Is Your National Franchise Locally Loud?

Even with an attractive brand, franchises often struggle when their identity isn’t consistently pushed across all local territories. This can create a lot of chicken-or-the-egg disputes between the franchisee and franchisor.

Franchisee: “What marketing am I getting for the royalties I pay? I’m not seeing any sales gains.”

Franchisor: “You need to be marketing in your community to spread the word, going directly to your potential customers.”

Neither is necessarily wrong, but it can get tricky figuring out lanes.

The best way to sum it up:

• A National Brand Fund (Royalty-Driven) is there to build assets, systems and collective campaigns that keep the franchise identity evolving to the interests of its ideal customer.
• Local Marketing Budget (Individual Franchisee-Driven) is there to position those assets, systems and campaigns at the community level.

Fact is, EVERY business – whether franchise or mom-and-pop – needs local presences to stay out in front. So, what does that look like? While there are differences from one local marketing plan to the next, there are some principal areas of focus all should include.

Community Connection

Local customers want to feel like you’re a loyal part of their world, not just another ambiguous national brand. To establish a sense of hometown personality with your community, consider sponsoring events, supporting area nonprofits, and engaging with regional traditions. Not only does this help spark local presence, but people also are more likely to support brands that actively invest in their neighborhoods.

Digital Visibility

Nearly 46% of all Google searches have local intent, and 76% of mobile local searches lead to a visit within 24 hours. In other words, this is your first impression. Optimizing your Google Business Profile, managing reviews, and maintaining consistent directory listings ensures your brand is easy to find. Don’t forget to show (don’t tell) your brand passion on social through personalized videos. A robust YouTube, Instagram, Facebook and TikTok footprint goes a long way in the search engine algorithm.

Personalization in Messaging

While nearly all franchises have brand standards to follow, this doesn’t mean there’s no room for community customization. In certain cases, simply posting about a thrilled customer, passionate employee, or your involvement in area activities can make a national brand feel locally relatable. Other ideas include hosting on-site events, local demo booths, pitching local media outlets for an industry feature or business interest story, and establishing a strong network of neighboring referral partners.

Measurement and Adaptation

Remember, the most powerful local strategies have goals and are flexible. Each tactic doesn’t have to be designed for instant “ROI,” but each should move the needle on measurable value. Whether that’s increased awareness, an uptick in return customers, or drowning out competitor noise – make sure to assign a purpose to your plan’s actions. Also, do not be afraid to refine certain moves accordingly. Audiences live and have changing influences… Your plan needs to do the same to remain relevant.