But it’s no secret that this journey comes with its fair share of challenges. One of the biggest hurdles for new franchisees is executing a sustained, effective local marketing plan—a cornerstone of business success that, when neglected or misunderstood, is very often the root cause for slow growth and low profitability.
For franchisees, the challenge lies in navigating a steep learning curve. Many come from varied professional backgrounds and lack marketing knowledge. Marketing professionals go through years of training and have a deep love of the subject. Franchisees are often expected to hit the ground running with a marketing plan in their hands with an instruction to follow the plan. Without the right guidance and tools, they might feel overwhelmed or uncertain about how to generate consistent leads. So, what are the common marketing challenges franchisees face, and the actionable steps franchisors can take to better prepare and support them.
The misconceptions around marketing
One of the most persistent misconceptions among new franchisees is the belief that marketing success is immediate. For instance, a franchisee might invest time and effort in delivering flyers around the neighbourhood once or running a single ad campaign, only to see little or no immediate results. This can lead to discouragement and a premature assumption that “marketing doesn’t work in my area.”
It’s vital to understand that marketing is rarely a one-and-done effort. Building awareness, establishing trust, and driving leads takes time, consistency, and often, a willingness to experiment. Effective marketing involves more than just tactics—a comprehensive plan is what is needed – one that combines multiple activities and channels, continuously measuring their impact, and refining the strategy based on data and feedback.
Why marketing feels daunting for franchisees
Several factors make marketing particularly challenging for new franchisees:
Lack of marketing knowledge
Most franchisees aren’t marketers by trade. Their expertise might lie in customer service, operations, or industry-specific skills, leaving a gap in understanding core marketing principles. Without this foundation, it can be difficult to grasp the importance of customer personas, targeting, tracking, the concept of coordinated campaigns, customer needs and priorities.
Perceived loneliness
Delivering flyers door-to-door, putting up posters or introducing yourself to local businesses can feel isolating, especially for franchisees accustomed to team environments or corporate settings. It requires a mindset shift to see these activities not as solitary tasks, but as essential steps toward building community connections.
Over-reliance on digital advertising
Understandably, many franchisees assume that online ads are the most effective marketing tool, given their prevalence and perceived simplicity. While digital advertising is a powerful component, relying solely on it overlooks the benefits of local, offline strategies that create personal, authentic connections. Well executed and coordinated offline campaigns drive the quantity of online enquiries
“My area Is different” syndrome
It’s not uncommon for franchisees to believe their territory is uniquely challenging—whether due to demographics, competition, or consumer preferences. While local nuances matter, and should be considered, this belief can lead to resistance in following proven marketing methods that have worked in similar areas many times before.
Neglecting data analytics
Without using data to evaluate marketing efforts, franchisees often fall into the trap of basing decisions on gut feelings. This can lead to misjudging what’s working and what needs adjustment, wasting time and resources. Franchisors must have robust data analytics in place which show franchisees clear expectations and track results.
What franchisors can do to help
Franchisors play a pivotal role in equipping franchisees with the tools and confidence to execute effective marketing plans. Here’s how they can make a difference:
Provide comprehensive marketing training
Marketing training should be an integral part of franchisee onboarding. This includes not just technical skills like using marketing software or creating campaigns, but also an understanding of marketing theory—how consumer behaviour works, the importance of consistency, and how different tactics complement each other.
Offer a step-by-step marketing plan
Franchisees thrive when they have a clear roadmap. Franchisors should provide a well-thought-out local marketing plan, outlining activities such as hosting or attending community events, delivering leaflets, networking social media engagement, local partnerships, both online and offline advertising. Templates, calendars, and checklists can make these plans actionable and less intimidating.
Emphasise the power of consistency
Franchisors must set realistic expectations, reinforcing the idea that marketing takes time and persistence. Success stories from other franchisees can be a powerful motivator, illustrating the long-term rewards of sticking to a plan.
Invest in analytics tools
Being able to demonstrate to franchisees through strong data ‘If you do this, these are the results you can expect see.’ is key. Providing franchisees with user-friendly analytics tools can demystify data tracking and help them make informed decisions. Regular check-ins to review metrics and offer actionable insights can further build confidence and competence.
Tailor support to local needs
While franchisees should follow a proven system, franchisors must also acknowledge regional differences. Providing flexibility within the marketing plan to adapt to local tastes and preferences ensures a balance between consistency and customisation.
Some advice for franchisees
For franchisees beginning their marketing journey, here are some tips to keep in mind:
– Track Your Activity: Measure the results of every campaign. Analytics don’t have to be complex—basic metrics like website visits, phone calls, form fill enquiries, or foot traffic can provide valuable insights.
– Embrace Your Community: Building relationships locally is one of the most effective ways to grow your business. Attend local events, sponsor a charity run, or collaborate with neighbouring businesses.
– Don’t Be Afraid to Ask for Help: Lean on your franchisor and fellow franchisees for advice and support. Remember, you’re not alone in this journey.
Marketing is the beginning of the path to business success:
There are three key columns to any business – marketing , operations, finance. Each one of the columns must work well for the business to succeed. For franchisees, marketing is more than just a necessity—it’s an opportunity to establish a strong presence, build lasting customer relationships, and secure long-term success.
Franchisors, in turn, have a responsibility to set their franchisees up for success by providing robust training, clear plans, and ongoing guidance. Together, they can create a partnership where marketing becomes a powerful tool for growth.
As a franchisee, remember: every flyer delivered, poster placed, and handshake shared is a step toward building a thriving, sustainable business. Stay the course, embrace the learning curve, and your efforts will pay off.
