Solutions for Franchisee Local Ad Campaigns to Franchisor Managed Web Pages & Forms
How can franchisees effectively run local ads that push consumers to franchisor-managed local web pages and global forms?
In most cases, Franchisors manage local web pages for their franchisees.
There are plenty of benefits, such as brand consistency, content management efficiency, and a better user experience.
But this arrangement can also create friction between the franchisor and franchisees. For example, what if a franchisee wants to boost their ad spend but is at risk of sending prospective customers to neighboring brand locations because of the brand’s website or form structure?
This article covers a few possible solutions, but because each franchise brand has its unique tech stack and operating guidelines, this is by no means a “how to” article.
If you’d like specific help on how to run effective local marketing campaigns, contact us.
Use Geofencing To Show Ads In Your Territory
Geofencing allows franchisees to hyper-target ads based on geographic boundaries. When consumers are inside the “fence,” they can see the ad. When consumers are outside the “fence,” they cannot see the ad.
Nearly all ad platforms, from search engines to social media platforms, offer some level of proximity targeting, like by a defined radius or a zip code. More sophisticated platforms offer hyper-targeted proximity, like showing ads only for consumers inside a building or within walking distance from a storefront..
Use UTM Parameters to Prefill Form Fields
Forms are a popular method for collecting consumer data for lead generation. Forms are inexpensive and are always available. However, if your franchise brand only has one form that allows the consumer to select a location, that can be problematic.
If you’re a franchisee spending your ad budget to push people to this form, your ad dollars may be helping everyone in the brand.
A possible solution is to work with your franchisor to enable the ability to use UTM parameters to prefill specific form fields. Doing so would allow any franchisee to run local ads and have more confidence that their ads generate traffic to their location. It’s not fail-proof, but certainly helpful.
Complete the form for a deeper explanation of UTM parameters and how a franchisee can work with a franchisor to enable prepopulated form fields using URM parameters. (Includes sample code.)
Co-Op With Neighboring Locations to Drive Regional Traffic
A third possible solution is collaborating with adjacent franchisees where everyone contributes to a local ad campaign fund.
Doing so would spread the financial investment over all participants while potentially increasing sales for all participants.
Suppose there are significant territorial discrepancies, like population density or sales volume. In that case, it’s wise to factor those considerations into the local campaign terms and adjust each franchisee’s contribution, so everyone gets value from the marketing effort.
In all cases, be sure your franchisor allows for the solutions you plan to implement.
If you’re a franchisor or franchisee who wants to improve your local marketing efforts, your first step is to set up a 20-minute call with us. In 20 minutes or less, you’ll know if we can help you. Book a call with our team today to learn more.
The “work together” franchise marketing platform.
Franchisors know branding. Franchisees know local. Peratomic perfectly brings the strengths of franchisors and franchisees together to boost sales and loyalty with brand-aligned, locally relevant digital marketing for franchises.
Benefits for Franchisors
Marketing collaboration used to be complex. Forget the past. Now, maintaining brand control and publishing local, personal campaigns is not only possible; it’s easy and cost-efficient with Peratomic.
Peratomic starts by creating custom marketing and communication campaigns to meet your goals. Then with input from each franchisee, our proprietary platform publishes a variation for every location.
You maintain the clarity and control of your brand and message, and franchisees get local and personalized campaigns that deliver leads and sales.
Benefits for Franchisees
Some franchises leave the local digital marketing to franchisees. But franchisees can’t be experts or have time for everything, so efforts can lead to diluted branding and missed sales.
Peratomic offers franchisors cost-effective and powerful local digital marketing designed to be personalized and localized by you — for your local market and customers.
Now you get automated digital marketing relevant to your community, more online leads, and store sales without the heavy-lifting and stress of doing it all yourself.