Franchisees & Franchisors Should Divide and Conquer the Advertising Content

Everyone is fairly familiar with the fact that franchise systems have two types of advertising; local and national. The national advertising can go by many names such as a National Marketing Fund, a Business Branding Fund, a Regional Co-op Advertising Budget, or even as a Shared Branding Cooperative. Despite what it is called by the Franchisor, it is a bucket of money that all franchisees pay into that is used as the Franchisors sees fit.
Often, when we are doing a franchise systems’ audit, we notice that the Franchisor’s and the Franchisee’s advertising dollars are competing against each other in the online marketplace, which really is a waste of money for both parties.
Online marketing should be viewed from two sides, lead generation and demand generation, better known in franchising as business branding.

LEAD GENERATION

To create lead generation, the most effective method is through website content, and of course pay per click programs based upon keywords that describe the brand. In order to create the lead, often the company must link to or share detailed information, a problem-solved, or other lengthy content with an interested party to reflect why your company is the perfect solution for that consumer. Additionally, lead generation content is also open to the public and available for anyone to see and read. Sometimes businesses will call reports whitepapers to reflect the information is educational in nature. However, a smart millennial marketer will build out robust content which will drive organic search results in Google and Bing. They will have the content a bit under wraps but accessible for a price – the price of an email address. We’ve all seen this marketing effect, even Fox Business, CNNMoney and other international news websites use this marketing tactic, that tells us, “Yes, you may have this article if you give me your email address”, which enrolls you in a “newsletter” from them.
It is cheap, both parties get something without paying any money and a website is the most common place for housing the content needed for lead generation marketing.

BUSINESS BRANDING AKA DEMAND GENERATION

True millennial marketers are champions at sharing content on social media sites, not specifically targeted at a particular lead. Demand generation is driving awareness and interest in your product or company. This often will attract new customers that may have never heard of your business before. This type of branding is focused at “making a name for yourself.” For Demand Generation the marketers will use Instagram, Facebook and Twitter along with others who seek to communicate within a large audience to a one-on-one communication. The content is in small bite size pieces that can be read and understood quickly, with only the most interesting tidbits making the cut. The goal – share. If someone likes what they read they will “like” it “retweet” it or “post” it again on their page. Some of the best one-liner jokes that have gone “viral” also have come from Demand Generation. Advertising that makes us laugh, gets shared. Advertising that makes us cry gets shared. And of course, Advertising content that makes us angry gets shared. With social media advertising, you only pay for the content at the time you posted it, not the times it is shared. If done right and your marketers are good at creating viral content, it can be the cheapest type of advertising bar none.

SO WHAT?

So what does all this have to do with franchisees and franchisors? Divide the advertising burden. Both Lead Generation for clients / consumers and Demand Generation or Business Branding advertising are both needed within a franchise system. The franchise marketing manual should outline who is going to focus on which of the two main online advertising methods. If it doesn’t, we recommend calling a meeting with the franchisor to decide how to divide and conquer the online advertising content. Once decided, focus all attention on only what type of online advertising has been assigned to you and then let the franchisor use the national fund to roll out the other type of content for online marketing along with any other traditional types of marketing as well.

Shelton Law & Associates is a full service franchise law firm, who offers outsourced in-house counsel for their Franchisor clients, and swift targeted counsel for their franchisee owners. Shelton Law is best known as speakers at various franchise expos and training facilities and their flat fee pricing structures since 2008. www.SLA.Law