A new franchise opens every 8 minutes during a single business day. Absolutely wild. It makes sense that franchise businesses have their own unique set of marketing requirements.
Did you know? A new franchise opens every 8 minutes during a single business day. Absolutely wild. It makes sense that franchise businesses have their own unique set of marketing requirements.
They require a unique approach that balances corporate branding with local store marketing. It’s about creating a cohesive system that supports the brand at every level, from headquarters to individual locations.
Whether you’re a franchisor looking to attract new franchisees or a franchisee aiming to boost your business, understanding franchise marketing is key.
This guide breaks it down. Learn why it matters and discover strategies that make it work.
Franchise marketing is the act of promoting a larger brand, which helps drive awareness and revenue that eventually flows to individual franchises. It involves a delicate balance of building equity in the overall brand while also highlighting the individual outlets.
Franchise marketing plays an integral role in both the growth of the overall franchise and the success of individual franchisees. It increases brand visibility and recognition, attracting potential customers and franchisees.
A well-executed franchise marketing strategy ensures consistency in the brand, which is key to building trust and loyalty among customers.
As stated above, one of the most critical elements of franchise marketing is maintaining consistency across all franchise units. To do this, it’s essential to establish clear brand guidelines. These guidelines should cover everything from logo usage, color schemes, and typography to messaging tone and style. Providing franchisees with a comprehensive brand guide and marketing playbook ensures that all marketing efforts align with the overarching brand identity, promoting a cohesive and consistent brand image.
Local SEO is a powerful tool in franchise marketing. Creating local listings for individual franchise locations helps boost their visibility in local search results. Ensure that each location has a Google My Business listing, complete with accurate contact information, hours of operation, and photos. This not only improves your ranking in local searches but also helps customers find local businesses.
To effectively market your franchise, it’s crucial to develop both a national marketing program and a local ads strategy. The national strategy should focus on promoting the overall brand, while local ads should draw attention to individual franchise locations.
The structure of social media accounts is an important consideration in franchise marketing. Should your brand maintain a single account across platforms, or should each location have its own accounts? Creating local social pages allows franchises to engage directly with their audience, build relationships, and promote their products or services with a personalized touch. On the other hand, one centralized account guarantees consistent branding and simplifies management. Finding the right balance depends on your franchise’s goals, resources, and the level of autonomy given to local operators.
This is one of the top franchise marketing strategies. It can include producing blogs, videos, infographics, and more. The key is to provide content that is useful and relevant to your audience that’ll attract and engage them.
Think of this as an effective way to stay connected with customers. It can be used to send updates, promotions, and other information directly to customers who have shown interest in your franchise business.
Reviews help in shaping a brand’s reputation. Regularly monitor and respond to these reviews, both positive and negative. Thanking customers for positive feedback and addressing any issues or complaints in negative reviews can enhance your brand image and customer satisfaction.
While digital marketing is undoubtedly important, don’t overlook the impact of traditional print marketing assets. In-store posters, direct mailers, brochures, and flyers can be highly effective, especially for targeting local customers. These print assets can help drive awareness and foot traffic to individual franchise locations.
Wild Coffee is a nationally recognized fractional CMO firm and outsourced marketing team that partners with fast-growing brands seeking to expand their business without the hassle and investment of hiring an entire marketing department. From developing comprehensive strategies to flawless campaign execution and fresh brand creative, Wild Coffee provides the support needed to scale marketing efforts and drive growth. With a passion for innovation and a focus on results, Wild Coffee helps companies like yours transform your brand and achieve your marketing goals.
Schedule a complimentary consultation to explore how our expertise can propel your business forward.
