In franchise systems, franchisees are familiar with the many demands of the job. The franchise system manual describes how the brand should “look,” “feel,” and “sound” to the target audience, including in local advertising. Franchise representatives for each location ensure compliance with all company standards and policies.
Unified marketing is the common voice of the franchise brand. If a local store fails to deliver on an offer advertised by the network, there is a great risk that a customer will become disgruntled. Gaining and retaining consumer trust works only when the marketing efforts of all franchisees in the network are consistent with unified communications.
This means that the specifications of the franchise headquarters are an important tool for franchise companies to build loyal customer relationships.
Why Are Marketing Specifications So Important?
All franchisees who follow the guidelines of the national marketing campaigns create the conditions for their business to be successful. The right messages at the right time not only secure sales at a local level, but also increase customers’ awareness of the brand at a national or international level, making it easier to attract new customers.
What Challenge Does This Pose for the Franchise Headquarters?
As a (marketing) manager of a franchise brand, you understand the dangers of non-compliance. Incorrect or incomplete advertising messages played out locally cause long-term damage. Your brand’s image suffers when key campaigns are not played out locally for customers. Over time, this can even lead to lost sales. Because of this, brand managers are well-advised to keep an eye on marketing at the franchisee level. In this way, headquarters ensures that the store does not miss out on any advertising impact that could affect the positive perception and growth of the brand.
In this regard, franchise headquarters that make your marketing available to all affiliated partners with marketing software to manage and automate it have an advantage. These solutions keep advertising content for the members of the network and use tools to manage the campaigns.
Software, such as that provided by Adplorer, makes all the intended advertisements available to partners simply and in a time-saving manner. It is the link between sites and advertising platforms.
The brand management team can effectively measure the results of all sites. The team has an overview at all times of which locations are currently actively advertising. Unified franchise marketing allows you to draw the right conclusions; for example, how effectively your messages are resonating with consumers in specific zip codes or product categories.
Conclusion
Successful franchises do not leave all marketing activities to the franchisees alone. They recognize the value of consistent marketing across all their (inter)national locations. They take franchisees’ local results into account and use the feedback for their marketing planning. At the same time, they continuously work to make local marketing execution as easy as possible. Marketing software helps franchisees stay on target, too.
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