Posted by MiriamEllis
A roller is a good tool for painting a house in big, broad strokes. But creating a masterpiece of art requires finer brushes.
Franchises face a unique challenge here: they know how to market at the national level, but often lack the detailed tools for reaching their local customers at a granular level. Google has stated that localization of search results is the greatest form of personalization they currently engage in. For franchises, where local sensitivity is lacking in the marketing plan, opportunity is being lost.
Don’t settle for this. Know that less-motivated competitors are losing this opportunity, too. This creates a large, blank canvas for a franchise you’re marketing to paint a new picture which takes state, regional and community nuances into account.
One famous example of localized marketing is McDonald’s offering SPAM in Hawaii and green chile cheeseburgers in New Mexico. For your franchise, it could revolve around customizing content for regional language differences (sub sandwich vs. po’ boy), or knowing when to promote seasonal merchandise at which locations (California vs. North Dakota weather).
What you need is marketing plan capable of scaling from national priorities to hyperlocal customers. Want the complete strategy now?
Get The Practical Guide to Franchise Marketing
From paint roller to sumi-e brush: A franchise marketing plan