Local Franchise Marketing Playbook

Why are we publishing this
Local Franchise Marketing Playbook?
We believe that in the chaos of franchise marketing there is a tremendous opportunity for both franchisors and franchisees alike to move their businesses forward. We believe (and have demonstrated with our numerous franchise clients) that when executed correctly, local franchise marketing can be a significant competitive advantage for any franchise organization.
True demand generation is inherently local: local businesses, local customers and local marketing execution. By applying intelligent technology and the right level of professional marketing services at the local level, franchise systems can build a high-performing, national-quality marketing machine across all levels of their organization. This translates into greater revenues, lower costs and ultimately a significantly improved return on investment for all marketing activities.
The goal of this playbook is to help franchise organizations:
. Understand the value and key elements of a true Local Franchise Marketing strategy
. G et a quick glimpse at some of the top-performing local franchise marketing tactics and a base-level understand-ing of how and when to use them
. Understand the key "dos and don'ts" of local franchise marketing
. E stablish a clear outline that illustrates how to evaluate and measure the success and merit of a franchise's local marketing program(s)
To keep up to date with the latest in local franchise marketing, or if you would like to provide any feedback, comments or critique, you can keep in touch with us on our blog (http://marketing.balihoo.com/blog/balihoo) or on twitter (@balihoo).
Happy Marketing!
Pete GombertCEO, Balihoo | pgombert@balihoo.com
1 gP | www.balihoo.com/franchise-playbook...pg 3INTRODUCTION
-GAME WARM-UP...pg 4PRE
GAME PLAN...pg 5
THE PLAYS...pg 7
Direct Mail...pg 8
Broadcast...pg 9
Online Display...pg 10
Paid Search...pg 11
SEO...pg 12
Email...pg 13
Social Media...pg 14
Mobile...pg 15
Outdoor...pg 16
Avoiding Errors...pg 20
e Show...pg 22Post-GamINTRODUCTION
Local Franchise Marketing is Hard Then consider the fact that each of the mediums
We are in the business of local franchise marketing and listed above has multiple vendors providing a similar
local franchise marketing software. This is a constantly service in every market. For example, in just about
shifting, continually evolving, often highly subjective every market there are four or five broadcast television
market that is, more often than not, overly complicated to stations along with at least a cable company or two! Layer
understand. To begin, consider the myriad of players in- in the ever-shifting technology landscape:
volved in local franchise marketing: . SEO (Search Engine Optimization)
. The franchisee . SEM (Search Engine Marketing)
. The franchisor . Mobile
. The local media company . Social Media
. The local agency . Geo-targeting
. The national agency . Variable printing
. Lead aggregators. The printer Finally, just for fun, let's get the government involved and
. The customer place a few consumer protection laws in place:
. The IT department . Truth in Advertising. DO NOT CALLNow multiply those players by the number of media . CANSPAMoptions available in any given market:
. TV Given this complicated landscape, consider this: typically
. Radio local marketing campaigns are executed by the franchise
. Newspaper owner or store manager themselves as very few have a
. Out of Home dedicated marketing staff. Owners and managers unques-
. Online Display tionably have their hands full running their business and
. Search Engine Marketing can therefore only allocate so much time to their marketing
. Direct Mail strategy (or lack thereof).
. Email. Social Media. Point-of-Purchase/In-Store
3 gP | www.balihoo.com/franchise-playbookLOCALFRANCHISE
PRE-GAME WARM-UP
To get warmed-up and ready for the game, answer these Local... [download for more]