Why Your Restaurant Brand Needs Location-Specific Value Messaging
As restaurant brands and their franchisees face slowing sales and unrelenting inflation and labor...
Think you need to blanket an entire market area with your advertising?
Think again!
When looking for efficiency in targeting audiences on the most popular channels, traditional agencies have been steering brands wrong by pushing DMA advertising as the gold standard. For businesses with multiple locations, advancements in tech-enabled media targeting across digital channels has reduced the need for traditional DMA marketing. By dedicating advertising dollars in specific local trade areas, retailers, restaurants and service businesses are now seeing far better results versus broad-based advertising strategies.
Forbes confirms that local targeting can dramatically increase traffic, conversions, revenue, and brand recognition. This strategic shift not only cuts costs but also boosts relevance and engagement—making it an essential tactic for brands that operate across seemingly similar, but often very diverse, groups of locations.
The frontier of location based advertising is hyperlocal budgeting and targeting. By customizing audiences for each geographic location within a DMA, brands access the specific consumers in each trade area who fit their ideal demographic and behavioral profile. Brands are rewarded with highly precise targeting, resulting in higher engagement rates and conversion rates, and reduced costs per thousand impressions (CPMs). And we’re just getting started.
Go Deeper: Unlocking the Full Potential of Hyperlocal Targeting
Location based advertising inherently reduces competition by focusing on specific audiences within multiple, distinct geographic areas. This strategy prevents brands from competing against each other for the same ad inventory across a broad market, reducing CPMs. By concentrating on narrower segments and geographies, advertisers can avoid the saturated general market, targeting potential customers more directly and efficiently.
Go Deeper: How To Improve Ad Buying Efficiency as a Multi-Location Brand
Managing campaigns on a per-location basis creates the unique advantage of optimizing based on specific performance data from each area. This localized approach enables marketers to fine-tune their location based media and creative strategies, ensuring each ad placement is as effective as possible. Continuous optimization based on local feedback and performance metrics can lead to progressively lower CPMs and higher ROI. Ask yourself, why would you optimize a very large DMA ad spend based on noisy results?
Go Deeper: 5 Benefits to Local Optimization of Market-Wide Campaigns
While the benefits of per-location advertising are substantial, managing multiple campaigns can increase complexity. However, with the advent of sophisticated digital marketing tools, these challenges can be effectively managed. These tools facilitate seamless campaign administration, allow for granular control over each location, and provide insights that help fine-tune advertising efforts.
For regional or DMA-wide marketing efforts, budgeting and targeting at the location level addresses the unique needs of each trade area, and enhances overall campaign performance across the entire market. By understanding and embracing the potential of location based media, brands can unlock a powerful tool in their marketing arsenal, leading to more effective and efficient advertising outcomes.
Ready to see the location based marketing experience on Hyperlocology?
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