Many inexperienced Internet marketers inadvertently rely on a “spray and pray” approach getting their message out to the public.  What is “spray and pray” you ask?  Just like it sounds; “spray” as many banner ads and impressions as your budget allows then get on your knees and “pray” for clicks.  Our clients demand a more sophisticated campaign and often ask, “Is there a strategic way to position Internet banner advertising or are all campaigns based on the “spray and pray” method?”

The answer is yes……. and no.  Even the clever boys from MAD MEN will tell you that frequency and number of impressions are key elements to an effective banner ad campaign.  In order to overcome the diversity and fragmentation of the average Internet user, franchisors must run a high number of impressions to hit the right user at the right time and earn the click.  Because we all surf the net at all hours of the day and easily jump from site to site, the more sites you are on the better.  Add the complexity of communicating a franchise opportunity in a small 720 x 80 leader board and clearly more impressions provide a greater opportunity for a response.

However, if praying for results doesn’t equate to a real business strategy, taking the following steps can dramatically increase the effectiveness of the campaign:

• Secure your banner ads with an agency that brokers large volumes of Internet advertising. They will be able to get you the best rate (i.e. more “spray” for your buck.)  These large agencies often have a think tank that monitors the effectiveness of campaigns on a daily basis. This will allow them to fine tune the number of impressions released daily to ensure the lowest ppc and cpl. In addition, they often times have bonus inventory you can test on alternative sites.
• The banner ad is only the calling card; the landing page is where the magic happens. If you don’t have a strong landing page, save your money for more traditional ad campaigns.
• Run your banner ads on nationally recognized websites that will help secure brand awareness and validate the franchise offering.  These national websites should be viewed as strategic partners.
• Know your prospect profile. The more info you know about your typical franchisee, the better your banner ad placement will be.
• Make sure your agency understands the difference between franchise recruitment and the consumer side of your business.  Look to finance and lifestyle websites vs websites in your designated category.

Christine Mudd – founder of FRADEAVOR

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