Clicks 2 Bricks is the podcast about multi-location marketing. Our mission is to inform and entertain multi-location marketers through interviews with CMOs, senior executives, and subject matter experts. 

Multi-location marketing has emerged over the past 10 years as a specific marketing discipline. It’s unique in that CMOs are building national brands that fundamentally do business at the local store level. Marketing teams have to master platforms, technologies, and tactics that are entirely unique to multi-unit retail. These companies are often competing with other national brands as well as local mom-and-pops. This is a dynamic one doesn’t see in other categories like CPG or electronics. There’s no local paper towel or smartphone brand taking market share.

The core challenge for multi-location marketers comes down to balancing brand and performance marketing. These are often at odds in that reaching consumers with a brand message doesn’t necessarily drive them into a store to make a purchase. On the other hand, performance marketing can be so direct and transactional that the brand plays very little role.

Clicks 2 Bricks exists at this intersection of brand and performance marketing. We believe that brand is the only way to truly connect with consumers and to build meaningful relationships that pay dividends over years and even decades. The business results are not directly measurable, but no business can survive today without building a strong brand. Equally important for CMOs, though, is the ability to drive quantifiable ROI. For multi-location businesses, this equates to foot traffic and ringing the cash register. 

Our goal is to build a community of multi-location marketers that share knowledge and experience in this ever-changing marketing environment. As the craft of marketing evolves and becomes more specialized, Clicks to Bricks will be a resource for inspiration, education, and career advancement. The next generation of multi-unit retail CMOs starts here.