Franchisees might not be fully flexing their marketing powers due to the regulations and marketing policies put on them by the corporate or franchise brand. In fact, research shows that franchisors limit or filter social media used by franchisees.
In an effort to keep brand consistency, these restrictions are understandably made. The danger in this conflict for franchisees and local operations is not connecting with their local marketplace which is key for long-term success.
Gideon Rubin details just how franchisees and local operations can effectively and safely market at a local level by keeping the brand’s message consistent across all listings and directories. He explains, “In branding, consistency is king. This is why franchisors often limit and regulate individual franchisees: to ensure that a consistent brand appears across their national or regional market.”
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