The Market at The British and International Franchise show.

1. HERDING CATS
Working together to unlock successful
DIGITAL FRANCHISE MARKETING

2. Introduction

3. 85% of franchisees view digital
marketing as more than somewhat
important to their success

4. Local Search Engine Optimisation (SEO)
of people search for local businesses on
Google once a week, or more
89%
of local searches result in a phone call to
a business
76%
of people will find the business on Google
before visiting them for the first time
71%

5. Local Pay-Per-Click Advertising (PPC)
of companies run Google Ads for their
business
80%
of “purchase intent” searches result in an
ad click
65%
of PPC clicks are from mobile devices52%

6. Paid Social
Tips for franchisors
Tips for franchises
• Own the keyword research and do not
target the same keywords as franchises
• Develop a strategy that franchises can
implement at the click of a button
• Focus on keywords that are most likely to
drive immediate sales, e.g. “buy X”, “X in
[location]”
• Regularly review performance to ensure
no wasted money
believe it is “somewhat effective” or “very
effective” for their business
73%
of consumers use Social Media to
research before making a purchase
54%
of people who have had a positive Social
Media experience recommend the brand
71%

7. What do franchisees say are their
biggest challenges?

8. The time and
skills
There are four key issues that franchisees struggle with
Available
budget
Say there isn’t enough
time in the day
34%
Don’t feel they have
enough expertise
16%
Say they don’t have
enough budget
39%
~ ~
Clarity on
what works
~
Believe they could be
generating more leads
63%
More leads
Don’t know ROI of
their marketing
15%
~

9. The solution is for Franchisees and
Franchisors to have a symbiotic
marketing strategy

10. National marketing covers the entire region where franchisees operate

11. … and is about warming up leads for the franchisees to convert
Awareness
Brand image, reputation, creative,
make you known
Consideration
Compelling products, clear benefits,
make you a safe brand to choose
Purchase
Competitive price, good reviews,
point consumers to your franchise
Paid Social
Display (Banner Ads)
Out of home
Pay-per-click
Paid Social
SEO
Pay-per-click
SEO
Google My Business
etc.

12. Franchise A
Individual franchises have specific areas, within that region, in which they operate

13. Franchise A
… and is hyperlocal and focused on converting leads
Paid Social
Display (Banner Ads)
Out of home
Pay-per-click
Paid Social
SEO
Pay-per-click
SEO
Google My Business
etc.
Awareness
Local reputation, know you exist
be known locally
Consideration
Local experts, compelling pitch
be easy to find
Purchase
convert leads to customers

14. But it’s a little more complicated
than that

15. Franchise A
Franchisees target the same regions as National

16. Franchise B
And can overlap with each other and target the same areas as well
Franchise A

17. And can overlap with each other and target the same areas as well… a lot

18. The big challenge is getting everyone to
cooperate to drive better business
results together

19. The alternative is…
Higher costs for
everyone
Not enough
data to gain
any insights
Wasted time Less traffic
and leads
Every franchise trying
to reinvent the wheel
and repeating the
same work
Multiple franchises
and franchisor bidding
on same keywords
and same audiences
Might only get 150
clicks a month
through a keyword –
not enough data to
know if it’s profitable
or not.
Clicks are more expensive,
so you can’t pay for as
many. Less accurate
targeting because you’re
not getting enough traffic to
see what works.

20. Fixing this can fix the core problems that franchisees say they have…
Higher costs for
everyone
Not enough
data to gain
any insights
Wasted time Less traffic
and leads
The time and
skills
Available
budget
Say there isn’t enough
time in the day
34%
Don’t feel they have
enough expertise
16%
Say they don’t have
enough budget
39%
~ ~
Clarity on
what works
~
Believe they could be
generating more leads
63%
More leads
Don’t know ROI of
their marketing
15%
~

21. This is a problem that can only be
solved centrally by the franchisor

22. Franchisors need a way to effectively deliver four things
Co-operation
and buy-in
Number of reported
franchises that spend
local advertising fees
required in agreement
30%
~
Nationwide
consistency
Seek guidance from
franchisor when selecting
marketing channels and
vendors
48%
~
Day-to-day
support
Franchises that want
more day-to-day
support with their
marketing
64%
~
Maximum
efficiencies
Amount of time wasted
across the network
when no central strategy
in place
80%
~

23. How we can help

24. Challenge: A Well-Known Automotive Manufacturer Seeks to Encourage
Marketing Investment from National Network of Franchises
National
Brand
Marketing
National
Marketing
Agency
Local
Franchise
Marketing
Local
Marketing
Service

25. Our Approach: what we needed to do
Establish a framework by which
National marketing is driving
awareness and reach to the
masses, while localised
franchise efforts convert low-
funnel audiences into sales.
Give teams at a franchise level
the support and reassurance to
invest in the programme.
Demonstrate how the success
of one franchise can be
replicated across a network,
and how wide-spread
efficiencies can help grow
market share.

26. Centralised resource savings
x20 different franchises in the network, each
requiring 2 hours of resource from in-house
marketing manager to launch digital campaign
= 40 hours across the
network
Alternative centralised agency solution
= 8 hours
accumulatively to
launch
This could equate to 400% saving in resource costs
(£4,000 vs £800 for each campaign)

27. Results year-on-year
81% reduction in cost of traffic (cost-per-click)
30,430% increase in website traffic (across multiple franchise sites)
971% increase of business leads overall
10,082% increase in media investment from franchisees

28. Franchisee feedback
‘We noticed an instant uplift in website traffic and enquiries.’
‘Not a replacement, but an extension of our existing marketing activity.’
‘The new reporting dashboard is much more detailed than we were previously getting,
helping to keep track of performance.’
‘The programme has doubled our budgets and freed up more of everyone’s time.’

29. Thank you.
Come and see us at our stand if you would like to learn more
(what else should we say on here?)