IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Several decades ago, advertising communication discovered that brands could not target their consumers in the same way. The channel, suddenly, took on as much prominence as the one the message had had up to that moment. It seemed that with the disintegration above and below the line we had discovered the magic formula of communication until the Internet arrived. We are still emerging from this garden, sometimes with greater success than others.

Is it possible that this advertising can be made even more complicated? Could customer marketing departments Aruba Email Lists thrown into even greater chaos? Absolutely yes. We do not need more than to look at the daily activity of the marketing director of any brand that develops its business through the franchise system or a chain business. It is not enough to seek the success of brand communication, as other advertisers do. They have an important responsibility to make the values ​​of their brand, the benefits of their product, cloned throughout their NETWORK. And therein lies the real challenge for him and his advertising agency.Now that we hear so much and so often about holistic communication, a path is opening that will undoubtedly facilitate the advertising activity of these franchise systems. The context in which advertising agencies currently work is much more complex than it has ever been. The specialization of the professionals that make them up is being one of the models adopted by some of them, to guarantee the quality of the results.

In the case of franchises, this specialization becomes a fundamental factor. Regardless of the communication channel we are using, no matter where you look, the brand is always the same. No matter how, where and who manages each of the points of the network, the strength of the brand resides there, in that clonal reproduction of its identity. It is the sum of the efforts of each point of the network that contributes coherence and credibility to the whole. And that is why these business models have to pay special attention to global communication strategies. Fortunately, agencies with integrated specialists are beginning to have the tools and knowledge necessary to solve these needs for chain businesses.

It no longer works with a powerful mass media strategy, the consumer lives the true experience with the brand at the point of sale and the marketing and advertising department of a franchise cannot put the way in which its network adopts this strategy in the hands of chance. . The point of sale, on many occasions, is the stage where it is played and that is where agencies have to evolve. We have to adapt the use of new technologies to this environment, interact with the consumer by integrating Internet, mobile advertising, etc. in the same space. But before reaching the consumer, and to achieve success, we must place communication with the network in the place it deserves.

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