VIDEO: Executives Share Biggest Challenges in Franchise Marketing

With intense competition to reach customers and candidates, franchise marketers are tasked with creative ways to attract eyeballs and stand out from the crowd. Franchise Update spoke with several marketing executives about some of the biggest challenges they currently face in their roles.

While the goal has always been to find candidates who are the right cultural fit for their brand, marketing officials must discover the most effective platforms to reach and engage with both prospects and customers. Options now include advertising, social media, website content, and videos. While franchises have national marketing campaigns, officials must also determine strategies for local marketing, and sometimes the best approaches for specific franchisees based on location and experience.

We also asked franchise executives how they are using content marketing. They each said it plays a major role in introducing customers and candidates to the brand, particularly through SEO and AIO searches. Whether it is through paid ads, blogs, or other website content, this strategy helps share the franchise story with its target audience. They said one of the keys to effective content marketing is having fresh content to keep customers and prospects informed and engaged.

These topics and more will be discussed next week at the new Franchise Growth & Marketing Conference. Formerly the Franchise Customer Experience Conference (FCXC), FGMC is the new event for marketing leaders with a clear focus on unit-level economics, collaborative learning, and leveraging technology to drive growth. The conference will be held June 2-4 at the Intercontinental Hotel in Atlanta.

In the latest “Marketing Minute” video, you’ll hear from:

• Dawn Perry, chief brand officer, CertaPro Painters
• Lisa Hake, chief marketing officer, Winmark
• Stephanie Hill, vice president of marketing, MassageLuXe
• Marci Kleinsasser, vice president of marketing, Voxie
• Valerie Eichorn, franchise development marketing manager, The Goddard School
• Cassie Gato, vice president of marketing, K9 Resorts