As a marketing agency, one of the most exciting projects we can take on is working with franchises. Franchises offer unique marketing opportunities that can help a business grow quickly, but it can be a challenge to develop a marketing strategy that effectively captures the essence of the brand while resonating with local markets. In this blog post, we will explore the best ways to market franchises, including the use of video marketing, and provide examples and statistics to help illustrate the effectiveness of these strategies.
Understand the Local Market
One of the keys to successfully marketing a franchise is to understand the local market. While the brand identity and messaging should remain consistent across all locations, the marketing strategy needs to be tailored to each individual market. Conducting market research to identify local trends, preferences, and competition can help inform the marketing strategy and ensure that the messaging resonates with the target audience.
Leverage Social Media
Social media is an incredibly powerful marketing tool for franchises. Social media allows franchises to engage with customers and build relationships at a local level. Each location can have its own social media presence, which allows for hyper-localized messaging that resonates with the local market.
According to a study by the International Franchise Association, 88% of franchises have a social media presence, and 62% of franchisees say social media is the most effective way to build relationships with customers.
Utilize Video Marketing
Video marketing is a highly effective way to market franchises. Videos can help tell the story of the brand, showcase the products or services offered, and connect with customers on an emotional level. Video marketing can also be used to showcase the unique characteristics of each individual franchise location.
According to a study by Animoto, 64% of consumers say that watching a marketing video on Facebook has influenced a purchase decision. Furthermore, 81% of businesses use video as a marketing tool, and of those, 99% plan to continue using video in their marketing strategy.
Partner with Local Influencers
Partnering with local influencers can be a highly effective way to reach new customers and build brand awareness. Influencers have a dedicated following of engaged fans who trust their recommendations. By partnering with influencers who align with the brand's values, franchises can reach new customers and build credibility within the local market.
For example, McDonald's partnered with a popular influencer, Lele Pons, to promote their new "Signature Crafted" sandwiches. The video generated over 2 million views, and McDonald's saw a 3.4% increase in sales.
Implement Local SEO
Local SEO is an essential component of any franchise marketing strategy. By optimizing each individual location's website for local search, franchises can improve their visibility in search results and drive more traffic to their website.
According to a study by Google, 46% of all Google searches are seeking local information, and 88% of consumers who perform a local search on their mobile device visit or call a store within 24 hours.
Marketing a franchise requires a unique approach that balances brand consistency with localized messaging. Understanding the local market, leveraging social media, utilizing video marketing, partnering with local influencers, and implementing local SEO are all effective ways to market franchises. By implementing these strategies, franchises can reach new customers, build brand awareness, and drive revenue growth.