Getting Franchisees to Buy into Your National Marketing Fund Implementing and maintaining an effect...
Louie Beaupre, franchise industry executive and current Franchise Strategic Consultant at Parallel Path, is published in the May 2018 issue of Franchise World Magazine. Read the excerpt below and download the full article to read more.
Together, franchisors and franchisees can prosper through improved alignment to build a stronger national marketing fund.
The relationship between franchisors and franchisees can be challenging, characterized by a “give and take” mentality, especially in regards to national marketing funds. Franchisors often want franchisees to give more dollars to national marketing funds, but franchisees believe franchisors already take too much.
However, when specific strategies are implemented, this challenge can be mitigated, and both parties are likely to agree that investments into a national marketing fund are appropriate and even desired. The basic framework for gaining franchisee support of a shared marketing fund includes objective and goal setting, complete information sharing, clear performance metrics and reporting, and analysis of competing marketing strategy alternatives.