National Multi-location business are getting better recognition in the local media world we occupy. Despite local’s connotations to SMB, there’s a sizable opportunity to capture, manage and optimize ad dollars from national brands who compete for business at the local level.
In fact, this is often an easier market to tackle from an ad sales perspective than SMBs, because it’s less fragmented. It’s also less complex in that there aren’t nearly as many idiosyncratic local business categories, varied levels of spend, and time-starved marketing decision makers.
But despite these factors that make the “National-Local” media buyer an easier sell, these businesses aren’t without their challenges. We learned this first hand at our Leading in Local conference last month from advertisers like Afflac and AAA. They can be complex and idiosyncratic too.
In addition to diving deep at the conference (with lots of video footage and analysis to come), BIA/Kelsey Managing Director Rick Ducey penned an article for Franchising World‘s May issue. It analyzes lots of BIA/Kelsey data about the digital shift in Franchise ad buying.
Check out his full article here.