The Franchisor-Franchisee Relationship in Digital Marketing
Anyone that’s had a role in a franchise model can tell you the complexity of the franchisor-franchisee relationship. Coordinating a marketing plan can be extremely complicated as franchisors require strict adherence to brand standards while franchisees require a customized approach to reach their unique local audience. This relationship is further complicated when we consider franchise digital marketing strategy because of the resources and education required for success.
Location3 CEO Alex Porter recently shared with Forbes a guide for franchisors and franchisees to ensure that all of a franchise system’s digital marketing bases are covered. Here’s an excerpt from the post, which details which entity is best equipped to handle specific digital marketing tactics.
Paid Media: The modern media landscape is complex and requires that brands use a variety of outlets to reach consumers. Using advanced targeting techniques and ad optimization tools, a brand team or partner is capable of serving ads to the consumers most likely to make a purchase based on demographics, location and preferred device. Whether it’s video, social media advertising or display, the franchisor should be responsible for creating efficient campaigns at the national level that drive both brand awareness and customer actions.
Review Management: Managing online business reviews can be stressful, but reviews are a valuable forum for franchisees and their customers to share and validate personal experiences. When customers leave reviews, it builds brand awareness. When franchisees respond to reviews, it builds trust with local customers. When responding to reviews, franchisees should remember to keep responses short, be nice and thank both positive and negative reviewers for sharing their experiences.