What Franchises Should Look For In a Marketing Firm
Reaching customers (and potential franchisees) is part art, part science. Three industry vets offer advice on finding a marketing and social media firm that strikes the right balance.
1. Think holistically
From Kenny Wu, director of corporate marketing, Scorpion
Franchisors are concerned with and cohesion, but see marketing as just a small slice of their daily to-dos and are hyperfocused on performance. Both sides can be made happy…but it means a lot of careful planning, and no rogue: Build a playbook that broadens and deepens brand awareness, while also developing localized, brand-compliant tactics to help franchisees stand out in their neighborhoods.
