How to Empower your Franchisees with Brand-Safe, High-Performing Collaborative Advertising Tools

The Enable Engagement Model: Effective Advertising, Easily Executed

As a marketer responsible for providing your partners with effective advertising tools, you likely struggle with:

  • Ensuring partners create relevant, compelling messages for their local audiences while maintaining control of the voice of the brand 
  • Motivating your partners to focus on marketing, especially when their budgets are limited
  • Avoiding marketing overlap among partners in densely populated territories
  • Providing marketing tactics that allow your partners to understand what they are achieving
  • Building trust with your partners while also building your brand

Leveraging a brand correctly is critical to the success of every interdependently-owned or franchised partner. Unfortunately, many brands’ messaging and resources get lost in translation. The Enable Engagement Model allows brands to give their partners the right social advertising tools, at scale, so both parties can make the most out of their advertising commitments.

  • 65% of partners say that marketing enablement is the number one thing they want from brands.
  • 65% of partners have poor content quality or simply can’t find the content.

In this model, the brand creates campaign templates that allow partners to customize with their local knowledge of what resonates in their region. Partners build their ads in less than 5 minutes, editing copy according to brand-set parameters and selecting images or video assets from a brand-provided library. Local partners aren’t marketing experts. They’re time-strapped humans who know how to run their business. The Enable Engagement Model was created to save time with smart social advertising automation, so partners have time to easily launch campaigns, handle their business operations, and make it to their child’s evening soccer game. 

  • After seeing co-marketed campaigns, 68% of consumers are able to make buying decisions before even speaking to sales representatives. 
  • Brand partnerships that leverage digital channels see 4X the pipeline of non-digital partnerships. 

With hyper-local partner location targeting, you can easily avoid marketing overlap among partners in densely populated territories. Because the ads run from the individual location’s Facebook Page, brands can achieve a level of granularity, even at scale. For a QSR franchise brand, this could mean individual franchises could choose between two corporate offers, say 2 for 1 cheeseburgers or any size soda for the price of a small, without overlap as ads could target only X blocks or X miles from the location. This model simplifies the complexity of Facebook and Instagram advertising, as brands can securely share first-party data with their partners by pre-establishing audience and targeting for each location.

Data Driven Success

This collaborative approach challenges what’s possible and what should be expected from investments. With automatic campaign reporting, brands can empower their channel partners with access to performance metrics of their campaign and gain understanding of their customers through local, regional, and global dashboards. Both brands and channel partners can assess what is working and what isn’t. In turn, your brand can use these data insights to inform and amplify your national branding efforts and build better audiences.

Embracing your channel partner’s local knowledge is the perfect stepping stone to building a line of trust with your channel partners. Value creation between your brand and channel partners will produce campaigns with relevant, localized messaging that doesn’t risk your brand’s voice. Plus with brand-controlled templates, channel partners do not have to worry about breaking any Facebook compliance policies.

The Enable Engagement Model in Action

A Fortune 500 real estate services provider enabled their agents to promote their listings on Facebook and Instagram with auto-configured, high-performing campaigns, empowering their agents to localize campaigns at scale. The results were exceptional, nearly half a million leads were generated, over seven million click throughs to agent websites and over 21,000 Facebook and Instagram campaigns were launched at scale. In addition, lead campaigns were 55% more cost effective and traffic campaigns were 68% more cost effective than the industry benchmark. 

With the Enable Engagement Model, empower your franchisees with brand-safe, high-performing advertising tools. Request a demo with Tiger Pistol today

Tiger Pistol Named to Inc. 5000 List for Second Straight Year

Honored As One of America’s Fastest Growing Companies with Three-Year Revenue Growth of 94%

Inc. Magazine recently revealed that Tiger Pistol, the only collaborative social advertising platform that delivers local activation at global scale, is ranked No. 3614 on its Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. 

“We are honored to once again be recognized as one of the fastest growing private companies in the country, and in the top 300 companies in the advertising and marketing space,” said Paul Elliott, CEO, Tiger Pistol. “I am incredibly proud of our team’s accomplishments. During a time when the economy as a whole only grew 15 percent, Tiger Pistol’s commitment to innovation and clients continues to fuel strong growth and ongoing client loyalty. We partner with our clients in 22 global markets and we will launch more than 500,000 campaigns globally this year.” 

Donny Dye, Tiger Pistol’s Senior Vice President of Sales and Marketing, attributes the company’s success to its ongoing focus on strengthening our product offerings and expanding into new industry verticals and emerging markets.

“Too many times, marketers are told that collaborating with their channel partners is too complex or even impossible. This could not be further from the truth. Not only is this collaboration the core of the Tiger Pistol platform, but we believe it is vital for engaging today’s consumers who are now purchasing via curbside pickup, in-store, delivery, and directly from the brand,” said Dye. “Tiger Pistol has a singular focus  of empowering brands to connect with their local partners while allowing consumers to purchase any way they want. There is simply no replacement for this level of collaboration, and the results speak for themselves.”

Not only have the companies on the 2021 Inc. 5000 been competitive within their markets, but the list also proved especially resilient and flexible given 2020’s unprecedented challenges. Complete results, including Tiger Pistol’s company profile, can be found at https://www.inc.com/profile/tiger-pistol.

About Inc. 5000

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multi-platform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com. For more information on the Inc. 5000 Conference, visit http://conference.inc.com/.

How Collaborative Social Ads Reactivate the Local Market

Mutual Collaboration Engagement Model: Local Customization

At the heart of collaborative advertising is the belief that brands and partners working together creates a result that neither could attain on their own. Nowhere is this more evident than through local customization, or as we call it, Mutual Collaboration.

For many channel partners, effective advertising feels like a foreign language, especially when they attempt more complex approaches such as social advertising. While the majority of them are planning to invest in social advertising, they find the path to effectiveness to be unclear, and usually without a guide. Consider the stats below:

Source: BrandMuscle

Channel partners are seeking the very expertise that brands leverage every day. In fact, many brand marketers attempt to solve this challenge through providing creative assets and instructions to assist their partners in social marketing, but when those same marketers review how these resources are used, they find their partners are using the components incorrectly. Instagram images are found in Facebook ads, copy has been edited, and best practices are missing. Partners need more direction than simply being handed the ingredients to great advertising. Just as eggs and flour require a chef to become a delicious cake, great copy, imagery, and audience data require a talented marketer assisting the local expert to become revenue. 

Collaborating on Social Media 

It is becoming more evident that social advertising has been a missed opportunity for brands to better leverage the strengths of their distribution channels. With 75% of sales occurring indirectly, brands constantly compete to stand out from the rest of the shelf. This battle extends to driving preference over competitors in cases where a retailer chooses only one brand to offer its consumers.

Collaborating on social advertising is the perfect way to combine a brand’s power and marketing resources with the local business’s knowledge and reputation. The brand gains strategic control of the messaging and tone of how their brand is presented. Simply stated, brands that offer collaborative social advertising solutions to their network of channel partners create a competitive edge for both the brand and the partner.

Anatomy of a Mutual Collaborative Ad 

A templated publishing workflow allows brand and agency teams to design campaign concepts that automatically localize and deploy to the appropriate partners while maintaining brand integrity at a global scale. These templates should afford flexibility, ranging from complete brand control with dynamic localization, to partial brand-control, where partners can select and enhance brand-provided creative with local dialect, events, points of interest, or offers for increased localization and personalization.

Better Together

    Brand’s Benefit By: 

  • Accelerate customer acquisition through advertising that resonates locally 
  • Increase down-funnel product sales/consumption
  • Deliver greater advertising spend efficiency through micro-budget campaigns 
  • Improve partner performance, brand preference, and loyalty
  • Maintain brand quality and control 

    Partner’s Benefit By:  

  • Receive powerful brand-level tools that would otherwise be out of reach
  • Save time and avoid costly mistakes
  • Utilize high quality brand creative that elevates their local presence 
  • Gain access to brand funded programs and/or co-op options
  • Obtain direct access to performance reporting and leads

The Collaborative Engagement Model in Practice

An international beauty brand engaged Tiger Pistol for supplier funded collaborative social campaigns, which would run from individual salon Facebook and Instagram Business Pages, when salons purchased a certain level of the brand’s product. Value creation between the brand and their network of salons helped to improve partner satisfaction, plus participating salons saw a 22% increase in product sales compared to the 1% growth from non-participating salons. 

A Global Fortune 500 beverage company partnered with Tiger Pistol to help with their COVID-19 revitalization strategy to support their global network of bars and independent retailers during the uncertain time. With the Tiger Pistol platform, the brand could build and distribute 1000s of dynamically localized campaigns at a global scale in minutes, driving foot traffic and sales for local bars and retailers in addition to brand awareness. The brand’s channel partners saw exceptional results in a matter of weeks, a 20% uplift in orders and a customer return on ad spend nearly 8x. 

With the Mutual Collaboration Model, reactivate the local market and connect your brand to where shoppers buy your product. Request your demo today!

How to Activate the Modern Buyer Through Collaboration

Multi-Path Activation Engagement Model: Instant On, Transaction-Level Targeting

If you’re a marketer responsible for driving brand sales through traditional retailers, or managing complex pricing, market, or channel strategies, you already know that Covid-19 changed consumer shopping habits.

  • 73% of US consumers changed stores, brands, or the way they shop.
  • 46% of shoppers tried digital purchases for the first time. Of those, half plan to continue post-pandemic.
  • 61% of consumers are “ready to go” with returning to normal pre-pandemic behavior.
  • Buy Online, Pickup In-Store (BOPIS) usage has grown by nearly 500% due to the pandemic. 

Shoppers learned some new tricks during the pandemic. As this new normal emerges, shifts in purchasing paths have splintered.

The biggest problem? No one knows which channel individual shoppers will choose: In-store, BOPIS (Buy Online Pick up in Store), Delivery, D2C.

Activating the Modern Buyer Through Collaboration 

Options for traditional retailer collaboration are highly limited. In many cases, a brand’s story is buried either among other promotions or reliant solely on in-store experiences. The Multi-Path Activation Engagement model removes the noise with advertising that targets each audience at the individual retail level, from large chains to small family-owned locations. In addition, it offers shoppers multiple ways to transact, addressing them with their preferred shopping method.

Collapse the Shopping Funnel Through Activation

Multi-Path Activation enables a brand to connect shoppers to where they can buy brand products in the method they choose. Where a national campaign targets overall brand awareness objectives of e-commerce initiatives, a collaborative campaign drives sales-focused metrics in a channel that has top of funnel reach. In other words, the Multi-Path Activation model collapses the shopper funnel by combining multiple touch points. These ads energize existing retail marketing campaigns with digital advertising, allowing brands to launch and optimize store level campaigns with multiple conversion paths, in-store, pickup, delivery, and click to cart.

Anatomy of a Multi-Path Activation Engagement Model Ad

Build A Strategy That Reflects New Shopping Habits

As a marketer, you need to understand how shoppers purchase by geography and by partner. The Multi-Path Activation Engagement Model lets you test and define the best mix to match your shopper’s preference. Multi-Path Activation expands the marketing strategy beyond the end cap, and allows shoppers to respond to shopper marketing campaigns even if they purchase via curbside pickup or a concierge delivery service. Brands stand out from their competition by advertising that they are sold at major retailers.

Local campaigns allow your brand to focus on specific initiatives or needs, such as new product launches or under-performing campaigns. Your brand can leverage what matters at a much more granular level. Targeted communication in micro-markets activates both increased and consistent engagement. By connecting to individual single locations, ads are more relevant to the community, and these campaigns are rewarded with higher conversions and Facebook’s relevancy discount.

Multi-Path Activation Engagement Model in Practice

A United States beverage company ran hyper-localized Facebook and Instagram social advertising campaigns with the added capability of geo-fencing to specific key markets. This meant that consumers would see ads that upon click-through would always be presented with a controlled set of different retailers they could immediately purchase from. This helped to remove friction and provide a quicker path to purchase for consumers. This method was 50% cheaper than the national advertising benchmark, plus the CTR increased by 40% and 80% of clicks resulted in store locator searches.

A Global Fortune 500 beverage corporation engaged Tiger Pistol to run hyper-localized, geo-targeted campaigns at scale to encourage top of mind recall of vending machines to increase sales. With collaborative social advertisements, the company saw a 22% uplift in net contribution from vending machine sales, helping reverse the downward trend of vending. Their campaigns received 1.3 million impressions activating 500,000 users. 

With the Multi-Path Activation Model, engage the new shopper and improve customer experience with a simple shortcut to the purchasing journey. Request a demo today!