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Multi-location media execution · Marketing

A campaign across twenty towns is bought one municipality at a time.

Local media has no national rate and no national contact. A hoarding in Hubballi and one in Kochi mean two media owners, two municipal permissions, two mounting crews and two invoices. One idea, twenty separate bookings.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Multi-location media execution

In one paragraph

Multi-location media execution runs one advertising campaign across many branches, cities or franchisees, where every site comes from a different media owner under a different local rule. GullySales holds the schedule, the artwork versions and the proof for each location, so head office knows what went up where.

So the work here is execution rather than creative. Somebody has to hold a schedule with a row per site and chase the location that fell through. The Kannada file goes to one printer and the Malayalam file to another. Then a dated photograph has to come back from every town.

The other half is the argument with the branch. A manager whose numbers are flat will say the advertising never ran in his area. Without a dated photograph and a number that belongs to that branch, you cannot tell whether he is right.

Who it is for

This is written for you if these sound familiar.

  • Retail chains and showroom groups running the same campaign in eight or twenty towns at once
  • Franchisors whose franchisees pay into a common advertising fund and want to see where their share went
  • Manufacturers funding dealer advertising and receiving photographs nobody at head office can verify
  • Hospital and clinic groups where each unit has its own catchment and its own speciality to push
  • Head offices that approved a national budget and got back a spreadsheet finance could not reconcile

Not for

It is not the right fit if.

  • A single location, where you may as well deal with the media owner directly and keep the margin
  • Groups insisting on one English creative for every town, because half those markets will not read it
  • Anyone who will not name one person at head office to approve site lists and artwork, since the schedule moves every week

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “The budget was split equally across every branch”

    A branch in a metro and one in a taluk town received the same money. One sat below the level at which its media does anything and the other was over-served.

  • “Head office cannot prove the campaign ran”

    The photographs that came back are undated and unlabelled, and could be any site in any town. A missing flex surfaces after the cycle has closed and the invoice is paid.

  • “The artwork was translated once and reused everywhere”

    The offer is in the right language, and the address, the timings and the phone number belong to another branch. Customers ring the wrong city.

  • “Every branch is advertising the same phone number”

    All the calls land on one line at head office, so no branch can be judged on what its own media produced. Each manager blames the campaign and nobody can settle it.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. One schedule, a row per site

    Location, medium, media owner, cycle dates, rate, artwork version and current status, kept in one place instead of across five inboxes.

  2. Budget weighted by catchment

    Money divided by the size of each branch's catchment and what that town's media actually costs, rather than split equally because equal is easier to defend.

  3. Master artwork with a local panel

    One approved design with a fixed area for the branch address, timings, offer and number, plus language versions for the markets that need them.

  4. Permission and specification per town

    What one municipal body allows, the next refuses, and panel sizes differ by media owner. Each site's rules are checked before printing rather than after.

  5. A number or code for each branch

    A separate campaign number, printed code or landing page per location, so a branch's media is measured on that branch's response.

  6. Dated proof from every site

    Photographs labelled with location and date, collected to one standard everywhere. Anything late, torn or unlit goes back to the media owner while the cycle is still running.

  7. A reconciled view for finance

    Every booking set against what was quoted, what ran and what was delivered, so nobody is matching twenty invoices to a plan by hand.

How the result is measured

  • Sites live on their booked dates, by location
  • Dated proof received against sites booked
  • Spend per branch against that branch's catchment
  • Calls and enquiries on each branch number
  • Rate booked against the first quote, town by town

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    List the locations honestly

    We start from which branches need media this cycle. A branch that opened last month and one running at capacity do not deserve the same spend.

  2. 2

    Set the standard centrally

    Artwork, the local panel, the language versions and the proof format are agreed once, so twenty towns are not each inventing their own.

  3. 3

    Book market by market

    Each site is negotiated with its own media owner or their agency, against the same brief and the same checks we would use for a single site.

  4. 4

    Print to each site's spec

    Files go to the printer or media owner for that town at the exact panel size, with the local panel filled in and read by a person before the run.

  5. 5

    Collect proof and reconcile

    Dated photographs, delivery confirmations and invoices are gathered against the schedule, and gaps are settled with the media owner before payment.

  6. 6

    Report branch by branch

    Enquiries, calls and walk-ins are reported per location against that location's spend, so the conversation with a branch manager has numbers in it.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we get one rate across all our cities?
No. Local media is owned locally, and the owner of a site in one town has nothing to do with the owner in the next. What carries across is the same standard of checking and negotiating in every market, which is where the money is saved.
How do we stop a branch manager blaming the advertising?
Give that branch its own number and its own proof. Show him a dated photograph of the site and a count of the calls that reached his branch. The conversation moves on to what his team did with those calls.
Does every location need different artwork?
The design stays one design. What changes is the local panel carrying the address, timings and number, and the language it is written in. An English offer on a hoarding in a Tamil-speaking town loses most of the people who pass it.
Who approves all this at our end?
One named person, and we ask for that before starting. Site lists, artwork versions and date changes arrive faster than a committee can meet, and a campaign in many towns stalls the moment approval has no single owner.
Our franchisees fund this. What do they get to see?
A view of their own town: what was booked there, what it cost, dated proof it ran, and the response on their number. A common fund is far easier to collect next year when each member can find their own line in it.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

By industry

Multi-location media execution, written for your industry.

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