Franchise Marketing, Measuring Success

When it comes to management, measuring success would always be important. Without measuring your level of success at both franchisor and franchisee level, you would not know where and how to improve. 

It's not only about keeping track of the working process of things. It also involves constantly testing and iterating in order to choose what works more for you. View our Franchise Marketing Services!

Here, take a look at some of the metrics that you should constantly be testing:

• Campaign's conversion rates
• Website traffic and clicks
• Response rates and average response time on social media platforms
• Social impressions
• Reviews and ratings
• Performance of each email
• Levels of engagement across different channels
• Transactions
• Email templates, time of delivery, subject lines, and CTAs
• PPA results
• Social media campaigns
• Promotions, coupons, offers and contests. 

You don’t have to go through the stress of all these, not when we can help you create franchise SEO marketing strategies that work. We would employ all the needed strategy to ensure that success is guaranteed for you. 

Corporate Marketing for Franchisors and Franchisees

So far, we've tried to break down franchise activities by specifying those that are best suited for Franchisors and which should be left to franchisees. However, there's always bound to be overlaps to work out.

Who Should Do What?
There are cases where franchisees are contented with letting corporate franchisors handle the heavy lifting on marketing. In such cases, they stick to selling and servicing clients. But if you've stumbled on this guide, then you are probably looking for more from this partnership.
Here, let's do a general review of how the distribution of responsibility should be done between the franchisor and the franchisee. Bear in mind that situation often varies based on industry.

What Franchisors Should (Probably) Handle:

• Management of brand website
• Signage
• National and regional broadcast, print, and outdoor advertising.
• LinkedIn account
• Twitter account
• Facebook
• National loyalty programs
• National award submissions.

What Franchisors Should (Probably Handle)

• Sponsorships
• Local advertising, outreach and PR
• Local royalty programs
• Local award submissions

Shared Responsibilities:

• Listings
• Instagram and YouTube
• Email marketing
• Newsletters and blogs
• Reviews.

Tips for Franchisors
These tips would help franchisors and regionals know where to assist franchisees:

• Build a great brand
• Establish a system of listing management that's centralized while allowing local input and content.
• Establish review and reputation management protocols that's inclusive.
• Establish group media buys that includes local markets.
• Be open to receiving franchisee's inputs on what's working and what's not.
• Work with franchisees on developing joint marketing plans and marketing calendars

Tips For Franchisees

• Stay in your lane as much as possible
• Be open to sharing great stories back to the marketing team of the franchisor
• Practice proactive management of local brand
• Occasionally research your local market to see how things are working and share findings with the marketing team of your corporate franchisors.

Measuring Success
When it comes to management, measuring success would always be important. Without measuring your level of success at both franchisor and franchisee level, you would not know where and how to improve.
It's not only about keeping track of the working process of things. It also involves constantly testing and iterating in order to choose what works more for you.
Here, take a look at some of the metrics that you should constantly be testing:

• Campaign's conversion rates
• Website traffic and clicks
• Response rates and average response time on social media platforms
• Social impressions
• Reviews and ratings
• Performance of each email
• Levels of engagement across different channels
• Transactions
• Email templates, time of delivery, subject lines, and CTAs
• PPA results
• Social media campaigns
• Promotions, coupons, offers and contests.

You don’t have to go through the stress of all these, not when we can help you create franchise marketing strategies that work. We would employ all the needed strategy to ensure that success is guaranteed for you.