While national brands continue to invest heavily in national advertising to build brand awareness and favorability, they’re increasingly taking their marketing programs to the local level to drive engagement. According to new research from BIA Advisory Services, national brands are expected to spend $62.7 billion in 2019 to target local consumers.

“Of course, the most successful local marketing programs are not only about advertising and branding, particularly in a growing franchise organization,” said Kandi O’Connor, COO of Vya, a provider of simplified local marketing systems for distributed organizations, in a news release. “As a franchise organization grows, it has to be concerned with how to scale marketing programs to support franchisees at the local level.”

National brands will spend $62.7 billion targeting local consumers in 2019

How do you enable more self-service for franchisees while ensuring brand-compliant materials and campaigns that support the branding you’ve worked so hard to establish? How can franchisees customize things like pricing to align with what their local market demands?

The answers to these questions lie in having the right processes and systems in place for managing brand-compliant campaigns, materials and products. These processes and systems are also essential for creating efficiencies, which is particularly important for a growing franchise brand that is attempting to scale marketing support for an expanding network of local franchisees.

National brands will spend $62.7 billion targeting local consumers in 2019

This is where “Local as a Service” (LaaS) companies play an important role

BIA describes LaaS as the convergence of marketing technology (martech) and data to reduce workflow complexity and friction, improving data-driven targeting, and ultimately driving higher lift in brand and engagement campaigns. LaaS solution providers work with brands to maintain control over brand policies, assets, and business rules as well as facilitating policy-based media activations and co-op reimbursements for franchisees.

Download the full report here.

National brands will spend $62.7 billion targeting local consumers in 2019

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