Did you know there are over 806,270 franchise establishments in the USA, generating a whopping $825 billion in revenue?

The franchising industry is booming, fueled by evolving technology and shifting consumer behaviors. With this rapid growth, it's more critical than ever for franchisors to have a well-crafted franchise marketing plan to stay competitive.

If you're a franchisor aiming to boost same-store sales in 2024 and beyond, this guide is your go-to resource. We'll explore cutting-edge strategies, from leveraging AI to mastering omnichannel marketing, that will help you thrive in today’s complex franchise landscape.

What Is Franchise Marketing?

Franchise marketing refers to the unique strategies and efforts used to promote a franchise system, encompassing both the franchisor (the brand) and the franchisees (individual locations). It involves a mix of national branding and local, customer-focused initiatives. 

Unlike other types of businesses, franchise marketing operates on two distinct levels—brand-wide promotion led by the franchisor and localized marketing driven by individual franchisees. This balance ensures the franchise's overall identity stays strong while allowing each location to connect with its local community.

How Franchise Marketing Differs From Other Business Marketing

Business marketing involves just selling products or services, and a single owner manages all marketing efforts. Meanwhile, franchise marketing is like a beast that sells a business model. 

Franchise marketing splits responsibilities between the franchisor and franchisees. A standalone business may focus all its energy on local customers, while franchises must manage both nationwide brand consistency and local marketing tactics.

Franchisor's Role: 

• Establishing overall brand identity.
• Ensuring consistency across locations.
• Managing large-scale promotions, such as TV ads or digital campaigns. 

Franchisee's Role: 

• Engaging with a specific customer base.
• Personalizing strategies for local markets. 
• Using localized events and marketing initiatives to drive traffic. 

The beauty of franchise marketing lies in the synergy of these two roles, creating harmony between a unified brand vision and the unique needs of local markets. 

Franchisor Marketing (Brand Level) vs. Franchisee Marketing (Local Level)

Franchisor marketing and franchisee marketing operate on two distinct levels, each serving a specific purpose within the franchise system.

• Franchisor Marketing: The franchisor focuses on promoting the overall brand image; creating large-scale campaigns that build nationwide or global recognition. Their goal is to maintain consistency in messaging, visuals, and brand experience across all locations. 
• Franchisee Marketing: Franchisees, on the other hand, focus on the local market. Their goal is to drive traffic to their specific location by tailoring marketing efforts to suit the preferences and needs of their community. This includes local advertising, community engagement, and customized promotions that resonate with their customer base, while still adhering to the brand guidelines set by the franchisor.

For example, McDonald’s runs large-scale campaigns, like the "I'm Lovin' It" slogan or special promotions for limited-time menu items (e.g., McRib), but at the same time, the franchises have the flexibility to promote regional items (such as McLobster in the Northeast) or participate in community events to cater to local tastes and preferences. 

Common Franchise Marketing Challenges

Maintaining Brand Consistency Across Locations

While franchisees often have the autonomy to make localized decisions, inconsistencies in messaging or visual branding can arise. This can confuse customers who expect a uniform experience across all locations, weakening the brand's overall identity and impact.

When different franchisees use varied fonts, colors, or tones, it risks diluting the brand and reducing customer trust. To overcome this, franchisors need to implement centralized marketing systems and tools that provide franchisees with approved templates, assets, and guidelines.

Balancing Local and National Marketing Needs

One of the trickiest aspects of franchise marketing is finding the right balance between local and national marketing efforts. 

On the one hand, franchisees know their communities best—they understand the local culture, preferences, and trends that can make their marketing more relevant. They want the freedom to create promotions that appeal specifically to their audience. On the other hand, the franchisor needs to maintain a cohesive brand image across all locations, ensuring that messaging aligns with the national marketing strategy.

This dynamic can create some tension, as franchisees often push for more control over local campaigns while the franchisor focuses on broader, brand-wide objectives. Striking this balance is essential but can be challenging.

The solution? 

Open communication and the right tools. By leveraging centralized marketing platforms that provide brand-compliant templates and campaigns, franchisees can customize promotions to fit their local market while still aligning with the overarching brand strategy. 

Coordinating Marketing Efforts Across Franchisees

Every franchisee operates in a unique environment, with different customer bases, budgets, and even operational challenges. This makes rolling out large-scale, brand-wide campaigns tricky. What works in one region might not be as effective in another, and franchisees might not have the resources, time, or expertise to implement these initiatives as intended.

To address this, franchisors need to provide clear, actionable resources and support. A centralized franchise tech stack, including marketing platforms, training, and standardized templates, can help ensure that even the smallest franchisees can participate effectively.

Key Franchise Marketing Trends for 2024

Personalization & Customer Experience

Personalization is no longer just a buzzword—it’s a must-have in franchise marketing. Today’s consumers expect brands to know who they are, what they like, and how they want to be engaged. This is where AI-powered solutions for franchises come in, enabling them to create highly personalized outreach that resonates with local customers without compromising the overall brand identity.

Imagine walking into your favorite coffee shop, and they already know your order before you say a word—that’s the kind of personalized experience customers are craving. AI helps franchises deliver this on a larger scale, using data to customize marketing efforts like email campaigns, ads, and even in-store experiences based on customer preferences and behavior.

For franchises, the magic happens when you can tailor these experiences to specific local markets while keeping the brand message consistent across all locations. 

Pro Tip: Vendasta’s AI-powered marketing tools make it easy for franchises to craft personalized outreach campaigns that hit the mark for local customers, all while maintaining brand consistency in multiple locations. 

Omnichannel Marketing

Omnichannel Marketing: The Power of Consistency

Customers interact with brands across multiple channels—whether it's searching online, scrolling through social media, or walking into a store. For franchises, the key to success is ensuring consistency across all these touchpoints. This is where omnichannel marketing comes in, tying together everything from local SEO for franchises and social media to email campaigns and in-store promotions into one seamless experience.

Why is this important? 

When customers receive a consistent message, it builds trust and reinforces the brand. Inconsistency can confuse customers, while omnichannel marketing ensures that no matter how customers engage with your franchise, they get the same great experience.

Pro Tip: If you’re a franchisor looking to maintain consistency across both digital and physical channels, explore Vendasta’s exclusive franchise marketing software solutions. From optimizing local SEO to managing social media marketing and email campaigns, we ensure all marketing efforts are in sync with in-store promotions that enhance customer engagement and sales.

AI & Automation in Franchise Marketing

AI and automation tools are no longer just futuristic concepts—they’re here, and they’re streamlining everything from advertising to customer service. 

For franchises, this means saving time, cutting costs, and driving more effective marketing strategies, all while focusing on what truly matters: increasing same-store sales.

For instance, AI-powered chatbots can handle customer inquiries 24/7, and a data-driven platform can automatically adjust your advertising strategy based on real-time performance. 

But the real magic happens when AI turns data into actionable insights. By analyzing customer behavior, AI can suggest which promotions are likely to resonate with local audiences or how to adjust pricing to maximize sales. The result? More local leads, higher engagement, and a boost in same-store sales.

Pro Tip: Vendasta’s AI-powered tools are designed specifically for franchisors, allowing them to automate key aspects of local marketing—from SEO optimization to reputation management. By streamlining these processes, you can increase local leads and drive higher sales, all while maintaining brand consistency.

Data-Driven Decision Making

Gone are the days of guessing which marketing tactics will work—today, it’s all about using real-time insights to drive actions that boost sales and improve customer engagement.

By leveraging data to track customer behavior and franchise performance, franchises can make smarter, faster decisions that lead to better outcomes. 

Analytics allow franchisors and franchisees to see exactly how their marketing efforts are performing. Are certain locations seeing higher traffic after a promotion? Is one customer demographic responding better to a new product or service? 

By analyzing this data, franchise owners can tailor their strategies to meet the specific needs of their market, maximizing effectiveness across the board.

Pro Tip: With Vendasta’s analytics dashboard and executive report, franchisors can easily track the marketing performance of franchisees across multiple locations. From local campaigns to national strategies, Vendasta provides the insights needed to make data-driven decisions and seamless control. 

How to Build an Effective Franchise Digital Marketing Strategy

1. Local SEO for Franchise Locations

Imagine walking down the street searching for a specific service or product. If a franchise location isn't showing up in local searches or on Google Maps, potential customers will turn to competitors who are more visible. Optimizing each franchise’s Google Business Profile (formerly Google My Business) and ensuring listings in local directories are accurate is key to dominating local searches.

Tips for Franchisees: Optimizing for Local Keywords

• Claim and optimize Google Business Profiles (GBP): Make sure each location has a claimed and updated GBP with the correct address, phone number, business hours, and relevant categories.
• Add high-quality photos: This can improve engagement on your listing and even affect search rankings.
• Encourage customer reviews: Positive reviews not only improve trust but also help local rankings.
• Use localized content: On the website, include city-specific pages or blog posts that address the needs of the local audience.

How Can Vendasta Help?

If you want to enhance your franchisees’ local listing and optimize Google Business Profiles, Vendasta’s Listing Pro Sync has got you covered. You can easily update local business information in real-time, manage duplicate listings, and ensure high ranking in local search results. 

2. Social Media Marketing for Franchises

Managing social media for a single business is already a handful, so imagine handling it for multi-location businesses. It can be a bit overwhelming. 

To keep things organized and effective:

• Create a centralized social media strategy: Define your brand voice, messaging, and goals. 
• Empower franchisees with localized content: While consistency is important, giving individual locations the flexibility to post content that resonates with their specific audience adds a personal touch. 
• Use a content calendar: Plan content in advance to keep things running smoothly and avoid last-minute scrambles. This also ensures your messaging aligns with promotions, holidays, or special events across all locations.
• Assign roles and permissions: Give franchisees the right tools and access to manage their own social media, but set clear guidelines and permissions to maintain brand integrity.

The Role of User-Generated Content (UGC) and Influencer Marketing

Leveraging user-generated content (UGC) is a brilliant way to engage local audiences. Encourage franchisees to ask customers to share their experiences on social media using branded hashtags. This not only boosts credibility but also creates authentic content that can be shared across multiple locations.

Influencer marketing is another powerful tool. Local influencers can help spread the word about franchise locations within their communities, driving foot traffic and building local loyalty. Franchisees should partner with influencers who align with the brand and have a strong local following.

How Can Vendasta Help?

Managing your franchisees’ social media accounts across multiple locations doesn’t have to be a logistical nightmare. Vendasta’s social media management services provide everything you need to post consistent, on-brand content across platforms. Plus, you can track and measure social media success with comprehensive analytics and insights.  

3. Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising is a powerful tool for franchises, helping them reach potential customers both nationally and locally. When executed well, PPC can drive immediate traffic, boost visibility, and increase conversions across multiple locations.

Here’s how to make the most of PPC:

• National PPC campaigns: These are great for building overall brand awareness and driving traffic to your website, where customers can learn more about your locations. 
• Local PPC campaigns: On a local level, franchisees should focus on targeting ads to their specific geographic area, using location-based keywords. 
• Geo-targeting and ad scheduling: Geo-targeting ensures your ads are only shown to customers within their service area and ad scheduling to run promotions during peak times, like lunch hours for a restaurant.

One challenge for franchises is aligning national campaigns with local efforts. While the corporate office may be running a nationwide promotion, individual locations might have their own local deals or seasonal offers. The key to success is coordination:

• Ensure that local promotions complement national campaigns rather than compete with them. For example, if the national office is promoting a new product, franchisees can tailor their local ads to highlight any related in-store events or discounts.
• Use a consistent message, but customize it for each location.

How Can Vendasta Help?

Vendasta’s Advertising Intelligence platform makes it super easy for you to manage PPC campaigns for multiple franchise locations.  From handling national and local campaigns and automating the process to gaining detailed insights into ad performance, you have everything under one roof.

4. Email Marketing & Loyalty Programs

Email marketing and loyalty programs are a dynamic duo when it comes to keeping franchise customers engaged and coming back for more. With the right approach, you can build strong relationships with local customers while driving repeat business.

Here are some tips to get the most out of your email marketing:

• Personalize the content: People love emails that speak directly to them. Use customer data to personalize emails with their name, past purchase history, or location-specific deals. 
• Segment your audience: Segment your email list based on factors like location, customer behavior, or preferences. 
• Include local events and updates: Incorporate local happenings into your emails. Whether it’s a grand opening, community event, or local partnership, highlighting these can make your emails feel more relevant and engaging.
• Use eye-catching visuals: Incorporate local flair by showcasing real photos from your franchise locations, local customers, or community events. 

Loyalty programs are one of the best ways to keep customers coming back. Here’s how franchises can leverage them effectively:

• Offer points or discounts for repeat business.
• Create local-only rewards.
• Encourage email sign-ups with loyalty benefits.

How Can Vendasta Help?

With Vendasta’s platform, creating personalized, location-specific email campaigns is a breeze for franchisees. You can easily design and send customized emails, automate campaigns, track performance, and more. 

National vs. Local Franchise Marketing: Striking the Right Balance

Balancing national and local marketing is crucial for franchises, ensuring brand consistency while allowing each location to resonate with its community. 

Let’s break down the roles of franchisors and franchisees in this equation:

National Campaigns: The Franchisor’s Role

A few key responsibilities of franchisors include:

• Crafting the brand’s core identity: This includes defining the brand’s visual elements, messaging, and the overarching theme of campaigns.
• Running nationwide campaigns: Whether through TV, digital, or print advertising, national campaigns focus on building brand awareness and trust across broad regions.
• Providing marketing assets to franchisees: Franchisors often supply customizable templates, guidelines, and other resources so franchisees can maintain brand consistency at the local level.

For example, Subway’s “Eat Fresh” is a successful campaign that emphasizes freshness and could be tailored to highlight local ingredients or promotions.

Local Marketing Strategies: Empowering Franchisees

Here is how franchisees can leverage local marketing:

• Personalized, localized promotions: Offering deals and discounts that resonate with the local audience can drive same-store sales. For example, a restaurant might offer “Happy Hour Fridays” in one city, while another location may promote a special discount for a local sports event.
• Community involvement: Participating in local events or sponsoring neighborhood activities can boost brand visibility and strengthen relationships within the community.
• Localized social media campaigns: Use platforms like Facebook or Instagram to engage directly with their local customers, sharing relevant content or special offers.

With Vendasta’s Platform, franchisors can control national campaigns and provide end-to-end digital marketing solutions to franchisees to elevate local marketing initiatives with data-driven insights. 

Measuring Success in Franchise Marketing

Measuring the success of franchise marketing is essential for optimizing campaigns and ensuring both national and local efforts are driving the desired outcomes. 

Key Performance Indicators (KPIs) to Track

To get a complete picture of how well your strategies are working, it's important to track a variety of key performance indicators (KPIs) across multiple levels.

Here are the main KPIs that every franchise should monitor:

• Sales growth: Measuring both national revenue increases and same-store sales growth can show how well your marketing is resonating across regions.
• Customer retention: Tracking repeat customer rates and loyalty program engagement helps you understand how well your marketing is building long-term relationships.
• Engagement metrics: For digital campaigns, email open rates, click-through rates, and social media engagement give insight into how actively your audience is interacting with your content.
• Conversion rates: Tracking conversion rates will show the effectiveness of your campaigns in driving desired actions, such as making a purchase, signing up for a loyalty program, or scheduling an appointment.

How to Measure Success in Franchise Digital Marketing Campaigns

Here are a few ways to ensure you're getting the data you need:

• Set clear goals: Whether it’s increasing foot traffic at specific locations or boosting brand awareness nationally, start by defining measurable goals for both your local and national efforts.
• Track individual store performance: Local franchisees need to see how their specific efforts are performing. Are local promotions driving store visits? Are geo-targeted ads converting? Measuring store-level metrics can offer crucial insights into localized success.
• Use real-time data: Monitoring your campaigns in real-time allows you to make adjustments on the fly. If something’s not working, you can pivot quickly, whether it’s tweaking ad copy, adjusting targeting, or reallocating budgets.

Using Franchise Marketing Software

With multiple locations to manage, using integrated marketing platforms makes campaign management and success tracking more efficient. 

These platforms can help by:

• Centralizing data: With an all-in-one marketing platform, you can track performance across multiple locations in one place, saving time and ensuring consistency.
• Automating campaigns: Franchise marketing software allows franchisors to automate national campaigns while giving franchisees the ability to adjust and personalize local efforts.
• Simplifying reporting: Integrated tools often come with built-in reporting features, so franchises can easily analyze data from digital ads, social media, email campaigns, and more.

The Best Franchise Marketing Tool in 2024

As technology continues to evolve, the best tools for marketing a franchise in 2024 will be those that offer seamless integration, real-time analytics, and easy scalability. 

Vendasta: This platform excels in providing franchisors with a centralized hub for managing marketing and sales performance across multiple locations. With customizable reporting tools and automated marketing features, it’s easier to track performance and make data-driven decisions.

Case Studies: Franchise Marketing Success Stories

1. Domino's: Driving Local Engagement Through Digital Channels

Domino's, a multinational pizza restaurant chain, achieved significant same-store sales growth by investing heavily in digital marketing and customer engagement tools. Their strategy included a mobile-first approach, allowing customers to order through a user-friendly app, and personalized promotions based on customer preferences and order history. 

Domino’s also leveraged geo-targeted ads and localized promotions to capture specific markets. As a result, their digital sales accounted for over 60% of total revenue, contributing to a sharp increase in same-store sales.

Results: A substantial increase in repeat customers and a boost in same-store sales, with digital orders driving over 60% of sales.

2. Planet Fitness: Hyper-Local Marketing for New Member Acquisition

Planet Fitness, an American fitness center franchisor, used hyper-local marketing to drive membership sign-ups and increase same-store revenue. The franchise targeted specific communities with geo-targeted social media ads and Google Ads. 

They combined national campaigns with localized promotions offering discounted memberships and free trial periods for nearby residents. The franchise also used Vendasta’s platform to manage their Google Business Profiles, ensuring accurate information and positive reviews across locations.

Results: Significant growth in new memberships, contributing to a 20% increase in same-store sales across multiple locations.

Conclusion

Marketing a franchise requires a strategic mix of local SEO, social media management, PPC advertising, and email marketing to build strong connections with local communities while maintaining a unified national brand. 

Vendasta’s AI-powered platform can centralize your marketing efforts, drive local leads, and boost your franchise network’s success. With real-time reporting, automated tools, and a user-friendly interface, Vendasta simplifies marketing management for franchises of all sizes.

Request a free demo today and see how Vendasta can help your franchise thrive!

Franchise Marketing FAQ

1. What is franchise marketing?

Franchise marketing refers to the strategies and campaigns used by both franchisors and franchisees to promote the brand and its individual locations. The goal is to ensure brand consistency at a national level while allowing local franchisees the flexibility to market to their unique communities. 

2. How does digital marketing benefit franchises?

Digital marketing benefits franchises by providing scalable tools to reach customers at both national and local levels. It allows for:

• Targeted advertising
• Improved customer engagement
• Real-time performance tracking

3. How can I increase same-store sales in my franchise?

To boost same-store sales, focus on localized promotions and engage with local customers through social media and email marketing, providing personalized experiences. Optimize your Google Business Profile to appear in local searches by keeping information, reviews, and offers updated. Finally, implement loyalty programs to encourage repeat business and incentivize customers to return. 

4. What role does AI play in franchise marketing in 2024?

In 2024, AI is transforming franchise marketing by automating campaign management, enhancing customer personalization through data analysis, and using predictive analytics to adjust strategies proactively. Learn more about franchise AI tools here.

AI-driven platforms, like Vendasta’s Advertising Intelligence, optimize ad performance with detailed insights, boosting ROI across locations. These AI-powered tools streamline marketing and improve the customer experience, driving increased sales and loyalty.