Masterclass franchise marketing: achieving the perfect collaboration

How can the two forces, national and local marketing, best be connected in franchise organizations? Through planning, communication, and collaboration! In our franchise marketing masterclass, we develop the perfect division of tasks between franchisor and franchisee.

Franchise marketing has two objectives. Building a strong brand and successfully recruiting customers and franchisees. To establish a strong brand, it is important that both franchisor and franchisee convey a consistent message.

Franchise marketing by the franchisor

Most franchisors have extensive plans for the franchise organization. The plan often includes advertising campaigns, commercials via television and radio, Google Ads, social media, public relations, and the sending of direct mail. The goal of this is to increase brand awareness and brand value, benefiting all franchisees. A central fund, accumulated by charging a fee, helps finance these efforts. Franchisors who do not manage marketing on a national level usually provide franchisees with a template for a plan they can draft for their local marketing.

Franchise marketing by the franchisee

A franchisee is often the 'local hero' and undertakes activities aimed at networking. In addition to the central marketing fee, franchisees can also engage in additional local activities. Think of sponsorships, organizing events, and attending networking meetings. Depending on the franchisor's wishes, a franchisee often also has the opportunity to conduct online marketing from their own business.

What should you consider when it comes to franchise marketing?

Trademarks and marketing material

It starts with developing trademarks and materials. Franchisors put in a lot of effort and incur significant costs to develop the name for their product or service, create an identity or 'brand personality' for the name, and ensure it is legally protected. For the franchise organization, it's crucial that franchisees use the trademark in accordance with the franchisor's guidelines.

Misuse of the trademarks can damage the brand and also jeopardize the franchisee's franchise. Often, franchise organizations offer franchisees marketing and advertising materials via an online platform, which can be customized by the franchisee. If a franchisee wants to deviate from the standard materials, approval from the franchisor is often required before the materials can be used.

Marketing plan

This plan is essential for executing effective marketing. They can be very complex and are always evolving, so always follow these steps:

1. Gather information
2. Plan the campaign(s)
3. Implement the campaign(s)
4. Review and assess the results
5. Media choices to consider

A marketing plan consists of offline and online activities:

Offline marketing

1. Brochures & flyers
2. PR
3. Trade shows and events
4. Radio & TV
5. Background music (at a physical location)
6. Scent marketing (at a physical location)

Online marketing

1. Search engine advertising (SEA) and optimization (SEO)
2. Social media marketing via Facebook, Twitter, Google+, LinkedIn, Instagram, YouTube, Pinterest, TikTok, etc.
3. Online direct mailings
4. Website
5. E-commerce (for an online store)

Franchise marketing masterclass, become a master in franchising!

As you have read, there are many different ways to implement marketing in franchise organizations. You need to make decisions about which options you want to use, how you want to deploy them, and whether the franchisor or the franchisee should execute them. It is, of course, important to consider the fees and the central promotion budget of the central organization. In short, there is a lot involved in franchise marketing, and we are happy to help you with this! During our franchise marketing masterclass, we discuss all activities and come to a perfect division of tasks between franchisee and franchisor.