Entrepreneur

What Franchises Should Look For In a Marketing Firm

Reaching customers (and potential franchisees) is part art, part science. Three industry vets offer advice on finding a marketing and social media firm that strikes the right balance.
Source: SergeyNivens | Getty Images
SergeyNivens | Getty Images

1. Think holistically

From Kenny Wu, director of corporate marketing, Scorpion

Franchisors are concerned with and cohesion, but see marketing as just a small slice of their daily to-dos and are hyperfocused on performance. Both sides can be made happy…but it means a lot of careful planning, and no rogue: Build a playbook that broadens and deepens brand awareness, while also developing localized, brand-compliant tactics to help franchisees stand out in their neighborhoods.

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