for excellent customer experience. Restaurant techVivaSpot – gated Wifi Toast – POS (Point of Sale) MailChimp – email and CRM Bikky – CDP (Customer Data Platform) Marqii – online listings and reputation management Ovation – guest feedback Spendgo – customer loyalty Guru Club – reward customers for posting on Instagram Byte – ordering kiosks

Are you struggling to stand out on social media amidst the constant noise and competition? In this episode of the Local Marketing Lab, Jonny Fowler, VP of Business Development at American Financial Network, shares his proven strategies to master social media through organic growth and powerful local impact. Jonny, a 25-year veteran in the mortgage industry, has cracked the code on leveraging social platforms to build an engaged following and drive real business results. In this value-packed conversation, he reveals the secrets to creating content that the algorithms love, building meaningful connections within your local community, and overcoming common fears that hold people back from social media success. Here are some topics discussed in the episode around how to master social media: How to create compelling, organic social media content Leveraging local businesses in your marketing efforts Importance of consistency in social media posting Overcoming fear and self-doubt in content creation Power of short-form video content ResourcesConnect with Jonny Fowler on LinkedIn. Learn more about American Financial Network. Follow Gary Vaynerchuk for expert social media tips. Other shout-outsListen to Get involved. Engage locally. Be the Mayor. with Eric Knott, COO at PDQ Restaurants. Frank Gray and Brian Stevens for teaching Jonny how to “do video”. Tony Robbins for pushing others to overcome their fears. Dan Habib for excellent video content around real estate, mortgage, and crypto.

In this episode of the Local Marketing Lab, we explore the powerful connection between effective training, exceptional hospitality, and repeat customers with Jason Berkowitz, a hospitality veteran and founder of Arrow Up Training. With over two decades of experience spanning more than 50 restaurant openings, Jason shares invaluable insights on how businesses can boost repeat customers with training and create memorable guest experiences. His unique blend of psychology-backed management techniques and creative problem-solving offers a fresh perspective on cultivating customer loyalty in the hospitality industry and beyond. Here are some topics discussed in the episode: The difference between service and hospitality Strategies for implementing effective training programs Tips for improving order accuracy in takeout and delivery Methods to enhance employee retention and satisfaction Building strong relationships with guests ResourcesConnect with Jason Berkowitz on LinkedIn. Learn more about Arrow Up Training. Other shout-outsFollow Shawn Walchef and Troy Hooper on LinkedIn for tips on digital hospitality. Check out Tocaya Organica, modern Mexican food with locations in Arizona and California. Ronan for excellent marketing, training, and hospitality.

Can you transform your local business in 90 days or less? In this episode of the Local Marketing Lab, Amber Martinez, Brand President and Operating Partner at JEM Wellness Brands, reveals how she’s done just that throughout her 25-year career in the fitness-wellness industry. She unpacks powerful strategies to transform your local business through grassroots marketing, community engagement, and innovative partnerships. Here are some topics discussed in the episode around transforming your local business: Consistent messaging across multiple marketing channels Humanizing your brand through social media and community engagement Low-cost, high-impact local marketing tactics for immediate implementation Turn existing customers into powerful brand advocates Techniques for building strategic local business partnerships ResourcesConnect with Amber Martinez on LinkedIn. Learn more about JEM Wellness Brands. Find a Crunch fitness location near you. Watch the episode with Allison Rand from YouFit Gyms. Other shout-outsJamie Esslinger and Emily Gentry on the JEM Wellness marketing team. Whole Foods for great community involvement and local partnership.