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What are the best ways to create a cohesive franchise marketing strategy for multiple locations?

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If you own or manage a franchise business with multiple locations, you know how challenging it can be to create a consistent and effective marketing strategy. You want to promote your brand identity, attract and retain customers, and stand out from the competition. But how do you balance the needs and preferences of your local markets with the standards and goals of your franchisor? In this article, we will share some best practices for creating a cohesive franchise marketing strategy for multiple locations.

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Leandro Rampazzo

Founder e CEO na Godiva Propaganda | Ajudando grandes empresas e redes de franquias a crescerem!
Annette McDonald

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

Partnering with franchises and business networks to help owners hire and retain top talent ?? | Certified Franchise…

1 Understand your target audience

The first step to creating a cohesive franchise marketing strategy is to understand your target audience. Who are your ideal customers, what are their pain points, and how can you solve them? How do they search for and interact with your products or services? What are their demographics, psychographics, and buying behaviors? You can use tools like customer surveys, online reviews, social media analytics, and market research to gather and analyze data about your audience. This will help you tailor your marketing messages, channels, and offers to their needs and preferences.

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Leandro Rampazzo

Founder e CEO na Godiva Propaganda | Ajudando grandes empresas e redes de franquias a crescerem!
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A estratégia de marketing deve ser voltada para tornar a marca conhecida nacionalmente ou nas regi?es onde as unidades est?o presentes. Dentro dessa estratégia as campanhas do ano devem englobar as necessidades das franquias. Fornecer a??es de marketing local/guerrilha facilitar?o o processo do franqueado faturar mais e criar uma rela??o com sua micro regi?o.

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Cristiana Carpini

CEO| ANBBA delegate | scale Italia org| founder WVREC I female forum member
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first you need to know your identity: who you are , who your customer are, what's your target. On who you are , it seems obvious but sometimes CEOs don't know what they strength or weakness are. Marketing will work on the company image emphasising strengths. Target: where do you want to go and how much you want to scale. Who are your clients, families, business, children?medium ,low, high spending? if you have a business analyst they will help you in finding out, checking your audiences on socials, on your shops, survey on socials, etc. Once that you know you can see if there is the same correspondence in the market you want to go and what is the potential there , who your competitor is, etc. now you can create a effective campaign

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Lizzy Young, CFE

Partnering with franchises and business networks to help owners hire and retain top talent ?? | Certified Franchise Executive | Author of the Franchise Leadership Ledger | Co-Chair of WFN Chicago
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The best thing you can do for your brand is connect with your target customers directly. Conduct focus groups, reach out to them for feedback, and follow up on reviews. Learn WHY their pain points exist and don’t be afraid to ask them, point-blank, how you can help solve them.

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2 Align your brand identity and value proposition

The next step is to align your brand identity and value proposition across all your locations. Your brand identity is the personality, voice, and image of your business. It should reflect your mission, vision, and values, as well as your unique selling proposition. Your value proposition is the benefit that you offer to your customers that sets you apart from your competitors. It should be clear, concise, and compelling. You can use tools like brand guidelines, style guides, and templates to ensure that your brand identity and value proposition are consistent and coherent in all your marketing materials and touchpoints.

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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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As you develop your brand voice, your marketing team should expand on the brand guidelines documentation. Some parts of this guideline will be developed from the start, eg within a QSR: how you label your restrooms/toilets/other directional can be a fun way to inject brand personality. Other brand voice could be seasonal; again in a QSR, alongside a seasonal promotion you may change how your team greets consumers as they enter. The goal is always about creating a unforgettable brand experience; but how you deliver that will (and should) adapt over time, thus you must have an effective way to communicate these updates and changes to guidelines.

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3 Coordinate your marketing campaigns and activities

The third step is to coordinate your marketing campaigns and activities across all your locations. You want to create a unified and integrated marketing strategy that leverages the power of both online and offline channels. You can use tools like marketing calendars, project management software, and communication platforms to plan, execute, and monitor your marketing campaigns and activities. You should also align your marketing objectives, budget, and metrics with your franchisor and other franchisees. This will help you optimize your marketing performance and avoid duplication or conflict.

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Lizzy Young, CFE

Partnering with franchises and business networks to help owners hire and retain top talent ?? | Certified Franchise Executive | Author of the Franchise Leadership Ledger | Co-Chair of WFN Chicago
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It’s crucial to hold your franchisees accountable to ensure they’re effectively executing these marketing campaigns, but it’s ALSO crucial to hold yourself/your team accountable and ensure you’re providing the necessary resources for your franchisees to do so.

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4 Customize your local marketing efforts

The fourth step is to customize your local marketing efforts to suit your specific markets. You want to adapt your marketing strategy to the local culture, preferences, and trends of your customers. You can use tools like geo-targeting, local SEO, and social media to reach and engage your local audience. You should also leverage your local knowledge, networks, and partnerships to create relevant and valuable content, offers, and events. This will help you build trust, loyalty, and advocacy among your customers.

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5 Solicit feedback and reviews from your customers

The fifth step is to solicit feedback and reviews from your customers across all your locations. You want to measure and improve your customer satisfaction, retention, and loyalty. You can use tools like surveys, testimonials, and online review platforms to collect and display feedback and reviews from your customers. You should also respond to and act on the feedback and reviews that you receive. This will help you enhance your reputation, credibility, and word-of-mouth referrals.

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6 Learn and improve from your results

The final step is to learn and improve from your results. You want to evaluate and optimize your franchise marketing strategy based on your data and insights. You can use tools like analytics, reports, and dashboards to track and analyze your marketing results. You should also compare and benchmark your results with your franchisor and other franchisees. This will help you identify and implement best practices, opportunities, and recommendations for your franchise marketing strategy.

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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 ways to create a cohesive franchise marketing strategy for multiple locations?

1

2

3

4

5

6

7

1 Understand your target audience

2 Align your brand identity and value proposition

3 Coordinate your marketing campaigns and activities

4 Customize your local marketing efforts

5 Solicit feedback and reviews from your customers

6 Learn and improve from your results

7 Here’s what else to consider

Franchising

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What are the best ways to create a cohesive franchise marketing strategy for multiple locations?

1

2

3

4

5

6

7

1 Understand your target audience

2 Align your brand identity and value proposition

3 Coordinate your marketing campaigns and activities

4 Customize your local marketing efforts

5 Solicit feedback and reviews from your customers

6 Learn and improve from your results

7 Here’s what else to consider

Franchising

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