Franchising: to target specific advertising

The coined by the American marketing expert Jay C. Levinson term “guerrilla” marketing is aimed precisely to target specific advertising. More generally, it refers to a specific form of marketing, the effect of surprise or the uniqueness of a promotion. It uses to attract the attention of a certain group of customers. The following mechanisms can be used here in order to achieve the goal and to attract the attention of customers:

  • Classic advertising courses
  • Surprise
  • Make fun
  • Violate rules
  • Shock
  • Breaking taboos
  • Schadenfreude promote
  • Mock
  • Scare

Also in the franchise area, the ideas of guerrilla marketing are taken up more and more. For example, on a McDonalds has approximately 17.2-acre cornfield in Nebraska (USA), a giant maze, “cut out”. The giant advertising screen takes visitors 45-90 minutes in an entertaining way by different symbol complexes that are associated with the brand McDonalds (e.g. an oversized McCoffee).

At the end of the “journey”, visitors will receive a voucher for one of the New McCafé Coffees. The U.S. food chain Kentucky Fried Chicken (KFC) striving for even higher targets: In the U.S. state of Nevada, they created a gigantic, consisting of approximately 65 000 30.5 x 30.5 cm large tiles depict your advertising icon “Colonel Sanders“. Since the unveiling of this gigantic advertising, the company prides itself on the only brand name company to be, which can be seen from space.

It is this example also shows that a too aggressive advertising campaign run can also cause the opposite effect. Thus, in some of these campaigns was the limit of “good taste” exceeded so serious that judges themselves to causes saw to prohibit the publication of individual campaigns for anti-competitive.

This in turn increases the awareness of the brand and can subsequently be reflected positively in the sales figures. Another big advantage of guerrilla marketing is its flexible application. All media can be used in different ways for different strategies. You just need a clever or unconventional idea to have and you can, in part, for relatively little money, a high advertising effectiveness achieved.

Franchise companies operate here often with advertising agencies that specialize in innovative and unusual advertising strategies.

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