The Underblog

5 Ways to Bring Value to Local Co-op Franchise Advertising



Yesterday, local co-op advertising dollars were intended to drive advertising efficiency for franchise organizations. Using local knowledge, a national brand could integrate into the fabric of a community. Today, many co-ops have left this original premise in the dust. These important local dollars now serve to boost programs at the national level. It is time that co-ops recapture these dollars and build efficient local ad programs. Here are 5 ways co-ops can increase the impact of their local spend through local knowledge:

1.) Leverage Local
It’s rare that a co-op’s media buying agency is in their local market. Media buying companies lack the capability to penetrate the local fabric of a community. They focus on the lowest cost per point, and rarely look at the softer side of the buy. Local operators know the market better than anyone else. They see them walk through their doors everyday. A high functioning co-op uses the local knowledge to get more impact from their buy. If WAAA is sponsoring the Crowdlapalooza, co-ops should leverage this opportunity with their brand. Co-ops can work with an agency partner to negotiate better buys with added value. Working with the right partner, co-op media buys deliver more and extend the impact of the buy.

2) Partnerships Are A Plus
Every market is full of venues, events, and activities that need some marketing help. Often, they don’t have the budget to do it? Co-ops can partner with exhibits, museums, amusement parks, or one time events. The co-op provides ad dollar for the partner in the form of a tag or integrated campaign. And the partner can leverage their venue as added value to the co-op. Offering tickets, meeting space for co-op team building, or just local credibility. Building local partnerships can bring new customers, and build community engagement with existing customers.

3) Location, location,location
If a co-op’s ad budget covers the entire market, its a good bet that the co-op has plenty of locations . Good co-ops use their locations to extend their brand in the community. They can build goodwill by providing an access point to events all over the city. Providing vouchers or coupons to to the venues. Not selling ticket prevents POS night mares and maintains good franchise agreement protocol.

4) Wag the dog
Co-op advertising dollars are the tail end of the advertising food chain. First comes national dollars, then regional then co-op dollars. This is until one market starts to show results and make the needle move. Most franchises create a committee of franchisees to take part in the brand discussion. Co-ops that have market success are often asked to lead these groups. Brands test marketing concepts without significant risk by going to single markets. Success at the co-op level identifies certain markets as key influencers. This success leads to more opportunity to drive brand leadership.

5) Respect the brand
Unique and innovative local marketing programs should not run counter to brand guidelines. System wide brand guidelines present a cohesive message to consumers. Local co-op efforts should compliment national efforts to have an impact on sales. Prepackaged ad products by corporate are good to have, but not the best in some circumstances. Co-ops should strive to explore localized creative execution that is within the brand guidelines.

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Many Services, One Team: The Advantages of a Full-Service Ad Agency

ad agencyThe words “full service” have become something of a subjective term in today’s advertising agencies.

Some firms consider the ability to place media buys while still outsourcing all content creation to another creative agency a “full service” operation. Others only use the term to describe an ad agency that offers everything from research to development to implementation of various campaigns, including television, print, digital, and whatever else you need.

If you go to a full service gas station, you wouldn’t expect the attendant to place the nozzle in the tank and then leave the pumping up to you. So why would you expect any different from an ad agency? A truly full-service experience should offer a full range of options to develop an effective campaign that meets your needs, no matter the medium, no matter what.

Here are some of the qualities you should look for in a full service ad agency:

  • Broadcast. Despite a growing trend towards digital marketing, television and radio advertising is still a powerful weapon. After all, there’s a reason politicians are spending millions on TV and radio spots ahead of the 2016 election. In 2015, more than $180 billion was spent on advertising initiatives in the United States, some 42% of which was directed towards TV. A good commercial, as any marketing agency can tell you, can drive interest and sales like few other sources can.
  • Digital. That said, the digital sector is growing, and fast. In 2014, around 25% of all marketing budgets went towards digital, but that number is projected to increase to 75% over the next five years. Ad agencies need to be able to deliver effective content in an increasingly saturated digital landscape.
  • Social. Nothing spreads like word of mouth, and that’s still true in the online social media world. Around 80% of all consumers say they do “a lot” of online research before making a major purchasing decision, and 46% said they specifically rely on social media for making such choices. Advertising needs to be more “social” and approachable to gain consumer trust.

In addition, you might also think about packaging services, collateral, print ads, POS, or outdoor campaigns, depending on your needs and goals. A diverse approach can result in significant gains, but only if the quality of your efforts are consistent.
More and more, companies are choosing an advertising approach that transcends a single medium, like a television commercial that encourages people to tweet a hashtag on social media. When you work with a genuine full-service ad agency, you can rest assured that every piece of the puzzle will fit together properly.

If you’re researching the best advertising agencies Atlanta, GA, has to offer, contact Van Winkle + Associates today.

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Why Print Advertising Will Never Die

creative agency
There is no faster-growing trend among advertising firms than the pressure to go digital. In 2014, companies were spending an average 25% of their total marketing budgets on digital measures, but that figure is expected to reach 75% within the next five years.
No one’s going to argue against the fact that digital is the wave of the future, but that doesn’t necessarily mean it’s the only — or the best — way. An astounding 50% of all companies using digital marketing don’t have a plan, and yet marketers are likely to spend $24 billion on online display advertising this year alone (sometimes for no other reason than 59% of their CMOs think display ads are effective).
Whatever happened to good old-fashioned print advertising? Too many ad agencies have jumped ship from a print-based creative agency to focus solely on the digital world. Yet there are some ways that print has actually become moreeffective because of the online world. Here’s why print will never truly die.
Consumers are more likely to pay attention to and remember print advertisements
Studies have shown that print ads make more of an impact on consumers than digital ones. Think about your own web-browsing habits: clicking from place to place, trying to close out any pop-ups immediately for fear of what they might do to your computer. Now think about the last time you sat down with a newspaper or magazine. You’re more likely to savor the experience, and probably, more likely to look at the ads without fear of malware.
Print advertising can better target specific demographics
While there are niche sites and markets on the web, the Internet is still very much a free-for-all playground. You’re more likely to be able to target a certain age or gender demographic with a special-interest magazine that caters to exactly the people your creative agency wants, giving you a better angle and more effective reach.
Print publications may be increasingly rare, but that’s precisely what makes them all the more valuable to advertising agencies. Before you throw the last nail on the coffin of your print campaign, think about how this special market might actually be useful in our increasingly digitized age. Print’s not dead yet, and it’s not going to be any time soon, either.

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