How to improve local store marketingHow to improve local store marketing

Maria Topken is director of client leadership for Sunrise Advertising in Cincinnati. She has previously served as marketing director at Long John Silver’s, and has worked with Wendy’s and Steak ’n Shake. This article does not necessarily reflect the opinions of the editors or management of Nation’s Restaurant News.

As a savvy franchise owner, you understand the importance of Local Store Marketing, or LSM.

There have likely been many times when you've implemented local marketing plans that were solid hits. But there probably were strikeouts, too.

In today’s world of tight margins, leaner marketing budgets and increased competition, the need to improve your LSM batting average is imperative to overall success. That’s true whether you have one...