Avoiding Social Advertising Overlap Between Your Consumer Brand and Channel Partners
Consumer brands rely on strong relationships with their channel partners to extend their market share and achieve a local brand presence. Brands that provide social advertising programs as part of their overall channel marketing package reap far larger returns than merely providing brand assets. However, a common concern is whether local channel campaigns will overlap with the brand’s national efforts. This concern is unfounded. In fact, local channel partner campaigns prevent cannibalization and complement the brand’s national advertising, creating a win-win situation for both the brand and its channel partners.
Delivering Impact at the Local Level: Targeting Specifically for Channel Partner Locations
Localized ads enable channel partners to direct consumers exclusively to their specific locations. This eliminates concerns about overlapping with neighboring partners, as the ad drives conversions to a single location. By leveraging geo-targeting technology + launching ads from the location Facebook Business Page, channel partners can avoid marketing overlap in densely populated areas – achieving precise targeting, even on a large scale.
Preventing Cannibalization: Embracing Different Objectives
National campaigns have distinct goals compared to local channel partner campaigns. A national campaign might focus on overall brand awareness or direct consumer engagement. In contrast, a channel partner’s campaign may serve as a direct response, targeting those who prefer in-store shopping. Local ads act as the bridge between national campaigns and direct points of sale, ensuring that their objectives and purchase paths complement rather than compete with national branding efforts.
With channel partner campaigns, your brand can tap into overlooked micro-markets and leverage granular targeting that is critical to reaching your desired audience. Targeted communication in micro-markets generates increased and consistent engagement. Moreover, Facebook prioritizes ads that are locally relevant to the community, rewarding them with higher frequency and lower costs.
The Data Advantage: Shared Data and Multi-Level Reporting Dashboards
Unified dashboards are crucial for visualizing and analyzing trends in partners’ social advertising campaigns. They allow marketers to examine data deeply by cross-filtering it using different criteria. This capability enables marketers to make data-driven decisions and fine-tune their strategies for the most effective results. In addition, brands that share their customer data like website visitors and loyalty program participants, provide their partners with a head start in their social advertising endeavors by targeting ready-to-act audiences or lookalike audiences that reach similar consumers in their communities.
By prioritizing channel partner loyalty, establishing a strong local brand presence, and driving market share growth, consumer brands can ensure effective advertising collaboration without worrying about overlap. By providing localized support and insights to their channel partners, brands empower them to effectively represent the brand within their local communities. This fosters success at the local level while maintaining brand consistency and alignment with national branding efforts.