Businesses with a single owner are usually under much more control of the owner, whether a majority of the production and other functions are done by the owner themselves, or the management hired by the owner is carrying out the work. The tabs are kept through the methods they choose and the ship is kept tight through franchise marketing checks and balances that are set in place.
A franchise-based business isn’t much different, but some factors come into play when several different “owners” of the extensions of the company come about. One aspect we are going to look at is the marketing of a franchise-based company. There are two sides to the marketing strategies developed by a franchise-based company, and they are categorized as the following:
Marketing plans that are put into place for the overall franchise image are usually set by the franchisor or franchise owner. The brand is established at this level, setting the tone for the overall mood and voice of the company that the franchisees will then represent in their work. There is also a collective fund used to fuel system-wide marketing efforts.
The role of a franchisee in the marketing that is to be done for the franchise they are a part of is at more of a local level. Such promotions that are more specific to their location, such as an opening day or locale-based sale. These marketing campaigns must be submitted for approval or are co-developed by the franchise owner or franchisor. Another common practice for franchisee marketing is distinguished in the guidelines that a certain amount of the total sales accumulated by the franchisee must be allocated to fund the marketing strategies.
The best thing about marketing for a franchise-operated business is that, although there is an overall brand image to uphold, every franchisee gets to implement their own spin or take on how to go about promoting that brand to their customers. They can retain some entrepreneurial autonomy without owning the business as a whole outright.
Do you own a franchise and are working to streamline your marketing efforts throughout your locations? Are you a franchisee and want to formulate some great ideas for your installment of a great brand to get recognized in your area?
Give OCGnow a call today at (904) 600-3600 and let us help you achieve the dream you are shooting for.