Ten franchisee co-op groups representing over 400 casual dining locations improved their corporate national direct mail outreach to their local trade areas by adding mobile to acquire millennials, drive lunch visits and increase share. A data-driven recommendation produced targeted mobile offers – including a map with real-time distance to the nearest location – supplementing the print inserts. As a result, each of the co-op groups that ran print plus digital drove better results than the restaurants that ran print only. In total, this omnichannel program generated a sales lift of 2.3 percentage points, driving a four times greater return on ad spend. One franchise group realized a nine times greater return on ad spend. Learn more here.
“Forward-thinking franchisees willing to test and learn with new media strategies and participate in national programs can help drive a significant positive return on investment,” said Mark Ellis, Chief Revenue Officer, Valassis. “Regional and local ad buys are critical levers, and when coordinated with national ad buys, can really move the needle. The national campaign provides the media weight and frequency at levels that make a meaningful difference in a brand’s share of voice.”
Targeting and localizing national ad buys allows franchisees to maximize the benefit from the advertising dollars its restaurant brand has spent researching, developing and executing the national campaign. Benefits include:
- ease of maintaining brand integrity with a high degree of consistency between national and local branding and advertising initiatives;
- streamlining costs with a guarantee that dollars are being spent to support local marketing efforts;
- effectively leveraging national strategies with a strong local call to action and clear brand connection; and
- improved results that may include sales lift and a greater return on ad spend.
To further amplify a national ad buy, franchisees should consider increased frequency; relevant creative; a strong call to action; and leveraging precise targeting and predictive modeling to activate the right consumer at the right time.
Restaurant-goers are seeking deals. According to a recent study by Valassis, 48 percent of employed respondents indicated they would visit restaurants close to work or en route more often if they received coupons from them. Additionally, more than 1 in 3 restaurant-goers are willing to search for deals before dining out, according to a RetailMeNot food and dining survey. More than half of consumers surveyed have at least one food and dining app on their phone, with about 20 percent of those apps focused primarily on saving money.
Clipper Magazine, a wholly-owned subsidiary of Valassis, offers a customizable platform that makes online ordering easy for customers and powerful for merchants. Their Total Loyalty Solutions (TLS) mobile app builder gives quick-service restaurants (QSRs) and small/medium businesses (SMBs) their own branded online and mobile ordering platform. Additionally, restaurants can modify the software to feature special offers, send push notifications, offer punch card rewards, drive loyalty retention, and better connect with their customer base. Overall, Clipper Magazine’s hyper-local distribution footprint allows local franchisees to reach their target audience in their community. The magazine’s full-color format and long shelf life increases visibility in the marketplace, yielding both immediate response and repeat exposure. For more than 35 years, they have helped build local franchise business through new customer acquisition, customer retention, increased store traffic and sales and delivering positive ROI.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.