For several years, franchisees have had to adapt to changes in communication methods. Digital media has gradually overtaken print, billboards, and traditional outlets such as radio, press, and television. Today, Google, Meta, and other digital platforms account for the vast majority of advertising audiences.
However, hiring a digital agency to promote your offers to customers within your catchment area can be risky. Will the budget be enough to gain visibility? Will the results live up to expectations? For a franchisee, there are many questions — and they require a level of expertise that can be difficult to master.
Or la technologie permet désormais de faciliter ce besoin de communication en digital, notamment quand le réseau de franchise, au niveau de son siège social, met en place les bons outils pour ses détaillants.
Franchisees' challenges in reaching out to digital media
The saying “Think Global, Act Local” holds true in digital advertising. The brand must simplify access to local digital advertising by offering ready-to-use ad modules for its franchisees. In particular,
- generic campaign packages driven by the brand’s message
- campaign packages related to product news
- campaign packages matching key moments in a store’s life: openings, promotions, clearance sales, events, etc.
Each of these packages may include visuals and texts pre-designed by head office to make franchisees’ work easier.
The ads should also be configured to meet different objectives: brand awareness, in-store traffic, traffic to the store’s Facebook page or Google Maps listing, and phone calls
Therefore, it is necessary to be able to offer campaigns across different networks:
- Google Ads, which allows “warm” or “high-intent” prospects to appear directly in search results, whether on Google or Google Maps.
- Facebook, Instagram, Snapchat — through their advertising algorithms, display ads to the audiences most likely to click. These social networks are essential for expanding visibility among as many potential customers as possible.
- 🇬🇧 English: Publisher websites and apps, including press outlets and local publications, as well as sites like Leboncoin. These platforms can display banner ads in various formats, as well as audio or video interstitials.
- Waze: the #1 navigation app, offering highly effective visibility for drivers.
But these modules must also take into account the specific characteristics of each store.
First specific point: each local market performs differently when it comes to the tech giants. For the same brand, Facebook may work better in one area, while Snapchat generates more clicks in another. It is therefore essential to adapt the media mix by zone.
Second challenge: the catchment area. To avoid wasting the advertising budget, it’s essential to ensure that only potential customers located around the store are exposed to the ads — and this applies to every advertising network. It is therefore important to be able to define a display area, ideally with primary and secondary zones.
Third challenge: personalize the messages, notably by including the store’s name, adapting the text, and specifying the correct address.
Cerca can now enable the activation of these local campaigns for its clients.
By integrating all these advertising networks through the DeepReach technology, used by the largest communication agencies, Cerca can offer brands a complete environment to:
- design a catalog of campaign packages for all digital media,
- define the geographical areas of each store to activate location-based targeting
- allow franchisees to browse this campaign catalog and order directly,
- track all campaign performance KPIs (impressions, clicks) by zone and by media
And all this without any digital advertising expertise or additional human resources.
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