Understanding The Unique World of Franchise Marketing

By Bassem Ghali

Bassem is a 2-time winner of the Canadian Entrepreneur of the Year award and a digital marketing, SEO, and AI strategist with more than 22+ years of experience managing online marketing strategies for some of Canada's and international corporations, including Canadian Tire, VistaPrint, Remax Canada, Egypt Air, Xplornet, Direct Energy, and Toronto Star.

Winning More Customers Through Traditional and Digital Marketing For Franchise

Franchise marketing on its own is pretty unique, although it shares a number of similar attributes with SMB marketing and cooperate Franchise marketing . However, it's a form of joint custody arrangement that sometimes get contentious.

Typically, brand owners often prefer the best for their brand, but the definition of "best" is different in everyone's perspective. As such, you can expect every brand owner to define their "best" based on individual goals and perspectives.

There are typically two stake holders in this kind of arrangement, although we've also seen exceptional cases where there can be more. The stake holders in the world of franchise marketing can be any two or more of the following.

Understanding The Unique World of Franchise Marketing

Major Differences Between Franchise Marketing and Standard or Corporate SMB Marketing

Franchisors and franchisees are often faced with some major challenges that may hinder the smooth carrying out of their business. Some of such challenges include:

Conflict of goals between the franchisee and the franchisor.
Difference in opening hours, promotions, and menus.
Quicker turnover of addresses and locations
Unique marketing opportunities and local sale challenges across different locations
Absence of clearly defined marketing roles often leading to the duplication, neglecting, or overwriting of works.

Contact us to learn more about franchise marketing and how we can convert our expertise into helping your franchise achieve best. We can also offer customized advice on how each party of a franchise can adjust duty for the overall growth of a franchise

The big question, therefore, is who is in charge of the process of review monitoring and response?

The answer to this depends greatly on the culture of the franchise in question. However, using platforms like ours can mean that you'll have a middle ground that can help you share the responsibility. To put it clearly, everyone should be involved in the process of monitoring reviews. The information that they can provide at different levels can be what drives the franchise to greater heights.
In cases where a franchisor is nervous about the ability of the franchisee to handle response to reviews, a simple set of permissions in your reputation management platform can be the eyes that everyone uses to see responses before they get published.

Efficiently Managing Franchise Marketing Channels and Budgets

After getting authoritative content and a website that is effective, you should then focus on how to manage all the channels that are functional to you. This also has to do with effectively managing your budget. Very many franchisor budgets focus on the brand, and most franchisees do not have much leftovers for local marketing, but here a few things to consider;

Listings First - It is not expensive to manage your listings, even though they provide the biggest overall value for your marketing – in many cases leading people to your registers. Creating great listings should surely be one of your top priorities.

Claim Everything - As a franchisor, you should ensure that you are the person in charge of your directories and social profiles.

Complete Your Profiles - “My Business Profile” on Google and Register a Presence on Popular Social Media Platforms Like Yelp and Facebook

Budget - Strategically work and understand your customers, how they buy, and the best ways to reach them before allocating money for franchisor or franchisee marketing.

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