What are some tips for collaborating with franchisees on developing a marketing budget?

Tips to collaborate with franchisee's on developing marketing budget - ** Define your Business strategy. Marketing budget will be an instrument to make you achieve your business goals. ** Identify your audience - your ideal customer and what marketing channels they are most likely to be found on **Develop a budget friendly marketing plan, use low cost marketing tools and leverage social media ** Measure the effectiveness of spend ** Get Existing customers or influencer to promote business ** Stay up to date on industry trends - stay ahead of competition ** Optimize the efforts

Franchise owners and franchisors must get meaningful reporting of sales and profitability from the unit level to coordinate this. You need the best POS data and full P&Ls from franchise owners on a common and uniform reporting platform to seriously achieve this This way you can see the impact of the franchise brand's marketing of what sells and how profitable it is. That is what modern franchisee & franchisor marketing & operations collaboration looks like.

Pela minha experiência, o erro mais comum no planejamento de marketing pelo franqueado é desenvolver ações puramente baseadas em seu deslumbre "criativo", mas ao perguntar os objetivos esperados, como mensurar os resultados e qual o retorno do investimento mapeado, a grande maioria não sabe por onde começar.

Collaborating with franchisees on developing a marketing budget requires aligning goals and fostering shared vision. Here are some tips: Establish Clear Objectives: Initiate dialogue to establish shared marketing objectives that align with both the overarching brand goals and individual franchisee needs. Ensure clarity on the brand's values, target audience, competitive advantages, and desired outcomes. Open Communication Channels: Use diverse communication channels such as surveys, webinars, newsletters, or online forums to facilitate open dialogue. Encourage franchisees to share their perspectives, concerns, and insights regarding local market dynamics. #Listen Actively!

Establishing a cohesive vision for marketing efforts within a franchise necessitates clear communication and shared objectives. Engaging franchisees in discussions about brand values, target audiences, and overarching goals fosters alignment and buy-in. Tools like surveys, webinars, newsletters, and online forums serve as effective mediums for facilitating constructive dialogue. They promote transparency, encourage collaboration, and enable a platform for open communication, ensuring that franchisees feel heard and valued in contributing to the collective marketing vision. This shared understanding and collaborative approach pave the way for cohesive marketing strategies that resonate effectively across the franchise network.

Establishing clear guidelines for marketing budget allocation and management post-goal alignment is pivotal for cohesive brand representation across franchises. It involves defining revenue-based contributions to national or regional marketing funds and minimum local marketing expenditure. Specifying mandatory or optional channels like social media, email, or direct mail, while offering resources and training, ensures effective utilization. This structured approach harmonizes centralized strategies with localized initiatives, fostering brand consistency and empowering franchisees for impactful marketing endeavors.

Es muy importante poder colaborar y ser activo desde la central, con la inversion local del franquiciado. En ocaciones la inversion puede ser muy baja y esto no alcanzar los objetivos que se estabelzcan (sean de posicionamiento, ventas, share de mercado, etc), y otra muy alto que le afecte su rentabilidad, y luego llegue un reclamo del franquiciado. Se debe establecer una guia a manejar, con la que el el franquiciado en forma local y con mauyor conocimiento del medio, pueda manejar la misma. La planificacion para la diferentes etapas del año tambien es vital, ya que la estacionalidad de la venta puede no comportase siempre del mismo modo, asi como la situacion de cada franquiciado en particular.

I suggest you keep it high level or everyone will be in the weeds and so will your marketing team making it difficult to run the plays without tremendous scrutiny. Ask the franchisees what they will be investing in marketing dollars and then ask the franchisees what they hope to gain from those efforts. Leverage your in-house business analyst to provide some math around the goals and tracking and see what their efforts bring. Many times our franchisees are too busy and too close to their business to appreciate the mathematical reality of action. I had a boss that used to say “activity is the enemy of results” and he was spot on!

Establishing clear guidelines and expectations ensures a cohesive yet flexible approach to marketing budget allocation. Defining a percentage of revenue for a national or regional marketing fund fosters collective investment in overarching brand goals. Setting minimum spending thresholds for local marketing guarantees a baseline commitment. By outlining mandatory or optional marketing channels and offering resources or training, you empower franchisees to navigate the diverse landscape of social media, email, or direct mail while maintaining brand integrity. This structured approach not only ensures consistency but also empowers franchisees to make informed, strategic decisions within the broader framework.

A dúvida principal de grande parte dos franqueados é: qual o valor de investimento devo projetar para Marketing. O percentual ele pode variar muito de segmento para segmento, ROI e qual o objetivo de marketing share e faturamento é esperado para o negócio. Com base nas diretrizes de alguns especialistas como Les Binet, recomenda-se que entre 3% a 5% do faturamento seja destinado aos investimentos de marketing. E ainda segundo Les Binet 60% do investimento deve ser dvoltado para a força da marca e 40% para performance.

While establishing guidelines is crucial, adaptability remains paramount in catering to evolving franchisee and customer dynamics. Flexibility in marketing budgets, considering factors like seasonality, location nuances, competitive shifts, and customer feedback, is imperative. Embracing franchisee insights is invaluable. Accommodating franchisee requests or suggestions enriches decision-making, leveraging their firsthand understanding of local markets. Utilizing tools like dashboards, reports, and analytics facilitates robust monitoring and evaluation of marketing performance. This data-driven approach enables agile decision-making, allowing adjustments to strategies based on real-time insights and market feedback.

Focus on franchisee revenue and profitability and every franchisee will understand the metric - keep it simple. Setting expectations and making changes is part of the game but “flexibility” means abrupt change and that’s harder to manage internally, especially when you have operations teams under you.

Flexibility is key in the dynamic landscape of franchising. Acknowledge the fluidity of market dynamics, seasonality, and local nuances by staying open to adjustments in your marketing budget. Embrace feedback from franchisees, recognizing their invaluable insights into local markets. Utilize tools like dashboards, reports, and analytics to monitor and assess marketing performance, allowing you to make informed, data-driven decisions. This adaptability not only strengthens the collaboration between franchisor and franchisees but also ensures that your marketing strategies remain agile and responsive to the evolving needs and preferences of both franchisees and customers.

Crie um calendário anual com as principais datas para o seu segmento, desta forma você consegue já prever ações para ao longo do ano, e caso seja necessário mudar o percurso agir de forma mais rápida e coordenada.

Bên cạnh chiến lược marketing chung, thì chúng tôi cũng thực hiện các chiến dịch marketing riêng lẻ tại từng khu vực nhượng quyền khác nhau. Mà mỗi khu vực thì đặc điểm về khách hàng, văn hoá,…có rất nhiều sự khác biệt nên chúng tôi phải rất linh động để đưa ra từng chiến dịch marketing riêng biệt sao cho phù hợp và mang lại hiệu quả cao nhất tại khu vực đó

This is not the best focus "Encourage innovation and creativity" to have on this. Franchisors have a devil of a time to get franchise owners to execute on local store/territory marketing that the franchisor provides directly or through approved providers. Better to focus on training franchisees and their teams on how to fully utilize their marketing in their areas and be very keen on what works by measuring the results and where the franchisor's local marketing programs need improvement work with franchisees and your Franchise Advisory Council.

In collaborating with franchisees on a marketing budget, prioritize open communication and a shared vision. Encourage franchisees to contribute their local market insights, aligning them with the brand's overall objectives. Emphasize empowerment by involving them in decision-making. Provide them with resources and tools for local marketing, supporting their unique needs. Implement a system for regular feedback and be ready to adapt the strategy based on performance insights and franchisee input. Offering training enhances their marketing skills, leading to more effective budget utilization. Celebrate successes and innovative ideas from franchisees to boost morale and encourage a culture of creativity and continuous improvement.

Encouraging franchisees' innovation in marketing strategies fosters a dynamic #partnership. Rewarding experimentation and creativity incentivizes trying new ideas or platforms. Cultivating a learning-sharing ethos, where both brand and franchisees exchange successes, challenges, and best practices, enhances collective growth. Facilitating this exchange through newsletters, podcasts, or webinars amplifies franchisees' marketing achievements. It showcases diverse approaches, celebrates successes, and inspires collaborative learning. This culture of innovation and shared learning elevates marketing endeavors, fostering an environment where creativity thrives, leading to continuous improvement and collective success.

Build a culture of learning and innovation so that it’s part of your DNA and you no longer have to reward franchisees for thinking.

Người hiểu rõ nhất khách hàng tại khi vực đó chính là người nhận quyền đang hoạt động tại đó. Nên chúng tôi luôn khuyến khích các thành viên hãy nghĩ ra các chiến lược marketing phù hợp với khu vực của họ. Nếu đơn vị nào làm tốt có hiệu quả cao thì chúng tôi sẽ tuyên dương và tặng các kỷ niệm chương để vinh danh đơn vị đó

Even in small franchise systems, it’s important to have a Marketing Committee established to represent the perspective of the franchise owners when marketing budgets and calendars are developed. The goal should be a marketing budget and calendar that is clearly communicated to all franchise owners with an understanding of what layers and programs are mandated and what can be opted out of. Transparency and ongoing communication is table stakes to run the marketing function in a franchise.

Seeking regular feedback from franchisees is integral for aligning marketing budgets with their needs and expectations. Utilize tools like surveys, polls, or interviews to gather opinions, suggestions, and concerns. Foster open communication through forums, chats, or calls, creating an environment conducive to transparent and honest discussions. Demonstrating the value placed on franchisee input is crucial. Show appreciation for their perspectives by actively listening and acting upon their feedback. Implement changes or adaptations based on their insights, signaling a commitment to address their needs effectively.

Craft a plan on how you’ll use their feedback, nothing is worse than giving lip service and listening but not taking some action on feedback.

Định kỳ hàng tháng chúng tôi luôn lấy các phản hồi của các nhượng quyền để xem có điều gì chúng tôi nên cải thiện, điều gì nên làm hoặc dừng lại trong chiến dịch marketing vừa triển khai. Và chúng tôi đã nhận được rất nhiều ý kiến đóng góp rất giá trị để chúng tôi liên tục cải tiến chiến lược marketing

The Franchisee/Franchisor relationship is complex where power dynamics often default in decision making. Creating psychologically safe spaces for open and honest feedback is critical. Crediting franchisee partners for their ideas and insights is not only the right thing to do, it boosts engagement!

One crucial aspect that deserves emphasis in franchise marketing is the balance between centralization and localization. While maintaining brand consistency is essential, acknowledging and accommodating local market nuances is equally imperative. Franchisees, being rooted in their local communities, possess invaluable insights into regional preferences, cultural differences, and market trends. Encouraging them to leverage this local expertise in tandem with overarching brand strategies enhances the brand's relevance and resonance within diverse markets.

When it comes to collaboration for developing a marketing budget, emphasize the importance of joint data analysis. Encourage franchisees to share their local market insights and customer data that may not be accessible to the franchisor, blending it with broader franchisor data to make informed budgeting decisions. This collaborative approach ensures that both local and national market trends are considered, leading to a more effective and balanced marketing strategy across the franchise network.

For franchisees marketing budget to be fruitful it should be around 9% of top line sales. Franchisor can guide the marketing calendar of the franchisee within the set marketing budget . The tips could be only what type of actions you should stress: new products launch, branding, and media selections.

Ein sehr bewährtes Tool: der Marketing-Beirat. Was ist ein Marketing-Beirat? Ein Marketing-Beirat ist ein Beirat aus erfolgreichen Franchise-Partnern, die regelmäßig mit dem Franchise-Geber zusammen kommen, um über die Weiterentwicklung von Marketing-Strategie, -Maßnahmen und -Budget zu sprechen und die Sichtweise der Praktiker vor Ort einzubringen. Im System, in dem ich von 2005 bis 2017 gearbeitet haben, haben wir diese Funktion fest etabliert und genutzt. Aus meiner Sicht war der Input und die Rückmeldung sehr gut und hat der Weiterentwicklung der Marketing-Maßnahmen geholfen.