Franchisors: 5 Red Flags in Your Franchise Marketing Plan
Do your franchisees struggle with marketing?
It’s an honest question. It’s also one you may not have an answer for (yet).
Without the proper corporate support, a centralized strategy and access to the right marketing tools, the likelihood of your franchisees executing an effective, consistent, on-brand marketing campaign drops significantly.
Troubleshooting: Franchise Marketing Plan
To keep that from happening, you first have to identify the red flags in your franchise marketing strategy. Here are five to keep an eye out for:
Your Franchise Operators Lack Marketing Expertise
Ignoring the fact your franchisees’ strengths may not include marketing can be a serious oversight. For starters, most franchisees expect corporate to do the heavy lifting when it comes to marketing.
When that’s not the case and your marketing-averse franchise operator is tasked with carrying the brand torch in his or her market, one of three things tend to happen:
- Marketing is routinely put on the back burner.
- Marketing is carried out … poorly.
- Marketing is outsourced to a pricey third party.
Not ideal, no matter how you slice it.
Inconsistent Message, Voice and Imagery
According to a franchisee survey by Yodle, 49% of franchisees “are not required to follow specific corporate recommendations on marketing strategy.” Yikes.
When franchise operators have free marketing rein, it usually comes at the cost of a sound approval process.
So outdated elements (think past logos, product/service descriptions, expired promotions), typos and even politically incorrect messaging can slip into a franchisee’s local marketing mix and you wouldn’t even know it — until it’s too late — jeopardizing brand integrity.
Email and Direct Mail Campaigns Aren’t in a Single Platform
When email and direct mail campaigns are housed in two or more disconnected platforms, you run the risk of potentially relying on bad math to provide insight on performance due to managing two or more marketing tools and sourcing multiple reports from separate platforms.
To take things a step further, try to look at this “two or more” challenge from a data sourcing standpoint.
Let’s say corporate has a list of its own subscribers. But don’t forget about the lists the franchisees have — email subscribers may be located in one place while physical addresses are located in another.
With three data sources, you’ve just tripled your chances for double sending, annoying recipients and adding to the noise.
Tight (or Non-Existent) Local Marketing Budgets
When your franchise operators have little to no marketing dollars in the budget, you’ll find them trying to push something out to the masses with the limited information they have.
What’s missing from this approach? Research. Targeting. High ROI.
In a report from Benchmark Email on email marketing for franchises, 26% of all franchise business owners and managers have reported implementing some form of a segmentation process, e.g., separating subscriber lists by demographic, location, etc.
When guessing takes the place of research, franchisees can end up sending a message to 10,000 subscribers when they really should have only sent it to 100 — and vice versa — resulting in low-cost campaigns with low ROI.
One-Sized-Fits-All Marketing from HQ
Winter in Chicago is not the same as winter in Phoenix. I think we can all agree on that.
Now let’s assume you have franchises in both markets. By promoting identical seasonal services/products to subscribers in those locations, odds are good you’re going to miss the mark on half your list.
Provide your franchise operators the option to add in some local flavor to your marketing output. It will prevent your brand from coming off as impersonal and tone deaf.
Having Problems with Your Franchise Marketing Plan?
I realize just getting franchisees to stick with your business model is a tall (ongoing) order. Keeping them supported and empowered on the marketing front can be an entirely separate mountain to climb.
For that very reason, Precision Dialogue created Marketing Hub, a web-based app designed to streamline the experience of initiating brand-compliant marketing campaigns across email, direct mail and SMS, so brands and their local market managers – the end users – can overcome these challenges with confidence.
If your franchise could benefit from learning more about the cost-effective, platform-agnostic capabilities of Precision Dialogue’s Marketing Hub, then I’d definitely encourage you to request a demo by clicking on the button below.