State of Local Marketing Report Provides Useful Tips for Franchise Marketers
Getting franchisees to follow through on local marketing initiatives is a perennial challenge for CMOs and marketing departments at more than a few franchise brands. But, as the saying goes, “Help is on the way.” Local marketing software and service provider Brandmuscle has published its third annual State of Local Marketing Report compiling data, trends, and advice for franchise executives and consumer marketing teams planning distributed local marketing in today’s evolving media landscape.
The research shows that 60 percent of co-op funds from brands are still being spent on traditional marketing tactics, despite the fact that 93 percent of local affiliates plan to maintain or increase spending on digital marketing tactics in 2017. Reviewing 2,139 survey responses from dealers, agents, franchisees, and distributors of national and global brands, and hundreds of millions of dollars in co-op spending by national brands, the report uses local marketing case studies to show how smart franchise marketing programs can help franchisees gain local market share. Franchise brands interviewed for case studies include Wild Birds Unlimited, Auntie Anne’s, and UFC Gym.
A selection of findings from the report includes:
- 62% receive co-op funds from a national brand
- 57% of local affiliates manage traditional media themselves
- nearly 40% are not confident in their ability to measure ROI
- 30% operate without a marketing plan
- 6% outsource marketing to an agency or vendor
- fewer than 8% use mobile targeting or search display
The 76-page report digs into what Brandmuscle found to be the biggest challenges and opportunities for local marketing in 2017, backed by statistics, case studies, analysis, and guidance for planning your local marketing strategy for 2017.
The report is available through a free download.
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