Host Rob Reed welcomes some serious local retail powerhouses to the Clicks to Bricks podcast today: Alex Nocifera and Brian Monahan. Alex, a serial entrepreneur Rob has known for over a decade, returns to the show. Following a successful exit in local marketing and founding Field Day, which was featured in episode 29, he’s now focused on his latest venture, LOMA, which he co-founded with Brett Campbell, another former guest from episode 30. Joining him is Brian Monahan, Global Client President and Head of Retail Media Solutions at the agency powerhouse Dentsu. Together, they discuss the shift toward local store marketing, exploring how local activations and media drive foot traffic, boost frequency, and connect businesses with the communities they serve. This is a great episode in a new format we are exploring, so be sure not to miss out. Thanks for listening!

Key Points From This Episode:

• Where guests are joining us from today.
• A fun fact about Brian Monahan that most people might not know.
• What Alex has been up to since Field Day and more about LOMA.
• How Brian ended up at Dentsu and what they do there.
• Alex speaks to where the pain is that’s preventing franchise brands from unlocking the potential of local.
• Brian shares his thoughts on the idea of mistaking activity for impact; what is the unlock?
• Alex shares why they’re still working with paper mail and how influence can come in many different ways.
• The franchise profile: dealing with the franchisee and the possible disconnect.
• We discuss the idea that retailers are becoming media networks.
• Brian’s take on Walmart’s store-level support through socials and why more retailers haven’t followed it.
• LOMA being built to work for big companies: centralizing the workstream. 
• Alex unpacks three core constituents in retail.
• Going back to the good old-fashioned match market test.
• Thoughts on trends and big shifts expected for 2025.

Links Mentioned in Today’s Episode:

Alex Nocifera on LinkedIn

LOMA

Brian Monahan on LinkedIn

Dentsu

Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform

Field Day

Ep 30: Brett Campbell is Vice President of Field Marketing for Tropical Smoothie Cafe, and this episode is a deep dive into LSM: local store marketing

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