Localized Digital Marketing Is Crucial for Businesses
Justin emphasizes that successful local marketing at scale is challenging but critical, especially for brands with numerous locations. Evocalize helps streamline this process, automating ads that resonate locally and saving companies time and resources.
Optimizing Ad Spend for Local Impact
Justin highlights that major digital platforms prioritize ad spend in high-density areas like New York or LA to maximize revenue, often sidelining smaller markets that genuinely need targeted marketing. He points out that, for franchises, this can mean funds are spent in big markets, neglecting local franchises in smaller towns. Justin advocates for technology solutions that allocate ad dollars more equitably, ensuring local ads reach the right audiences where they’re needed most, thereby boosting individual franchise success and overall brand performance.
Maximizing AI for Content Efficiency
Justin explains how AI can dramatically boost content production and learning rates without sacrificing quality. By leveraging AI tools, Evocalize has grown their LinkedIn engagement from 25 to 35,000 interactions monthly.
***
In this episode of Data Delicacies, hosted by Arun Kumar of Incentivio, Justin Ulrich, VP of Marketing at Evocalize, dives into the impact of digital marketing in hospitality, especially regarding localized, AI-driven campaigns. Justin shares insights on how platforms like Evocalize help automate and personalize marketing across various locations, boosting engagement and return on investment. He discusses how digital tools support local advertising strategies, specifically with examples like Taziki's Mediterranean Café using AI-powered ads to increase sales. Justin emphasizes the value of authentic customer experiences and setting marketing goals before scaling campaigns.
Localized Digital Marketing Is Key to Success for Multi-Location Brands
In today’s digital landscape, localized marketing has become essential for businesses with numerous locations. Justin Ulrich, VP of Marketing at Evocalize, emphasizes that brands can no longer rely on a one-size-fits-all approach, especially when it comes to reaching customers on a local level.
“The trend is to be more personalized, more direct, more relevant with your marketing to folks within certain areas of each store,” Justin explains.
However, for companies managing hundreds or thousands of locations, implementing effective localized strategies without the right tools can be nearly impossible.
Evocalize provides a solution by automating location-specific ad deployment, making it easier for brands to deliver relevant marketing messages across multiple regions. By leveraging technology, businesses save time and resources, allowing them to engage their local audiences at scale without the burden of manual work. According to Justin, this type of automation is vital as it allows companies to meet the growing demand for personalized experiences while keeping local marketing efforts efficient and effective.
Optimizing Ad Spend for Local Impact
For multi-location brands, optimizing ad spend across various markets can be challenging. According to Justin, large digital platforms like Google and Facebook often focus ad dollars in high-density areas to maximize revenue, potentially leaving smaller, underserved markets behind. This is a major issue for franchises and other multi-location businesses that need localized marketing to thrive in smaller towns as well as major cities.
Justin explains that allocating ad budgets fairly is critical to ensuring that all locations have a chance to succeed. By using technology that targets ads to the specific needs of each local market, brands can ensure that each franchise or store reaches the right audience at the right time.
“Leveraging a technology that actually spends within each market when it’s needed is super impactful,” says Justin.
By addressing the unique demands of each location, businesses can drive greater overall brand success and boost individual franchise performance in a way that truly resonates locally.
AI-Powered Content Creation: Streamlining Efficiency and Engagement
Artificial intelligence is transforming the way marketing teams produce content, and Justin Ulrich’s team at Evocalize is a testament to its power. By incorporating AI tools into their content strategy, Evocalize has seen their LinkedIn engagement skyrocket from 25 to over 35,000 interactions each month. Justin shares that AI can help marketers get 85% of a project completed efficiently, allowing them to quickly produce high-quality content that connects with their audience.
“If you can get something 85% of the way there...you can leverage these tools to really just help you crank,” he explains.
AI tools allow marketers to iterate quickly, test what resonates, and continuously improve their strategies without being bogged down by manual tasks. For Justin, the key to effective AI use lies in learning how to manage and optimize the tools properly, ensuring that content quality remains high while efficiency soars. This approach helps teams focus on creating meaningful interactions with audiences, maximizing engagement and impact in today’s fast-paced digital world.
Episode Links
ABOUT JUSTIN ULRICH
As VP of Marketing at Evocalize, Justin Ulrich is known for his visionary approach and knack for leading innovative go-to-market strategies that drive real results. With a career spanning both B2B and B2C sectors, Justin has consistently delivered impactful marketing strategies across diverse industries, blending creativity with strategic insights to keep brands top-of-mind with target audiences and partners. His expertise spans brand marketing, partner and channel marketing, and demand generation, enabling him to bring unmatched value to every organization he serves. Justin is dedicated not only to achieving business goals but also to fostering a fun, engaging work environment.
ABOUT DATA DELICACIES—
Data Delicacies is a weekly podcast that dives deep into the world of technology and data as it pertains to restaurants. Host Arun Kumar interviews some of the best and brightest in the industry about all things hospitality tech, artificial intelligence, and machine learning.
Data Delicacies on Spotify: https://open.spotify.com/show/29ExS0n9X3Z3FyK4HuSPKH
Data Delicacies on Apple: https://podcasts.apple.com/us/podcast/data-delicacies/id1745336821
Incentivio Online - https://www.incentivio.com/
Connect with Incentivio on LinkedIn: https://www.linkedin.com/company/incentivio
Incentivio Instagram - https://www.instagram.com/incentivio/
Produced by Incentivio & Cali BBQ Media - https://www.incentivio.com/ | https://betheshow.media
