Good agreements between franchisor and franchisee are also important with online advertising. This prevents franchisees from competing with each other and with the franchisor with their own local AdWords campaigns and from running into unnecessary duplication of media costs.
Allow local websites
To protect their brand, some franchisors prohibit their franchisees from putting their own website online. Local branch information such as address, directions and opening hours are on the national website or by filling in the location by the visitor the correct local branch is 'clicked'.
In a hybrid marketing model, the local websites are linked to the national site. For example, by having a mini-site ( sitelet ) for each branch under the flag of the national website. This offers you the certainty of unambiguous communication and you can easily place, change or remove content on all local sites at the same time. At the same time, local franchisees can place local content on their own local website in certain places. This makes the website more relevant for the (local) customers of the franchisee.
Go for local social media
Social media, and Facebook in particular , also offer the possibility to hang multiple local branch pages under your national corporate page. This way you not only help customers who are looking for a local branch, but also local franchisees who want to reach new customers near their branch.
Kruidvat local social mediaHere you will find help with creating local branches under a national corporate Facebook page.
Increased visibility: With the built-in map and store finder , any business can improve its online visibility and grow business.
Consistent branding: Every local page automatically has the same profile and cover photo.
Access to all pages: As the admin of the main page, you have access to all local pages. This allows you to post messages or place ads everywhere, or only on certain pages, in one powerful sweep.
Local Posts: With local usage rights, you can give philippines whatsapp number free your local branches permission to post on their own local page.
Overview: This way, as a franchisor, you can clearly see what your local branches are posting on their local Facebook pages.
Make clear agreements about your webshop
Running a webshop is a completely different ball game than running a physical store. There are quite a few legal pitfalls involved. Is a webshop from the franchisor an infringement of the franchisee's service area? Can a franchisor prohibit a franchisee from putting their own local webshop online? How do you divide the revenues and costs of the webshop with your franchisees? How do you organize delivery and returns?
Franchisors are therefore well advised to obtain sound (legal) advice from a consultancy specialising in franchising and to make clear agreements with their franchisees.
Helping the organization grow
Because of the cooperation with independent entrepreneurs, online marketing in a franchise organization can be more complicated than in other business forms. But if you organize it in good cooperation between franchisor and local entrepreneurs, the returns can be enormous.
Therefore, make clear agreements, ensure maximum online presence, make use of the creativity and entrepreneurship of your local franchisees and support them with the materials, processes and resources they need to help the entire organization grow.