How to Balance Digital & Traditional Media for Franchises

How to Balance Digital & Traditional Media for Franchises

Everyone knows that you need to advertise on digital platforms to reach key demographics in this day and age. However, the balance of digital and traditional media is still a critical component of a marketing plan. As a matter of fact, it is more important than ever to spread your message on multiple platforms. This should include at least one traditional option such as radio.

Franchisors usually lead the way with media planning, using the national ad fund for branding ads on different platforms. Franchisees should be encouraged to layer on their local ads in complementary media. Even the smallest franchisees should be able to afford advertising on two platforms. For example,  a local radio spot or digital advertising that supports the national campaign.

Why? Repetition.

Radio’s Secret

Radio pros have always known that repetition is the secret to effective advertising. With the rise in digital media, multiple platforms work in tandem to carry out the best campaigns. When people hear something on the radio and then see it in their newsfeed, it reinforces the message. It also raises the probability of the audience taking action.

Striking a balance is more likely to take action. This strategy works for both consumer and franchise development advertising.

The good news is that even traditional media isn’t so traditional anymore. In the past, everyone would consider radio to be a platform that casts a wide net but it was never ideal for targeting a specific audience. Today, radio stations can give you very information in detail on their listener demographics, and some can even target your ads by ZIP code. Others can help you reach commuting workers by airing your ads on the radio during drive time and streaming them online during the day so those same people can hear the ads repeated on their office computers.

Streaming Platform Alternatives

Additionally, streaming music sites such as Pandora and Spotify are digital platforms that serve as radio products. That means music sites serve the same purpose as traditional radio, but ads pricing is based on the number of impressions. Most digital products use this pricing structure.

Network Television’s Role

Network television will always be the most expensive medium, but franchises do not have to write off all TV ads as unaffordable. Everyone hears about the millions spent on Super Bowl ads, but the rest of the year, a spot airing in a moderately sized local market such as Tampa, Florida, would run $1,200 to $1,500 each. On cable networks, that amount could drop to an extremely affordable $50 per spot. So, if TV is important to your franchise, you can certainly utilize and pair it with an ad on a digital platform for an additional boost.

Endless Possibilities

In the digital age, if you choose the right avenue, you can reach any specific demographic. But your advertising dollars will be better spent, and your campaigns will garner better results, when digital ads work hand-in-hand with those in a traditional medium. Repetition is the secret to spurring the audience to action.

This blog was written by Curious Jane and previously published on the blog of the International Franchise Association.