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


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

Increase Your Digital Marketing and Tech Solutions

FranTech Technology Toolkit

The IFA FranTech Toolkit is designed to help marketing, communications and information technology franchise professionals navigate the maze of digital marketing and technology solutions available to franchises today.

Find eight different ways that technology is helping to improve efficiencies and positively impact bottom lines.  Topics include a localizing your email marketing strategy; social, local and mobile marketing changes everything and online marketing.  This special advertising section is essential reading for your next strategy session.


Franchise Digital Marketing & Technology in the Spotlight

IFA’s FranTech 2014: Digital Marketing & Technology Best Practices for Franchising, is scheduled April 10 and 11 in Denver.  Featured experts will examine how you can capitalize on new digital communications platforms and technologies to take your business to the next level. We will bring together leading experts in cloud computing, security, mobile marketing, lead generation and much more. Register now.

App for FranSocial Now Available




Now you can have FranSocial with you anytime via the MemberCentric App.  MemberCentric is available for Android, iPhone, iPad, iPod Touch and Kindle Fire. Users of other mobile devices can access the app through their mobile browser. MemberCentric allows you to find and connect with other members; receive the latest professional news; and view IFA events all from your smartphone or mobile device. MemberCentric is pre-populated with all of your contact information to save you set-up time.


Features include:

  • Discussions/Community- Collaborate with other members and get answers to your questions. All of the groups that you are subscribed to on FranSocial are available via MemberCentric.
  • People- Get quick access to your fellow IFA members. Search the directory by first name, last name or company.
  • Inbox- Access FranSocial messages
  • Events- View upcoming IFA seminars, conferences and committee meetings.
  • Announcements- View IFA announcements.
  • News- View the IFA’s latest industry news and Franchising411 feed.

Follow these directions to install MemberCentric

  1. Visit your device’s application store and search for the app named “MemberCentric” by Results Direct. 
    1. iTunes Store
    2. Google Play
    3. Amazon 
  2. Once downloaded, launch the application and search for “IFA FranSocial”. 
  3. Login using your FranSocial username (your email address) and password. You will remain logged into the app unless you specifically log out. You must be a member of IFA in order to use “MemberCentric.” 

Franchises on Facebook

Facebook is in the news again for new functionality letting businesses use CRM email addresses to target customers with hyper-relevant ads. It got me thinking about Facebook and an Interesting story from Todd Leiser examining the most “Liked” franchises on Facebook.

Todd analyzed Franchised Brands’ relative rank in Facebook “Likes” compared to their overall size, based on world-wide sales and then tracked their growth over the course of several months during the summer.

He touches on the leaders like McDonald’s, Subway, Taco Bell, Buffalo Wild Wings and Pizza Hut but what was interesting was the growth of several brands:

  • KFC  — Gained 818,000 “likes” (+35.9%)
  • IHop –= Gained 581,826 “likes” (+33.3%)
  • Sonic — Gained 496,962 “likes” (+33.4%)
  • Applebees — Gained 592,000 “likes” (+23.7%)
  • Red Robin added 164,985 new “likes”, an increase of 44.1%

You can read the full story here. Todd has offered to make the complete research data available. He’ll also be presenting the information in Las Vegas at IFA’s 53rd Annual Convention during the ICFE Special Session on Social Media & Franchising