What Is Franchise Marketing?

Franchise marketing requires a balance between enterprise strategy and local activation, integrating key marketing tactics of franchisors and franchisees to achieve business goals and grow revenue.

While there are a variety of approaches to Franchise Marketing, the most effective approach involves implementing a centralized strategic framework. Under a centralized system, franchisors and corporate marketing teams are responsible for developing and executing marketing and advertising programs that consistently impact all franchisees and business owners within their network. Key strategies and tactics managed by corporate, at an enterprise-level, may include:

Management of these marketing programs and campaigns are strategically designed to help drive brand awareness and customer acquisition for all franchisees.

In addition to these programs, a centralized system allows franchisees to also contribute incremental budget to hyper-local marketing and advertising for their own business locations on channels like Google, Facebook, Yelp, Bing and more. Local programs and tactics are designed to be lower funnel and conversion driven, with a focus on increasing customer visits, phone calls or online web leads.

The International Franchise Association is a key organization that brings together franchisors, franchisees and industry suppliers for thought leadership, philanthropy, networking and business development. You can learn more about the IFA by visiting their website.

If you’d like to learn more about how Location3 partners with some of the world’s most recognizable franchise brands to develop performance-driven franchise marketing strategies, contact us today.