Can franchises make good digital marketing agency clients? There are almost 750,000 of them in the US[2] alone, employing some 9 million Americans[3]. Chances are good you’ll have the opportunity to market a business with this specialized model at some point. In this structure:
The Franchisor grants permission to others to operate under its trademark, selling approved goods and services supported by an operating system and marketing.
The Franchisee is the person or group paying the franchisor for the right to use the trademark and the benefits of the operating system and marketing.
Seems simple enough. But it’s this structure that gives franchise marketing its unique complexities. For your agency, the challenge is that you can’t enter these marketing relationships equipped solely with your knowledge of corporate or local search marketing.
You need to deeply understand the setup to avoid bewilderment over why implementation bogs down with franchise clients and why players lose track of their roles, or even overwrite one another’s efforts.
In this post, we’ll give you some quick and useful coaching on the franchise model, but if your agency just got a phone call from Orangetheory or Smoothie King[4], you can get the bigger playbook right away.
Download The Practical Guide to Franchise Marketing[5]
Roles and goals make franchises unique clients
Imagine a post-game locker room scene. On the field, all players seemed united by the goal of winning. But now, at different press conferences, the owner is saying the coach failed to meet standards, the coach is saying the owner should keep his opinions to himself, and several of the star players are saying they didn’t get the