Imagine having the ability to tailor your advertising strategy so precisely that each of your locations resonates deeply with its local audience. This is the power of regionalization in franchise advertising.It goes beyond the conventional one-size-fits-all approach, aligning your campaign with the unique characteristics of individual markets.
Regionalization in franchise advertising refers to the strategic customization of ads, messaging, and campaigns tailored to specific geographic markets. Regionalization can allow for marketers to easily manage advertising at the national level, while still maintaining a localized message and imagery.
Franchise advertising often leans heavily on a nationwide approach.While this creates brands consistency, it doesn’t address the differences between distinct regions. The solution? National campaigns with regionalized targeting and creative.
Case Study: SprayNet
For home-services brands like SprayNet, an exterior painting brand, it’s important that they feel like a local brand to establish trust. To accomplish this, it’s important that the home styles shown match the area. For example, a franchise in Florida should show coastal-style homes, while a franchise in Arizona should show stucco homes to maintain local relevance.
SprayNet partnered with Awarity to achieve this, running a national campaign with customized creative for several key regions for their campaign and customizing creative accordingly with Awarity’s dynamic creative production. The end result? 760,288 total Connected TV impressions delivered nationally with regionalized creative, reaching their ideal target customer and helping the locations stay locally relevant.
Regionalized advertising offers a powerful way to speak directly to the community you aim to serve. By tailoring your messages to local interests, preferences, and styles, you can create campaigns that feel local and personal. Interested in implementing this approach for your franchise advertising? Please reach out and we’d be happy to tailor a national campaign that addresses each unique region.
