Responsible Franchising

Embracing Local Area Marketing for Franchise Networks and Multisite Success.

At the Franchise Council of Australia National Franchise Convention held in Cairns, responsible franchising was a key discussion topic. While the spirit of responsible franchising was widely embraced, our experience has shown that franchises are often hesitant to adopt innovative practices. Specifically, they are reluctant to allow their franchisees, or for multisite brands, their local businesses, to establish their own digital presence or manage their own social media. This reluctance can result in missed opportunities for crucial brand awareness and meaningful local community engagement, ultimately leading to increased website and in-store traffic. So, what does it mean to practice ‘responsible franchising’ with regard to digital local area marketing?

In the dynamic world of franchising, the balance between maintaining a unified brand identity and allowing local franchises to engage their audience at a local level can be delicate. Responsible franchising, especially when it comes to local area marketing (LAM), is a crucial aspect of this balance. Here, we’ll explore why LAM is essential, how it benefits both franchisors and franchisees, and best practices for implementing effective local area marketing strategies.

Understanding Local Area Marketing (LAM)

Local area marketing refers to the tailored marketing efforts that a franchise or location undertakes to engage its immediate community. Unlike broad, national campaigns, LAM focuses on the unique characteristics, needs, and preferences of the local customer base. It involves activities like sponsoring or participating in local community events, spotlighting loyal customers, special dates for observance, highlighting industry partnerships, and leveraging local media channels.

The Importance of LAM in Franchising

Community Connection: LAM allows franchises to build a strong rapport with the local community. By understanding and addressing local needs, franchises can create a loyal customer base that feels valued and understood.

Brand Loyalty: When customers see a brand actively participating and contributing to their community, their trust and loyalty towards that brand increase. This local touch humanises the franchise, making it more than just a business – it becomes a community partner.

Enhanced Visibility: Participating in local events and advertising through local channels increases the visibility of the franchise. This not only attracts new customers but also reinforces the brand’s presence in the minds of existing customers.

Competitive Edge: By focusing on local preferences and trends, franchises can differentiate themselves from competitors. A tailored approach can often outshine generic, broad marketing strategies, giving franchises a competitive edge in their specific locale.

Benefits for Franchisors and Franchisees

For Franchisors:

Consistency with Flexibility: Responsible franchisors provide a framework that maintains brand consistency while allowing flexibility for local adaptations. This ensures that the core brand identity remains intact while catering to local nuances.

Empowered Franchisees: When franchisees are given the tools and freedom to implement LAM strategies, they feel more invested and empowered. This leads to increased motivation and better overall performance.

Stronger Brand Image: A network of franchises that successfully integrates into their communities strengthens the overall brand image, showcasing the brand as one that values and supports local engagement.

For Franchisees:

Increased Revenue: Effective LAM can drive more traffic and sales, directly impacting the franchisee’s bottom line.

Community Support: Engaging with the local community builds a support system that can be invaluable during challenging times. Loyal customers are more likely to support a business they feel connected to.

Personal Satisfaction: Many franchisees are local entrepreneurs who take pride in contributing to their community. LAM allows them to merge their business goals with personal values.

Best Practices for Implementing Digital LAM

Conduct Local Market Research: Utilise social media analytics tools to understand the demographics, preferences, and behaviours of your local audience. Insights from these tools can help tailor your content to better resonate with the community.

Leverage Local Social Media Groups: Join and actively participate in local Facebook groups, Nextdoor communities, and other neighbourhood-specific social media platforms. Share relevant content, respond to local discussions, and engage with community members to build a presence.

Create Localised Content: Develop content that reflects local culture, events, and interests. Use local landmarks, community events, and local news in your posts to make them more relatable and engaging for your audience.

Collaborate with Local Influencers: Partner with local influencers who have a strong following in your area. Their endorsement can significantly boost your reach and credibility. Collaborate on content that showcases your involvement in the community.

Use Local Hashtags: Incorporate popular local hashtags in your posts to increase visibility among local users. Research and use hashtags specific to your community, events, and interests to connect with a local audience.

Run Geo-Targeted Ads: Utilise the geo-targeting features of social media platforms to run ads specifically for your local audience. This ensures your promotions and content reach users in your immediate area, maximising relevance and engagement.

Highlight Community Engagement: Showcase your involvement in local events, sponsorships, and community projects. Post pictures, videos, and stories that highlight your participation and commitment to the local community.

Encourage User-Generated Content: Invite local customers to share their experiences with your franchise on social media. Create campaigns or contests that encourage them to tag your business and use specific hashtags, increasing your visibility and engagement.

Offer Exclusive Local Deals: Promote special offers and discounts exclusively for your local audience on social media. This can attract new customers and encourage repeat visits from the community.

Monitor and Engage: Regularly monitor your social media channels for local conversations and feedback. Engage promptly and genuinely with your audience, responding to comments, messages, and reviews to build strong relationships.

Responsible franchising with a focus on local area marketing is a win-win for both franchisors and franchisees. By fostering a deep connection with the community, franchises can build loyalty, increase visibility, and achieve sustainable growth. Implementing effective LAM strategies requires understanding the local market, leveraging appropriate channels, and maintaining a balance between brand consistency and local adaptation. When done right, local area marketing not only boosts business success but also enhances the community’s well-being, creating a thriving ecosystem for all stakeholders involved.

By embracing responsible franchising practices with a strong emphasis on local area marketing, your franchise can become a cherished part of the community, driving both business success and community growth. At Content Monarchy, we understand the unique challenges franchises face and offer tailored solutions to streamline your social media efforts, ensuring your content is brand-compliant and locally engaging.