Brand Consistency Across Every Location
Refine Local Campaigns At Scale
Gain Insights & Maximize Local ROI
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What challenges do franchise CMO’s face in multi-location digital advertising?
We interviewed many of our clients’ CMOs to understand their unique challenges with multi-location digital advertising campaigns. Below you’ll find some of their responses…..
NATIONAL vs. LOCAL: “I am trying to develop a coherent brand image for us, but very often the campaigns run by our local franchisees are counterproductive and inconsistent”
FRANCHISEE DEMAND: “We often get requests from Franchisees to support them in creating locally targeted campaigns for special events. We simply do not have the time and resources to serve them adequately”
LOCAL ADVICE: “We would like to be able to advise our local franchisees better on what they should do when in local marketing, but we lack a structured overview of the campaign details and results to make meaningful data based recommendations”
Today, there is a disconnect between the capacity of Franchise brand CMO’s and the needs of individual franchisees. Franchise Brand CMO’s cannot afford to spend their time creating and managing every individual advertising campaign. Additionally, Franchisees must stay competitive and capitalize on market trends specific to their region or city that cannot be captured by a national campaign. Adplorer’s software creates a perfect environment for the Franchisor to support their Franchisees in all of their local digital advertising efforts.
CEO Oxi Fresh Carpet Cleaning
“With the help of Adplorer we finally have the transparency allowing us to really judge the bottom line contribution of each campaign. Now can we start to really make educated investment decisions and ignite our business towards even higher growth. I am recommending to all of my franchisees to use this service.”
Consistent Brand Voice
Creating and distributing brand compliant local advertising is a key challenge for franchise brands and multi-location businesses. Consistent and homogeneous communication between the brand headquarters and individual franchisees is the key to success.
With the Adplorer platform, the franchise brand managers can create templated campaigns in accordance with brand guidelines. These campaigns can be either booked by individual franchisees using the self service tool or with the Adplorer’s bulk creation feature be turned into thousands of local campaigns in one click! Using national budgets for local franchise advertising is now possible and easy.
Another challenge in multi-location local advertising is creating advertising campaigns that are adapted to the local market needs of each franchisee. Local digital advertising campaigns should speak to the unique location, seasonal and service needs of each franchisee’s market. This is the strength of local advertising! With the Adplorer software, a franchise headquarters can offer a wide range of ad campaigns to franchisees to fit their individual and local needs. The local units can then individually decide on timing, budget and – if desired – additional campaign elements.
We understand that the contractual relationships in franchise brands are unique. The franchisee is independent and must be free to decide on the local advertising strategy he/she wants to implement. While your role as a franchisor is to support your franchisees with advice and specific solutions.
With Adplorer’s Selfservice Tool Franchisees select and launch the campaign they need with the budget they want. Adplorer guarantees the preservation of franchisees’ exclusive areas and eliminates unwanted competition between ad campaigns.
You are undoubtedly familiar with the effectiveness of local digital advertising in boosting your brand’s recognition in each location and driving your franchisees business growth One of the great advantages of digital advertising on platforms such as Google, BING or Facebook is the data collected and the optimizations that can result from it. But it is not always easy to collect, analyze and understand all this data to draw the best conclusions.
Adplorer’s clear and accurate global overview of local marketing activities and their performances enable Franchises to collaborate and make decisions that will benefit the whole company. Franchises can trust Adplorer to get the best results with collective intelligence and multi-channel optimization and follow the increased ROI with CRM integration.
Supporting your franchisees, simplifying their task, letting them decide and giving them enough elements to understand and analyze their actions is essential to convert your franchisees to digital!
Adplorer offers to franchisees, clear and easy-to-understand dashboards to track the performance of their campaigns.