Day: November 22, 2022

For several years now, franchisees have been facing changes in communication methods. Digital media has gradually taken precedence over print, billboards, and traditional media such as radio, newspapers, and television. Today, Google, Meta, and digital platforms account for the vast majority of the advertising audience. But it can be risky to hire a digital agency to promote your offerings to customers in your catchment area. Will your budget be sufficient to get noticed? Will the campaign be effective? For a franchisee, there are many questions, and they require a level of expertise that’s difficult to master. However, technology now makes it easier to meet this need for digital communication, especially when the franchise network—at the corporate headquarters level—implements the right tools for its retailers. The Challenges Facing Franchises in Making an Impact on Digital Media The adage “Think Global, Act Local” holds true in digital advertising. The brand must be able to simplify access to local digital advertising by offering ready-to-use ad modules for its franchisees. These include generic campaign packages centered on the brand’s message, campaign packages tied to product news, and campaign packages tailored to key moments in a store’s life cycle: grand openings, promotions, clearance sales, events, and more. Each of these packages can include visuals and text pre-designed by headquarters to make the franchisees’ work easier. Ads must also be configured to meet different objectives: brand awareness, in-store traffic, traffic to the store’s Facebook or Google Maps page, or phone calls. Consequently, it’s necessary to be able to run campaigns across different platforms: Google Ads, which allows “hot” or “intent-driven” prospects to appear directly in search results—whether on Google or Google Maps; Facebook, Instagram, and Snapchat, which, through their advertising algorithms, display ads to audiences most likely to click. These social media platforms are essential for expanding visibility among as many potential customers as possible. Publisher websites and apps—particularly news outlets and local publications—as well as sites like Leboncoin. These platforms can display banners in various formats, as well as audio or video interstitials. Waze—the #1 app for navigation—offers highly effective exposure to drivers. Learn more about DeepReach. However, these modules must also take into account the specific characteristics of each store. First, not every local market is on equal footing with the GAFA companies. For the same retailer, Facebook may perform better in one area, while Snapchat may generate more clicks in another. It is therefore essential to be able to adapt the media mix by region. Second challenge: the catchment area. To avoid wasting your advertising budget, you must ensure that only potential customers located near the store are exposed to the ads—and this applies to every advertising network. You must therefore be able to define an ad display zone, with priority and secondary zones if possible. Third challenge: personalizing messages, particularly by including the store’s name, tailoring the text, and specifying the correct address. Cerca can now help its clients launch these local campaigns. By integrating all these advertising networks via DeepReach technology—used by the largest communications agencies— Cerca can offer retailers a comprehensive platform to: design a catalog of campaign packages for all digital media, define the geographic areas for each store to enable geotargeting, allow franchisees to view this campaign catalog and order campaigns directly, and track all campaign performance KPIs (impressions, clicks) by area and by media type. And all this without any expertise in digital advertising or additional staff. Click here to learn more about this feature. You may also be interested in these articles: