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Keep ReadingUnderstand the disconnect around local marketing for franchises and how franchisors can provide clear guidance to help franchisees succeed.
New franchisees often believe marketing is “handled” by corporate. They launch with enthusiasm—posting to social, updating their Google profile, and then wait for the phone to ring. When it doesn’t, frustration sets in fast.
From the franchisee perspective: “I bought into a franchise that would bring customers to me.” From the franchisor’s perspective: “We gave you everything you need.” So why isn’t it working? We went to some our supplier friends who are working with franchisors to find out what’s happening.
The Disconnect Around Local Marketing
- John W. Francis says it plainly: franchisees need strategic and tactical guidance tailored to their stage and market. Templates aren’t enough.
- Michele Brevig of Enspire for Enterprise notes franchisees want simple, brand-compliant digital tools—and actual training on how to use them.
- Marianne P Murphy, CFE of FranchisePULSE points out that franchisees often don’t FULLY understand their role in local marketing, leading to missed expectations and blame.
- Toni Harris Taylor sees franchisees showing up to networking events with no strategy and no clue how to turn contacts into contracts.
- Stephanie Benze, CFE, CFC3 at AC Inc reminds us that marketing isn’t just about visibility, it’s about viability—and that means coaching for ROI, not just materials.
The Real Issue
Most franchisees are not marketers. They need help connecting the dots between strategy, execution, and results. So how do franchisors fix it?
- Set clearer expectations pre-sale of what the franchisor’s role is vs what the franchisee needs to do in their local marketing efforts.
- Provide tactical training on how to use the tools you provide them.
- Invest in coaching that helps franchisees analyze results and iterate. This can be from your marketing team at HQ or the field coaches helping them in their business.
Franchisees don’t need more assets, they need more guidance. Local marketing is the lifeblood of unit success. Ignore it, and your brand won’t continue to grow.
Check out our discussion with two satisfaction award winning marketing leaders on what makes a franchise brand stand out in marketing. Join us at the FBR Summit to hear how top brands are tackling this issue, and more. You’ll walk away with ideas, tools, and connections to turn frustration into franchisee success.
The Only Event Designed Just for Franchise Operations & HR Teams
How can you make an immediate and lasting impact on your franchisees’ success? Find out at the FBR Summit, October 28-30 in Austin, TX. The Summit is an intensive, franchise industry event created just for operations leaders and their teams that directly support franchisees. Don’t miss it!