IFA 2023 Marketing, Development, & Technology Toolkit

IFA 2023 MARKETING, DEVELOPMENT & TECHNOLOGY TOOLKIT

DISCOVER KEY TOPICS SUCH AS:

SIMPLIFY MARKETING COMPLEXITY TO DRIVE FRANCHISE SYSTEM GROWTH

UNLOCKING SUCCESS: A GUIDE TO DEVELOPING AN INTEGRATED MARKETING STRATEGY FOR FRANCHISORS

DIGITAL AND DIRECT MAIL MARKETING: A COMPREHENSIVE APPROACH TO MAXIMIZE ROI

Outdoor. Online advertising. Paid search. Social media. Marketing automation. You may be using some of these tactics, or many others, but if they’re not working well together to create meaningful, consistent experiences for customers across your franchise system, you’re not connecting efficiently or effectively.

Imaginuity has been partnering with franchise organizations to help grow their multi-location businesses for over 20 years using thoughtful, transformative marketing strategies. We manage the complexities of online and offline marketing by connecting the dots across the entire customer journey, leveraging data, analysis, and insight to help you drive traffic and get the most out of every marketing dollar spent.

To see how we help franchise organizations achieve their marketing goals, visit imaginuity.com/IFA for more about the integrated services and innovative platforms we use to connect the dots, including Pylot®, a one-of-a-kind website development and marketing services platform, and AdScience®, our proprietary customer data platform.

IFA 2023 MARKETING, DEVELOPMENT &TECHNOLOGY TOOLKIT

The IFA’s Marketing, Development, & Technology Toolkit is your complete guide to unleashing the potential of your brand. Within this toolkit, you’ll find tried-and-true marketing strategies, development and operational approaches that pave the way for success, and groundbreaking technological innovations that fuel exponential growth. The following pages showcase six esteemed supplier member companies of the IFA, each offering invaluable resources and insights. By fully harnessing and implementing these offerings, you can enhance your company's efficiency and bolster your business' bottom line. In the realm of your brand's future, this toolkit is an absolute imperative—a must-read!

The Evolving Role of PR in a Franchise Marketing Plan

BY SCOTT WHITE AND MONICA FEID

COMPANY BIO

For over two decades, BizCom Associates has helped dynamic entrepreneurs, innovative franchise chains and creative business leaders grow their businesses by identifying and sharing their most powerful brand asset: their true stories.

We’ve done it for hot young start-ups. We’ve done it for established multinationals. We can do it for you!

BizCom’s publicity, digital marketing, design and publishing divisions provide you with the tools to reach and engage today’s audiences when, how and where they want to be reached.

It’s no secret that a big shift has occurred concerning how people consume media. Gone are the days of opening a newspaper every morning and tuning in for the 6 pm news at night. Most of us now prefer being able to choose when, where and how we want to engage with content. For most of us, social platforms have replaced traditional media outlets.

And while the media landscape continues to widen and fragment, PR remains a key component to an effective franchise marketing plan. It helps you build awareness for your brand, attract customers, establish credibility and trust, and can support franchisee recruitment, among other benefits. The good news is that although the changing media landscape has made old-school PR tactics less effective, it has also created dynamic new opportunities for outreach and engagement with your key audiences.

Communicating with your target audiences now demands that you go Beyond traditional PR.

Forget the Press Release; Tell a Story

More times than not, client prospects come to our agency with a common request: “We need a press release.” The perception is that a press release is what generates publicity. And, yes, press releases certainly serve a purpose. But here’s the thing. The media wants to tell stories about people – not businesses. And the reason is simple. That’s what their readers, viewers, or listeners are looking for. Stories.

This is particularly true when it comes to franchise development. Getting to the heart of why people invested in your concept and their chance at the American Dream are stories that rise to the top and attract like-minded prospects, not a quote from the corner office.

Maximizing a Media Hit

So you’ve found that story and scored an earned media placement…the job is done, right? Wrong.

As we tell our clients, that is just the beginning. The odds your target audience actually saw that placement are relatively low.

Therefore, how you utilize earned media is truly where you can see the most impact.

For example, one of many ways to expand the reach of a media placement is to share it across the brand and executive’s social channels, each with a tailored franchise development or brand message. In short, take that media placement and maximize the number of eyeballs it will reach, underscoring the message you want to get out there.

Be Authentic, Not Artificial

Thought leadership and content creation are vital pieces of the PR puzzle. Tell your story without waiting for the media to do it for you. The proliferation of AI tools like ChatGPT make it easier than ever to push out content. However, when writing requires insight, knowledge, and authenticity, technology falls short. Good writing and storytelling go beyond the capabilities of textgenerating technology.

A Critical Spoke in the Marketing Wheel

There are now more blogs, online publishers, and content creators than ever, all competing for shrinking attention spans. As a result, you need to diversify how you deliver your message by taking full advantage of podcasts, YouTube, social media, influencers, TikTok and whatever emerging platform is just around the corner.

PR plays a much more significant role than simply serving as one of several lead generation tools. When used correctly, PR builds brand awareness, creates a positive image, and establishes credibility for your product or service. But PR can't be put in a silo. It must work in tandem with other marketing strategies and tactics to create a cohesive brand image and amplify messaging. n

Scott White Co-founder and CEO

Monica Feid Co-founder and COO

BizCom Associates

450 Century Parkway Suite 250

Allen, TX 75013

Phone: 214-458-5751

E-mail: ScottWhite@bizcompr.com

Website: www.BizComPr.com

www.DigitalBizcom.com

www.BizComDesign.com

www.BizComPress.com

Twitter: @BizComPR

Facebook: BizComPR

LinkedIn: BizComPR

Instagram: BizComPR

Simplify Marketing Complexity to Drive Franchise System Growth

BY JOHN M. LEE COMPANY BIO

Based in Dallas, TX, Imaginuity is reimagining marketing for franchise brands through integrated services and innovative technology platforms. Imaginuity understands the complexity of today’s marketing eco-system and of managing marketing programs for nationally and regionally distributed organizations. Imaginuity’s cross-functional expertise across business strategy, website development, and on- and offline media helps progressive franchise organizations improve marketing planning, execution and measurement, which can lead to efficient spending, increased sales, improved customer satisfaction and higher retention.

Over the last several years, the best ways for franchise organizations to market themselves have significantly changed. A profusion of new tools, platforms and processes are now enabling an accountable, holistic approach to marketing planning, better customer understanding and improved ways to attract more customers more efficiently. However, rather than making things easier, this transformation has made marketing much more complex. What was once a linear process from awareness to consideration to purchase, driven by a few broad-reaching media types, is now an amorphous cluster of countless directly and indirectly connected touchpoints, the adept management of which can keep even the most seasoned marketing team up at night.

Are you familiar with any of these challenges?

Proliferation of Data: Effective marketing today requires managing overwhelming amounts of data from multiple sources, bringing this data together into a single source of customer truth and developing user-friendly processes to uncover actionable insights.

Fragmented View of the Customer Journey: Disparate data sources make it challenging to understand the complete customer journey, which is critical for delivering seamless and meaningful omnichannel experiences.

Decentralized Decision-making: When individual teams, franchisees or franchise groups make their own marketing decisions, the result can be inconsistent execution, difficulty coordinating actions and poor transparency across the system.

Rapidly Changing Trends, Technologies and Regulatory Requirements: It’s tough to stay current on, and understand the implications of, consumer trends, constant search engine algorithm changes and compliance requirements (e.g., Americans with Disabilities Act [ADA]) especially with limited resources.

Resource Constraints: Marketing teams today are being challenged to do more with less, stretch reduced budgets as far as possible, work with smaller teams and achieve better results.

Too Many Agencies and Marketing Platforms: Each uses different approaches and measures of success and controls its

own data, making it difficult to gain a full understanding of what’s happening, determine how well things work together and accurately measure integrated performance.

Faced with these challenges, franchise marketers need a better way to strategically approach marketing and to consolidate partners, tools, technologies and approaches to support a consistent brand presence across geographically distributed locations.

Here are the critical elements not to ignore:

A Clear and Meaningful Brand Positioning: Faced with a multitude of options, your customers need to clearly understand who you are and why your franchise is the best choice to meet their needs.

An Easily Customizable and Scalable Website Platform: Providing a consistent online experience for your franchise brand across locations can be a challenge. You need a flexible, cost-effective platform that quickly scales across your system and allows for local customization.

Actionable Customer Insights: With more customer data available than ever before, highly relevant and efficient customer experiences should be developed to deliver the right message to the right person at the right time on the right channel.

Integrated Media Plans: Traditional media like outdoor and direct mail are not dead. When insightfully combined with digital media like online display or paid social, plans can be efficiently optimized to achieve both brand (demand generation) and performance (lead generation) objectives.

Search Engine Optimization Combined with Paid Search: Using search engines to find what we are looking for has become a regular part of our daily lives. For your brand to take up as much space as possible on the search engine results pages, it is crucial to use both organic and paid search together.

Best-in-class Customer Experiences: Today, customers are looking for brands that help them do what they need and want to do in ways that are experientially gratifying and make them feel good about themselves as people. If your brand does not provide experiences like this, it is easy for customers to find competitors that do.

While all this may sound daunting, if you put your customers at the center of your thinking, you will be off to a great start. Who are your customers? What do you know about them, and how does your franchise meet their needs? Use these insights to develop a strategic approach to omnichannel marketing, evolve your web presence, and determine the approaches and tools necessary to provide meaningful engagement and delightful customer experiences that will drive system growth. n

Unlocking Success: A Guide to Developing an Integrated Marketing Strategy for Franchisors

BY JOSHUA ALLEN, CFE

COMPANY BIO

Location3 is the premier partner driving digital transformation in franchising. Founded in 1999, we focus on helping our partners optimize their own data and technology systems, drive brand awareness, increase units and customers, and maximize revenue potential through excellence in digital marketing. Our local marketing platform (LOCALACT) gives business owners the technology and support needed to manage their digital presence and understand local marketing and advertising performance across search, social, video, audio, display, and more.

In today's rapidly evolving business and technology landscape, franchisors are faced with the challenge of breaking down barriers in marketing tactics to develop a sophisticated, integrated marketing strategy that maximizes data usage, leverages the right technology, optimizes media planning, and aligns brand strategy with local franchisee marketing. By better understanding and adapting to the growing complexities of the customer journey, franchisors can drive more brand and market awareness, acquire new customers, and boost bottom-line revenue.

Start by Optimizing Your Data, Technology & Measurement Approach

Data is the foundation of any successful marketing strategy and having the right technology to both gather and analyze large volumes of data is no longer a luxury, but a necessity. Franchisors that have invested in robust data analytics tools and platforms to gather actionable insights across their franchise network are already ahead of the curve. However, it’s easy to acquire technology and capture data. The challenge lies in both ensuring the technology in your stack is complementary and that the data gathered provides actionable insights that relate to your broader business goals. A well-integrated technology stack empowers franchisors to streamline marketing, advertising, operations, and finance to drive efficiency. Combining the powerful, customer-rich data in your CRM with marketing insights and sales or revenue data will allow you to create a better understanding of what’s working and what isn’t with your current marketing. The rapid rise in adoption of Customer Data Platforms (CDP) is not by accident, as these platforms can further eliminate data silos, provide clarity in how customers interact with your brand, allow you to further personalize the customer experience for all target audiences, and reduce reliance on third-party data in favor of first-party data and customer profiles. If your organization isn’t quite ready to onboard a CDP, you should focus efforts on developing closed-loop data environments that allow you to clearly identify where prospective customers are coming from, the online and offline actions they’re taking, and what percentage of those ultimately convert.

Create Alignment with Your Customer Journey

The modern customer journey is intricate, involving multiple touchpoints across various online and offline channels. By developing even baseline marketing attribution models, franchisors can improve efforts in mapping this journey and better identify key moments where they can influence customer decisions. By understanding customer needs, pain points, and motivations, franchisors can create personalized marketing experiences that resonate with their target audience in realtime using automaton and machine learning. Implementing technologies like customer journey mapping and attribution, marketing automation, technology-driven media mix modeling, and personalized content delivery can help franchisors deliver the right message to the right customer at the right time, leading to improved brand awareness and location awareness, increased customer acquisition, and revenue growth.

Balance Brand Strategy with Local Activation

While maintaining a consistent brand identity across the franchise network, successful franchisors also empower individual franchise owners to tailor their marketing efforts to local market needs and preferences. Providing franchisees with comprehensive brand guidelines, creative assets, and localized marketing resources is essential. Implementation of technology like centralized marketing automation systems allows for consistent branding at scale, while supporting execution of localized marketing that drives customer action and creates efficiency in resource allocation among teams. For franchisors that have a dedicated ad fund, consider the “70-20-10” rule, with 70% of your ad fund dedicated to proven marketing and advertising, 20% dedicated to testing new channels and tactics that have potential, and 10% for testing unproven channels, tools, and tactics to gain better insight into your customers and market opportunity. Another powerful approach that often proves successful is committing a portion of your ad fund to be distributed equally to owners for marketing spend, thus incentivizing incremental spend by owners and maximizing brand awareness and customer acquisition.

In Summary

To create a more integrated marketing strategy, begin by focusing on optimizing your data and measurement approach and technology stack. This will provide actionable insights related to your customer journey, inform media buying plans, and help you strike a more cohesive balance between brand strategy and local tactics. In doing so, your marketing programs will be more efficient, your teams will be more agile in adapting to market changes, and your return on marketing investment will increase. n

Location3 820 16th Street Suite 300

Denver, CO 80202

Phone: 720-763-3151

Email: hello@location3.com

Website: Location3.com

Joshua Allen, CFE VP of Marketing

Why Dot™? Why Not!

How Dot™ Redefines Marketing for Franchises

BY CHRISTINA PARSONS

COMPANY BIO

Marketing.com

is your marketing technology partner providing tailored solutions to help grow your business. Unlike other print and marketing companies, Marketing.com knows that everyone’s dots are different: different goals, different audiences, different communication methods.

Marketing.com

excels at connecting platforms, channels, and campaigns to redefine your marketing. A certified Google Premier Partner, Yelp Certified Agency Partner, HIPAA-compliant, FERPA-compliant, HITRUST, SOC, ISO, Master G7, FSC, and SFI, Marketing.com provides you with innovative marketing communication solutions that make connecting the dots easy. We empower you to alleviate the burden of multiple vendors; our strategy is tailored to your marketing needs and focused on connecting you with your target audience.

As a franchiser you are intimately close to the challenges involved in presenting a consistent brand across all properties. It’s critical to maintain brand standards to build a strong, recognizable product that resonates not only with customers, but also with franchisee owners and employees. Sometimes, providing clear guidelines and training simply isn’t enough to present a streamlined image across the board. Add in the challenges of reaching your audience through multiple channels, collaborating with your team, tracking marketing efforts, and making sure everyone has the collateral they need, and you have quite a situation on your hands!

Meet Dot™

More than a centralized ordering system, Dot™ is an advanced through-channel SaaS marketing platform that sits at the center of everything we do at Marketing.com. We understand that everyone has different dots to connect, and Dot™ offers custom solutions as unique as your franchise, executing multi-touch campaigns—from design to implementation to fulfillment to tracking ROI.

Multi-touch Campaign Management

You don’t need us to tell you how crucial a multi-touch marketing campaign is to your business. Fragmentation of digital media has made it increasingly more difficult to reach your target audience through a single channel. Because of this fragmentation, offline advertising has taken on new life. Direct mail and print ads need to combine with digital channels to create a cohesive, holistic approach, and this is especially true with franchises.

This sounds like a lot of work.

With Dot™, your multi-touch campaign is managed with ease across all channels, including print, direct response, email, social media, and digital. Dot™ makes it easy to track and manage your marketing efforts across all channels.

Brand Compliance

A top challenge for franchisers is managing brand compliance, along with ensuring locations have the materials they need. That’s where Dot™ comes in. With a single sign-on, Dot™ gives you full access and control of all your marketing assets and materials, including:

• Local Listing Management

• Social Media Calendar

• Print & Digital Campaign Tracking & Analytics

• Asset Management

• Email

• Direct Mail

• Reviews

• Promotional Products

• Online Ordering & Fulfillment

Custom user permissions allow you choose who sees what depending on their role and location—granting access to order approved templates, guidelines, collateral, and promo items all through a powerful, user-friendly portal. No more rogue ordering from outside locations!

Speaking of branding, your marketing team needs to work together effectively and efficiently to ensure your message is consistent across the board before materials and campaigns roll out to franchise locations. Dot™ provides collaboration and workflow management features that are critical for ensuring your marketing team can accomplish this goal. Dot™’s workflow management allows for proofing, order review and approval, pre-buy campaigns and inventory notifications and replenishment.

Seamless Integration

Your franchise likely has several internal systems in place to help run your business. As a SaaS platform, Dot™ can integrate with those internal systems and connect with your vendors as well as CRM systems, automation platforms, and analytics tools to provide a seamless experience across all systems.

Customizable Analytics Dashboards and Reporting

Like we said before, Dot™ makes it easy to track and manage your marketing efforts across all channels. With customizable dashboards and reporting features, you can track and analyze your marketing campaigns in real-time. Dot™’s analytics dashboard captures automation, sequencing, and interaction, providing you with better insights, performance comparisons, and the ability to optimize marketing return.

An intuitive, mobile-responsive, user-friendly interface allows you to quickly navigate and access the information you need. No more wondering which campaign is performing well vs the other— everything is right at your fingertips with Dot™!

From click to print and everything in between, Marketing.com has got you covered. Dot™ is the ultimate tool for keeping your franchise business running smoothly. Our modern, built-from-theground-up technology integrates seamlessly with your internal systems, and is powered by the support of our expert customer success team. We help you connect the dots of your franchise marketing programs with custom solutions as unique as your business. Because everyone has different dots. As a 2022 Enterprise Top Franchise Supplier, we know franchises! Let’s connect your marketing dots today. n

We’re

From click to print and everything in between, we execute multi-touch campaigns—from design to implementation, fulfillment, and tracking. Marketing.com is your marketing technology partner providing tailored solutions to help grow your business. Centered around technology; powered by people. Never has connecting the dots been this easy.

Our personalized franchise marketing campaigns allow franchisors to optimize local marketing channels while maintaining brand consistency. Marketing.com combines data at a local, regional and corporate level to drive growth from all levels of the franchise organization.

• Marketing Collateral

• Direct Mail

• Signage & Installation

• Warehousing & Fulfillment

• Promotional Products

• Digital Marketing

not changing marketing, just how it’s done.

Digital and Direct Mail Marketing: A Comprehensive Approach to Maximize ROI

BY BRITTANY JOHNSON COMPANY BIO

For over 50 years, Our Town America has been connecting new movers with local businesses helping turn them into longterm, loyal customers. Our unique marketing programs are perceived as pure hospitality and leave a lasting impact on new movers at an impressionable time. We mix proven and perfected methods of direct mail with new technologies. Our services include: New Mover Marketing, Postcard Marketing, Digital Marketing and more.

The rapid advancements in digital technology have resulted in a significant shift in marketing strategies. Companies are now exploring the potential of digital marketing to reach their target audiences and promote their brands. However, direct mail marketing still remains an effective way to connect with customers, particularly those who prefer the physical touch of a tangible marketing material. Let’s explore the benefits of combining digital marketing with direct mail marketing, a strategy that can help businesses achieve a more comprehensive marketing approach and maximize their ROI.

Digital Marketing

Digital marketing refers to the use of digital channels such as social media, email, search engines, and websites to promote products or services. In today's digital age, more and more customers are spending their time online, making digital marketing a valuable tool for businesses to reach their target audience. Digital marketing benefits include:

1. Cost-effective: Digital marketing is often less expensive than traditional marketing methods such as television and print advertisements, making it an affordable option for small businesses.

2. Targeted: Digital marketing allows businesses to target specific demographics, locations, and interests, making it easier to reach the right audience.

3. Measurable: Digital marketing campaigns can be tracked and measured, making it easier for businesses to determine the ROI of their marketing efforts.

Direct Mail Marketing

Direct mail marketing involves mailing consumers printed marketing messages by way of new mover marketing or postcard marketing to name a few. Despite the rise of digital marketing, direct mail marketing remains a viable option for businesses as it offers several benefits such as:

1. Personal: Direct mail marketing provides a personal touch that digital marketing cannot match. Receiving physical mail can make customers feel valued and appreciated, increasing the chances of engagement with the marketing material.

2. Tangible: Direct mail marketing provides a tangible reminder of a brand that customers can physically hold and keep. This increases the chances of customers remembering the brand and making a purchase.

3. Targeted: Direct mail marketing can be targeted to specific demographics, just like digital marketing, ensuring that the marketing material is reaching the right audience.

Combining Digital Marketing with Direct Mail Marketing

Combining digital marketing with direct mail marketing can provide a comprehensive approach that can help businesses maximize their marketing efforts. Here are some benefits of this approach:

1. Increased response rates: According to a study by the Data & Marketing Association, a direct mail marketing campaign's response rate increases by 118% when combined with a digital advertisement. By combining digital and direct mail marketing, businesses can increase their response rates by reaching a wider audience. Customers who may not have been reached through digital marketing can be targeted through direct mail, and vice versa.

2. Improved customer engagement: Direct mail marketing provides a physical touchpoint for customers, while digital marketing provides an interactive experience. Combining both can increase customer engagement with a brand, making them more likely to make a purchase.

3. More comprehensive tracking: By using both digital and direct mail marketing, businesses can track customer interactions across different channels, providing a more comprehensive view of customer behavior. This can help businesses better understand their customers and adjust their marketing strategies accordingly.

Digital marketing and direct mail marketing are both effective marketing strategies, but when combined, they can provide a more comprehensive approach that can maximize a company's ROI. Digital marketing offers the benefits of cost-effectiveness, targeting, and measurability, while direct mail marketing provides a personal touch, tangibility, and targeting. Combining both strategies can lead to increased response rates, improved customer engagement, and more comprehensive tracking of customer behavior. Companies that want to maximize their marketing efforts should consider combining digital marketing with direct mail marketing to achieve a more comprehensive approach and generate higher response rates. n

CLICK TO PLAY

Invest in Paid Local Social & Drive Franchise Success

BY JENNIFER STEVENSON COMPANY BIO

About Uberall, Inc.

Uberall helps the world’s largest and most innovative brick and mortar businesses stay relevant and profitable by driving online discovery, in store visits, and repeat purchases via its local digital marketing platform, Uberall CoreX

Uberall, founded in 2013 and headquartered in Berlin, Germany, has more than 400 employees and services over 1,850 multi-location businesses across 170 countries.

In today's market, maximizing every ad dollar is more critical than ever. But where should you invest your ad dollars to get the most bang for your buck? If you’re trying to drive real business results, localized paid social media should be part of your strategy.

Defining Your Paid Social Media Goals

Before you begin localizing your paid advertising, you need to have clear objectives in mind for each market, to identify whether your latest efforts are having an impact.

First, consider your high-level goals for the campaign:

• Awareness: Increase the number of local people who know about your business, or a new service or product offering.

• Consideration: Increase traffic to your website or Facebook location page.

• Conversion: Get more appointment bookings, foot traffic, or sales for a particular location.

Next, consider specific objectives. Whether you are looking to drive awareness or conversions, pull baseline metrics before you launch your new localized campaign. Pull data from a similar time period to avoid seasonal peaks. Potential objectives for success include:

• Store Visits: This ad objective allows you to focus on increasing traffic to your physical store locations. You’ll be able to add local information for each of your stores, use a store locator map card and CTA buttons like “Get Directions,” and deliver ads to people within a set distance of each store.

• Page Post Engagement: If you are looking to drive awareness of a new service line or product, page post engagement can be one indicator. Engagement is measured by likes, shares, comments, saves, clicks on the post relative to the overall number of fans on your page.

• Clicks to Website: With this ad objective, you can direct customers to a website for an event, promotion, or to explore more information and hopefully convert. Clicks-to-website ads typically include a call-to-action like: book now, contact us, order online, sign up, etc.

• Online Orders or Appointment Bookings: This ad objective is easier to measure than foot traffic as it focuses on the actual act of clicking to book an appointment or order online.

• Page Fans: If a campaign boosts the number of overall page fans you know you’ve gained mindshare with new potential customers. However, keep an eye on post engagement as your fan base grows.

• App Installs: If you have a new loyalty app or online ordering app this can be a great way to drive awareness.

• Offers and Claims: This ad objective allows you to present offers and discounts with your customers on Facebook to encourage people to shop on your website, at your physical store, or both.

Scaling Local Paid Social Media Successfully

Multi-location marketers have to either automate the process of creating local ads at scale or work with local leadership to effectively scale local paid social media.

Take our franchise retailer, Pinch A Penny Pool Patio and Spa, as an example. They’re very savvy about their seasonal promotions on social media—both paid and organic. They promote things like pool heaters in the winter to extend the swimming season, and pool storm preparedness in the late summer and early fall months in locations on the gulf coast.

Options for scaling your localized paid media campaigns can include:

• Centralized Approach (Good): Leverage a solution like Uberall that enables your corporate marketing team to localize Facebook ad content at scale using dynamic fields for things like [city] and [neighborhood name].

• Hybrid Approach (Better): Give local store operators some controls, but put guardrails in place to ensure their ads stay on brand. This can include a library of approved ads that local store operators can run locally, for example.

• Decentralized Approach (Best): Let local store operators manage their own local advertising campaigns. This approach might still include corporate-approved content, and might even include a dedicated budget for local store operators, but puts more controls in the hands of local leadership.

Uberall can enable any of these three approaches, but we highly recommend a hybrid or tag-team approach for more local authenticity. This way, you can create effective, truly local paid social media campaigns. n