It’s a task that poses several key challenges, which is why many franchise marketing managers seek external help. Here are five common challenges franchise marketing managers face – and how to overcome them.

Deciding how to allocate a marketing budget is challenging for any business with a widespread market. But in a franchised business, where the franchisor is required to strategically balance the need for national marketing activity with the local area marketing needs of each franchisee, it can be particularly challenging. 

The challenge lies in marrying the marketing needs of your national brand with the marketing needs of each of your franchisees in a consistent manner and making sure franchisees feel they are receiving adequate support from head office.

            

At Orange Canvas, our combination of strategic know-how, coupled with our custom built local area marketing online system, allows you to automate and manage marketing budget allocation to ensure it is spent on the right, carefully chosen local marketing activities that will provide a return on investment for franchisors and their franchisees.

As important as balancing budget across local and national needs, splitting your time and effort between supporting individual franchisees and executing your national marketing plan can be extremely challenging. It’s a balancing act, and making sure all of your franchisees feel supported while progressing your national marketing plan, requires efficiency wherever possible.

Orange Canvas partners with franchisors across Australia to help them identify and introduce much-needed efficiencies into their systems and processes. Our job is to reduce the heavy lifting required of you and your head office marketing team, by relieving you of the management and delivery of localised tools for your network. 

We do so by, among other things, providing your franchisees with an online system where they can personalise all marketing tools (print and digital) themselves, with finished print collateral, merchandise and apparel distributed directly to them from the Orange Canvas warehouse. 

As a marketing manager in the head office of a franchised business, you are often required to be a master of many disciplines. Often this includes activities that are critical to the success of both your franchisees and franchisor. As the marketing industry has diversified and increased in pace of innovation and development (particularly in the digital arena), support to juggle all these marketing channels can be invaluable.  

When you work with Orange Canvas, you don’t need to be a jack of all trades. As a multi-disciplined organisation, Orange Canvas can manage and process these activities for you – all from our head office in Sydney. Whether it’s directing design for your local area marketing products, managing print/production and product distribution to your franchisees, or creating impactful virtual event experiences for your franchisees, Orange Canvas can be your jack of all trades.

As a marketing manager at a franchisor’s head office, it’s never easy leading a small team tasked with creating big ideas for a group of franchisees spread throughout the country. Tasked with effectively supporting a state or national franchisee network through the ideation and delivery of strategic marketing activities, your small team may well be time-poor. And when that happens, creativity can wane, and staff turnover can increase.

At Orange Canvas, we can be your outsourced marketing partner when you need a little outside help to support your team. We can help wherever you need help, whether in creative development, production, or promotional events.

It can be a fine line between giving your franchisees some creative freedom while ensuring consistency in your franchised brand’s marketing strategy and collateral. While giving franchisees some creative freedom is important, give too much and franchise marketing managers risk losing brand cohesion and potentially confusing their target audience in some locations.

At Orange Canvas we have proven systems and processes in place that enable you to grow your franchised business safely with consistent branding and messaging. With our simple local area marketing brand management solution, you will be able to set your brand free safely to your franchisee network while allowing your franchisees a level of personalisation of their marketing collateral.

At Orange Canvas, we understand the challenges marketing managers at franchised businesses face. Contact our team today via email or by calling 1300 402 408 and we can introduce you to the Orange Canvas way.