It’s time for another lesson from the car lot. This lesson is dedicated to our franchisee audience. (If you’re a franchisor, check out our previous post on better franchise marketing.) According to Local Vox, 64 percent of franchisees feel disappointed by the quality of marketing support they receive from their franchisors. It’s not that franchisees think they don’t get any support; however, they feel their franchisors don’t support their individual franchise location. In the automotive world, OEMs provide marketing support to dealerships. However, many of the OEM’s messages market the OEM and its benefits – not a specific dealership and its unique qualities. It seems that franchisees of all types face a similar problem: How can they market their individual location while also taking advantage of and complying with their franchisor’s brand marketing program? Brand compliance matters In the eyes of consumers, franchisees are part of their franchisor’s corporate brand. The actions taken by the corporate franchise brand – and the messages it sends – reflects on the franchisees. The reverse is also true. When franchisees send a message, their […]
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