Because the decisions made in franchises are spread across indivual franchise owners, making marketing plans and optimizing costs can be a little tricky, and certainly different than other organizations. We work with a number of franchises on developing the best marketing plan, reducing costs, and creating brand loyalty all in a way that’s condusive to the way franchises work. Learn more about how to improve a franchise marketing system, and then, consider scheduling a consultancy with a Safeguard strategist today.
Franchises are different. They are not like the monolithic enterprise businesses with centralized decision-making and abundant resources, nor are they a series of related small businesses. In a franchise business, the decisions, financing, and implementation of business decisions are shared or distributed between the members of the network. To function effectively, franchisors and franchisees must collaborate, but facilitating this communication between franchisors and franchisees presents a major challenge. It’s the space between the franchisor and franchisees – the communication, data, and decision-making gap – that must be overcome for a franchise to succeed.
When it comes to marketing, this is further complicated by the addition of dozens of new channels, technologies, and tactics. Marketing today is a challenge for any business, large or small, but with a franchise business you also have to consider the difficulties of managing marketing through the distributed model. In the hopes of taming this digital jungle, many businesses seek marketing automation tools that can expedite or simplify their activities. Some tools excel in helping a large business deal with massive amounts of data and large prospect pools, while other tools help small and local businesses simplify their outreach so that they can stay focused on their core business functions. For franchises, which simultaneously function like large enterprises and a series of local businesses, marketing tools are a little like the story of Goldilocks: too big or too small, with neither option being “just right.”
By following these five simple tips for traversing the “space between” in marketing, franchisors can help the network flourish by promoting the brand and creating consistency in operations, all while allowing the locations to maintain their independence.
Read the full article: 5 Tips for Improving Franchise Marketing System-Wide | Franchise Update http://bit.ly/2biyla7