Understanding Franchise Marketing: Strategies, Importance, and Benefits

What is Franchise Marketing?

Franchise marketing involves promoting a larger brand to build awareness and increase revenue for the individual businesses that make up the franchise. A franchise marketing plan typically includes campaigns that focus on strengthening the brand’s identity as a whole. For example, even though your local pizza chain may share the same name with branches across the region or country, it’s still recognized as your neighborhood pizzeria.

Franchise marketing works both ways, with the franchisee and the franchisor collaborating to maintain the brand’s reputation and customer loyalty. The franchisor owns the main brand, while the franchisee is the person who obtains the rights to use the brand name and likeness.

Why is Franchise Marketing Important?

Franchise marketing is crucial because it creates a unified brand strategy for the business. Whether through social media, digital marketing, search engine optimization (SEO), or email campaigns, franchise marketing boosts brand awareness, helping local businesses grow while still aligning with the overall franchise.

Types of Franchise Marketing

1. Operational Franchise Marketing

   This type of marketing focuses on the local franchises and their specific needs. For instance, a national sandwich chain might promote a deal that applies to all franchises across the country. The goal is to connect individual franchises to the broader business while maintaining a local presence. Franchisors and franchisees often work together to make sure the local business feels like part of the larger brand.

2. Franchise Development Marketing

   This approach targets the growth of the franchise as a whole. A franchisor might run campaigns to attract new franchise owners looking to start a local business. Franchise development marketing also helps build the brand’s footprint using strategies like SEO, digital marketing, email campaigns, and content creation.

Elements of a Franchise Digital Marketing Strategy

1. Maintaining Brand Consistency

   Consistency is key in franchise marketing. If a customer visits a fast-food restaurant, they expect a similar experience no matter the location. This includes everything from the business model to the advertising strategy, ensuring that the brand feels the same across different franchises.

2. Establishing an Online Presence  

   Having a strong online presence is essential for franchise marketing. For franchisors, ensuring good SEO and clear social media strategies will benefit both the brand and its local franchisees. A marketing plan should include clear guidelines for social media, SEO, and email campaigns to help support the franchise’s digital footprint.

3. Working with Franchise Owners  

   Franchise marketing is a partnership between the franchisor and the franchisees. Both parties should collaborate to identify target audiences and tailor their marketing campaigns to reach those groups effectively.

How to Create a Franchise Marketing Plan

Building a franchise marketing plan starts with knowing your target audience. From there, the franchisor should work closely with franchisees to create a campaign that resonates with local customers. While each plan may differ, the marketing strategy should follow the general business model set by the franchisor.


Benefits of Franchise Marketing

While franchise marketing can seem challenging, it plays a key role in the success of an established franchise. Some advantages include:

* Consistency across all franchise locations

* Increased brand awareness

* Greater reach, helping to grow the franchise

Examples of Franchise Marketing

1. McDonald’s Big McDelivery 

   In 2020, McDonald’s expanded its delivery service, which was first tested in Canada. Due to the global pandemic, McDonald’s partnered with Amazon to create delivery hubs on Amazon.ca. The campaign exceeded expectations, with user engagement on the McDelivery page 250% higher than standard benchmarks, and 75% of all clicks were on the “Get McDelivery” button. The campaign also enhanced McDonald’s reputation as a leader in food delivery.

2. Taco Bell and the T20 World Cup 

   During the cricket craze in October and November 2022, Taco Bell India launched a campaign called “See a Six, Catch a Taco.” Every time a batsman hit a six, fans had the chance to redeem a free taco. Taco Bell worked with Amazon Ads to create buzz around the campaign, which generated 12 million impressions and had a video completion rate above 55%, outperforming Fire TV benchmarks.

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