Mass media advertising might seem like an old-fashioned approach today, but it remains a powerful tool for businesses when done right. On a recent episode of The Advisory Board Podcast, host Dave Hansen sat down with Brian Bush, Founder and CEO of Elite Media Team, to discuss how franchises and businesses can master mass media. Brian’s 30 years of experience in the advertising world have given him a unique perspective on what works, what doesn’t, and how to succeed in an ever-changing landscape.
Brian’s journey from sales to running a full-service advertising agency is an inspiring story. His agency has helped countless businesses maximize their advertising ROI through smart strategies and practical insights. From the nuances of connected TV advertising to the critical importance of getting the right messaging, Brian shared actionable tips throughout the podcast that any business owner can use to grow their brand and revenue.
Let’s explore the highlights of this engaging conversation, complete with soundbites you can revisit for deeper insights.
From Sales to CEO: Brian Bush’s Journey to Mastering Effective Advertising (2:57–4:28)
Brian Bush’s advertising career began on the sales side, but he quickly realized that his passion was in making advertising work for clients. As he explained on the podcast, “I became obsessed with figuring out what makes advertising effective. Once I cracked that code, selling it became easy because the results spoke for themselves.” This results-driven approach eventually led Brian to create Elite Media Team, a full-service agency that’s now thriving with a team of over 10 employees and clients across the country.
Brian’s story is a testament to the power of curiosity and dedication. His journey demonstrates that understanding the “why” behind advertising can fuel significant business growth.
Strategic Marketing: Avoiding the Pitfalls of Trial and Error
Brian warned against the dangers of trial-and-error marketing, a common trap for businesses chasing quick results. “The idea of just trying something to see if it works is a recipe for bankruptcy,” he said. Instead, he emphasized the importance of building a solid foundation with proven strategies.
For businesses, this means developing a comprehensive marketing plan before diving into the latest trends. By focusing on sound principles rather than shiny new tools, companies can create campaigns that deliver consistent results over time.
Navigating the Evolution of Connected TV Advertising (7:00–10:20)
Connected TV (CTV) has transformed the advertising landscape, offering precise audience targeting. However, Brian noted that CTV initially faced skepticism due to high costs. “At first, it seemed prohibitively expensive compared to traditional TV,” Brian said. “But as more people have shifted to streaming, the pricing model has evolved, making it more accessible.”
Today, CTV can be a powerful tool for reaching niche audiences. Brian recommended it for businesses needing highly targeted campaigns, such as local service providers. “It’s not about replacing traditional TV but using CTV as an add-on to reach the right people more effectively,” he explained.
Understanding Mass Media Investment for Franchise Growth
When it comes to mass media, one size does not fit all. Brian shared that the cost of campaigns varies widely based on market size and audience reach. “In some markets, you can start with as little as $1,000 a week,” he said. “But in larger cities, a campaign might require $20,000 to $50,000 a month.”
For franchises, the key is to start conservatively and scale based on results. Brian encouraged businesses to view mass media as a long-term investment rather than expecting immediate ROI. “It’s about planting seeds for future growth,” he said.
The Long Game: Building a Brand with Mass Media
Building a brand through mass media takes time, patience, and persistence. Brian stressed that the first six months can be challenging, as results often don’t appear immediately. “I tell clients upfront: three months in, you’re going to hate me. But by the second year, you’ll love what mass media has done for your business,” he said.
Mass media campaigns require a strategic approach, with a focus on top-line sales rather than micro-attribution. “If you’re tracking every detail too closely, it’s like riding a jet ski while staring at the water right in front of you—you’ll crash. You have to look at the horizon,” Brian explained.
Wrap Up Thoughts
Brian Bush’s insights on The Advisory Board Podcast offered a masterclass in mass media and marketing strategy. His journey from a media salesperson to a CEO who champions results-driven advertising is both inspiring and instructive. Whether it’s navigating the complexities of connected TV or crafting the perfect message, Brian’s expertise provides a roadmap for businesses looking to scale their marketing efforts.
You can also listen to the full episode of The Advisory Board Podcast here. To explore tools that can enhance your advertising campaigns, check out the ClientTether powerful CRM solution for franchises and multi-location businesses.
Mass media may seem like a daunting investment, but as Brian shows, it’s a proven path to growth when done right. By focusing on strategic planning, understanding evolving mediums like CTV, and creating meaningful messaging, businesses can achieve long-term success.
