How can you collaborate with your franchisees to develop a marketing calendar?

Collaborating with franchisees to develop a marketing calendar is crucial for ensuring a cohesive and effective marketing strategy across your franchise network. In my experience some steps are: - Have an open communication with franchisee to gather feedback regarding their local market conditions, customer preferences, and any specific challenges or opportunities they may have identified. - Determine which marketing initiatives should be centralized for consistency and brand cohesion and which can be localized to address specific market needs. - Provide training sessions on marketing best practices. - Develop the marketing calendar by taking into consideration seasonal trends, holidays, and community events.

é fundamental que a franqueadora treine e capacite os seus franqueados dos valores da marca, assim como os seus limites para a cria??o do calendário de marketing. Além de passar os conhecimentos e estratégias validadas para serem mais assertivos. é ideal que seja compartilhado um sistema ou modelo de calendário para os franqueados seguires de exemplo.

Atuar com franchising é ter o ano bem mapeado e planejado. é importante que no calendário de campanhas estejam presentes todas as campanhas, com objetivos, tempo de validade entre outros. O franqueado precisa receber essas campanhas com antecedência para tirar dúvidas, preparar a unidades, treinar a equipe e muito mais.

When defining marketing objectives, I start by segmenting all franchisees into three tiers based on latest annual unit volumes - under $500k, $500k-$1M, and over $1M. The highest performers possess valuable frontline consumer insights that inform impactful digital and print initiatives targeting key growth demographics in their regions. I survey this advisory panel monthly.

Define your objectives: Let's not waltz into calendar chaos! Set the tone with clear, shared goals. National brand awareness? Local foot traffic? Both? Align franchise interests with HQ's vision to craft a calendar that sings, not clashes.

Os franqueados têm o domínio da regi?o, da cultura, dos eventos e é uma ótima oportunidade para aproveitarem em suas a??es de marketing para promover a sua unidade de franquias. O que gera uma maior aproxima??o da comunidade e diversas experiências para os moradores que passam a conhecer a empresa e se encatarem por sua personaliza??o ao evento do bairro que está divulgando.

Hoje conseguimos entregar o calendário de marketing anual para os franqueados, mas percebemos que a principal diferen?a foi o envolvimento deles no negocio. Conseguimos aumentar o uso das a??es de marketing uma vez que os próprios franqueados come?aram a participar do processo criativo.

In my experience, take care to know your competitors in every market, because when you build a marketing calendar and launch innovation in some regions, you could have competitors that copy your strategies and products for other regions. Ask your franchisees, visit their markets, know their competitors, and take advice from them, you know your brand, but they know deeply their region their customers, and needs. Every marketing plan has challenges according to the region, so take care of formulating global strategies that your franchisees could apply in their local store marketing.

They're the boots on the ground, the local heroes! Tap into their market knowledge, cultural nuances, and competitor intel. Surveys, workshops, even brainstorming parties – unleash their voices, their ideas, their passion!

When franchisees join your system, you should ask them to write out their i individuals goals for their franchise business. This information should be collected, reviewed and updated at regular intervals with your franchisees. This information should then be matched to your brands goals to determine where there are overlaps and where there are not. This is important because these goals will help drive marketing efforts and whether those efforts should be at a brand, national, franchisee or local level.

Understand that the majority of Franchisees are not marketers, and that giving them a starting point will give them the confidence to give LAM activities a try, and eventually plan them into the marketing calendar. Providing them with a range of templates is a great starting point, but should also be accompanied by examples of how those templates can be adapted so that they understand the brand boundaries. Creating a brand/marketing team to Franchisee approval process is a great way to encourage new ideas, and also gives them the confidence that it's being looked over by a marketing professional that can help them carry it through.

National campaigns are crucial, but flexibility is king. Provide a framework, not a straitjacket. Let franchises adapt campaigns to their communities and their audiences. It's not one-size-fits-all, it's "synergy in action!"

From my own experience, when you have control of your marketing global strategy, it's important to assign some budget for local store marketing. Whether executed by the franchisor or agreed to in the franchise agreement and assigned to the franchisee to be executed.

Resources matter. Be transparent about national spend, cooperative funding opportunities, and local budget autonomy. Open communication builds trust, empowers franchises, and fuels marketing magic.

This calendar's a living document, not a museum exhibit! Schedule regular check-ins, track campaign performance, and adapt as needed. Agility is key, and data is your compass.

Consider creating your collaborative marketing calendar in a project management tool such as Clickup or Asana, where you can automate approved local area marketing events into tasks and checklists to keep everyone on the same page with status. These tools also can allow you to work with external suppliers by allowing Guest access to certain projects, boards, or tasks.