[August 21, 2017] |
|
Valassis Shares How Franchisees Can Make the Most of Corporate Advertising Programs
Valassis,
a leader in intelligent media delivery, today shares insights on how
franchisees can maximize the benefits of corporate-sponsored advertising
programs.
Ten franchisee co-op groups representing over 400 casual dining
locations improved their corporate national direct mail outreach to
their local trade areas by adding mobile to acquire millennials, drive
lunch visits and increase share. A data-driven recommendation produced
targeted mobile offers - including a map with real-time distance to the
nearest location - supplementing the print inserts. As a result, each of
the co-op groups that ran print plus digital drove better results than
the restaurants that ran print only. In total, this omnichannel program
generated a sales lift of 2.3 percentage points, driving a four times
greater return on ad spend. One franchise group realized a nine times
greater return on ad spend. Learn more here.
"Forward-thinking franchisees willing to test and learn with new media
strategies and participate in national programs can help drive a
significant positive return on investment," said Mark Ellis, Chief
Revenue Officer, Valassis. "Regional and local ad buys are critical
levers, and when coordinated with national ad buys, can really move the
needle. The national campaign provides the media weight and frequency at
levels that make a meaningful difference in a brand's share of voice."
Targeting and localizing national ad buys allows franchisees to maximize
the benefit from the advertising dollars its restaurant brand has spent
researching, developing and executing the national campaign. Benefits
include:
-
ease of maintaining brand integrity with a high degree of consistency
between national and local branding and advertising initiatives;
-
streamlining costs with a guarantee that dollars are being spent to
support local marketing efforts;
-
effectively leveraging national strategies with a strong local call to
action and clear brand connection; and
li >
improved results that may include sales lift and a greater return on
ad spend.
To further amplify a national ad buy, franchisees should consider
increased frequency; relevant creative; a strong call to action; and
leveraging precise targeting and predictive modeling to activate the
right consumer at the right time.
Restaurant-goers are seeking deals. According to a recent study by Valassis,
48 percent of employed respondents indicated they would visit
restaurants close to work or en route more often if they received
coupons from them. Additionally, more than 1 in 3 restaurant-goers are
willing to search for deals before dining out, according to a RetailMeNot
food and dining survey. More than half of consumers surveyed have at
least one food and dining app on their phone, with about 20 percent of
those apps focused primarily on saving money.
Clipper
Magazine, a wholly-owned subsidiary of Valassis, offers a
customizable platform that makes online ordering easy for customers and
powerful for merchants. Their Total
Loyalty Solutions (TLS) mobile app builder gives quick-service
restaurants (QSRs) and small/medium businesses (SMBs) their own branded
online and mobile ordering platform. Additionally, restaurants can
modify the software to feature special offers, send push notifications,
offer punch card rewards, drive loyalty retention, and better connect
with their customer base. Overall, Clipper Magazine's hyper-local
distribution footprint allows local franchisees to reach their target
audience in their community. The magazine's full-color format and long
shelf life increases visibility in the marketplace, yielding both
immediate response and repeat exposure. For more than 35 years, they
have helped build local franchise business through new customer
acquisition, customer retention, increased store traffic and sales and
delivering positive ROI.
About Valassis
Valassis
is a leader in intelligent media delivery, providing over 58,000 clients
with innovative media solutions to influence consumers wherever they
plan, shop, buy and share. By integrating online and offline data
combined with powerful insights, Valassis precisely targets its clients'
most valuable shoppers, offering unparalleled reach and scale. NCH
Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries,
and RedPlum® is its consumer brand. Its signature Have You
Seen Me?® program delivers hope to missing children and their
families. As wholly owned subsidiaries of Harland
Clarke Holdings, Valassis and RetailMeNot,
a leading destination for digital savings, are partnering to connect
retailers and consumers through meaningful digital, mobile and print
promotions.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170821005459/en/
[ Back To Mobile World Congress's Homepage ]
|