Marketing Tips for Multi-Unit Franchisees

Do your marketing efforts answer the question:  “Why should I do business with you?”

186250894 [Converted] copyWhile the April issue of Franchising World magazine, which focuses on multi-unit franchising, will be available soon, there’s plenty of practical advice for multi-unit franchisees elsewhere.

Are you seeking marketing guidance?  The March magazine includes usable steps from AdGeo Pres. Charles Austin about the significance of utilizing the right message first.  “Your franchise’s message is the foundation on which all marketing efforts are built,” writes Austin. “It sums up your value proposition − the overarching benefit you provide to your customers. A good message platform resonates with customers and potential customers and answers the question, why should I do business with you?”

Austin also recommends that multi-unit franchisees take advantage of their franchisor’s experience “whenever it is available.”

The next important step Austin offers involves measuring your marketing spend.  “First, you can determine which marketing activities are most successful and redirect resources from nonperforming tactics to those that are showing strong returns. Second, when creating new campaigns, you can draw upon previously measured results to make better decisions the first time through. Third, you can use the data gleaned from marketing results to improve business operations.”

Need more details?  Find the complete article here, as well as other timely articles at


The Significance Of The ‘Save American Workers Act’ To Franchises



Yesterday the House of Representatives passed Rep. Todd Young’s (R-IN) Save American Workers Act, which provides relief from one of the employer mandates most harmful rules – the new definition of a full-time worker. The passage of this bill represents the first time the House of Representatives has passed legislation designed to fix the Affordable Care Act (ACA), not repeal it. Moreover, the bill has also had bi-partisan support with 18 Democrats voting ‘yes.’

Under current law, the ACA arbitrarily defines a full-time worker as one 30 hours per week. This rule dramatically raises costs by forcing employers to add part-time workers to health plans while also asking employers to pay a larger share of employee premiums.

The Congressional Budget Office (CBO) estimates that the employer mandate will lead to 2.5 million fewer full-time jobs by 2024. Moreover, a recent study by Public Opinion Strategies confirmed these fears. POS found that 31 percent of franchise and 12 percent of non-franchise businesses have already reduced worker hours, a full year before the employer mandate goes into effect.

Fortunately, by passing this legislation, the House has taken a significant step towards mitigating this consequence of the ACA. By restoring the traditional definition of 40 hours per week for full-time workers, this bill gives franchise owners greater flexibility in managing part-time employees. Employers can reward great work with more hours and employees will have more opportunities to scale up hours as they see fit.

We implore the Senate to take up this legislation. Already, Senator Joe Donnelly (D-IN) and Senator Susan Collins (R-ME) have sponsored a similar bill, the Forty Hours Is Full Time Act. This bill has 13 co-sponsors including Democratic Senator Joe Manchin (D-WV). We hope these Senators can work with their colleagues to move us beyond temporary delays and towards real relief for small businesses so that they can continue to grow and create jobs.

Are you staying connected?

An easy flow of information makes it possible for you to get insights from your peers on specific areas of interests to you about your franchise business on the device of your choice. It’s simple to share your views with other franchise industry colleagues using FranSocial on issues affecting your business. FranSocial-header-2 IFA’s digital tools help you to stay in touch and connected to your peers.  Got a question about compliance activities, the best way to recruit franchisees or mapping software?  Take a look at some of the topics now being addressed in the discussion forum. They include implementing a national marketing fund, a title for your field operations role and credit and background checks. Simply log onto FranSocial to post your question or respond to one. While you’re there, you might check out the 2014 Annual Convention photos, view the most recent blogs or review the most recent activities. It’s fast and easy to stay connected to your franchise colleagues on the IFA information superhighway via

Franchising Articles as Varied as the Industry

Members of the franchise industry are often encouraged to remind policymakers and journalists that the industry is extremely diverse.  Many people are often surprised to learn that franchising stretches beyond the restaurant sector: from batteries to beverages, from clothing to golf equipment, from payroll services to weight control and more in between.


It should come as no surprise that the articles that Franchising World magazine readers are viewing on shows the same variety of focus.  While the magazine provides a theme each month, ongoing categories include best practices, multi-unit franchising, management & operations, international development, honoring veterans and more.

Just take a look at a few of the articles from 2014 that have garnered your interest.

  • Insights:  Members of IFA’s board of directors shared their insights on a variety of issues expected to affect the franchise industry this year.
  • Excellence: The association’s major award winners  and other honorees were celebrated for their excellence and achievements.
  • Communications: Getting a better understanding of how to adapt your communications to appeal to Millennial customers was another favorite.
  • Development:  Getting creative with multi-brand concepts and social enterprise gave franchisors new ways to fuel development.

These and many other articles are available at a quick flick of the wrist at  Find out what your colleagues are writing about that you can put to use in your franchise business.


Connecticut Bill Would Effectively End Franchising in the State



Last month, HB 5069, an Act Concerning Low Wage Employers, was introduced into the Connecticut State House by Reps. Riley (D-46), Albis (D-99) and Mushinsky (D-85).  Recently, it was passed out of the Labor Committee in a party-line vote and has yet to be moved to a new committee.  The bill would make the unprecedented move of obligating franchisors to pay taxes on the employees of franchisees, despite the two being completely separate business entities.  Intended to act as a surreptitious increase to the state’s minimum wage, HB 5069 would effectively end franchising as we know it in Connecticut.

The franchise industry has been a steady contributor to growth during the economic recovery, both nationally and in Connecticut.  There are roughly 8000 franchised establishments in the state, accounting for more than 100,000 jobs and $12.6 billion in annual economic output.  This economic engine cannot continue with such unreasonable government interference into the franchise relationship.

Connecticut businesses are already being pressed hard by the impending implementation of the Affordable Care Act’s employer mandate and the proposed increase to the federal minimum wage currently being considered by Congress.  This bill would redefine the franchise relationship, holding franchisors accountable for employees of franchisees, ignoring the decades of legal precedent establishing that these two entities are not joint employers.

Franchise businesses in Connecticut, as well as their employees and the customers who depend on them for essential goods and services, would be devastated if this bill were to pass.  Franchisors in the state would be faced with large new costs, making them more reluctant to extend opportunities for new locations.  Although the legislation would almost certainly face legal challenges were it to pass, challenges that would likely be successful, it could do significant damage to Connecticut businesses in the short time before it is overturned.

If you have any questions about this critical issue, please contact IFA’s Dean Heyl by phone at 202-236-5985 or  If you are interested in joining IFA’s grassroots coalition against this bill, please contact IFA’s Erica Farage at 202-662-0760 or

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