Delivering a robust & replicable growth blueprint across the franchise network
GrowthWeaver enables franchise businesses to develop and deliver a holistic marketing strategy that meets the unique needs of the franchisor and franchisee – a quick-to-deploy fractional or part-time solution for all your marketing leadership and strategy needs.
Why you need a fractional or part-time CMO for your franchise business:
Do you have a strong franchising proposition, with a strong pipeline and proven in a number of locations – but find it a challenge to convert those opportunities into franchisees? Or,
Do you find it easy to expand your franchise network but struggle to support your franchisees with an actionable roadmap that enables them to grow & succeed? Or,
Are you operating in an ever-more-competitive environment and are now looking to differentiate your franchise and generate qualified leads to grow your network and business?
A cohesive, growth-focussed marketing strategy for franchises can be a very challenging endeavour.
There is the unique dynamic of growing the franchise on a national or global level, but conversely, a need to support the individual franchisees grow the brand at the micro/local level. While many franchise businesses face the same challenges as any other business, more often than not, these issues are compounded by factors unique to franchises.
Franchisors must have a marketing strategy which works for the central brand AND for the franchisees. Therefore, the strategy must be repeatable and work ‘out-of-the-box, in each and every location or territory.
Whether you have deployed an in-house marketing team or choose to work through a 3rd party agency, GrowthWeaver serves as the bridge between your marketing team, the franchisor, and the franchisees.
Why do franchise businesses struggle with growth?
Franchisees may be restricted in terms of what channels they can use to market themselves, or there may be limitations on what marketing activities they’re authorised to perform. Often, franchisees receive clear instructions regarding what they can’t do, but little in way of guidance in terms of what they can. Typically, they naturally err on the side of caution and do nothing, leading to:
— Little to no social media presence to build trust in their local area/territory
No clear ‘voice’ beyond what is stipulated by the franchisor, which makes it difficult for franchisees to build local brand equity
— A centralised CRM, with many growth-based decisions based on the aggregate, rather than enabling the franchisees to make data-driven decisions with their own subset of local data
— A generic, franchisor-centric strategy, deployed by a centralised marketing department that can lead to flawed or sub-optimal messaging
By spending 10 hours a week inside your business, GrowthWeaver can:
Provide a robust, repeatable and growth-focussed marketing strategy in the form of a “playbook” or “bible”, that incorporates Content Marketing, Social Media, E-mail Marketing, Search Engine Marketing & Search Engine Optimisation
Develop a customer engagement strategy that targets the right leads, at the right time of their buyer journey – resulting in better informed opportunities with a measurable desire to become your next franchisee
Build demonstrable brand equity at both the franchisor and franchisee level
Develop an ‘out of the box’ marketing strategy for each stage of a franchisee’s launch with robust processes and clear KPIs to execute, by either an in-house marketing department, external agency or the franchisee
Ready to get started?
Contact us to supercharge your franchise business growth.
