Franchisee Involvement in Marketing Programs

CMOs and other marketing leaders must help franchisees understand how investing in marketing builds their location and the brand as a whole.

As brands such as Property Management Inc. (PMI) roll out new technologies and programs to promote their brand, a comprehensive marketing plan is critical to secure franchisee buy-in to a brand’s marketing spend. In an ever-changing marketplace, growth comes from the need for transparency among franchisors and franchisees.

“It’s all about setting up your franchisees for success,” says PMI. “Even though there is no one-size-fits-all approach to certain challenges when it comes to marketing, there are systems and processes we can put in place with marketing operations that can help drive a business. The goals are to be strategic with that and make sure everything ladders up to the parent brand.”

Marketing fees typically range from 2% to 5% of a franchisee’s gross revenue, so owners want to ensure they get what they are paying for.