social media and AdWords campaigns
Posted: Sun Dec 22, 2024 10:07 am
Find the right balance
If you could manage to use (part of) all those local marketing budgets. Then you could make a bigger fist both locally and nationally. Instead of many small local campaigns, you could develop one big campaign with local taste differences. If you make good agreements about this, you prevent everyone from running in a different direction. Online marketing then delivers great results.
Many franchise formulas struggle to find the right balance between local entrepreneurship and maintaining a consistent brand. This makes it so difficult for franchise formulas to conduct effective online marketing campaigns.
Many franchise formulas struggle to find the right balance between local entrepreneurship and maintaining a consistent brand.
Franchise formulas therefore often choose one of the following two scenarios:
1. Advertising on your own
Franchisees advertise largely on their own, with little involvement from head office. This usually works poorly because:
Franchisees have to run their store and have too little time to also maintain effective online campaigns.
franchisees have too little knowledge of online marketing. They do not know how to set up their campaigns with the power and effectiveness of
advertisements communicate the wrong message or an undesirable brand image.
the franchisor does not see clearly what his local branches are doing online. This makes it difficult to maintain a consistent brand image, analyse results and share good examples within the organisation.
2. Franchisors take control
Franchisors take control and execution of online campaigns with the same national expressions for the entire organization. These campaigns are paid from a central budget or a marketing fund, paid by all franchisors together. Often these franchisors also forbid their local branches to have their own website or social media accounts. This often does not work because:
local franchisees are not given the opportunity to run locally relevant promotions.
the organization does not leverage the strength and reach of its franchisees' local networks.
National advertisements often yield less results than local advertisements.
it is extremely time-consuming and complicated philippines whatsapp number free for the franchisor to please all franchisees.
Franchisees feel their money is being spent on the wrong things.
In both cases, there is an imbalance between the efficiency and consistency that national campaigns deliver and the better results that you can achieve with local marketing campaigns.
If you can manage the sometimes conflicting interests of the franchisor and local franchisees well, you can, as an organization:
leverage economies of scale to better compete with both local and national competitors and share best practices across the organization.
ensure that all franchisees can benefit from the knowledge, support and resources of the franchisor.
leverage franchisees' specific local market knowledge and provide them with the tools to develop new activities.
Choose a hybrid marketing strategy
Online marketing makes it very possible for franchise formulas to implement a hybrid marketing strategy. In this strategy, the franchisor develops the overall strategy and all advertising expressions. But instead of just creating a national campaign with generic expressions for all local branches, you enter into discussions with your franchisees and offer them various options that help them achieve their local objectives.
If you could manage to use (part of) all those local marketing budgets. Then you could make a bigger fist both locally and nationally. Instead of many small local campaigns, you could develop one big campaign with local taste differences. If you make good agreements about this, you prevent everyone from running in a different direction. Online marketing then delivers great results.
Many franchise formulas struggle to find the right balance between local entrepreneurship and maintaining a consistent brand. This makes it so difficult for franchise formulas to conduct effective online marketing campaigns.
Many franchise formulas struggle to find the right balance between local entrepreneurship and maintaining a consistent brand.
Franchise formulas therefore often choose one of the following two scenarios:
1. Advertising on your own
Franchisees advertise largely on their own, with little involvement from head office. This usually works poorly because:
Franchisees have to run their store and have too little time to also maintain effective online campaigns.
franchisees have too little knowledge of online marketing. They do not know how to set up their campaigns with the power and effectiveness of
advertisements communicate the wrong message or an undesirable brand image.
the franchisor does not see clearly what his local branches are doing online. This makes it difficult to maintain a consistent brand image, analyse results and share good examples within the organisation.
2. Franchisors take control
Franchisors take control and execution of online campaigns with the same national expressions for the entire organization. These campaigns are paid from a central budget or a marketing fund, paid by all franchisors together. Often these franchisors also forbid their local branches to have their own website or social media accounts. This often does not work because:
local franchisees are not given the opportunity to run locally relevant promotions.
the organization does not leverage the strength and reach of its franchisees' local networks.
National advertisements often yield less results than local advertisements.
it is extremely time-consuming and complicated philippines whatsapp number free for the franchisor to please all franchisees.
Franchisees feel their money is being spent on the wrong things.
In both cases, there is an imbalance between the efficiency and consistency that national campaigns deliver and the better results that you can achieve with local marketing campaigns.
If you can manage the sometimes conflicting interests of the franchisor and local franchisees well, you can, as an organization:
leverage economies of scale to better compete with both local and national competitors and share best practices across the organization.
ensure that all franchisees can benefit from the knowledge, support and resources of the franchisor.
leverage franchisees' specific local market knowledge and provide them with the tools to develop new activities.
Choose a hybrid marketing strategy
Online marketing makes it very possible for franchise formulas to implement a hybrid marketing strategy. In this strategy, the franchisor develops the overall strategy and all advertising expressions. But instead of just creating a national campaign with generic expressions for all local branches, you enter into discussions with your franchisees and offer them various options that help them achieve their local objectives.