What are the main opportunities and challenges facing national and global brands that sell through distributed networks of local affiliates? How are co-op dollars being spent? Are marketing tactics being integrated?
To find out, Brandmuscle surveyed 860 local affiliates (franchisees, dealers, agents, distributors, channel partners, etc.) and analyzed millions of dollars worth of co-op investments.
Overall, most local affiliates have small budgets and little time for marketing, the analysis found.
More than half of the local affiliates surveyed say they devote less than 20% of their time to marketing, and 48% say they spend less than $5,000 on marketing annually.
Local event marketing is the most used tactic type by affiliates (76% employ it); it also receives the highest satisfaction scores. Digital marketing is the second most liked tactic type.
Some 64% of co-op spend from brands is still going to traditional channels despite affiliates' higher satisfaction with local events and digital tactics, the analysis found.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji