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When sales are down in a franchise network, the franchisor tends to be the party chiefly held responsible. It’s a diverse and challenging job that includes marketing on two levels: recruiting the right franchisees and then unit-level marketing for which they will be paying a fee, often expecting significant returns. Attracting and retaining prospects or customers is everyone’s job in a business, but marketing with a consistent and compelling message really does start at the top. One of the benefits of joining a franchise system is access to existing and successful branding and outreach, including trade dress, professional signage, website design, and advertising templates.
Before addressing what franchisees need for local marketing efforts, let’s first consider what characterizes a winning recruitment program.
Related: The 8 Rules to Live By in Franchise Marketing, According to Top Franchise CMOs
Marketing to potential franchise owners
First and foremost, sales materials need to be both compelling and compliant with different state requirements. It’s crucial to hire a franchise marketing expert and legal counsel to ensure you’re hitting the right notes and following state and federal laws. Even if you’ve been franchising for years, updating sales materials, messaging, and taking advantage of new channels is essential. Start with a website that captures your audience’s imagination, reflects the brand, and outlines the unique benefits of your franchise.
Utilize various media channels, including electronic collateral materials, search engine and social media ad campaigns, direct marketing tactics, and trade shows. Understand your audience to invest time and effort in the right places and ensure immediate responses to prospects through technology.
Develop a solid franchise marketing plan with a budget in place. If needed, hire a firm with expertise in creating and implementing successful franchise marketing plans. This is not the time for trial and error.
Related: The Real Cost of Franchising Your Business
Marketing at the unit level
Once franchisees join your system, it’s crucial to support them in promoting and marketing. Provide sample content to ensure consistent messaging and monitor their online presence, including social media. Even though it may seem daunting, approving all content posted by franchisees is vital, or provide templates and messaging for on-brand posts.
Consider a hybrid approach where franchisors manage overall campaigns but allow franchisees to post territory-specific content with approval. Dedication and planning are essential for successful management of marketing activities across all franchisees.
Establish a brand development fund to cover marketing expenses, with fees collected from franchisees benefiting the entire system. Ensure transparency in how funds are allocated and provide regular reports on the impact of marketing efforts.
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While there may be pressure to justify marketing fund contributions by providing fresh materials, transparency is key in demonstrating the value of these investments. Regular reporting and proof of campaign effectiveness are essential for building trust with franchisees.
