The world has gone digital. So, should you continue to advertise on traditional media, such as radio, TV and billboards? The answer is a resounding “yes.” The best, most efficient campaigns execute across multiple platforms. This holds true in consumer marketing as well as franchise development. Let’s dive into the role of traditional media. We can start with how traditional marketing complements digital marketing, how they enhance your marketing strategy altogether and that even the smallest franchises can afford to advertise on two platforms. Using traditional and digital media together reinforces your messaging. Someone might see an ad in their Facebook feed or on a local news website, then hear a related commercial on the radio as they are driving their kids to school. Repetition helps people remember what you are saying – although studies show they may not accurately recall where they saw or heard the ad.
Tune Into Radio and Audio Trends
Increasingly, traditional media marketing is becoming more “digital” in the most positive ways. Digital billboards are becoming almost as common as billboards printed on vinyl, and of course you can update digital billboards with new messaging much more quickly. Newspapers and magazines that have survived the war on print have been forced to adapt by either creating much more user-friendly websites or becoming digital-only products. This makes them attractive venues for advertising. The biggest changes, however, are to audio and music platforms and the options that advertisers have there. While radio stations can deliver ads to anyone who is listening, digital streaming sites such as Spotify offer enhanced targeting of specific demographic groups and ZIP codes and impression-based pricing. Both offer advantages: For a franchise like Plato’s Closet, they could deliver ads to their teenage customers on digital stream by targeting the 13- to 29-year-old demo – but they won’t reach the moms, who are taking their kids shopping and paying for their clothes. Whereas a radio ad playing in the car while mom and her teens are shopping is delivered to both groups – as long as they’re listening when the ad airs, so frequency becomes paramount. Podcasts are a great option, too, with advertisers able to target customers with a specific interest by drilling down to the appropriate vertical, such as true crime stories or DIY home projects. Prices run a bit higher than other streaming products – but not too high. You can reach every listener of a podcast over a month of streaming for about $5,000, whereas other audio streams start at about $700 per week.
Traditional Challenge: The Cost of TV
Network TV is by far the most expensive medium within traditional media, but the price of commercial spots on local channels varies widely by market and daypart. The price is always lowest during the daytime and significantly higher during primetime, generally 8 to 10 p.m. Franchises targeting the Tampa, Florida, market might pay $1,200 to $1,500 per spot during primetime, while an Atlanta franchise would expect to pay closer to $10,000 per spot in the evening. On cable networks, the price could drop as low as $50 per spot during a specific time or show, but advertisers who are flexible could air ads for as low as $3 per spot. And although TV is an effective way to reach the masses, it also works better when complemented by a digital product that is being targeted to your key demo. Additionally, franchises may target customers by demographic and location (but not by show) on OTT or connected TV. The commercials air whenever a customer fitting your target audience tunes in. Which platforms you choose will depend largely on your budget and market.
A Winning Combination: Traditional and Digital Media
The good news is that even the smallest companies can afford to advertise on at least two types of media — a digital platform and a traditional one. In a large city, a small franchise would not likely be able to afford TV or traditional radio, but they could still reach their target audience via Spotify and a social media platform. Alternatively, franchise owners who operate in a single market could pool their resources to form a co-op and buy local TV or radio more easily. Your Media Plan Franchises must balance their media plans between digital and traditional media for maximum effectiveness. Working together, digital and traditional platforms can both reach your target audiences and reinforce your messaging in ways that will keep your franchise top of mind.
