Ideally, marketing is usually the least of a franchisee’s concerns, since this is already taken care of by the franchisor, especially if the franchisor already has a tried-and-tested marketing strategy in place. But there are still some things that franchisees must understand when it comes to executing these strategies.
Franchisees can focus on the following major franchise marketing-related questions:
- Who owns the IP over marketing ideas and strategies?
- How do I talk to the marketing team of my franchise?
- How can I make the best use of local area marketing for my franchise?
Who owns the IP over marketing ideas and strategies?
If the franchisor has hired an independent marketing agency with a Work for Hire clause to create marketing campaigns for the entirety of the franchise chain, then there is possible that the franchisor owns the rights to these strategies.
However, in most cases, marketing agencies still retain ownership of these strategies, which means they can use these strategies when working for other clients.
How do I talk to the marketing team of my franchise?
Make sure that the marketing team fully understands your individual goals, as these will be used by the team to craft campaigns and strategies that will best help the business achieve its marketing goals.
Conversely, franchisees will likely need to be prepared to make all of the necessary adjustments once the marketing team starts creating campaigns for the business. The marketing team is also expected to thoroughly discuss each part of the strategy to franchisees, and franchisees must make sure that any marketing campaigns they develop are in line with the network’s greater goals and vision.
How can I make the best use of local area marketing for my franchise?
Local area marketing, or the practice of creating connections with members of the local community where the franchise is located, can be a great way of integrated a well-known brand into a local area.
When done correctly, local area marketing is actually a great source of ROI, as it allows franchisees to utilise the community’s needs and preferences as bases for future marketing campaigns and even customer service adjustments.
Local area marketing is usually done by listening to customer needs, suggestions and preferences usually after they have purchased a product or service from the business. This feedback can then be used to craft strategies that are personalised, unique and fully cater to the business’s customer base.