Preview text: Personalization, automation and mobilization are the key words for 2023.

Dear [FIRST NAME] [LAST NAME],

With all the talk among marketing gurus about email marketing, you may think email is back in vogue – but frankly, it never really went anywhere. There are email marketing trends you need to be aware of, however, and the big ones for 2023 are personalization, automation and mobilization.

At least 91% of people check their email every day. Hubspot estimates 4 billion people around the world use email daily, and that number grows each year.

Email marketing is getting lots of attention currently because marketers are realizing how cost-efficient it is. Email marketing has one of the highest returns on investment (ROI) among digital strategies, with an ROI of $36 for every $1 spent. That’s a 3,600% return!

Additionally, email marketing content is very flexible – it can be whatever you need it to be, whether that’s a graphic or a photo or text or some combination of those things – and thanks to the increased sophistication among customer relationship management (CRM) systems, it is easy to scale. Marketing emails are set up essentially the same way, whether your leads list includes 100 names or 100,000.

And while we’re on the subject of your leads list, [FIRST NAME], let’s start by getting personal.

Personalization

Perhaps the most significant email marketing trend is personalization. In this case, “personalization” goes much deeper than just inserting someone’s first name in the salutation line.

Personalization means using the data that your customers give you so that you can send them more relevant content. How do you do that? You segment, or filter, your lists using what you know about your customers, their preferences and what kind of content engages them. Conveniently, most CRMs are also email providers, so look at the benefits of using them to their fullest capacity.

For example, if you know half of your customers engage with emails that feature images of dogs, and half engage with emails that feature cats, then you can build personalized emails that will show the dog people images of puppies and the cat people images of kittens. [INSERT DYNAMIC IMAGE]

One way to determine which images or subject lines perform best is through testing. Simple A/B tests can lead to a 28% higher ROI, according to Hubspot. You do need a large enough sample to collect good data.

The good news here is that you have artificial intelligence (AI) on your side. AI can help you figure out what your leads like to interact with, and you can then use that information to automate your email marketing.

Automation

So, AI learns what users like and ensures they get content tailored to their interests. That’s helpful to the user, who’s getting more relevant content; to the email marketer, who’s building the email content; and to your sales team, who’s trying to sell something.

A word of caution: “Automation” in email marketing does not mean set it and forget it. It means technology can make it easier for you to stay in touch with your leads. Think of email marketing as a journey, a part of your holistic marketing strategy, rather than a one-way trip. If your email isn’t helping you build a relationship with your customer, then it’s a waste of time.

Automation can help you build that relationship through frequent email touches and gauging whether your list is segmented correctly. Your CRM can help you see who is engaging with your emails; if users are not engaging, they may be segmented incorrectly, or it may be time to clean out your list.

When evaluating the effectiveness of your data, keep in mind that clicks are a much better indicator of engagement than open rates, and because email marketing usually drives users to a particular webpage or landing page, those numbers are more reliable.

Fact: Because of changing privacy rules, open rates are less reliable than they once were. That’s because many more people now read their email on their cellphones, and depending on how their email is set up, they may not be trackable on their phones. Apple does not allow marketers to track opens.

So, let’s dig into the phone situation.

Mobilization

First, your marketing emails should be built “mobile-first.” Do not assume that everyone checks their emails on a desktop computer, because they do not. Today, a whopping 81% of all emails are opened and read on mobile devices.

Email marketer BlueHornet did a study on what happens to emails that aren’t optimized for mobile. Do you want to guess what users did when they opened an email that didn’t display properly? They deleted it!

They aren’t spending a lot of time trying to read it first, either. In 2021, users spent an average of 10 seconds reading an email. You have to hook them quickly with short subject lines, brief copy and buttons large enough to select with your thumb.

And finally, if you’re sending a test email to co-workers, remember to check the test on a phone.

One last tidbit to consider: Hubspot says 40% of consumers have at least 50 unread emails in their inbox. Don’t be left unread.

Chances are, your next potential franchise owner is sitting inside one of your locations right now. They may be, for the first time, researching your fran dev website on their phone.

Maybe they are waiting on their food, in the middle of a pumpkin spice latte, or doing their hair. In any instance, they are not looking at a computer. They’re on their phone.

Now think: What does your website look like on your phone? Did you have your site designed with a mobile-first mentality? You need to be prepare your franchise site for mobile users. If you aren’t, your sales funnel will suffer.

Data Supporting Mobile-First Web Design

This conversation isn’t new in the marketing world. Our clients’ Google Analytics show us more than 60% of fran dev web traffic comes from mobile devices on average. Just to be clear, this number doesn’t include tablets – only phones. In addition, users use mobile devices for about 70% of all actions on the site, like surveys or filling out forms.

When Google rolled out its page experience update in 2021, a main point on the list was mobile friendliness. Ignoring this moving forward can impact where potential clients view you in search results.

“Page experience is a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value, both on mobile and desktop devices,” according to the Google report.

How Mobile-First Web Design Changed Search Algorithms

As users search, Google now optimizes that search to the type of device they use. They provide results tailored to the device. If a majority of your potential business is coming through mobile devices, and your website lacks a mobile-friendly design, your site will rank lower than your competition’s.

So, if your website is outdated or isn’t mobile friendly, now is the time to begin planning a redesign. This process will take time. A custom-built website takes about a year to write, design and develop.

At the end of the day, you want your user to quickly find what they need on your site and provide you with their contact information in exchange for something valuable to them. They shouldn’t have to click through multiple pages or scroll through tons of content to get to the call-to-action.

In the case of consumer sites, the call-to-action is usually straightforward in the form of an online purchase or scheduling an appointment for a service quote. In the realm of fran dev, you want the user to feel comfortable giving their contact information. They should be able to do complete it without feeling like it obligates them to buy a franchise immediately.

Exchanging Value

To help with this, consider downloadable lead magnets that provide users with more information about the franchise. This works as a best practice approach. Users don’t expect to fill out a form and then get a phone call right away. At this point, a call from a sales rep asking them to buy an expensive franchise would not be ideal. Instead, you want to capture their contact information and put them into a less-intrusive lead-nurturing strategy. This strategy may include emails, webinar invites and surveys that provide more insight into your potential franchisee.

Digital marketing’s reliance on third-party data to target customers is fading into the background faster than Harry Styles’ latest outfit. Let’s dive into how changes in user privacy affect lead generation.

Paying more attention to user privacy

The digital landscape is now about paying more attention to user privacy across the web. This means tech giants like Apple, Google, Meta and others are making changes to protect users as they interact online. They are doing this by stripping away the tracking and data collection marketers have relied on for years. This process has been a slow burn for this to migrate through the U.S. market. The biggest push to date came in spring 2021, when Apple rolled out iOS14.

Control of their own information

The update provided users a choice they never had before – control of their own information and viewing habits. Users now have to opt-in to allow their data to be collected, which many initially declined. However, each of the different tech companies have developed their own unique methods to work around the obstacles. This allows them to continue to offer advertising options to marketers.

Effects on digital marketing

So, what does that mean for your digital marketing agency and the ability to develop lead generation?

Digital marketing agencies adept at the latest industry practices have noticed significant target audience changes within ad buying platforms during the past two years. For instance, Google Ads changed the types of audiences that marketers can target for campaigns.

It is becoming increasingly difficult for advertisers and marketers to properly report on lead generation efforts. Previously on social media platforms, marketers were able to report more granularly. They reported on where leads came from, whether they were male or female, their age range and other specific user information.

But that is changing. Meta has now created its own server option to connect and track data, while other platforms still rely on cookies and/or pixels. Marketers are waiting with bated breath to see how platforms like TikTok, LinkedIn, Twitter, Reddit and others will shift how they collect data.

But difficult doesn’t mean impossible – not if you have a knowledgeable agency at your fingertips.

The push to use first-party data

Increasingly, there is a push to use first-party data, because you own it and have immediate access to the data. Strategically, it is better to use this data since the users are already an engaged audience, which is better for lead generation. Third-party data access is more limited and less dependable, as companies still using this practice are unable to collect the same types of data they once did.

Sophisticated contact segmentation

Another challenge facing companies is the lack of sophisticated contact segmentation in their customer relationship management (CRM) systems. To use a CRM most effectively, it requires the sales team to practice documentation. They need to record how users progress through your sales funnel and user journey. It’s useful to know which leads talked to representatives and watched a webinar but didn’t buy a franchise. By leveraging the CRM data, marketers can create more strategic user journeys.

As trends in digital marketing change, so do industry best practices. Sure, they require rethinking how to develop quality leads and newly defined strategies, but complacency in a changing marketplace isn’t what any growing company wants.

Multi-platform marketing is a vital component of consumer advertising for franchises. It is also incredibly challenging for your teams to implement successfully. The ever-changing nature of existing platforms, as well as the addition of new platforms, means that your team must be well-versed in a wide variety of media. They’ll need to know the specific details and nuances of each. You must have enough creative assets to reach your target audience. You must also structure your budget in a way that supports both the media buying and the development of strong creative that will resonate with your consumers.

Beef Up Your Budget

So, let’s address the elephant in the room: budget. Multi-platform marketing, while necessary in today’s environment, is not cheap. Gone are the days of simply advertising in print, on radio and television. It’s not just that media buying is more expensive due to the increased number of platforms. It’s also because you also must customize creative assets for each platform.

In building your budget, take into account the amount you will spend on media as well as creative asset development. Your competitors are increasing their marketing budgets annually, and to stay competitive, so should you. If you are operating on a more limited budget, then identify the platform(s) that will be most effective in reaching your target audience and focus your efforts and dollars there.

Creative Asset Development

The most challenging part of multi-platform marketing is having enough creative assets for differing platforms and a varied target audience based on those platforms. Different platforms are used by different demographics. Your team should know who uses what and adjust your creative assets accordingly. While you want to keep your brand voice consistent, you also have to be nimble. Your brand needs to flexible enough to adapt its voice to each platform and target audience. You need the right voice for the right people. The creative and messaging must match the platform and audience – which means that you need a lot of creative. We have one client that is averaging more than 600 creative assets quarterly.

The sheer variety of assets needed will likely require an adjustment of your budget. You also need to consider your company’s growth plan. If you are currently only in the U.S., but hope to expand throughout North America, then you will need versions of each asset in multiple languages.

Freedom for Franchisees

One of the benefits of multi-platform marketing is that franchisees can create some assets to drive excitement about your brand. The question then becomes, “How much freedom do you give franchisees to post videos, tweets, photos, etc., on their own?” This is a question only you can answer. You have to decide how tightly you want to control your brand. Some executives will see the benefit in allowing franchisees to create things like videos that have the potential to go viral, while others see greater value in more closely controlling the content that is shared.

If you are a bit more conservative, as part of your creative development you might supply a bank of assets to be shared by all franchisees. This would give you a bit more control over brand voice and consistent messaging, but also give your franchisees a little freedom to use what they think is best for their local consumers. Whichever side of the fence you fall on, the key is good communication between corporate and local franchises.

Set Your Team Up for Multi-Platform Marketing Success

While this can sound a bit overwhelming, we have seen with our clients that a strategic, multi-platform marketing approach is the most effective way to reach the right consumers. Keep in mind that you have to find the balance between media buying and developing engaging and exciting creative that will build a connection with your audience. Having a strong media presence will keep you relevant and top of mind with your consumers. At the end of the day, you have to give your teams what they need to reach the goals you have set for the company.

As The Ad Agency for Franchises™, Curious Jane fields many questions about marketing for franchise development. In this blog, we will address some of your most common questions.

1. What is the one thing I can do that could impact my franchise development fast?
2. How much should you spend on lead generation for franchise development?
3. What percentage of the budget should I spend on brand awareness compared with lead generation for franchise development?
4. Why should I spend money on franchise development marketing if I can sell units with brokers and consultants, and they don’t charge me until they sell a unit?
5. Why do I need PR for franchise development, if my main goal is lead generation?

What is the one thing I can do that could impact my franchise development fast?

Make your website the No. 1 priority. You only get one chance to make a first impression! Think of a time when you visited a website with links that didn’t work or videos that didn’t play. How much time did you spend on that site, and how likely were you to end up using that service or buying that product? Probably not much and not very likely. Your franchise candidates are no different. Invest time and resources to create a dynamic, engaging website. It should answer questions and excite candidates. Make sure the site has a clear call to action. A full-service franchise marketing agency like Curious Jane can help you build a website that converts.

How much should you spend on lead generation for franchise development?

The short, and very technical, answer is, it depends. There are a variety of factors that determine the appropriate amount for your marketing budget. Do you already have solid brand awareness in that market? Are you more focused on generating a higher number of leads or leads that are more likely to convert? Additionally, some markets just cost more than others; New York is always going to be more expensive than Tampa, for instance. It is important to hire a qualified and experienced franchise marketing agency to help you navigate this process. At Curious Jane, we analyze our clients’ current marketing plan, compare that with goals for growth and develop a customized marketing strategy to best meet their needs and fit their budget.

What percentage of the budget should I spend on brand awareness compared with lead generation for franchise development?

Again, the answer to this question will be unique to your situation. If you are well known in the region where you want to expand, then you don’t need to spend as much on brand awareness and you can instead focus on generating leads. However, if you are trying to expand into a new market, then it is crucial to establish name recognition and brand awareness. People need to know who you are and what you do before they will begin to consider your franchise as a potential investment opportunity. When deciding to invest, potential franchisees will start with what they know.

Why should I spend money on franchise development marketing if I can sell units with brokers and consultants, and they don’t charge me until they sell a unit?

It’s important to remember that you are playing the long game. While brokers might bring you some leads, a strategic marketing plan will attract leads while also expanding your business footprint. The more recognizable your brand, the more likely you are to generate leads organically. An experienced franchise marketing agency can help you increase brand awareness while also generating leads for franchise development. This is a smart way to leverage your budget, as we have found this option will save you approximately 50% in the long run.

Why do I need PR for franchise development, if my main goal is lead generation?

This is a very common and important question. PR is a critical component of lead generation – and often, public relations provides great leads. Often, PR for franchise development is largely ignored as businesses pour resources into lead generation on the recruitment side while funding PR on the consumer side.

While there can be overlap between the target audiences for fran dev and consumer campaigns, they are decidedly different – and your messaging to them must be different, also. With franchise development, you are asking people to invest their life savings into your business. They might know that you make a mean hamburger or provide excellent cleaning services, but what do they know about you as an investment option? You need to tell prospective franchisees why you are a good investment. What is the profitability? Do you have third-party validation? What do you offer that other franchisors may not – additional support services, training, etc.? By generating a steady stream of good news through a strategic PR campaign aimed at investors, you stay top-of-mind when prospects are ready to invest.

In our next blog, we will answer the most common questions we hear about consumer marketing.

After Halloween – or even before, judging by the abundance of holiday decorations and Christmas carols we noticed during some last-minute candy runs – the holidays seem to come fast and furiously. Thanksgiving falls on Nov. 25 this year, so we have less than four weeks of the traditional shopping time. That means retail franchises are going to have to bring their A game to the busiest time of the year and often need to refresh their marketing strategy for the holidays. We’re here to help.

State of the Shopping Season

How we live has changed and it has altered consumers’ shopping behaviors – probably forever. For starters, holiday shoppers are starting earlier than ever.

You know that super-organized friend you hate who is Christmas shopping when you are still looking for a fall wreath? She’s back, and she started shopping in August. The rest of us mere mortals started shopping in October this year, and most U.S. consumers said they would be checking off gifts on their lists before Thanksgiving. 

We’ve all seen the lines of ships parked of the coast waiting to unload our future gifts. Shipping vessels are reporting on-time arrival of only 40% this year, compared with 80% a year ago. That has people worried about shortages and shipping delays, so 40% are paying attention to when you say you will deliver their gifts. And retailers who deliver late probably will lose customers.

Good news: Consumers plan to spend about 7% more than last year, although they are still chasing bargains. Most have joined loyalty programs in pursuit of discounts, and three out of four expect to buy at least one secondhand item for a gift this year.

3 Steps To Implement into Your Marketing Strategy For Holidays

So, what can you do to prepare for a holiday shopping season unlike any other? Here are three urgent recommendations to get ready:

First, update your Google My Business listing.

Double-check that your address is correct and that your phone numbers, emails and more are listed and up to date. Make sure your hours reflect any special hours when you’ll be open, any days you expect to be closed and any special after-hours or VIP shopping events.

Go ahead and upload a holiday post or photo. You can’t really schedule out Google My Business posts in advance, so post something now that has some shelf life in case you are too busy to post again for a while.

Second, think “mobile first.”

Whether you sell products from your website or consumers just visit it looking for deals or ideas, you need to make sure that the site looks beautiful and operates flawlessly on a mobile device.

In 2020, e-commerce sales saw a 47% increase during the holiday shopping season, and more than half of online sales came from smartphones.

Cater to social shoppers.

If you’ve been holding on to some ad dollars for a rainy day, it’s time to spend it. About half of shoppers don’t know what they want to buy until they “discover” it, and most of those discoveries come on a social platform or app. Brand awareness ads keep you top-of-mind for your customers.

Likewise, increase organic posts and make sure you are responding to comments and questions about gift ideas and availability promptly. Most consumers say they will return to doing some in-store shopping this year, but you have to make it easy for them. Last year, they loved the option to buy online and pick up in store or curbside, and that trend is definitely here to stay.

All in all, there are plenty of reasons to expect this holiday season to be merry for retail franchises, but you need to have a plan in place. Start now by having your gift selections ready early. And make sure your customers can find your store – in person, online and on social media.

If there’s one thing we hear often from franchise development and leadership teams, it’s: “We want franchise development leads, and we want them now.” Now let’s talk about how to get franchise leads faster.

The Obstacle of Getting Leads

When we get a call from a franchise, the conversation often begins with their explanation of the problem. “We’ve tried Facebook ads. We’ve tried LinkedIn ads. We’ve tried search, brokers and portals. We’re doing PR. And we aren’t getting the results we want.”  

While we understand that you want leads – and you want them now – you run the risk of making your franchise development program just about lead generation tactics. Often, that’s a signal that you haven’t really thought through your entire program.

Create the Full Funnel

If you really want to grow your program and get leads, you’ll need to create your own funnel and have a comprehensive program. Your franchise development funnel strategy will need to include plans for both the short term and long term.

Years ago, we worked with a brand that wanted us to handle only one piece of their franchise development: lead generation. It was a large brand that was well-known in most parts of the country. Although, they were not as well known in two states that they wanted to target. This franchise had three agencies. One agency was handling their public relations. Another agency handled Google search and pay-per-click. Their internal team built their creative assets. They wanted us to create the digital lead-generation tactics for these specific markets where they wanted to grow.

We shared with them that it was very hard to handle only one piece of their marketing program and that we believed it was going to take a comprehensive approach to make it work. Finally, however, we agreed to help them.

Guess what? Our lead-generation campaign did not produce the results they expected, and they realized we were right. They needed a much more complete program that worked cohesively. Sometimes the pieces typically don’t fit together the way they should. This especially happens when all of the pieces of the puzzle are handled by different agencies and people who aren’t working together.

Use Your Budget Wisely

You can’t just throw money at a market through lead-generation ads without having a much bigger plan in place – especially in a new market. Newer markets take time and nurturing. Many times, not only are prospects unfamiliar with your brand, but also they are unaware that the brand is a franchise opportunity. So the challenge is big: It takes time to raise brand awareness and ensure the franchise opportunity is presented, especially in new markets. You can’t simply flip on your Facebook or LinkedIn ads and watch the franchise sales roll in.

What Makes a Great Franchise Development Program

A great franchise development program is a comprehensive, strategic program that includes identifying, reaching, nurturing and converting prospects by using platforms and strategies that work together. Running ads in certain geographic areas and setting up an email drip campaign is not enough.

Fully Integrating

Likewise, focusing only on getting leads and getting them now is dangerous. You need a fully integrated program to bring in the leads you want now and in the future. And you need to ensure that all of the pieces of your franchise development program are working together – your story, your business opportunity, your ads, your creative, your PR, your digital, your website, your follow-up, your email drip campaign and your phone calls. Everything.

Time it Right

Lastly, don’t fall for the quick-fix trap of wanting leads and wanting them now. Instead, work on creating a more robust and comprehensive program. So when the CEO asks you to target two new states, you’re ready. Because you’ve done the work to get there.

Social media strategies for franchises

Lead generation is key to growing brand reach and establishing communication with your target audience. Finding qualified leads on Facebook does not have to be difficult. It’s about targeting the right people in the right place.

Facebook is a great place to begin any lead generation campaign because of its large audience. In the U.S. alone, Facebook has about 214 million users. Seize the opportunity to introduce your franchise business to potential franchisees on a platform where they are comfortable and accustomed to engaging. About 90% of top decision-makers say that they will not respond to cold calls, but 76% of those who engage with a brand on social media say they are ready to “buy.”

Facebook lead ads are simple to set up and with the right creative, they can deliver you the quality leads you want. There are three key strategies you need to understand before building a Facebook lead generation campaign:

Understand your audience.

Understanding what matters to your audience is the best way to build ads that convert. Try identifying a problem that you can help solve for your audience. By understanding what is important to your audience, you can better tailor your ads to your targets’ interests. Identify what is already working and develop a strategy accordingly.

Content is everything.

Get creative with your ad design and lead magnet, the piece you use to entice your targets to give up their email addresses so you can build up your email list. You want your audience to get something valuable in exchange for giving you their information. Be strategic in choosing the offer. Informational articles and infographics, white papers and e-books and are all great downloads for any potential lead generation campaign.

Implement Facebook’s pixel.

Facebook’s pixel tracks actions that take place on your web pages and links them back to your Facebook ad accounts. To optimize your Facebook ads and monitor the results, you need to add the pixel to the thank-you page associated with your download. Retarget your audience later with this information and improve future campaigns.

Once you begin to generate qualified leads on Facebook, it becomes an indispensable resource. Know your audience and reach them with the right tools. See what works and build on it as you evolve your strategy. It is essential to track your analysis and pixel insights once the campaign is established. Whether it be creative, ad text language or the lead magnet, measure your results to improve and refine your campaign.

Finally, don’t forget to follow up in person. Social media cannot replace the personal touch, so it is important to reach out when you can. To get the most out of Facebook’s lead generation ads, you have to be willing to nurture those leads when you can.

Everyone knows that you need to advertise on digital platforms to reach key demographics in this day and age. However, the balance of digital and traditional media is still a critical component of a marketing plan. As a matter of fact, it is more important than ever to spread your message on multiple platforms. This should include at least one traditional option such as radio.

Franchisors usually lead the way with media planning, using the national ad fund for branding ads on different platforms. Franchisees should be encouraged to layer on their local ads in complementary media. Even the smallest franchisees should be able to afford advertising on two platforms. For example,  a local radio spot or digital advertising that supports the national campaign.

Why? Repetition.

Radio’s Secret

Radio pros have always known that repetition is the secret to effective advertising. With the rise in digital media, multiple platforms work in tandem to carry out the best campaigns. When people hear something on the radio and then see it in their newsfeed, it reinforces the message. It also raises the probability of the audience taking action.

Striking a balance is more likely to take action. This strategy works for both consumer and franchise development advertising.

The good news is that even traditional media isn’t so traditional anymore. In the past, everyone would consider radio to be a platform that casts a wide net but it was never ideal for targeting a specific audience. Today, radio stations can give you very information in detail on their listener demographics, and some can even target your ads by ZIP code. Others can help you reach commuting workers by airing your ads on the radio during drive time and streaming them online during the day so those same people can hear the ads repeated on their office computers.

Streaming Platform Alternatives

Additionally, streaming music sites such as Pandora and Spotify are digital platforms that serve as radio products. That means music sites serve the same purpose as traditional radio, but ads pricing is based on the number of impressions. Most digital products use this pricing structure.

Network Television’s Role

Network television will always be the most expensive medium, but franchises do not have to write off all TV ads as unaffordable. Everyone hears about the millions spent on Super Bowl ads, but the rest of the year, a spot airing in a moderately sized local market such as Tampa, Florida, would run $1,200 to $1,500 each. On cable networks, that amount could drop to an extremely affordable $50 per spot. So, if TV is important to your franchise, you can certainly utilize and pair it with an ad on a digital platform for an additional boost.

Endless Possibilities

In the digital age, if you choose the right avenue, you can reach any specific demographic. But your advertising dollars will be better spent, and your campaigns will garner better results, when digital ads work hand-in-hand with those in a traditional medium. Repetition is the secret to spurring the audience to action.

This blog was written by Curious Jane and previously published on the blog of the International Franchise Association.

There is plenty of advice available about which platforms are the best on which to spend a marketing budget: Google pay-per-click, radio, social media, etc. But truth be told, taking a holistic approach to marketing will serve both franchisors and franchisees the best. The key is in getting franchisees to see the big picture.

Most franchises require that franchisees contribute to a national ad fund, where dollars are wisely spent on branding and large national campaigns. Unfortunately, sometimes it stops there. In some cases, franchisees think that the money allocated toward national advertising is enough and that they don’t need to do any additional advertising. In other cases, franchisees are eager to run their own local campaigns, but franchisors are hesitant to release control, stifling local efforts.

The franchisor and franchisee need to see how all marketing – national and local – benefits them both.

1. Strong brands attract more customers, which grows sales.
2. Strong sales strengthen the brand.
3. Strong brands attract potential franchisees.

In the end, all of the efforts, from consumer marketing to franchise development, interact and support each other.

Local Advertising Benefits

Branding is only half the battle. Although a recognizable look and name recognition benefit every location in a franchise network, national branding is best supported by local advertising.

When done well, local advertising:

• Produces higher search engine rankings.
• Yields more leads, foot traffic and local sales.
• Promotes brand consistency.

Franchises find great success in designating preferred marketing vendors who understand the brand and protect it. These vendors also can provide unique local variations within templated campaigns, which means customization and standardization are provided at scale and at a lower cost to franchisees. They help franchisees layer on to the national ad program with location-specific advertising that franchisees can easily track to see the return on investment.

Franchisors also can empower franchisees to complement national campaigns by making available branded creative, custom templates and guidelines for using each channel that franchise locations use. That allows franchisees to handle their own advertising without using images or language that are outside of brand standards.

Finally, local ads bring authenticity to the brand. Local ads can introduce employees that customers know and trust, showcase local customer testimonials and publicize a location’s community involvement. Customers are more likely to engage with images of recognizable faces than with stock photos.

Taking a more global view of the good that comes from national ad campaigns as well as local advertising helps those at all levels of an organization see the benefits of and buy into a complete marketing program. When national and local advertising work hand-in-hand rather than independently, both franchisors and franchisees win.

This blog was written by Curious Jane and previously published on the blog of the International Franchise Association.