As its name implies, a franchise marketing strategy is the plan a franchisor (the parent company) follows to promote and grow its franchise system, both in terms of attracting qualified franchise candidates and, most importantly, giving their franchise owners the sales and marketing support they require to succeed. The primary goal of a franchise marketing strategy is to build brand recognition and increase sales and profitability for both the franchisor and franchisees. Here are key issues a franchise marketing strategy must address:
A successful franchise marketing strategy must coordinate the interests of the franchisor and franchisees, communicate roles and responsibilities clearly, leverage the strength of the brand to support local marketing, and connect with diverse communities of customers effectively to drive business growth for both parties.