When it comes to marketing, be it online or off, it’s all about reaching the right people at the right time.
It’s about taking advantage of trends, whether it’s a global trend, or one you’re seeing locally.
And it’s about connecting with people, and doing so in a way in which your message resonates with their particular situation at that particular time.
From this standpoint, one of the biggest advantages that a local business has is that its people know their community. They know their customers and the challenges they face. They know the competition, both the big guys and the mom and pops. And they know the opportunities that exist for both customer acquisition and retention.
When it comes to local franchises, it’s no different – they know their community. What is different, however, is that local franchises often face limitations when it comes to their marketing efforts and their ability to speak directly to that community.
Some franchisees enjoy more flexibility than others with respect to promotional activities, and some of the limitations they face are understandable. Franchisors want consistency. They also want a level of control over their brand image.
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