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Last updated on 2024年7月1日

What are the best practices for franchise marketing collaboration across different regions?

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Franchising is a popular and profitable business model, but it also comes with some unique challenges. One of them is how to coordinate and collaborate on marketing efforts across different regions, cultures, and markets. Franchisees need to balance the consistency and recognition of the brand with the flexibility and relevance of the local context. Franchisors need to provide guidance and support to the franchisees without imposing too much control or interference. How can franchise marketing collaboration work effectively and efficiently across different regions? Here are some best practices to consider.

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Ajay Gupta

Co-Founder of Rishihood University | Founder of the Bachpan and AHPS Group of Schools | Author of “Decoding Business…
Annette McDonald

Founder, Easil; Helping Franchises and teams of all sizes keep their visual brand, on-brand, with easy to use DIY…
Eliot Olson

Director of Paid Media & Franchise Sales at SmartBug

1 Align on goals and values

The first step for successful franchise marketing collaboration is to establish a clear and shared vision of the goals and values of the brand. Franchisors and franchisees need to agree on what they want to achieve, how they want to position themselves, and what they stand for. This will help them create a coherent and consistent message across all channels and platforms. It will also help them avoid conflicts and misunderstandings that could damage the reputation and performance of the brand.

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Paul Ehlinger

Helping multi-location brands manage social media with AI
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The franchise brand should be the center of everything. It is the centralizing point of voice/tone, audience, and how you communicate your product/services. It can also serve as the decision maker in the future as you work collaboratively - always asking yourself and each other - does this fit into the brand guidelines?

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2 Communicate regularly and transparently

The second step for successful franchise marketing collaboration is to communicate regularly and transparently with all the stakeholders involved. Franchisors and franchisees need to exchange information, feedback, and ideas on a frequent and timely basis. They also need to use the appropriate tools and channels to facilitate communication, such as online platforms, newsletters, webinars, or meetings. Communication should be respectful, constructive, and honest, and should address both the challenges and the opportunities of the market.

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Eliot Olson

Director of Paid Media & Franchise Sales at SmartBug
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Transparency is key in the franchise marketing world. Depending on the product/service, regional differences are going to radically change both local owner's business goals but also the KPIs they use to determine campaign success. If you don't have a transparent understanding of how different territories and regions are performing, it will be very hard to make apples-to-apples comparisons. This can lead to poorly performing marketing partner agencies flying under the radar or struggling franchisees not getting the support they need. Both of these situations are bad for business.

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3 Leverage local insights and expertise

The third step for successful franchise marketing collaboration is to leverage the local insights and expertise of the franchisees. Franchisees have a deep understanding of their customers, competitors, and trends in their region. They can use this knowledge to tailor and adapt the marketing strategies and tactics to the specific needs and preferences of their audience. They can also share their best practices and learnings with other franchisees and franchisors, and contribute to the innovation and improvement of the brand.

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Ajay Gupta

Co-Founder of Rishihood University | Founder of the Bachpan and AHPS Group of Schools | Author of “Decoding Business Minds"
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Sometimes, you can also use an alternative approach. Remember the Shahrukh Khan-Cadbury's Diwali ad campaign? It utilised machine learning to promote its global brand values with a tint of "localness". Always be strategic in your goal-setting and marketing efforts to achieve real outcomes.

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Paul Ehlinger

Helping multi-location brands manage social media with AI
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The brand guidelines are the lens with which you should view your local territory. How can you best apply it to service your community with your product/service?

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4 Provide training and resources

The fourth step for successful franchise marketing collaboration is to provide training and resources to the franchisees. Franchisors need to equip the franchisees with the skills, tools, and guidelines they need to execute the marketing plan effectively and efficiently. They also need to offer ongoing support and coaching to help them overcome any difficulties or challenges they may face. Training and resources should be relevant, accessible, and updated, and should cover both the technical and the creative aspects of marketing.

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Annette McDonald

Founder, Easil; Helping Franchises and teams of all sizes keep their visual brand, on-brand, with easy to use DIY design, workflow tools, printing & logistics [Australia & USA locations]. Co-Owner, Inkco.
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Provide your franchisees with tools that allow them to quickly and easily prepare marketing materials with local touches, but also ensure the system is not leaving them to fend for themselves. Consider a program that provides on-brand marketing templates that can be customized for those LAM activities, and also allows the Zee to share with the Zor Marketing team and/or Ops teams for collaboration and/or Approvals. Giving them some freedom, but also support, will help them to grow both their confidence, and their brand knowledge.

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Barry Money GAICD

I help businesses scale through franchising & growth acceleration, drive innovation, and achieve significant enterprise value—partner with me to transform your business for sustainable growth.
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Peer to peer collaboration. Give the FSEs the rail tracks of brand and franchise guidelines but then let them learn and innovate together.

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5 Measure and optimize results

The fifth step for successful franchise marketing collaboration is to measure and optimize the results of the marketing efforts. Franchisors and franchisees need to track and analyze the key performance indicators (KPIs) of their campaigns, such as reach, engagement, conversions, or sales. They also need to compare and benchmark their results with other regions, markets, or industries, and identify the strengths and weaknesses of their marketing activities. Based on the data and insights, they need to adjust and optimize their strategies and tactics to maximize their return on investment (ROI).

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6 Celebrate and reward success

The sixth and final step for successful franchise marketing collaboration is to celebrate and reward the success of the brand and the franchisees. Franchisors and franchisees need to recognize and appreciate the efforts and achievements of each other, and share the positive feedback and testimonials from the customers and the media. They also need to offer incentives and rewards to motivate and retain the franchisees, and to foster a culture of collaboration and loyalty. Celebrating and rewarding success will help them build trust and confidence, and strengthen their relationship and their brand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for franchise marketing collaboration across different regions?

1

2

3

4

5

6

7

1 Align on goals and values

2 Communicate regularly and transparently

3 Leverage local insights and expertise

4 Provide training and resources

5 Measure and optimize results

6 Celebrate and reward success

7 Here’s what else to consider

Franchising

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What are the best practices for franchise marketing collaboration across different regions?

1

2

3

4

5

6

7

1 Align on goals and values

2 Communicate regularly and transparently

3 Leverage local insights and expertise

4 Provide training and resources

5 Measure and optimize results

6 Celebrate and reward success

7 Here’s what else to consider

Franchising

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