2016-11

5 ways to improve digital marketing for your franchise store

by The Salmat Team
 | 
10 November 2016

How digitally competent is your franchise? From choosing better marketing tools to implementing training for your franchisees, here are the top five things you can do to take your brand to new heights of digital proficiency.

1. Invest in better marketing tools

Are you pulling your hair out trying to coordinate your franchise marketing campaigns? The good news is that using a single-dashboard marketing platform can greatly simplify both traditional and digital marketing campaigns. Instead of running multiple local campaigns separately, franchisees execute their own marketing campaigns using a single integrated tool, resulting in better coordination and brand compliance overall.

2. Execute multichannel marketing

To reach your customers, you need to be where they are. That means leveraging multichannel marketing. With a multichannel marketing platform, your business can reach customers across a variety of channels, including:

  • Email marketing
  • Point of sale
  • SMS marketing
  • Print advertising
  • Direct mail

 

3. Integrate data systems across franchisees

From print ads to SMS marketing to direct mail, coordinating all your franchise marketing campaigns can be a real headache. By choosing a marketing tool that has everything you need to design and execute traditional and digital campaigns in one place, franchisees have the ability to control the look and feel of their localised marketing campaigns, while ensuring brand compliance for your head office.

The CMO's Guide to Digital Benchmarking

Salmat's FUSE offering features Get on Board, which allows franchises to buy print together and save with the benefit of economies of scale.

4. Get better insights

The more you understand about your customers’ behaviours, the more effective your franchise marketing efforts. The right marketing tool can bring together customer data from a variety of sources and identify the underlying trends. These metrics will also help you understand how your franchisee campaigns and marketing channels are performing, so you can make the most of your marketing budgets.

This information can be used at both the head office and franchise levels. The franchisee can see how their campaign is performing, and head office has an overview of what has and hasn't worked across the whole network.

5. Invest in training

Last but not least, investing in franchisee training is critical to help ensure the success of any new technology initiatives. According to the Harvard Business Review, two-thirds of executives believe “the pace of technological change in their workplaces is too slow”. Getting your franchisees up to speed will help them maximise marketing tools to their fullest potential, and give them the tools to experiment and see what works in their areas.

If you're looking to execute marketing at a local or national level, the FUSE platform can deliver the consistent results you're after. Get a quote today or call 1300 725 628.

 

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About the author
The Salmat Team

Salmat is a marketing services business that helps clients with the constant pressure of acquiring customers, week-in, week-out. With media, digital and customer service capabilities, we manage the fundamentals to ensure this happens like clockwork.

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