One of those advantages is the power of franchise wide marketing.
In most networks, your franchisor will provide things like national-level advertising – the sort of marketing you would never be able to afford as a new solo entrepreneur…
Yet it’s important to understand how your relationship with your franchisor will work if you want to market your business most effectively.
Here’s how to picture the franchise marketing strategy for your small business:
Any successful franchise system will have a detailed marketing strategy already in place.
Part of this strategy will be a clear break down of where the franchisor will be responsible for advertising and where each individual franchise owner can or should do their own advertising.
There are several different approaches you might encounter in various franchise networks when it comes to individual franchisees doing their own marketing:
Consistency is the core of any brand. When you have multiple “mouths” which can distribute a message, as in a franchise network, it’s all the more vital that you’re projecting a consistent message.
Why strong iconic brands are so powerful is that people have an image of what that brand represents in their mind to have confidence in engaging with the business. They know what to expect when they visit. Of course, if they don’t get that problems arise.
That’s why leading franchises…
Your franchise owner will have gone to great lengths to grow their business, build a powerful brand and develop the processes which will make your company a leader in it’s field.
When they offer franchise opportunities, diluting the power of a brand is always a major concern.
That is why most effective franchise networks have brand guidelines which cover:
Most franchisors will require that franchisees in their network either:
These communal brand funds are used to deploy national-level advertising for which the franchisor is responsible. They may include:
Every franchisee will benefit from these efforts. They hugely increase brand recognition for everyone in the network.
Digital marketing for a small business is different from digital marketing as a franchisee:
While taking your presence online to the next level is a great investment it’s vital that you don’t rock the boat by going off on your own path when it comes to your SEO and content marketing efforts.
As with any marketing strategy for your franchisee business, it’s important to remember that you are part of a team.