Unlocking Success: A Guide to Developing an Integrated Marketing Strategy for Franchisors BY JOSHUA ALLEN, CFE COMPANY BIO
Location3 is the premier partner driving digital transformation in franchising. Founded in 1999, we focus on helping our partners optimize their own data and technology systems, drive brand awareness, increase units and customers, and maximize revenue potential through excellence in digital marketing. Our local marketing platform (LOCALACT) gives business owners the technology and support needed to manage their digital presence and understand local marketing and advertising performance across search, social, video, audio, display, and more.
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n today's rapidly evolving business and technology landscape, franchisors are faced with the challenge of breaking down barriers in marketing tactics to develop a sophisticated, integrated marketing strategy that maximizes data usage, leverages the right technology, optimizes media planning, and aligns brand strategy with local franchisee marketing. By better understanding and adapting to the growing complexities of the customer journey, franchisors can drive more brand and market awareness, acquire new customers, and boost bottom-line revenue.
Start by Optimizing Your Data, Technology & Measurement Approach
Data is the foundation of any successful marketing strategy and having the right technology to both gather and analyze large volumes of data is no longer a luxury, but a necessity. Franchisors that have invested in robust data analytics tools and platforms to gather actionable insights across their franchise network are already ahead of the curve. However, it’s easy to acquire technology and capture data. The challenge lies in both ensuring the technology in your stack is complementary and that the data gathered provides actionable insights that relate to your broader business goals. A well-integrated technology stack empowers franchisors to streamline marketing, advertising, operations, and finance to drive efficiency. Combining the powerful, customer-rich data in your CRM with marketing insights and sales or revenue data will allow you to create a better understanding of what’s working and what isn’t with your current marketing. The rapid rise in adoption of Customer Data Platforms (CDP) is not by accident, as these platforms can further eliminate data silos, provide clarity in how customers interact with your brand, allow you to further personalize the customer experience for all target audiences, and reduce reliance on third-party data in favor of first-party data and customer profiles. If your organization isn’t quite ready to onboard a CDP, you should focus efforts on developing closed-loop data environments that allow you to clearly identify where prospective customers are coming from, the online and offline actions they’re taking, and what percentage of those ultimately convert.
IFA 2023 MARKETING, DEVELOPMENT, & TECHNOLOGY TOOLKIT