In case you missed our webinar “Integrated Digital Marketing for Franchise Systems”, co-hosted by Google, we wanted to give a recap of the great content outlining why integrated digital strategies are so important and how they can be developed to achieve a balance between the brand and the franchisees. This approach is something Location3 Media calls “Franchise impact, Brand intact”.
Integrated digital programs allow advertisers to reach customers on their individual path to purchase. Today’s path to purchase is fluid rather than linear, it is consumer directed versus brand directed and it requires guidance from multiple sources. Managing the path to purchase for franchise systems requires a combined effort between franchisors and franchisees.
The success of your integrated digital marketing plan starts with your customers. Learning about their path to purchase and shaping a strategy to meet them at all points along the way will gain and keep your customers. Managing the path between the system and the franchisees will empower the individual locations while protecting the brand.
Do you have any success stories with your franchise system and integrated digital marketing that you’d like to share?