Takeaway 1: CTV results in less ads for the user, more effective ads for the advertiser, and better prices for the publisher
A great way to push your advertising dollars further to reach highly qualified consumers is with CTV.
CTV, or programmatic advertising, aims to improve the user experience. It allows you to target your audience on a granular level while spending your ad budget effectively. Tomas Rodriguez is the director of TV at The Trade Desk, a technology company that empowers buyers of advertising around the world. He says that CTV benefits both the advertisers and consumers.
"If we keep moving in this direction, what should result is less ads for the user, more effective ads for the advertiser, and better prices for the publisher. So I think it's a win-win. When I think of programmatic, I like to think of it from all three perspectives, the advertiser, the publisher, and the consumer."
In addition, Tomas says that advertising should be looked at as an investment, not an expense. Ideally, when you have a mature and functioning advertising program in place, you can predict results based on how much money you put into your advertising. That ROI is essential to determining how successful your advertising efforts are—and what can be done to improve them.
Takeaway 2: Saturate the local market with your brand for the best results
“So obviously the most important thing is you want to be where people are. A lot of times people think, "Oh, I have a website, I have social media." But if you're not utilizing them, what I'd say is, "If you put a toy in a toy store and don't tell anybody about it, are they going to find it?"”
As the director of franchise marketing for HS Holdings Company, Madeleine Park oversees marketing at the brand and location level.
Madeleine credits part of her success to being innovative on the tech front. Regardless of the form of delivery—be it texting, email campaigns, social media—you have to find the most effective ways to communicate with people.
Feel free to try new things to get your brand out there. Is your brand on social? Do you have an updated Google My Business? Can your customers easily find you online when they’re searching for your products? These are essential to taking charge of your local market and establishing your brand within your community.
Takeaway 3: Customer relationships can empower your business
Customer feedback is an essential part of every business. Of course, a 5-star review is an ultimate goal, but sometimes actions speak louder than words. When customers go beyond rating your business and talk with friends about how satisfied they are with your business, that's a sign you've provided exceptional service.
According to Marianne Murphy, Vice President of Brand Experience at Floor Coverings International, feedback also plays a key role in bettering your service. She shares a real-life example of how negative feedback can point a company in the right direction.
"Six years ago, we did a mystery shop. We found out that 50% of the time, we were late. So now, six years later, we've made it a very specific element of what we do. And now we're 95% on time. So that behavioral change became a self-fulfilling prophecy."
No matter what space you're in, don't forget to ask for feedback. If you see a happy customer, don't let that chance slip and encourage them to write a review on your website. You've earned that positive review fair and square!
Takeaway 4: Great marketing leaders work for their employees—not the other way around
''From marketing as the discipline overall, it's about connecting with your customer and understanding what's important to them. If you don't have that connection with your customer, it's going to be very hard for somebody to differentiate your brand versus going to another one.''
People are always going to be the most impactful part of your franchise or multi-location business. When you put your employees first and prioritize their wellbeing, that impact is likely to be felt by your customers.
Great customer service, combined with a great product or service, is essential to creating lifelong customers.
Takeaway 5: Your website is your virtual storefront—make sure potential customers have a good experience while using it to make them more likely to buy from you.
Understanding the audience is vital to orchestrating a marketing campaign that attracts their attention and makes them engage with your website. The better experience they have, the more likely they are to buy what you’re selling.
"You have to orchestrate the entire flow - from the point where they first see that ad to the point where you either are trying to get them to come to your store if that's your desire, or you're trying to get them to buy online."
Put yourself in your customer’s shoes and go through your advertising campaign. Once they click on an ad and are on your website, what are they likely to do next?
"Is it going to take them to a page that's specifically about the promotion that you're offering? Is it going to take them directly to the product that you're advertising?"
By crafting an experience that’s easy and accessible, you’re making it as easy as possible for your prospect to become a customer.
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For our full episode list, check out The Multi-Location Marketing Leader podcast page! Have any questions about tactics and strategies for your multi-location advertising campaigns? Reach out to us today to set up a free consultation.