Franchising Marketing

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Franchise Marketing

The Difference Between Franchise Marketing and Brand Marketing

Imagine if your clients were also your boss. In franchising, the owners are our most important clients and they also pay the salary of the marketing team and direct marketing initiatives.

Marketing is both an art and a science. It is a complex discipline that involves customer behavior, psychology, creativity, artistic design, innovation, research, communication, data analysis, technical infrastructure and in-depth strategy. Scaling each component for a multi-location franchise brand can be a daunting endeavor. Knowing your system and the history will guide your communication path, testing and using data will form your execution plan and proving results will shape future success.

Franchise brand marketers are basically an in-house agency that the franchisees cannot fire. Sure, individuals can be fired and initiatives can change, but the long-term, contractual relationship between corporate marketing and franchise owners will exist from the first day through the last day the individual is a franchisee. It is a very delicate relationship that must be prioritized and built on trust which is why it's critical to constantly plan for the future. Franchise systems with a revolving door of marketing leaders have likely gotten this wrong. Emerging franchisors are doing themselves a favor when they take the necessary steps to set up this relationship correctly from the beginning.

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Franchise Marketing

The Difference Between Franchise Marketing and Brand Marketing

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--"Franchise marketers do everything brand marketers do, only backwards and in heels."