You’re on the marketing team for a small housewares company that has 10 franchise locations. Each franchisee has a budget and wants to spend money to promote their location and drive in-store traffic. What recommendation would you make?
- Set one campaign per country
- Set one campaign per region
- Set one campaign per location
- Set one campaign per city
Explanation:
In the scenario of a small housewares company with 10 franchise locations, each with its own budget and objective to promote their specific location and drive in-store traffic, the most suitable recommendation would be to ‘Set one campaign per location.’ This approach allows each franchisee to tailor their advertising efforts to the unique characteristics and needs of their local market. By creating individual campaigns for each location, franchisees can customize ad messaging, promotions, and targeting parameters to resonate with their local audience effectively. This strategy not only ensures that advertising investments are optimized for relevance and impact but also empowers franchisees to take ownership of their marketing initiatives and align them with their specific business objectives. Additionally, setting up separate campaigns per location facilitates easier tracking and performance evaluation, enabling franchisees to measure the effectiveness of their advertising efforts and make data-driven decisions to optimize campaign performance further. Therefore, recommending one campaign per location aligns with the goal of providing localized marketing solutions that empower franchisees to drive in-store traffic and maximize their marketing ROI while maintaining brand consistency across all franchise locations.
When handling marketing for multiple franchise locations, each with a dedicated budget, it’s imperative to have clear budget control. Setting one campaign per location provides this control. Though it’s beneficial to have more campaigns when feasible, initiating with a single campaign for each franchise guarantees budgetary adherence and targeted promotions. This approach aligns with the best practice of “campaign setup”, allowing for the effective use of promotional funds and increased in-store traffic.