4 Marketing Problems Facing Franchise Owners
Xivic Company Logo Mobile Menu Icon
Blog

4 Marketing Problems Facing
Franchise Owners

Bahman Zakeri,

Founder & Chief Strategist

01/27/2017

Share:

Corporate vs. Franchisees: Why the confrontation?

For many franchise companies, the traditional advertising channels to drive leads and brand visibility - portals, print advertising, PR - are not working as effectively as they were 2-3 years ago. Customers are more active, informed and engaged than ever before with an array of informational resources at their fingertips, at home and on the go.

A fragmented and disjointed strategy between corporate headquarters and local franchises are guaranteed to take potential customers elsewhere. Poor lead generation, limited brand visibility, insufficient data gathering and sharing, and the lack of digital tools are the 4 problems that franchisees report as most negatively affecting their business.

It’s time both parties started working together to put the best foot forward for franchise success.

1) Poor Lead Generation

Franchisor marketing simply isn't doing enough to provide a conversion funnel for local franchisees. Many (if not most) franchise companies are either shirking the responsibility or are completely unaware of the need to drive leads to local franchisees with a singular brand vision and messaging.

The basis should be internet marketing led - through Search Engine Marketing, social media marketing, email marketing and website conversion improvement.

2) Limited Brand Visibility

Not every franchise is capitalizing on the ability to combine local and national strategies to spur growth.

Corporate's national marketing plan may include marketing around the central brand, but do not connect the brand to local communities. When it comes to the local level, franchisors should increasingly rely and support franchisees - more than 50% of franchisees feel corporate isn't providing the support they need for success.

3) Insufficient Data Gathering and Sharing

There is strength in networks, but the lack of coordination on important areas like traffic and conversion analytics puts franchisees at a competitive disadvantage.

Franchises themselves tend to be small, most likely serving a territory, with a limited scope of customers. That makes correlating transactions against future opportunity difficult -- as there just isn't local in-house data gathering to analyze for trend identification and opportunity prediction.

Knowing how your franchise compares to others and sharing learnings across the network to improve overall results takes a traffic and conversion analytics program to a whole new level.

4) Lack of Digital Tools

Having a website simply isn't enough.

Most franchises are probably are already using digital marketing to reach customers through email and your company's social media presence on Facebook and Twitter. But these activities only scratch the surface of what is possible using today's digital marketing tools, which can facilitate better integration of marketing initiatives and greater customer engagement.

With the right tools - execution of local marketing plans, eCommerce initiatives, measurable analytics, content control and personalization of the brand can work seamlessly together.

Our Insights

We're weighing in on the latest and greatest industry news.
HTTP to HTTPS: The Pros and Cons & SSL Migration Checklist

Xivic Blog

HTTP to HTTPS: The Pros and Cons & SSL Migration Checklist

Press Icon

HTTP to HTTPS: The Pros and Cons & SSL Migration Checklist

Tips for Working Better with Your Clients

Xivic Blog

Tips for Working Better with Your Clients

Press Icon

Tips for Working Better with Your Clients

Website Content Accessibility Guidelines and What it Means to Your Business

Xivic Blog

Website Content Accessibility Guidelines and What it Means to Your Business

Press Icon

Website Content Accessibility Guidelines and What it Means to Your Business

The Best Mobile Apps for Your Business

Xivic Blog

The Best Mobile Apps for Your Business

Press Icon

The Best Mobile Apps for Your Business

SEO Trends in 2017

Xivic Blog

SEO Trends in 2017

Press Icon

SEO Trends in 2017

Take Care of Your Team - Keep Them Happy and Healthy

Xivic Blog

Take Care of Your Team - Keep Them Happy and Healthy

Press Icon

Take Care of Your Team - Keep Them Happy and Healthy

Ways to Keep Communication Alive with a Mobile Workforce

Xivic Blog

Ways to Keep Communication Alive with a Mobile Workforce

Press Icon

Ways to Keep Communication Alive with a Mobile Workforce

Xivic Blog

"We Need to Talk" How Digital Agencies Can Have Better Relationships with Clients

Press Icon

"We Need to Talk" How Digital Agencies Can Have Better Relationships with Clients

Mobile Marketing Trends in 2017

Xivic Blog

Mobile Marketing Trends in 2017

Press Icon

Mobile Marketing Trends in 2017

4 E-Mail Marketing Tips for Business Leaders

Xivic Blog

4 E-Mail Marketing Tips for Business Leaders

Press Icon

4 E-Mail Marketing Tips for Business Leaders

Upgrade Legacy Systems for Your Existing Clients

Xivic Blog

Upgrade Legacy Systems for Your Existing Clients

Press Icon

Upgrade Legacy Systems for Your Existing Clients

Why Accelerated Mobile Pages are Important

Xivic Blog

Why Accelerated Mobile Pages are Important

Press Icon

Why Accelerated Mobile Pages are Important

Start Small and Go Big: 5 Simple Tips for Growing Your Online Presence

Press

Start Small and Go Big: 5 Simple Tips for Growing Your Online Presence

Press Icon

Start Small and Go Big: 5 Simple Tips for Growing Your Online Presence

Traditional Ad Agencies Need to Evolve

Xivic Blog

Traditional Ad Agencies Need to Evolve

Press Icon

Traditional Ad Agencies Need to Evolve

Many Startups are Borrowing Money these Days - Why?

Xivic Blog

Many Startups are Borrowing Money these Days - Why?

Press Icon

Many Startups are Borrowing Money these Days - Why?

4 Marketing Problems Facing Franchise Owners

Xivic Blog

4 Marketing Problems Facing Franchise Owners

Press Icon

4 Marketing Problems Facing Franchise Owners

Past the Ping Pong Table for Better Dev Team Culture

Press

Past the Ping Pong Table for Better Dev Team Culture

Press Icon

Past the Ping Pong Table for Better Dev Team Culture

Looking Ahead to 2017 - A Mobile-First World

Xivic Blog

Looking Ahead to 2017 - A Mobile-First World

Press Icon

Looking Ahead to 2017 - A Mobile-First World

Does Your Mobile App Idea Have Legs?

Xivic Blog

Does Your Mobile App Idea Have Legs?

Press Icon

Does Your Mobile App Idea Have Legs?

Trying to Raise Money for Your Start-up?

Xivic Blog

Trying to Raise Money for Your Start-up?

Press Icon

Trying to Raise Money for Your Start-up?

The Smart Office: How Connected Tech is Redefining the Workplace

Press

The Smart Office: How Connected Tech is Redefining the Workplace

Press Icon

The Smart Office: How Connected Tech is Redefining the Workplace

Full-service v. specialty agencies: Which one reigns supreme?

Press

Full-service v. specialty agencies: Which one reigns supreme?

Press Icon

Full-service v. specialty agencies: Which one reigns supreme?

Hit the Road, Jack! Inside Apple's iPhone 7 Announcement

Xivic Blog

Hit the Road, Jack! Inside Apple's iPhone 7 Announcement

Press Icon

Hit the Road, Jack! Inside Apple's iPhone 7 Announcement

The Benefits of UX for Startups and VCs

Xivic Blog

The Benefits of UX for Startups and VCs

Press Icon

The Benefits of UX for Startups and VCs

Testing Is King: Our Takeaway from Silicon Beach Fest '16

Xivic Blog

Testing Is King: Our Takeaway from Silicon Beach Fest '16

Press Icon

Testing Is King: Our Takeaway from Silicon Beach Fest '16

Snapchat Wins Olympic Gold

Xivic Blog

Snapchat Wins Olympic Gold

Press Icon

Snapchat Wins Olympic Gold

Is the IoT Inevitable or Overblown?

Press

Is the IoT Inevitable or Overblown?

Press Icon

Is the IoT Inevitable or Overblown?

How the Internet of Things Will Make Your Business Better at Customer Service

Press

How the Internet of Things Will Make Your Business Better at Customer Service

Press Icon

How the Internet of Things Will Make Your Business Better at Customer Service

User Experience Design: Improve the UX of Your Website

Press

User Experience Design: Improve the UX of Your Website

Press Icon

User Experience Design: Improve the UX of Your Website

Are We Ready for Hackable Everything in the IoT?

Press

Are We Ready for Hackable Everything in the IoT?

Press Icon

Are We Ready for Hackable Everything in the IoT?

Join The Conversation

Contact Us

New Business Inquiries
(323) 525-0108
Career Opportunities
jobs@xivic.com
Public Relations
pr@xivic.com

7461 Beverly Blvd Suite #400,

Los Angeles, CA 90036

Bulevardul Primaverii 68

Iasi, Romania