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Franchise Advertising in the 21st Century

At the recent American Association of Franchisees and Dealers, Don Sniegowski gave a talk on how an Independent Franchisee Association could use the social media tools to establish its presence, and introduced a number of business models.

The premise behind our talk was that franchise networks, especially in the QSR and Hotel industry, had ridden the wave of four large network effects starting in the 1950's: national highways, national free radio and TV broadcasts, national advertising, and newspapers as aggregrators.

Each of these networks had very entry costs, and once a network was established it became monopolistic.

Advertising was one of the main beneficiaries of these network effects, and QSR and Hotel franchise systems took great advantage, and used what Seth Godin calls, interruption marketing on a mass scale very successfully, until about ten years ago.

This very clever video is a succinct description of the fall of big advertising in the face of the newest networks - online advertising.

Thanks to Algorithmic Game for the pointer to the video.

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Full post as published by Misleading Advertising Law on June 11, 2009 (boomark / email).