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Are you even worried about driving sales to your franchise? Now is the time to keep aside all your concerns, as our comprehensive franchise marketing playbook contains strategies that will drive revenue to your franchise organization, improve its position, attract new customers, etc.
Let’s take a quick look at why franchise marketing is so important for organizations. Henceforth, the playbook will assist franchisors in effectively managing the franchise. Moreover, it aids franchisees in managing the maintenance tone for local marketing initiatives.
More details related to franchise marketing are also discussed in this blog. Continue reading.
Best Franchise Marketing Playbook – Take Glance Now
One of the most professional franchise marketing playbook contains comprehensive details for social media marketing, email marketing management, word-of-mouth marketing, and co-partnered initiatives by franchisor and franchisee, etc.
Additionally, the playbook will serve as a guideline in maintaining the tone of a corporate brand and aid franchisees in managing that tone for local marketing initiatives.
Read the top 13 guidelines below!
# Cover Page
Franchise marketing playbook will assist franchisors in offering optimum tools and strategies for franchisees to run successfully. Our efficient and insightful playbook will promote business across operating regions and create brand awareness among the audience to enable franchise growth.
Cover page of the franchise marketing playbook has a remarkable image to attract the audience's attention. One can even display their company name on the cover slide. Moreover, the playbook highlight details about optimizing franchise marketing through local audience management, paid media initiatives for franchises, and more.
# Corporate Controlled Website for Efficient Franchise Management
Corporate controlled website ensures minimum expenses and commitment in order to avoid additional assistance. It aids in managing rogue sites developed by franchise owners. This slide displays the role of corporate-controlled websites for better franchise management. Moreover, it helps in maintaining brand consistency among all franchisees across different locations.
Additionally, the franchise’s customized website (rogue one) might compete with their corporate website (local subdomain/localized page) through relevant keywords. One of the essential roles of the controlled website for efficient franchise management is that there is no determination of accurate channels for quality leads through rogue websites.
# Franchise Website Structure - Information & Content Management
Information to be included across the franchise's homepage includes details of location's address, contact information, unique content like blogs, etc. This slide presents details regarding content management across the franchise's website. Consequently, unique content to publish on franchise pages can include canonical tags informing search engines about the master copy of the page, canonical meta tags (having no unique content), localized content for each franchise unit, etc.
Franchise's website structure must contain information about three elements, i.e., local service pages, the franchisee's role in web page optimization, information across franchise homepages, etc. Furthermore, one can exhibit details about social media accounts, blog posting, ways to offer services virtually, promotions, etc.
# Role of Paid Media in Franchise Marketing
Paid media marketing enables franchises to lead generation & increasing customer base through various campaigns promoting brand awareness. This slide highlights the role of paid media in franchise marketing. Various kinds of advertising through paid media include video ads, display ads, search ads, social media ads, etc.
Moreover, local franchise owners focus on paid media initiatives across specific products and services with campaigns containing special keywords & interests. Also, the slide shows examples of corporate social & display ads and search ads.
# Usage of Social Media Marketing for Franchise
Social media marketing for franchises eases the availability of individual business details and develops community across each franchise location with unique, locally focused content, etc. This slide displays the usage of social media marketing for franchises in terms of generating leads, leveraging brand awareness, etc.
Furthermore, it provides details about various ways to include corporate in managing a franchise’s social media presence & which social media platforms can be used. Ultimate goal of social media marketing is to handle customer service questions, complaints & issues and leverage brand awareness and authority.
# Assisting Franchisees through Social Media Marketing Guidelines
Various social media marketing guidelines assist franchise owners in improving their social media reach. This slide presents the franchisor's role in assisting franchisees through social media guidelines such as corporate brand guides, educating franchisees, and asset profiling.
Most importantly, provide a clean and professional social media profile through consistent logo files, high-quality featured images, etc. Ensure that franchisees showcase the aesthetic and general voice of the brand on a large scale while displaying content over social media. One can even train franchisees to effectively manage social media marketing through online guides, local presentations, webinars, etc.
# Determine Corporate’s Role in Email Marketing of Franchise
Corporate office manages the franchise’s emailing activities to ensure cohesiveness across clients’ brand experiences. Similarly, franchisers can leverage assets and general messaging guidelines offered by corporate to ensure customized content. This slide highlights the corporate’s role in the franchise’s email marketing process in developing guidelines for email marketing programs.
Consequently, several ways to develop email lists through opt-in forms are to prepare resources opt-in form & collect contact information, assist franchisees by creating a website form that enables users to opt-in for email newsletters, and prepare mail lists through resources for an interested audience, etc. Moreover, generating new leads, developing a community across each franchise location with unique content, etc., are guidelines for developing an email marketing program.
# Content Calendar for Email Marketing Activities
Content calendar keeps monthly track of all email marketing activities of the franchise. This slide showcases an email marketing activities content calendar. Furthermore, it highlights details for campaigns catered, campaign goals, owner details, the current status of the campaign, send time of the email, email list receiving campaign, the subject line for new email, preview text, email content, etc.
For example, January month’s goal was to give customers discounts for the new year, and email content included 'celebrate the new year with an amazing 30% off on ABC product'.
# Several Referral Programs through Word-Of-Mouth Marketing
This slide illustrates different referral programs through word-of-mouth marketing, such as contests/giveaways, fundraisers, seasonal campaigns, referral discounts, social gifting, customer loyalty tiers, exclusive events, etc. Additionally, some of the popular referral programs that develop resources for alerting customers are email communications, newsletters, websites, blogs, etc.
Furthermore, key highlights for referral programs are as follows: prepare scripts for sales and customer support team to follow while explaining referral program, develop a landing page for leads to provide friend’s information, message in context to ideal customer profile, etc.
# Various Demand Generation Strategies Utilized by Franchise Partners
Demand generation strategies are used by franchise partners to retain, nurture, acquire, and reactivate customers. This slide displays a description and customer data requirement of demand generation strategies utilized by franchise partners and associated costs.
Henceforth, to nurture customers, various strategies used by franchise partners can be multi-touch email blasts, events, email marketing, etc. For reactivating customers, strategies used by franchise partners are blogs, search engine marketing, etc. Likewise, the slide provides details for each demand-generating strategy.
# Campaigns Managed by Franchises across Diversified Industries
This slide highlights various campaigns managed by franchises across different industries. Also, it caters to campaigns, initiatives & marketing tools catered across different verticals such as spa franchises, restaurants, fashion retailers, car dealerships, etc.
Furthermore, marketing tools for hospitality franchises are print ads, digital banner ads, local area maps, etc. Likewise, campaign initiatives for insurance branches include promoting travel insurance during international or domestic trip booking increases. Similarly, one can display all franchisees' initiatives and marketing tools to manage them across industries.
# Determine Franchise Marketing Budget Plan
Franchise marketing budget plan includes quarterly costs for each marketing channel, name of the employee, working position, number of years in the position, etc. This slide exhibits a franchise marketing budget plan with details about costs across variant marketing channels such as email, social media, research, agency cost, paid ads, SEO, direct mail, etc.
# Dashboard to Track Franchise Marketing Campaign Performance
This slide illustrates information regarding the dashboard to track franchise marketing campaign performance in terms of clicks, impressions, conversion rates, cost per click, etc. Moreover, the dashboard presents CTR percentage, the cost in dollars, cost per thousand impressions, total cost, cost per conversion, etc., for tracking franchise marketing performance.
Consequently, one can even show a monthly line chart for ad impressions and ad clicks and a monthly bar chart for google ads overview highlighting conversions, ad clicks, ad cost, and ad impression.
Importance of Franchise Marketing
To establish an online presence & build a competent brand, franchise marketing can be the best strategic use of email marketing & other digital strategies. It not just aids franchisors in retaining the customers but also guides them in dealing with the client's complaints.
Furthermore, franchise marketing support organizations in building a strong online presence, responding to customers, managing their reputation, etc. Efficient handling of email marketing, social media marketing, paid media marketing, word-of-mouth marketing initiatives, etc., are all associated with a franchise's audience management.
Most Popular Email Marketing Initiatives for Franchise Marketing
Finding quality prospects for your franchise is a daunting task but not an impossible one. This is because a franchisee has to follow certain necessary steps while representing their firm in front of the market. Consequently, if these steps are not put in place, then marketing a franchisee would become a challenging task.
Hence, to be on the right track, follow these smartest 7 email marketing initiatives to find the right people for your franchise. Seven popular email marketing initiatives are as follows for your franchise marketing are as follows:
- Treat your franchisees as true partners & optimize your appeal to franchisees
- Keep franchisees happy by using existing franchisees as advocates
- Build a strong website & make your franchise information easily available to everyone
- Provide more value to your franchisees & elevate your brand as an authority
- Build community trust using robust communication tools with your franchisees
- Create efficient franchise goals & build good relationships with franchise holders
- Handling franchise marketing efforts would be difficult. Thus, hire an agency for them, etc.
The Bottom Line
Your franchise marketing guidelines can be organized with our ready-made, 100% editable, engaging and simple-to-understand visuals. We at SlideTeam prepare templates using the latest flowcharts, matrix, checklists, and more, to improve information retention and ensure all steps are carried out.
Even no-design experience works here. No worries. Just use our franchise marketing playbook template that is best and, at the same time, competent enough. Access our services and see how easy it is to customize the playbook template & get desired results.
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PS: Read about Franchise Business Model.
