Marketing for franchises is deceptively complicated. A brand must present one unified mission to its customers but also communicate it to communities through far-flung franchisees. It’s a big task, which is why many franchises use marketing agencies that specialize in franchising. “The more we know about a brand, how that brand makes money, and how its franchisees make money, the better we can build campaigns for it,” says Dawn Kane, CEO of one such firm, the Minneapolis-based Hot Dish Advertising. Here are the four marketing moves she says every franchise should make.
1/ One campaign to serve them all.
Franchisees are often tempted to launch local marketing campaigns to connect with their specific communities, but more often than not, Kane says, that’s an unnecessary use of time and money. “When you really dig into the demographics and psycho graphics of a brand’s customer, the consumer profile tends to be the same, whether they’re in Ohio or Florida or California. Same income, same media consumption—if it looks like a duck and walks like a duck, it’s a duck.” A successful media campaign should help franchisees reach their customer no matter the market.
2/ Meet your audience where they are.
To keep social media engagement consistent across markets, franchisors often implement rules and regulations for local franchisees to follow. “It’s kin