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FranchiseChat

FranchiseChat

Written by: Michael Webster
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 Franchise business information stories from operators, franchisors and supply chain companies.Michael Webster Economics Leadership Management & Leadership
Episodes
  • FranchiseChat: From Social Media Likes to Loyal Guests - the Yonutz Story

    FranchiseChat: From Social Media Likes to Loyal Guests - the Yonutz Story
    Sep 25 2023

    How to Understand Influencer Marketing in the Franchise Context
    The measurement of TV ad reach using Nielsen's Designated Market Area (DMA) and the current methods of measuring influencer reach on social platforms like Instagram, YouTube, and TikTok have some similarities, outlined below.
    Simplistically, the franchisor's geographic strategy was simple: fill out a DMA and get more bang for you advertising buck. The franchise operators in the DMA were paying for the ads, so the more operators the larger the TV/Radio spend.
    Assuming that there was some causal relationship between familiarity and consumer choice, this was a virtuous circle. The more operators in the DMA, the larger the TV/Radio spend, and the more the operators as a group make, and the larger the TV/Radio budget. Until the DMA was saturated. Then move on.
    Does this virtuous circle still hold for Influencer Marketing on Social Platforms? What's your view?
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    57 mins
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