Franchise marketing and advertising

The key to a successful franchise relationship is to assess the value of the product to the target audience and execute a consistent and flexible business plan that is relevant to the organization and the existing brand. Creating brand new communication programs and advertisement formats is like building from scratch again and can at times diminish the brand equity. It is imperative, therefore, to have a marketing and advertising strategy that will meet and manage the expectations of all the primary stakeholders.

Building a good brand takes persistence and patience and marketing concepts should be well rooted in a strategy which has been tried and tested with success. A franchisee must make efforts to understand the target audience and develop a marketing plan that will react proactively to seasonality issues, local competition and other factors that might influence a business. The main challenge is to build strategies consistent with the brand image so that already existing communications plans can be leveraged.

A well–structured communications strategy should be able to convey the unique selling proposition of the franchise and create a brand personality. It is the primary responsibility of the corporate marketing department to understand, anticipate and incorporate an effective communications strategy in order to achieve the important roles of brand building and increasing sales.

The key to developing a good communications strategy, therefore, is constant communication between the franchisor and the franchisee. The primary stakeholders should work together to achieve a consistent image for the brand, thereby, providing the customers a good brand experience.