FRANCHISE MARKETING FOR FRANCHISORS

Strategic marketing that connects your brand, your franchisees and your shared customers.
Man walking up growth stairs
Three people sitting on isometric text

FRANCHISE MARKETING TO GROW YOUR NETWORK

As a franchisor, you know your marketing needs to make an impact nationally, but it also needs to help your franchisees connect with their local customers. Because we only work in the franchise space, we innately understand how to support both franchisors and franchisees to make this happen.

We plan, build and execute strategic marketing campaigns for franchisors while ensuring they can be also be actioned and amplified at a local level by franchisees. We proactively look for ways to drive economies of scale across franchise networks, working strategically with head office to identify ways we can improve the return on investment for you and your franchisees.

FRANCHISE MARKETING IS STILL MARKETING

Traditionally, franchise recruitment has been a predominantly sales-driven activity, with a focus primarily on lead volume. While this will always play a part in the process, it’s the quality of leads that’s the key to conversion. We help franchises connect with the right audience, delivering leads designed to result in meaningful conversations.
Bump Logo
As an emerging franchise, it’s extremely important to us that we work with an agency that understands franchise networks and can help us step into a new phase of growth. We moved to The Marketing Lab and they developed our current franchise recruitment strategy, which includes digital ads, automated sales email sequences, directories and our detailed franchisee prospectus. Our lead quality (and quantity) improved drastically, resulting in valuable conversations with potential franchisees which have in turn led to territory sales. TML have also created a custom pre-sale and launch campaign for all new BUMP franchisees and they work alongside BUMP’s new business owners as they start their franchise journey and have delivered countless precious leads for our new clubs in their crucial pre-sale period. TML is super responsive, transparent, great value for money and the team are an absolute pleasure to work with. We’re incredibly pleased to have The Marketing Lab on our side – they add significant value for us at Head Office and for our Franchisees

Gemma Croxen, CMO
BUMP HEALTH & FITNESS

HOW WE SUPPORT FRANCHISORS

Franchise marketing strategy

Franchise marketing strategy

Successful franchise marketing strategies require a unique marketing lens to make sure it’s viable for the whole franchise network. Because we work with both head office and franchisees within the one agency, we see the big picture, but we also get the little one. Our recommendations are grounded in practicality, always factoring how they will achieve your strategic objectives, but also considering how they’ll come to life and be executed on the ground.
Marketing resourcing for your franchise

Marketing resourcing for your franchise

Regardless of salary, it is virtually impossible for a single person to have the depth of experience required to manage and execute across the entire marketing mix. By working with The Marketing Lab, you have access to a team with deep specialisation across design, digital, content, web and marketing support. This allows your head office marketing team to focus on strategy aligned to your core business objectives and their core skills, without sacrificing access to exceptional marketing people. Plus, when you outsource, sick leave, annual leave, Workcover and all those other HR related costs are managed by us, not you.
Creatuve concept ideation

Creative concept ideation

Ideation is the creative process of generating, developing, and communicating fresh ideas for your brand. Our unique and custom-built ideation methodology harnesses our creativity and mixes it with marketing science to deliver strategic creative campaigns. You can be sure that before we pitch our creative concepts, we’ll have considered not just the objectives of your brief, but also the practicalities of how it can be extended to your franchisees.

Franchise recruitment marketing

Franchise recruitment marketing

We approach franchise recruitment the same way we do all other forms of marketing, and underpin it with a goal that potential franchisees will be ready for a real business conversation by the time they enter your sales funnel. To achieve this, we’ll make sure we understand your ideal franchisee so we can identify the ideal customer journey and marketing touchpoints needed to connect with them.
Building and protecting your brand

Building and protecting your brand

Starting a franchise from the ground up, or ready for a brand refresh? We create brands, logos, tone of voice – essentially everything you need to bring your brand to life. Like everything we do, we consider how the brand will work for franchisees too. We factor in practical elements like local franchisee tagging, and build brand style guides that can be easily understood (and adhered to!) by franchisees. With us acting as the gatekeeper for your brand, we can help educate your franchisees about the power of the brand and the importance of maintaining guidelines for design, content and marketing.
Franchise conferences, training and workshops

Franchise conferences, training and workshops

Our team loves presenting on franchise marketing and local area marketing at conferences and other industry events. Ongoing, we support franchise brands with quarterly marketing forums and can deliver marketing training as part of induction programs for new franchisees. Whether you’re looking for a workshop for your next event, 1:1 franchise training, or some support in bringing your franchisees on the marketing journey, we’re here to help.
Local area marketing planning at scale

Local area marketing planning at scale

Experience tells us that local area marketing works for franchise businesses. In fact, the franchisees that have implemented our 3-step local area marketing framework, then planned and actioned their local area marketing on an ongoing basis, are the same franchisees who are consistently top performers in their respective networks. However, we also understand that getting franchisees to execute LAM requires a huge investment in time and considerable hands-on support. That’s where we come in. Our internal systems and processes, including a proprietary LAM Planning tool, means we can support franchisees at scale. Regardless of the size of your network, we can help your franchisees with their local marketing, from planning right through to implementation.

Executing national and local marketing

Executing national and local marketing

Booking billboards, writing radio scripts, running local activations, locking in sponsorships – if it’s local area marketing-related, there’s a good chance we do it. We can partner with you to build out a national campaign and then work directly with your franchisees to help them amplify those campaigns locally. Find out more about local area marketing here.
Amplifying your online presence

Amplifying your online presence

We’ll help you amplify your business online. Whether you need a new website, a national strategy for SEO, support setting up franchisee social channels, or ongoing management of head office digital touchpoints, we can assist. Our team has experience in email marketing and automation, search engine marketing (SEM) and custom app development. Our ability to support franchisees at scale means we can also offer best-in-class digital marketing support that extends your approved digital strategy to franchisees’ digital accounts.
Supporting your marketing team

Supporting your marketing team

Sometimes you just need some help to get things done. Think of us as an extension of your franchise head office team, allowing you to scale your marketing support up or down as needed. Whether it’s graphic design overflow, a fresh perspective in a strategy session, or a short term fill-in for mat leave or annual leave, we move fast and have you covered.
The results of our marketing

KEEN TO SEE THE RESULTS OF OUR MARKETING?

See our marketing strategies for franchise businesses in action.
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Are you a franchisee?

Let’s get things moving.

READY TO GROW YOUR FRANCHISE?

Whether you’re looking for great franchise marketing or recruitment ideas, or have a vision that you want help executing – let’s talk.