Imagine you and a friend plan to meet up for dinner at a chain restaurant, but neglect to specify which address. There’s no way to ensure you’ll arrive at the same location if all drivers aren’t completely on board with the details. The same is true in franchise marketing. All decision drivers must be on the same page, or the brand will arrive at varying destinations—ultimately confusing consumers and weakening trust in the business.
As changes are made to the business, all stakeholders should be promptly included in the conversation. The key to successful franchise marketing is creating and maintaining synchronous brand assets. By consistently keeping stakeholders looped in, you’ll create credibility for the business.
Monitoring how your brand is doing is crucial to business success. Run reports on individual locations’ lead and brand performance, as well as the collective lead and brand performance. Consider how the two reports may be correlated. How can you improve success in individual businesses? How can you improve success of the overall franchise?
Trade shows and events allow franchises to generate long lists of leads in single days or weekends. Your business is likely one of dozens doing the same types of things at these events, so go big to stand out and be the center of attention. Consider how your brand may be able to captivate your target audience with a unique booth display, swag activations, or a riveting off-site event.
As nice as it would be, your assets cannot withstand the test of time. Your audience needs to be regularly re-engaged and re-excited with new franchise marketing. Refresh copy and creative frequently in campaigns to nurture leads with fresh assets over a long period of time.