As marketers look ahead in 2021, balancing and determining which changes are permanent and which are likely to revert “back to normal” is a tall task in and of itself. Multi-location marketers – national or regional brands with hundreds or thousands of individual locations across multiple markets (or countries) – have a particularly unique challenge, balancing cost with the need to target regionally.
Regardless of whether a brand’s locations are corporate-owned or franchised, and regardless of whether each location covers multiple postal codes or only part of a single postal code, each market and sub-market’s media consumption and shopping habits...