Over the last few years at AdSmart from Sky I have worked with several franchisors who are exploring using TV for the very first time to support their network. And I don’t envy these franchise marketing teams, as this industry is quite unique in that there is a very delicate balancing act between “Brand & Performance”. Head offices are keen to build the brand, create emotional connections while franchisees are very much focused on the short term and the immediate uplift in sales that any advertising can generate.
That’s why I wanted to draw people’s attention to a seminal piece of work called “The long and the Short of it” by Les Binet and Peter Field. The research emphasises the critical need for a balanced marketing approach. It argues that allocating resources effectively between long-term brand building (the “long”) and short-term sales activation (the “short”) is crucial for sustained growth.
Brand building focuses on creating emotional connections with consumers through consistent messaging and experiences, fostering long-term brand equity. Sales activation, conversely, aims to drive immediate sales through promotions, local advertising, and other tactical initiatives. Binet and Field’s research suggests an optimal balance of approximately 60% of budget allocated to brand building and 40% to sales activation and that investing more in brand in the longer term, delivers greater results.
And alongside the performance question there seems to be a tendency for franchise brands to feel they need a new “creative” every year because the network wants something fresh and new. When research shows on the other hand, that consistent creative execution significantly boosted advertising effectiveness, leading to stronger brands and ultimately better business outcomes.
“Compound Creativity”, a recently released piece of research from System 1 and the Institute of Practitioners in Advertising (IPA) highlights the importance of creative consistency. It demonstrates that consistently using brand elements like logos, colours, fonts, distinctive characters and messaging across all marketing channels over time “compounds” the effectiveness of creative work.
This consistency reinforces brand recognition, strengthens emotional connections, and drives better results. In essence, consistent creative execution enhances the quality and impact of creative campaigns, contributing significantly to long-term brand building.
Applying these concepts to the franchise model presents both unique challenges and opportunities.
The franchisor’s role aligns with the “long” of Binet and Field’s model and the core principles of Compound Creativity. They are responsible for establishing and maintaining the overarching brand identity, developing national marketing campaigns, and providing franchisees with clear brand guidelines and marketing assets. This ensures a consistent brand experience across all locations, reinforcing the long-term brand image and maximising the benefits of Compound Creativity.
Franchisees, on the other hand, tend to operate in the “short” realm, focusing on driving sales within their specific local markets. They utilise local advertising, promotions, community engagement, and excellent customer service to achieve immediate results. By working with the franchisor’s brand guidelines and utilising consistent creative elements, franchisees amplify the impact of the national brand-building efforts. This creates a powerful effect, where long-term brand building supports and greatly enhances short-term sales activation.
The combined wisdom of “The Long and the Short of It” and “Compound Creativity” offers a valuable framework for franchise growth. By balancing long-term brand building with short-term sales activation, and by prioritising creative consistency across all marketing efforts, franchisors and franchisees can create a powerful and sustainable business model. This approach ensures that the brand remains strong and recognisable over time while also driving the immediate sales necessary for local business success.
Very rarely does a franchisor use AdSmart in isolation but rather it’s typically part of a media mix that is supporting the network and which could consist of posters, print, local flyers and digital media etc. The principles of Binet and Field’s work is media neutral but most of the franchise TV campaigns we run tend to lean towards more brand “long” awareness while other media is used to deliver the sales activation. Franchisors like the idea of investing in a TV spot that can be used time and time again rather than having to be re-edited for every campaign.
Be it long or short, franchisors should be excited that addressable TV now offers an alternative route to market for their network. The ability to target specific households that match your customer profile, overlaid with geography that minimises wastage while using a medium that builds brand fame, is why many franchisors have turned to AdSmart in recent years.
This article comes courtesy of AdSmart from Sky. If you want to hear more on how we can support your franchise network then please email [email protected] to find out more.
