Wondering what frustrates franchisees most when it comes to marketing? The home office may want to listen up.
Since feedback helps us personalize the Inkbench platform to better meet the needs of the franchise community, we interviewed franchisees from the QSR, Real Estate, Fitness, and Home Services industries, among others. Surprisingly, every one of the franchisees was struggling with similar marketing challenges. Here’s what they told us:
We know that franchisors want what’s best for their franchisees, so why do so many miss the mark when it comes to marketing? Well, it’s partly because of the increasingly fast-paced technology era. With it, has come an onslaught of digital marketing—including social media, email, blogs, websites, Google ads, and much more. And with this shift to digital, comes the increasing need to provide weekly (or even daily) social posts and ads, email and web banners, infographics and much more. Multiply these requirements across 25, 75, 500 or more franchisees, often from NYC to San Francisco and across the borders, and you can quickly see how challenging it can be to fulfill so many requirements.
Franchise marketing veteran and Inkbench’s Director of Marketing, Mary DeBonis, knows this terrain all too well. Being in the industry for decades, Mary has experienced the evolution from strictly print-based media and communications to an explosion of digital MarCom. Starting out at Cendant (now Realogy and Wyndham Worldwide), Mary was marketing director for Ramada Worldwide and Howard Johnson Franchise Systems, creating award-winning hospitality promotions for the hotel franchisees including printed FunPacks and collateral featuring Sega, Little Rascals, and other family programs. Then, as marketing director, Preferred Alliances, at Coldwell Banker, she developed and printed recruiting and sales materials for the brokers and sales associates. By the time she was hired by franchisors like Huntington Learning Center and Happinest (Lawn Doctor and Mosquito Hunters), the shift to digital was easily apparent.
“When I first began my marketing career, I remember spending time with my team monitoring the printing and fulfillment of our promotions and now we spend that time strategizing our messaging in social, blogs, email, and ad campaigns,” said DeBonis. There is still a very important place for print, but it’s truly amazing how quickly marketing has evolved to digital over time.”
Now, as the Marketing Director at Inkbench, Mary helps franchisors and franchisees bridge the brand gap so they can market productively together. Here are some important hacks she shares:
Inkbench is a patented brand management platform, built from the ground up for franchisors and enterprise clients by our founder, Steve Goodman. Steve saw the unmet needs of franchisors who care deeply about their brands and created a solution. Inkbench is comprised of three levels: first is the integrated DAM (library); the second layer is a sophisticated, yet simple to use Design Canvas; and the third layer is the brand approval system to keep your brand looking good and fully protected.
When Mary was hired as the Director of Marketing for Inkbench, she asked them, “Where have you been my entire career?” This resource didn’t exist when she was at the home office, but she is excited to see the impact Inkbench is having on franchise systems, including building a brand bridge between the home office and the franchisees. It’s truly a win-win!
Stories, tips, and ideas from Inkbench and its customers.
Subscribe and get curated content delivered to your inbox.