Affordable Out-of-Home Advertising For Franchise Business in India

Affordable Digital Out-of-Home Advertising for Franchise Business in India

Affordable Out-of-Home Advertising For Franchise Business in India

Affordable Digital Out-of-Home Advertising for Franchise Business in India
Digital Out-of-Home Advertising for Franchise Business in India

Introduction: “Chalo Shuru Karte Hai”

Remember those old Doordarshan ads? The ones that ran for, well, what felt like forever? You know, the jingle you still can’t get out of your head? While they might evoke a sense of nostalgia, that kind of broad, untargeted advertising just doesn’t cut it anymore, especially for franchise businesses trying to make a splash in today’s dynamic Indian market. Imagine a new chai franchise sinking their entire marketing budget into a national TV campaign only to find that their target audience is primarily in crowded metro areas. Talk about a chai-llenging situation! This highlights the need for smarter, more affordable advertising solutions.

India’s franchise landscape is booming. From food and beverage to education and retail, franchises are popping up in every corner of the country, offering exciting opportunities for entrepreneurs and consumers alike. But with this growth comes increased competition, making effective marketing more crucial than ever. Traditional advertising methods like print, TV, and even radio can be incredibly costly, often putting them out of reach for many franchise owners, especially those just starting out.

That’s where Out-of-Home (OOH) and, more specifically, Digital Out-of-Home (DOOH) advertising come into play. These dynamic and engaging advertising formats offer a cost-effective way to reach a large and diverse audience, especially in high-traffic areas. DOOH advertising, with its digital screens in malls, metro stations, and other public spaces, provides a targeted and impactful way to connect with potential customers.

And to make this even more accessible and affordable, platforms like PostMyAd are revolutionising the DOOH advertising landscape for franchises. #PostMyAd offers a streamlined and cost-effective solution for franchise lead generation.

This blog post will explore how franchises in India can leverage affordable OOH and DOOH advertising, particularly through platforms like PostMyAd, to generate leads, build brand awareness, and ultimately, grow their business.

Table of Content for Affordable Out-of-Home Advertising For Franchise Lead Generation in India?
  • The Challenges of Franchise Marketing in India
  • Understanding OOH and DOOH Advertising
  • Generate More Franchise Leads with Digital Out-of-Home Advertising
  • Making DOOH Advertising Affordable with PostMyAd
  • Case Studies/Success Stories
Indian OOH and DOOH Market Size | #PostMyAd | #MeriMarketing
Reference: Indian OOH and DOOH Market Size Report by Mordor Intelligence

The Challenges of Franchise Marketing in India

India, a land of vibrant colours, diverse cultures, and a rapidly expanding economy, presents a unique playing field for franchise businesses. But navigating this dynamic market isn’t always a smooth ride. It’s more like driving through a busy Indian street – exciting, full of opportunities, but also filled with unexpected twists and turns.

One of the most significant hurdles is maintaining a consistent brand identity across numerous franchise outlets. Imagine a popular South Indian dosa chain. Whether you’re biting into a crispy dosa in Chennai or savouring one in Bengaluru, the taste, presentation, and overall experience should ideally be the same. Ensuring this uniformity in branding and messaging across diverse locations can be a real challenge, especially when dealing with independent franchise owners who may have varying interpretations of the brand.

Furthermore, India’s vast geographical expanse and cultural diversity present a complex marketing landscape. What works in the urban centres of Delhi or Mumbai might not resonate with audiences in smaller towns or rural areas. Consumer preferences, language barriers, and regional customs all play a crucial role. It’s like trying to sell the same spice mix across the country – some regions might prefer it fiery hot, while others prefer it milder. Adapting marketing campaigns to suit these regional nuances is essential but can be resource-intensive.

And let’s not forget the budget constraints. Many franchise owners, especially those just starting or in the initial stages of their business, operate on tight budgets. Traditional advertising avenues like national newspapers or television commercials can quickly drain marketing budgets, leaving little room for other essential activities. It’s like trying to build a grand haveli with the budget of a 1 BHK.

Traditional advertising also suffers from a lack of precise targeting. A full-page newspaper ad might reach a wide audience, but how many of them are actually interested in your specific franchise offering? It’s like casting a wide net in the ocean – you might catch some fish, but you’ll also catch a lot of seaweed. This lack of targeted reach makes it difficult to measure campaign effectiveness and optimise marketing spend.

Therefore, franchises in India need a more targeted, cost-effective, and adaptable marketing approach to the diverse Indian market. A strategy that feels as refreshing as nimbu-paani in the heat of the marketing game. DOOH advertising is that nimbu-paani for franchises to generate refreshing leads without making a hole in the pocket.

In an article with Times of India, Mr Gaurav Marya - Founder and Chairman of Franchise India

"The franchise business has been a shining star of India’s economy and it is time for the franchises to explore the opportunities in the smaller cities too and spread their wings. The smaller cities have a lot of potential and there are many people who are looking for good franchises to invest their money. The current state of the franchise business in India is very promising, where the industry is growing at a rapid pace and is expected to reach Rs 7,000 crore by 2025. Franchising contributes to nearly 4% of the Indian GDP and employs over 1.5 million people." | Article Link

Understanding OOH and DOOH Advertising

Before we dive into how DOOH can be generate high-quality franchise leads, let’s quickly break down what OOH and DOOH advertising actually are. Think of it this way: OOH is like the classic Bollywood movie poster you see plastered on walls – it’s big, it’s bold, and it grabs your attention. DOOH, on the other hand, is like the high-definition trailers you see on screens in multiplexes – dynamic, engaging, and capable of delivering targeted messages.

OOH, or Out-of-Home advertising, encompasses all forms of advertising that reach consumers when they are outside their homes. This includes traditional formats like:

  • Billboards: Those massive hoardings you see along highways.
  • Transit Advertising: Ads on buses, trains, metro coaches, and even auto-rickshaws.
  • Street Furniture: Ads on bus shelters, kiosks, and public benches.

These traditional OOH methods have been around for a while and can still be effective for building brand awareness. However, they have limitations. They’re typically static, meaning the message stays the same, and it’s difficult to measure their impact precisely.

Now, when we talk about DOOH, or Digital Out-of-Home advertising. This is where things get really interesting. DOOH takes the core concept of OOH and adds a digital twist to it. Instead of static posters, you have dynamic digital screens displaying content that really talks to people and hold the viewers attention. Think:

  • Digital Billboards: An electronic billboards that can display rotating ads, video content or even a 3D interactive game.
  • Screens in Malls: Those eye-catching commercials you see on digital display in shopping malls, food courts, and near elevators.
  • Screens in Metro Stations: You see ads of newly launched web-series on Netflix or PrimeVideo on massive digital displays on while waiting on platforms for your ride or on concourses or inside metro coaches.
  • Screens in Airports: Recall that Mercedes, BMW or Johnnie Walker Black Label’s ad on that big digital screen in arrival and departure areas.

The advantages of DOOH over traditional OOH are significant. It’s like comparing a black and white photograph to a vibrant, high-definition video. DOOH offers:

  • Flexibility: You can change your ad content quickly and easily, adapting to different times of day, days of the week, or even special events. Imagine promoting a weekend special at your restaurant franchise – you can update the message on Friday evening and change it back on Monday morning.
  • Dynamic Content: You can display video ads, animations, and even interactive content, making your message more engaging and memorable.
  • Targeted Messaging: DOOH screens in specific locations allow you to target specific demographics. For example, running ads in a business district with a message of “Be Your Own Boss, Escape The Matrix of 9-5” or “Start Your Entrepreneurship Journey Today with Your Own Franchise Business” and target working professionals, while an ad in a family-oriented mall can target families with children with message like “Make A Passive Income With Our Franchise So Your Family Can Go-on That Europe Trip Without Giving It A Second Thought”.
  • Real-Time Updates: You can even incorporate real-time data, such as weather updates or traffic information, into your ads.
  • Better Tracking: While not always as precise as online advertising, DOOH campaigns can be tracked more effectively than traditional OOH, providing insights into audience reach and engagement.

In short, DOOH takes the impact of OOH and supercharges it with the power of digital technology. It’s like upgrading from a traditional taar wala phone to a modern smartphone – the possibilities are endless.

Generate More Franchise Leads with Digital Out-of-Home Advertising

Now that we understand the difference between OOH and DOOH, let’s explore how DOOH can generate quality leads for franchise businesses in India. Imagine you’re trying to attract potential franchisees for your rapidly expanding chai cafe. You could rely on word-of-mouth or hope for online searches to bring in interested parties. Or, you could strategically place captivating DOOH ads in high-traffic areas frequented by your ideal franchisee profile. Which approach do you think would yield better results?

DMRC Daily Ridership
At 72.38 lakh, Delhi Metro records highest-ever daily ridership on Aug 13 | Read More

DOOH offers several key advantages for franchise lead generation:

  • High Visibility in Prime Locations: DOOH screens are strategically placed in high-traffic locations like metro stations, shopping malls, airports, and business districts – places where potential franchisees are likely to be. Think about it: Delhi Metro gets over 72 lakh daily ridership and Mumbai’s local train network alone caters to over 75 lakh commuters daily. Placing a compelling DOOH ad there ensures maximum visibility and exposure to a diverse audience, including potential investors and entrepreneurs.
  • Targeted Reach and Demographics: DOOH allows for precise targeting based on location, time of day, and even demographics. For a franchise targeting young professionals, placing ads on screens near office complexes or co-working spaces during lunch hours can be highly effective. For a franchise targeting families, ads in family-oriented malls or near schools can be more strategic. For a fitness franchise seeking franchisees with a passion for health and wellness could place ads on screens near gyms and fitness centres during peak hours. This targeted approach ensures that your message reaches the right people, increasing the likelihood of generating qualified leads.
  • Compelling and Engaging Content: DOOH allows you to showcase your franchise opportunity in a dynamic and engaging way. Instead of a static poster, you can use video ads, animations, and even interactive content to highlight the benefits of joining your franchise network. Imagine a short video showcasing successful franchise owners sharing their experiences, or an animation highlighting the key features of your franchise model. This kind of engaging content can capture attention and generate genuine interest.

(According to a study by Nielsen, DOOH ads have a 47% higher visual attention score compared to static OOH ads.)

  • Call to Action and Lead Capture: DOOH ads can include clear calls to action, encouraging viewers to learn more about your franchise opportunity. You can include website URLs, QR codes, or even social media handles in your ads, making it easy for interested individuals to connect with you. For example, a DOOH ad could display a QR code that leads directly to a franchise inquiry form on your website. This seamless integration between the physical and digital worlds can significantly boost lead generation.

Let’s consider a few hypothetical examples:

  • A quick-service restaurant franchise: Running ads in shopping malls during peak hours, showcasing mouth-watering visuals of their menu items, conveying them how easy it is to own and run a restaurant with your franchise and including a QR code that leads to a franchise information page.
  • An educational franchise: Advertising on screens near schools and colleges, targeting parents and students with a message about the benefits of their educational programs and the potential for a rewarding business opportunity.
  • A co-working space franchise: Advertising on screens in business districts and commercial areas, targeting entrepreneurs and startups with a message like “Own a Hub of Innovation: Franchise Opportunities Available.”
By strategically leveraging DOOH advertising, franchise businesses can effectively reach their target audience, generate high-quality leads, and fuel their growth in the competitive Indian market.

Making DOOH Advertising Affordable with PostMyAd

We’ve seen how DOOH can significantly boost franchise lead generation, and the idea of using those appealing digital screens to promote your franchise is exciting. But what about the cost? Traditionally, booking DOOH campaigns involved navigating complex processes, dealing with multiple vendors, and often facing hefty price tags. These things can be challenging and complicated but this is where PostMyAd comes in, changing the way to generate leads for franchise businesses in India.

PostMyAd is a self-serve platform designed to make DOOH advertising accessible and affordable for everyone, especially franchise owners looking to maximise their marketing ROI. Think of it as your one-stop shop for all your DOOH advertising needs, simplifying the entire process and making it as easy as ordering food through Zomato. 

Here’s how PostMyAd makes DOOH advertising affordable and accessible:

  • Simplified Booking Process: PostMyAd offers a user-friendly platform that allows you to browse available DOOH screens across various locations in India, select your desired screens, upload your ad creatives, and book your campaign – all in under 59 Seconds. No more lengthy negotiations or complicated paperwork.
  • Transparent Pricing: PostMyAd offers transparent and competitive pricing, allowing you to plan your DOOH campaigns within your budget. You can easily compare prices across different screens and locations, ensuring you get the best value for your money. No hidden costs or surprises.
  • Wide Network of DOOH Screens: PostMyAd has a vast network of DOOH screens across India, including prime locations in metro stations, shopping malls, airports, temples & pilgrimages and business districts, etc. This gives you a wide range of options to choose from, allowing you to target your desired audience effectively.
  • Flexible Campaign Options: Whether you’re looking for a short-term campaign to promote a special offer or a long-term campaign to build brand awareness, PostMyAd offers flexible campaign options to suit your needs.
  • Data-Driven Insights: PostMyAd also provides basic data and analytics to help you track the performance of your DOOH campaigns, giving you insights into audience reach and engagement.
Compared to traditional advertising methods like print or TV, DOOH advertising through PostMyAd offers significantly better value for money. You get targeted reach, dynamic content, and measurable results, all at a fraction of the cost. It’s like getting a premium meal in a restaurant at street food prices. PostMyAd offers a much more affordable and accessible solution, especially for small and medium-sized franchise businesses.

Ready to take your franchise marketing to the next level? Visit the PostMyAd website or download the PostMyAd app today to explore the possibilities of affordable DOOH advertising.

Case Studies/Success Stories

While we can’t share specific client data due to confidentiality, let’s explore a few hypothetical scenarios to illustrate how franchises across different sectors have successfully leveraged DOOH advertising through PostMyAd:

Case Study 1: The Chai Sutra (QSR Franchise)

The Chai Sutra, a rapidly growing chai cafe franchise with outlets across North India, wanted to increase franchise inquiries and expand its network. They were facing stiff competition in the crowded QSR market and needed a cost-effective way to stand out.

  • Challenge: Limited marketing budget and difficulty reaching their target audience of potential franchisees (young entrepreneurs and investors).
  • Solution: The Chai Sutra ran DOOH advertising campaigns in high-traffic metro stations in Delhi and Gurugram. Their creative featured vibrant visuals of their chai offerings, testimonials from successful franchisees, and a clear call to action with a QR code leading to their franchise inquiry page.
  • Results: Within two months, The Chai Sutra saw a 30% increase in website traffic to their franchise page and a 20% rise in qualified franchise inquiries. The campaign generated significant buzz on social media, further amplifying their reach.

Case Study 2: Little Scholars Academy (Educational Franchise)

Little Scholars Academy, a preschool franchise focused on early childhood education, wanted to increase brand awareness and attract new franchisees in Tier 2 cities. They needed a targeted approach to reach parents and educators interested in owning a preschool.

 

  • Challenge: Reaching their specific target demographic in a cost-effective way.
  • Solution: Little Scholars Academy used DOOH advertising campaigns near residential areas, shopping malls, and schools in cities like Lucknow and Jaipur. Their ads showcased the benefits of their curriculum, the support provided to franchisees, and a compelling message about making a positive impact on children’s lives.
  • Results: The campaign led to a 15% increase in franchise inquiries from Tier 2 cities and a noticeable rise in brand recognition within those communities.
These hypothetical examples demonstrate the effectiveness of using DOOH advertising for franchise lead generation across different industries and target audiences. By leveraging the platform’s affordability, targeted reach, and engaging content options, franchises can achieve significant results and expand their businesses.

Conclusion

The franchise landscape in India is dynamic and full of potential, but navigating the marketing challenges requires a smart and strategic approach. From maintaining brand consistency across diverse locations to reaching the right audience within budget, franchise owners need every advantage they can get. Traditional advertising methods, with their limited reach and high costs, often fall short in today’s digital age.

Digital Out-of-Home (DOOH) advertising offers a compelling solution. By strategically placing engaging digital content in high-traffic areas, franchises can connect with potential customers and franchisees in a powerful and impactful way. DOOH’s dynamic nature, targeted messaging capabilities, and data-driven insights provide a significant edge over traditional OOH and other conventional advertising channels.

And the best part? Platforms like PostMyAd are making DOOH accessible and affordable for everyone. Whether you’re a budding chai cafe franchise or an established educational institution, PostMyAd empowers you to reach your target audience, generate high-quality leads, and fuel your growth with a simplified booking process, transparent pricing, and access to a vast network of screens across India.

So, if you’re a franchise owner looking to boost your lead generation, enhance your brand visibility, and drive sustainable growth, it’s time to embrace the power of DOOH advertising with PostMyAd. Visit PostMyAd’s website or download the PostMyAd app today to explore the possibilities and start connecting with your future franchisees and customers.