04.30.2018

Resound Insight: How Location3 Used Local Search to Keep Registers Ringing During the 2017 Holidays

by Rachel Jermansky

Google processes over 40,000 search queries every second on average, translating to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. It’s safe to say most consumers are conducting online searches to solve their inquiries, especially during the holiday season.

When our client Location3 asked us to bring awareness to their Online-to-Offline whitepaper and impressive work with their client HoneyBaked Ham, we knew we had our work cut out for us. While the campaign was interesting, the holiday season is a big time for retailers touting their impressive work. Our challenge was to make Location3 and HoneyBaked Ham stand out above the rest.

If you don’t already know, HoneyBaked Ham owns and operates 400 locations across the country, providing hams, turkey breasts and other pre-cooked entrées, side dishes, and desserts. So after brainstorming holiday outreach campaigns and potential witty subject lines, we got to work.

Securing an Exclusive

Before our outreach even began, we knew we wanted to secure an exclusive for this whitepaper and HBH case study as it allows the reporter the chance to fully dive into the campaign and get to know Location3 and HBH. Laurie Sullivan, Writer and Editor at MediaPost, is not only highly influential in the local search industry, but someone Location3 has always admired. It was a no-brainer to offer Laurie the first shot at understanding how Location3 utilized local search to increase store visits and overall revenue for HBH and other clients.

Making an Exclusive Work for You

Ahead of the holidays and and throughout, we continued to work with Laurie to ensure she had all the materials she needed for this exclusive story. We kept her in the loop regarding upcoming initiatives for HBH, provided her with HBH’s campaign results from 2016 to compare it with 2017 numbers, and connected her with Location3 executives to discuss tactics further. As soon as we had everything finalized, we coordinated a phone call with Laurie and Location3’s CEO, Alex Porter, to discuss. Persistence, communication and timing were all key in making this work for us, especially in a time as hectic as the holidays.

Final Results

In February 2018, after extensive collaboration and coordination, Laurie’s exclusive article was posted on MediaPost: HoneyBaked Ham, Location3 Show How Multi-Location Online To Offline Works.

After a whirlwind, location search-powered holiday season, we can proudly say we helped Location3 make a splash out of their work with HoneyBaked Ham. And this is just the beginning of what we can do! With HoneyBaked Ham’s upcoming Easter campaign, this campaign will keep on growing.