The Future of Franchise Marketing 

Embracing Innovation and Adaptation

Franchising is going through changes thanks to new technology, shifting consumer tastes, and a constantly changing global economy. As the business environment evolves, so does the approach to franchise marketing.

That is why earlier this year we added Brand J to the BizCom family in order to offer our clients a full suite of franchise development and marketing services, but more importantly, it allows us to stay at the forefront of the rapidly changing face of franchise marketing.

The Future of Franchise Marketing is Now

Creative franchise marketing has always been key for growth and expansion. It helps boost brand awareness and brings in quality leads, supports franchisees by driving local engagement, and keeps the messaging consistent across all locations.

The way franchises are being marketed is rapidly changing, however. Many of the tools and techniques that drove growth just a few years ago are losing their effectiveness and being replaced by new tools and techniques.

Here are some trends we see shaping the future of franchise marketing:

Digital Transformation

The shift towards digital marketing is unstoppable, and franchises must embrace digital tools and platforms, such as social media, email marketing, and search engine optimization (SEO), to reach their target audience effectively.

“Your brand should have a presence across most platforms. No more excuses about not having time and/or not being tech savvy. Your future franchisees may not be expecting to discover their next business venture on a social app, and that’s why it’s the perfect place to hit them with concise brand messages,” says Dan Wiley, Director of Video Production at our Brand J division.

Content Marketing and Storytelling

Content marketing is another increasingly powerful tool for franchise development. Creating valuable and engaging content that tells the brand’s story and resonates with the audience will help build strong connections. User-generated content and influencer partnerships can amplify a brand’s reach and credibility.

“An effective social media presence, utilizing short form content, creating high quality videos and websites designed to be favored by algorithms and easily searchable, and building a rock solid identity and footprint as a brand, is so much more possible now than it used to be,” says Jason Weaver, Senior Account Manager at Brand J. “When a candidate does find you, you want them to have as much content as they could ever need to get to know your brand. Brands that take advantage of this are going to continue to see more and more success.”

Adopt a PESO Strategy

Franchisors aiming to elevate their brand image should implement a robust PESO strategy, seamlessly integrating paid, earned, shared, and owned media channels.

Paid media involves strategically investing in advertisements to reach a broader audience through platforms like social media, search engines, and display ads.

Earned media capitalizes on publicity gained through efforts such as media coverage, reviews, and word-of-mouth, which can significantly enhance credibility.

Shared media focuses on fostering engagement and community through social media interactions, encouraging users to share content and promote the brand organically.

Owned media encompasses all the content a franchisor controls, such as websites, blogs, and videos, providing a platform to convey the brand’s message directly to the audience.

In a recent interview with Franchise Wire, Monica Feid, co-founder and COO of BizCom Associates, said, “owned media is the most valuable and most misunderstood asset for the long game of any communications program.

While all media is critically important and should work together, everything should drive an audience to owned media (like a website) that you control indefinitely.”

By leveraging this multifaceted approach, businesses can significantly enhance their profiles, increase their visibility in the marketplace, and attract a steady stream of high-quality leads.

Embrace Technological Advancements

Technology is set to significantly transform franchise marketing, making it more efficient, personalized, and data-driven. Artificial Intelligence (AI) will streamline marketing efforts through automation and predictive analytics, with chatbots and virtual assistants providing instant responses to inquiries.

Additionally, Virtual Reality (VR) and Augmented Reality (AR) will offer immersive experiences for potential franchisees, allowing them to virtually explore franchise locations, view operational processes, and experience the brand environment without being physically present.

The future of franchise marketing is dynamic and full of opportunities. By embracing digital transformation, focusing on content development and storytelling, and leveraging new technologies, franchises can stay ahead of the curve and continue to grow.

Franchise marketing is much more than just promoting a brand. It’s about creating meaningful connections with customers and franchisees alike.

Searching for a franchise marketing agency to take your brand to the next level? See examples of our work here, or start a conversation with us to discuss what we can do for your brand by filling out our form here.