Blog Layout
Power of Three | Orange Canvas - Brand Management Solutions
Harness the power of three – Franchise Marketing
When someone decides to buy into a franchise, they aren’t just buying into the successful business model the company has established – they’re also buying into the support the franchisor puts behind marketing the brand. However, the challenge for any franchisor is maintaining the balance between growing brand awareness at the top level, delivering a great product that has a unique place in the market, all while supporting existing franchisees with their local area marketing.
Did you know that a triangle with three sides is the most stable shape? This is in engineering; a lot of structural elements are based on triangles. If you are lost in the wilderness or outback, you can use a compass to triangulate your position, so you don’t get lost. You pick three points approximately 120 degrees apart to fix your position.
The best franchise businesses understand they need to give marketing support at all three levels
- Brand building
- Differentiating their product in the market while continuing to drive product innovation
- All while supporting their existing franchisees with local area marketing funding or initiatives.
How can a small franchisor marketing team support all three levels?
Marketing can become a strain on the franchisors time and limited resources when every enthusiastic franchisee has their own marketing ideas for their territory.
The time taken filtering through the many requests can detract your attention from overall marketing strategies and business goals. Eventually, you may find your marketing team scrambling to support marketing activities for individual franchisees to the detriment of the overall brand marketing plan.
The only way to grow the franchise brand and gain momentum is the replication of the business model and marketing strategy across all territories, regardless of location or size.
Your online marketing portal
The best way to achieve this is by developing a centralised online marketing portal to ensure both the brand and franchisees are receiving the marketing support they need. Implementing a central system that is administered by your team can supply all the tools you need to support national and local area campaigns while also driving consistency and sales growth that will satisfy both brand and franchisee needs.
The online marketing portal should house customisable artwork templates that give your franchisees 24-hour access to on demand resources such as specials flyers, branded collateral, email newsletters, and promotional assets. All these assets they can personalise for their territory and print or use online to attract customers.
You Control the Brand
By supplying campaign assets and implementation plans via your customised portal, you are passing over some of the responsibility to your franchises to manage their own local market – but in the safety and protection of your brand.
After all, maintaining brand consistency is crucial for franchisors. The brand represents value in attracting new franchisees and sales. An online marketing portal allows you to offer a range of customisable collateral pieces where you control which elements can be edited. This protects your brand’s elements, regardless of the promotional platform, and still gives your franchisee network the freedom to create localised advertising materials.
National Campaign Roll Outs
A centralised online marketing portal that is accessible by all franchisees also makes rolling out national campaigns seamless. By offering customisable marketing collateral national campaigns can quickly proliferate through franchisee territories while maintaining brand consistency. National Campaign Kits can include a range of printed materials alongside digital marketing assets such as e-mail marketing templates and web banners.
Local Area Marketing Activities for Franchise Businesses
The real strength in an online marketing portal is when it can be customised to support a wide range of local area marketing activities without the need to alter templates or overall plans, regardless of the territory.
However, the key to this is building a platform that works for the brand and franchisees through marketing strategies and activities that are scalable and a true template that will fulfil any individual franchisee request. You are not only supporting the innovative franchisees who are always looking for ways to grow their business but also franchisees unsure of where to start with marketing ideas to help their business grow.
The main obstacle to building such a robust marketing portal is the time needed upfront for planning and developing the templates. However, spending the time to develop the strategy, templates, and platforms will save money and time down the track when trying to fulfil all the individual franchisee requests.
Having the right online marketing portal in place will minimise administration time for franchisors, giving small teams more time and capacity to grow and innovate.
Orange Canvas create customised portals, so your franchisees can access what they need when they need it with the same brand protection as if you were personally handling the order. We can also take existing collateral, such as business cards, flyers, brochures and merchandise and print these on demand and deliver directly to your franchisees. Contact us today to find out how we can streamline marketing campaigns for your franchisees.
The COVID pandemic has had a major and lasting impact on the way we buy and sell items, particularly in the online realm.
Orange Canvas is an experienced eCommerce and marketing support team with an extensive understanding of the unique Australian market.
Five common challenges that franchise marketing managers face and how we can help you overcome them.
Even before the COVID-19 pandemic began, the topic of employee engagement was a big one for all businesses. Orange Canvas can help keep your team engaged.
Franchisees that take on the responsibility of local area marketing often perform better and are more connected with their community.
Orange Canvas deliver marketing teams and agencies marketing agility for merchandise and printed collateral. Short run, short time frames are no problem.
Orange Canvas recently worked alongside Western Sydney Airport to place their new corporate logo on a range of merchandise & apparel.
The key to a successful marketing strategy is making sure your messaging is consistent and memorable. Speak to Orange Canvas today to ensure this.
There are plenty of opportunities for franchisees to market their individual businesses, and in turn your overall franchise brand.
It is imperative that franchisors encourage their team of franchisees to contribute to an integrated marketing plan to ensure brand consistency and scale.