Understanding franchise marketing is a top priority for both new and prospective franchise business owners. Many national brands rely on a set advertising process, but individual owners are still held responsible for local reputation management along the way. Do you know how the corporation’s practices will impact your bottom line? Here is a quick guide to evaluating the effects of a national advertising program:
1. Scrutinize Your Mandatory Program
Although owning your own business can offer you a lot of freedom, being part of a national chain means following some rules. You may already pay corporate-wide advertising fees, which contribute the company’s public image and overall brand awareness. These fees can greatly benefit your business, but certain practices may be frustrating if you have limited control over how certain funds will be spent. Are you getting your money’s worth? All mandatory contributions should be spent wisely; otherwise, your local business could slip through the cracks.
2. Look for the Balance Between Funds Spent and the ROI
When it comes to advertising, calculating the return on investment (ROI) for each piece is critical. Fliers, social media ads, commercials, and more must build the company image and attract customers, while balancing production and distribution costs. If your company’s ads are slick and impressive but do not bring in enough customers, it may be difficult for your branch to stay in the black. Television commercials, in particular, may be a costly expense and poor placement can seriously hinder your results. Additionally, both expensive ads that rarely air and inexpensive ads that are over-aired can harm the brand and your local business as a result.
3. Connect with Consumers to Help Drive Traffic
An ad that only focuses on brand recognition may have trouble soliciting action from the viewer. Every campaign should have a strong call to action that will both drive traffic and connect with consumers. What is your national brand’s target audience? Does the corporation utilize social media? What can and should customers expect from your establishment? After all, when a need arises, you want your business to come to mind. Engaging with your customers throughout the advertising process can help establish the ideas of familiarity, reliability, trustworthiness, and more.
4. Talk to Other Franchisees
Asking other owners for input is one of the best ways to determine how a national chain’s franchise marketing truly works. Are others happy they took the plunge or wishing they had read the fine print? Is there transparency in the process of turning mandatory fees into advertising campaigns? Are these campaigns well balanced, and do they offer a significant ROI? National advertising should help local branches succeed in the business.
5. Examine Local Ad Protocol
Perhaps not all advertising in your industry is handled at the local level. If not, look for a local protocol and examine all guidelines and restrictions. Some franchises are required to do their own advertising, appealing to the local crowd while maintaining the national brand image. In those cases, customized advertisements can be cost-effective and easily blend with the national brand. Alternatively, see if your company is open to suggestions. Your ideas could influence the area’s ad campaigns, helping bridge the gap between a nationwide company and local needs.
The Bottom Line
No matter the various fees, rules, and national regulations your branch may have to contend with, connecting with the customer occurs on a local, personal level. Online advertising and web services from us at Thrive Internet Marketing can drive consumer traffic in ways that national campaigns cannot. Learn more by contacting us for a free consultation.
