Involving Franchisees and Suppliers in Consumer Marketing

Franchise Consumer Marketing Survey Results, Part 3

Listening is one of the fundamental principles of social media and Web 2.0. In most discussions, the focus is on listening to customers, as it should be. However, for franchisors, that principle also extends to franchisees and suppliers.

Involving franchisees from the start in developing new consumer marketing and social media campaigns increases the probability of success at the customer level - and can save costs in both development and execution And involving suppliers of the products, systems, and technology involved in implementing those campaigns also can increase the likelihood those efforts will be effective in achieving consumer marketing goals for the brand.

Earlier this year, Franchise Update Media Group polled top franchise marketing executives from more than 50 franchise organizations about marketing strategy and execution at their franchise organizations. Respondents represented food, retail food, retail non-food, and service sectors with 70 percent of the total group achieving annual system-wide revenues exceeding $20 million.

The following two questions from that survey asked these executives about franchisee and supplier involvement. While most (more than 80 percent) involve their franchisees, almost half are not taking advantage of the gains possible through supplier involvement in such areas as training franchisees and optimizing the capabilities of the technology. (Note: Totals are less than the 54 respondents as some did not reply to all questions.)

Do you involve franchisees in the planning process of your consumer marketing programs?

Responses

Count

%

Yes

37

82.22

No

8

17.78

Total responses

45

--

Do you require that your consumer marketing suppliers provide training and education to your franchisees at your national, regional meetings?

Responses

Count

%

Yes

22

51.16

No

21

48.84

Total responses

43

--

For more results from the Franchise Consumer Marketing Survey, see the March and May issues of the Franchise Consumer Marketing Report.

Published: June 29th, 2011

Share this Feature

Comments:

comments powered by Disqus
Golden Corral
ADVERTISE
SPONSORED CONTENT

Franchisor Topics »

Premium Services

FranchiseGrade.com Business Opportunity

FranchiseGrade.com
Franchise Grade is The Authority on Franchising. Our proprietary Franchise...

IMN Business Opportunity

IMN
IMN creates engaging and relevant lifestyle, entertainment, and industry...

Scorpion Business Opportunity

Scorpion
Scorpion offers ROI-positive online marketing solutions that can get your...

LMap Business Opportunity

LMap
Silvercrest Advertising's innovative Localized Media Automation Platform...

Proven Match Business Opportunity

Proven Match
Proven Match provides science-based insights and screening tools to...

ApplePie Capital Business Opportunity

ApplePie Capital
ApplePie Capital provides a fresh new approach to franchise financing that...

SOCi Business Opportunity

SOCi
SOCi is a leading, next-generation SaaS solution for social media...

Silvercrest Advertising Business Opportunity

Silvercrest Advertising
Silvercrest Advertising has created a one-stop shop solution for all of...


Franchise Update Magazine

A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.

Subscribe to Franchise Update Sales Report

A Franchise Update Media Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2017. All Rights Reserved.

In Loving Memory Of Timothy Gardner (1987-2014)