Marrying Old School and New School Local Store Marketing For a Stronger Approach

The advertising franchise brand offers an innovative yet time-tested way for businesses to spread the word in their markets.

In today’s marketing landscape, there are a lot of options. With brands posting advertisements across radio, podcasts, television and online, it is important to develop a method that marries both digital and traditional forms of marketing to create the strongest results. The advertising franchise brand Runningboards Marketing (RBM) has found a way to combine the best of both worlds with the state-of-the-art Digital Advertising Vehicle (DAV®), which targets audiences through mobile, customizable and eye-catching ads.

“Marketing today is about providing relevant brand messaging that is delivered to the target audience when, where and how they want it,” said Runningboards Marketing President and co-founder, Calvin McNeely. “In order to do this most effectively, brands should take the best practices of local store marketing (LSM) and combine them with modern digital marketing for an innovative hybrid approach.”

With the expansion of digital possibilities and changing consumer behaviors and expectations, RBM taps into technological innovations, such as high-impact LED screens and proprietary software but stays immediate by also reaching local consumers in the real world.

RBM recognizes that the success of local store marketing comes from the fact that franchisees have the most insight into their local communities and can, therefore, create fun and unique tactics to best align with the surrounding demographics. From corporate ads to political campaign messages to public marriage proposals, each DAV advertisement and strategy can be adapted to fit the local market.

“We do subscription advertising and special events in the community to help businesses grow,” said McNeely. “For our subscription service, we have two non-competing businesses in rotation every two hours. Their ads switch every six seconds, and clients can have multiple graphics running..”

RBM Velocity, the brand’s proprietary cloud-based software, sets RBM apart from the crowd while ensuring that the company stays on the cutting edge of tech. While other companies control each aspect of the advertising process manually, RBM Velocity allows franchisees to run almost every part of the business themselves. The RBM technology pushes digital ads directly to DAV from anywhere, builds and maintains the schedule for the subscription model and allows franchisees to easily track what’s been displayed and when.

“Local businesses and franchise owners don’t always have access to a large amount of capital for advertising,” explained McNeely. “So it can be tough for their brand to get noticed. In addition to the old fashioned method of getting the message out in the streets, RBM gives them an affordable and high-tech option to disrupt that norm and to get their brand to stand out from their competition.”

“It’s important to remember—even with fancy marketing and a strong strategy in place, if a customer learns about a brand through local store marketing and then goes online to find a sloppy website, the marketing effort will have been for naught,” said McNeely. “The customer will not be able to connect with the brand and they’ll either give up looking or search for another business that offers a similar service—and whose information is easier to find.”

Combining all of these newer marketing tactics with older ones allow for brands to reach wider audiences and cater to both older and newer customers. Yes, there’s a lot of noise to cut through in 2020, but brands like RBM that tap into the most effective elements of old-school and new-school marketing set themselves up for long-term loyalty by capturing attention with a real-world component (old school) and an adaptable digital layer (new school).

“All too often, brands look at marketing as a challenge instead of an opportunity,” said McNeely. “Combine the best practices of old school and new school and prepare to win.” – Luca Piacentini

Start-up costs for a Runningboards Marketing franchise range from $71,500 to $254,900. RBM accommodates a variety of investor models, from active owner-operators to semi-absentee candidates with $50,000 in liquid capital and a net worth of $150,000. Key territories for development should have a population of around 125,000 people. RBM was also listed as a Top 100 Game Changer featured in Franchise Dictionary for 2019.

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