Franchise Marketing

Franchise Marketing: Everywhere You Are

Franchise and Multi-Location Marketing is all about optimizing returns for both corporate and the individual locations. When done correctly, corporate gets to control the brand and messaging while adding value to the individual locations. The locations are more successful, therefore corporate is more successful, all while outsourcing this valuable function to a partner whose sole responsibility is making them look good.

get
started

What are the steps to getting started?

Perform a company and market analysis: What programs are in place? What’s working, and what isn’t? Are they selling a product or a service? B2B or B2C?

Create brand standards and corporate positioning.

Create a marketing program specifically for corporate promoting the brand and brand messaging as well as recruiting new owners.

Create a basic marketing program for individual locations.

Create add-ons and upgrades for marketing individual locations.

Develop a Marketing Manual for corporate to issue to new franchises (or revise what is existing).

Deliver monthly reporting for individual locations to corporate.

Test. Revise. Repeat. Live continuous improvement.

FAQs

What is the most efficacious structure for franchise or multi-locations business marketing?

Corporate creates a tithe, or fee to parent, based on a percentage of gross revenue, earmarked for brand marketing and support for the corporate marketing group
An additional percentage is required to be spent on location marketing. This money is required to go through corporate marketing for sanctioned programs. Individual locations are encouraged to spend money on local marketing above and beyond these mandates
Smart parent corporations will create a modest in house marketing group to work with a primary, approved marketing agency, and preferred vendors. This is where Kymera fits in
More mature franchises often create a separate entity as a profit center to manage internal marketing

What services does Kymera recommend as basic programs funded by this “marketing tithe” to corporate?

Kymera can do as much or as little as corporate requires. We suggest that we create and manage the corporate site(s) and clone individual location sites as needed, complete with hosting and SEO optimization
Social media, blogs, and other content creation and management are other activities best managed by corporate. Individual locations are encouraged to post and comment, but corporate needs to screen these and have a hand in all content.
National and regional marketing programs promoting the brand boost location credibility and franchise sales
We also recommend that marketing for the individual locations comes to us through corporate marketing. This gives corporate control over, and knowledge of, what is happening for every location regarding spending their marketing tithe

Are there other more advanced marketing services available beyond the basic corporate package?

Yes. We offer numerous upgrade services for the more ambitious locations that can come to us directly, but again, we recommend this flow through corporate for control and enlightenment purposes. Corporate bills the locations directly.
Programs will need to be location specific. Direct mail may work well in one area, but not at all in another. Some markets respond to Facebook, others think Google is king. PPC, email, fixed media, print, events, content, and omnichannel are just some of the tools available.

What other programs should be focused locally, but at least partially funded and controlled by corporate?

Recruiting. Service businesses live and die by their ability to recruit quality employees. Kymera can establish a national site, with local page identities which can be powered up or down by a location’s need for personnel.