3 Big Takeaways from the 2015 Franchise Consumer Marketing Conference

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The FCMC is one of just a handful of annual events that bring franchise marketers together to share successes, solve problems and give those with great ideas a soapbox to stand on. But as with any conference, it can be tough to take insights and advice and turn them into a real-life action plan back at the office.

Whether you attended this year’s event or not, I’ve boiled my notes down into a quick-and-easy summary of the three biggest takeaways of this year’s conference.

For me, these topics aligned with three of the biggest challenges facing franchise marketers today:

  1. How to choose the right marketing technology
  2. How to get buy in from franchisees
  3. How to actually deliver a successful local marketing campaign

Let’s dive in.

1. Out-of-the-box franchise software works best for small to medium-sized companies

After hearing from a variety of marketers from companies of all sizes, it was clear that those on the small-to-medium side of the spectrum were generating far better ROI from out-of-the-box marketing software rather than larger, more complex custom platforms.

Why?

While the majority of out-of-the-box systems don’t have a lengthy list of features, most companies have no need for them in the first place. In fact, they’re looking for just the opposite: a simple system that can manage campaigns and initiatives from a platform anyone can use.

 

Even the smaller details of these systems like easy upgrades and backwards compatibility make a big difference when larger systems become so customized they can’t be improved with each new release or upgrade. 

2. Talk to franchisees like you talk to consumers

Trust between franchisor and franchisee is hard to build and easy to break, but keeping those relationships strong is crucial when it comes time to ask for their participation for a new initiative.

If you’re struggling to make it work, experts suggest applying the same multi-channel approach to consumer communication to the way you communicate with franchisees. In other words, connect with them in more ways than one.

Successful franchisee communication strategies all include the following pieces:

1. Resources that clearly explain the plan

More often than not, franchisees hesitate to sign on to new programs because they don’t fully understand them. To solve this, create an introductory webinar and get it out to your network well in advance of launch.

Offer it multiple times and follow up with a second, more detailed webinar one week before things get started. This should include all the tactical and logistical details they’ll need to know.

2. Regular, consistent communication

In the words of Mitch Joel, author and president of Mirum, “be targeted, efficient and relevant.”

Make sure each communication with franchisees has a clear call-to-action and plenty of opportunities for end users to take some kind of next step. Each message or piece of content you’re delivering to franchisees should be simple, direct, and valuable.

3. Proof of results

Executives aren’t the only ones who care about the bottom line. Present results to franchisees whenever possible. Reporting real results to your network drives future engagement and strengthens trust across the board.

A typical franchisee buy-in strategy should look like this:

Planning   →   Collaboration   →   Implementation   →   Evaluation

3. New technology is helping franchisors deliver bigger and better local campaigns

Planning, creating and distributing great local marketing campaigns consistently is tough, but with the help of distributed marketing software available today, franchises are reaching more local customers with more timely messages than ever before.

Take Toppers Pizza, for example. They’ve combined their Toppers University franchisee center with a local store marketing library system and their online platform, The Marketing Resource Center to create a one-stop shop for all of their local marketing materials.

With a few clicks, franchisees can create and order corporate-approved marketing materials, allowing them to make market based decisions and drive local demand themselves. This not only allows them to connect with their customers in ways they know will work––it also frees corporate up to focus on what matters most: strategy and development.

Want to learn how Toppers is using its distributed marketing software to streamline their local marketing efforts and improve bottom line results? Download our Topper’s Pizza Case Study here. 

About the author

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Chrissy Knaak

Chrissy Knaak

As the former Marketing Director at Suttle-Straus, Chrissy oversaw all marketing projects, including website initiatives, print campaigns, conferences, and market research.
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Topics: Franchise Marketing, Technology

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