In today’s digital landscape, many franchise brands are grappling with a critical question: how do we effectively engage our local markets? This question has become increasingly important as we navigate the aftermath of the COVID-19 pandemic. In this blog post, we’ll delve into insights shared by Katherine LeBlanc, a fractional CMO with over 13 years of experience in the franchise sector, particularly in the restaurant industry. Katherine emphasizes the need for a balanced approach to marketing that combines corporate branding with local engagement.
Marketing in franchising operates on two levels: corporate and local. Corporate marketing focuses on building the brand, while local marketing drives sales and customer loyalty. In the post-COVID world, many brands have leaned heavily on digital marketing channels, often neglecting the foundational principles of storytelling and local engagement that initially made their brands successful.
Katherine notes that many brands have forgotten the art of storytelling. Before the pandemic, storytelling was a key component of brand marketing. However, as businesses shifted to digital channels for immediate sales, they lost sight of the narrative that connected them to their customers. This has resulted in decreased effectiveness in digital marketing efforts, as customers are left without a compelling reason to engage with the brand.
Franchisees play a crucial role in local marketing. As Katherine points out, while corporate branding is essential, it is the local franchisee who builds trust within their community. They are responsible for making the brand “knowable, likable, and trustable” in their local markets. This means that franchisees must take an active role in engaging with their communities, whether through sponsoring local events or simply being present in their neighborhoods.
To bridge the gap between corporate and local marketing, Katherine suggests that franchisees and corporate teams must collaborate effectively. Franchisees should communicate their local insights to corporate teams, providing feedback on what works in their markets. This collaboration can lead to more effective marketing strategies that resonate with local customers while also aligning with the corporate brand’s vision.
In conclusion, the franchise world must adapt to the changing marketing landscape by refocusing on local engagement and storytelling. Corporate teams need to support franchisees in their efforts to connect with customers, while franchisees should actively participate in shaping the brand’s narrative within their communities. By doing so, franchise brands can foster lasting relationships with their customers and thrive in a competitive market.
Want to explore more about local marketing strategies? Check out our related posts on effective franchise marketing techniques and the importance of community engagement.
For the full conversation, listen to the complete episode of the Franchise Whispering podcast.
