Striking a Balance Between Traditional and Digital Media

By Lora Kellogg posted 06-21-2018 16:39

  

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Everyone knows that you need to advertise on digital platforms to reach key demographics in this day and age. However, 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, including 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 – perhaps a local radio spot or digital advertising that supports the national campaign.

Why? Repetition.

Radio pros have always known that repetition is the secret to effective advertising. With the rise in digital media, the best campaigns are carried out on multiple platforms working in tandem. When people hear something on the radio and then see it in their newsfeed, the message is reinforced, and the audience 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. While radio used to be considered a platform that cast a wide net but was not ideal for targeting a specific audience, today radio stations can give you very detailed information 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.

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 are paid for based on the number of impressions. This pricing structure is used by most digital products.

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, it certainly can be utilized and can be paired with an ad on a digital platform for an additional boost.

In the digital age, any specific demographic can be reached if you choose the right avenue. 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.

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Lora Kellogg is president and CEO of Curious Jane. With 15 years of experience and a portfolio of top brands, Curious Jane is a leading ad agency specializing in franchises. Lora and her team work with Franchise Times' top 500 franchises and emerging franchises to grow sales, increase traffic, build brand awareness and generate leads.

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