State of Local Marketing Report Provides Useful Tips for Franchise Marketers

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.

For more information, contact Brandmuscle at 866-464-4342 or send email to ownlocal@brandmuscle.com.

Published: November 8th, 2016

Share this Feature

Comments:

comments powered by Disqus
ADVERTISE
SPONSORED CONTENT

Franchisor Topics »

Premium Services

Franchise Leadership & Development Conference Business Opportunity

Franchise Leadership & Development Conference
Oct. 11-13, 2017 Intercontinental, Atlanta, GA. Over 350 franchise...

FranchiseGrade.com Business Opportunity

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

Michael H. Seid & Associates Business Opportunity

Michael H. Seid & Associates
MSA provides domestic and international franchise advisory services to...

Vya Business Opportunity

Vya
Engaging franchisees in local marketing takes more than just technology....

Management 2000 Business Opportunity

Management 2000
Management 2000 serving Franchisors since 1981. Our expertise: Granting...

SOCi Business Opportunity

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

919 Marketing Business Opportunity

919 Marketing
919 Marketing Co. is a national content marketing, PR and social media...

Scorpion Business Opportunity

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


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)