- Has the marketing and communication landscape changed for your business?
- Has that impacted what you are or could / should be doing?
- Have you taken time to review your marketing structure and fees for the future?
The last 20 years have taught us many things. One is that the world of marketing and communication can be turned on its head. Think about the advent and resultant impact of email, commercial websites and search engines in the 1990s and Social Media platforms in the early to mid-2000s. In each case, early adoption could be regarded as a gimmick. With time, their role became embedded and undeniably important. Think about the use of mobile today.
The changing landscape, including a decline in traditional print, TV and radio spend means what might’ve been optimal in the mid-1990s is no longer optimal today. The reality is new media represents new opportunity opportunities (and threats) and evolving franchisor decisions need to be made on what to use, how to use and who (i.e., franchisor and/or franchisee) organises and implements what marketing.
That means, for many franchising companies, there is a need for a top to toe review of all aspects of marketing opportunities, marketing spend levels, responsibilities and fees. Practically, this means many franchisors should be changing their franchise model and marketing fee structure. Many franchisors will need to be changing what they and their franchisees practically do nationally and locally, initially and ongoing, and including what is needed from a resource requirement. The traditional local versus national split may no longer be optimal.
Put simply, best practice franchisors will continually review their marketing structure and fees to best reflect how today and tomorrow’s marketing (e.g., Digital Marketing) can be best optimised.
About the Franchising Best Practice 500 Series
This is part of a series of franchising best practices. Franchize Consultants is sharing and publishing these best practices weekly for the betterment of franchising. We know that better knowledge and execution of franchising best practices leads to bigger and more valuable franchisor and franchisee businesses.
We have assembled the first 40 best practices into The Best Practice Handbook, which is available for purchase.
