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Local Marketing | Orange Canvas - Brand Management Solutions
Local Area Franchisee Marketing
Local area marketing left to the franchise located in a capital city three states away can often fall flat as no- one knows the local area better than you, the franchisee. Left to the franchisor, they may sponsor the Bears Soccer team in town, when we all know that it’s the Eagles who come into the store after every game and who are also sponsored by the local shopping centre you are located in.
Where a franchisor can really support local area marketing is in the development of campaign assets that can be easily personalised by each franchisee for their area and easily rolled out through a wide range of channels, including social.
But for the corporate franchisor to research and gain all this local knowledge is simply impossible which is why they need to empower local franchisees to run their own local campaigns. After all, local franchisee marketing is the real powerhouse for local franchisees.
Research has shown franchisees that take on the responsibility local area marketing platform do much better than those who assume franchise brand awareness campaigns are enough.
It is in this space that the marketing moves from branding and product awareness to the Holy Grail of any business – activities that deliver more customers.
In a world of shrinking attention spans, some of the oldest tricks in the book are the ones with cut-through. We’ve put together a list of classic marketing tactics that local businesses shouldn’t forget.
- Mailbox direct marketing
- Database print or email marketing
- Customer referral campaigns
- Shopping centre promotions
- Local cinema advertising
- Local transit advertising
- Local area digital marketing campaigns
- Involvement with local clubs and groups
- Sponsorship of local events or teams
- Social media that focuses on the local area such as Google +
Where a franchisor can really support local area marketing is in the development of campaign assets that can be easily personalised by each franchisee for their area and easily rolled out through a wide range of channels, including social.
And they need to make it as easy as possible for franchisees to implement, after all, they are not marketing experts and you wouldn’t expect them to be.
Local area marketing packs are a great tool that franchisors can create as this can be replicated across most territories with small personalisation. Print ads, Facebook ads, direct mail templates – these can all be created at corporate level and easily used at a local level.
Supporting franchisee marketing access with your own online marketing portal
The best way to ensure all franchisees have access to campaign and brand assets is to have an online marketing portal. Implementing a central system that is administered by you’re the head office franchisor team can supply all the tools you need to support local area campaigns while also driving consistency and sales growth that will satisfy both brand and franchisee needs.
Orange Canvas have the resources, skills and expertise to help you create impactful local area marketing campaigns and also ensure all franchisees can access assets when needed. This includes print ads, social posts – organic and paid, direct mail templates, flyers, referral programs and much much more.
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.
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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.
The best franchises understand the need for marketing support at all three levels which include branding, differentiation & local area marketing.
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.