Everyday my company, Balihoo, engages with Franchises and Brands to look at local marketing automation and to discuss our software as a solution to help their Franchisees, affiliates and distributors with local store marketing.

I am consistently impressed by the number of clients that value marketing and advertising and put adequate dollars toward this initiative. They understand the need to "get the word out" about their great product and services. No longer can you just put up a sign and expect business to walk through the door. A business's location can be an immense benefit, but today's consumers are savvy and do not just award their business frivolously. Additionally, you must apply an integrated marketing strategy to reach those consumers. Local Internet marketing, local store marketing, and traditional marketing must all come together as part of the local advertising budget and plan for a franchisee or affiliate.

I am also consistently shocked at the number of Franchises or Brands that do not account for local advertising and offer few local marketing ideas to their affiliates. Marketing is a key contributor to the success of a new business. Additionally, if you are launching into a market space that is already occupied by competitors, you have to stand out. You have to make some noise! There are media vehicles that are more cost efficient than others and there are some vehicles that offer a better fit to reach the target audience. A market analysis and a good plan go a long way in getting the biggest return on investment for the affiliate or franchisee.

Overall, advertising and marketing is not a "nice to have" for businesses, especially new businesses, it is a "need to have". Understanding the importance and value quality local advertising and a good marketing plan can bring, will have long term implications on the success or failure of a business.