A key segment within the world of local marketing and commerce is multi-location brands. And often, they’re run on a franchise model. This brings its own set of dynamics and challenges with respect to marketing and operational strategies. What are best practices? We hear directly from a top franchisor.
Key Takeaways
Here are a few key messages or insights that we gleaned from this session.
- Franchisees by nature don’t want to build a brand from scratch… they want to buy into a system. So as a franchisor, it’s important to pick the right systems to set them up with branding tools.
- Ideally, this hits a sweet spot between autonomy and common standards, such as consistent brand messaging.
- This can be done through education and clear guidelines around things like “eligible marketing channels.”
- A franchisor should also utilize data on a national scale to offer prescriptive tactical guidance. For example, what’s the right media mix across social, search, display, etc?
- At the same time, franchisees need to capture the local flavor in their given market. Their voice should come through in things like social posts.
- So the right answer is often somewhere along that sliding scale of centralized vs decentralized marketing control.
- The right sweet spot that’s aligned with culture, brand, and goals is different for every brand… and finding it is the name of the game.
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How Franchise Brands Are Embracing Emerging Tech
Franchise organizations are a key player in localized marketing. A marketing exec with a West Coast franchise brand will join forces with a digital agency to review the state of the art in localized marketing by franchise brands, driven by case studies and examples showing how leading edge technologies and platforms are helping franchise brands scale.
Andrew Beckman, Location 3
Michelle McKee, Annex Brands
