Franchising Spotlight: Local Area Marketing with sister company Orange Canvas
One of the many challenges for franchisors is leading the marketing efforts of their franchisees. Franchisors want to help grow their franchisees’ businesses, but local area marketing can pose many challenges that non-franchised businesses just don’t encounter.
After all, franchisors need to ensure that a group of individual business owners adhere to a marketing plan that is bigger and broader than any individual franchisee who is a part of it.
Marketing can become a strain on the marketing manager in the franchisor’s head office when every enthusiastic franchisee has their own ideas that they believe will be most effective for their local area. But if the marketing manager tries to support all of these varying, individual marketing activities, it often becomes detrimental to the overall marketing plan for the brand.
“Australia’s 1,300 franchised businesses include more than 98,000 individual franchised outlets and employ nearly 600,000 people.”
Indeed, it can even be harmful when multiple people can control the voice and patterns of a brand, as can be the case in franchised businesses. It can tarnish the consistency of the brand and be detrimental to the strength of the overall brand in the market.
The significance of franchising in Australia
It’s important to acknowledge the significant contribution that franchised businesses make to the Australian economy. Compared to similar Western countries, Australia has a higher-than-average percentage of franchised businesses.
The Franchise Council of Australia notes that there are more than 1,300 franchise networks in Australia. Collectively, Australia’s 1,300 franchised businesses include more than 98,000 individual franchised outlets and employ nearly 600,000 people.
