Consider the branding benefits of hundreds or thousands of operators running corporate-approved TV advertising campaigns with a localized message.
Every day franchise systems ask themselves how they can make their franchisees more successful. Marketing and advertising are usually parts of the answer and most franchise companies spend considerable resources trying to help their franchisees promote their businesses. Marketing toolkits, consisting of customizable point-of-purchase displays, newsletters and print advertisements, are a tried-and-true method of driving business to local outlets, while also increasing awareness of the brand through approved materials that adhere to the company’s guidelines and overall messaging.
One tool that is rarely considered a viable option to include in their marketing tool kits is television, even though it’s the most powerful medium in advertising. For many, TV remains a mystery. Franchise systems are concerned about maintaining a consistent brand identity, which is why typically only the largest franchises with prodigious marketing budgets advertise on TV, mainly through national buys at the corporate level. There’s also a misconception that advertising on TV is inherently a complicated and expensive process. The fact is, however, when run at the local level by franchisees, TV advertising can be an extremely effective way to increase the overall value and recognition of the brand with little to no direct cost to the franchise system. And for the franchisee, TV can be a highly-valuable, cost-effective way to promote the business.
Why should franchise systems consider TV and what are the advantages of advertising on local cable?
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