global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

KEEP IT SIMPLE: study reveals that streamlining marketing can boost your brand

KEEP IT SIMPLE: study reveals that streamlining marketing can boost your brand

​Franchise owners can sometimes be overwhelmed by marketing, but simplifying it can be a surefire ticket to success

This article is powered by Scorpion

The world of digital marketing can be a complicated beast to the uninitiated; the world of digital marketing can be a complicated beast to the uninitiated; particularly for franchises that use multiple marketing platforms and yet seem to run into the same problems as their competitors who have zero strategy. Specifically: a lack of clarity from data, confusion on how to act on statistics, and where a business can grow in its market.

One of the main causes of these pain points? An oversaturation in the number of marketing tools and vendors. After all, the digital marketing landscape has grown exponentially over the previous decade, but that has only made it trickier to narrow down what works for your brand.

The headache stemming from adopting, integrating, and analyzing all these marketing options is acutely felt by franchises. In fact, according to a study conducted by Scorpion, only 30.8 per cent of those owners feel that they are harnessing the potential of their digital marketing tools.

Essentially, this results in solutions that are overpaid and underutilized. It’s no wonder that the same study revealed 66 per cent of franchise owners would prefer to work with one vendor for their marketing needs. “Last decade’s conventional wisdom told brands not to keep too many of their eggs in one proverbial marketing basket. But that was before the number of marketing technology solutions grew from 150 in 2011 to 8,000 in 2021,” says Kenny Wu, director of vertical marketing (franchise) at Scorpion. “In such a fragmented digital world, a unified marketing partner provides brands with several key advantages and efficiencies:

  • Increased time and bandwidth: “Fewer vendors means franchise teams no longer have to spend days speaking to multiple points of contact and diving into dozens of different reports. With a unified marketing partner, franchise corporate teams (who are already stretched thin) get more time and energy to be strategic.

  • Strategic clarity and optimization: “Marketing channels that were previously siloed with various vendors are unified with one partner system and dashboard, allowing brands to see what is working with less guesswork and confusion. Franchises can build a more holistic and harmonious marketing plan while getting guidance and advice from a strategic partner.
  • Technology integration: “One unified partner means fewer custom API integrations for all the tools and apps a franchise needs to stay current with today’s digital marketing landscape. Franchises get a streamlined and seamless user experience when it comes to planning and executing their marketing strategy.”

The key to conversions

Scorpion’s data indicates that 68 per cent of business owners feel that their digital marketing vendors are ‘very helpful’ in reaching their goals, yet less than 15 per cent are ‘extremely satisfied’ with their digital marketing performance. The former of these statistics is undoubtedly positive, but what’s causing this disconnect between vendor support and marketing effectiveness? And perhaps more importantly, how can these factors then be funnelled into exceptional customer service?

As Brad Voreis, senior vice president of strategic marketing for Scorpion, explains: “One of the best key performance indicators that franchisors, as well as franchisees, can focus on surrounds phone/lead handling and closing ratios in the field. With form submissions and phone calls being the lifeblood of almost any service brand, it is critical that customers are taken care of professionally, properly, and promptly through all aspects of their customer journey.

59.9% of franchise owners using two or more vendors want to consolidate

“In my experience, the total number of leads isn’t the problem holding franchises back from growth. Rather, the chokepoint comes from the way potential customers or leads are being taken care of.

“Sometimes, that boils down to service touches as basic as making sure your staff is picking up the phone when it’s ringing, and not letting it go to voicemail. Or getting back to a potential customer immediately after you receive a lead via an email or alert. In addition, listening and reviewing inbound leads, measuring closing ratios, and coaching franchise teams on their interactions with customers is key.

“Giving constructive feedback to location staff is a necessary part of raising the bar, both in the office and in the field. Simply put, at the end of the day if your customers aren’t your number one focus, then you need to reevaluate your priorities!”

Streamlining your solutions

As mentioned above, one of the primary challenges that franchises face is an overabundance of marketing data coming from siloed or disjointed sets of tools and vendors – rather than acting as a valuable asset, this can dilute the main takeaways and inhibit useful development action.

From franchise owners who reviewed marketing reports daily to those who seldom looked at them, the number one pain point in Scorpion’s survey sample was not being able to interpret or understand the data. When taken in conjunction with the sheer number of marketing options available to franchises nowadays, it’s easy to see how processing and analyzing data from dozens of disconnected channels can be extremely time-consuming and frustrating.

Only 31% of franchise owners feel like they are harnessing the potential of all their digital marketing tools

What this shows is that franchises need consolidated reports that tell more holistic stories of what’s working across their marketing mix. These reports need to be able to show the synergies of how distinct channels affect and positively influence a customer’s journey.

“[I’d like to] have one application that does everything, instead of multiple applications for each aspect of the franchise. A ‘hub’ for everything,” said a home services franchise surveyed in Scorpion’s recent study.

THE BIGGEST TRENDS COMING TO SOFTWARE AS A SERVICE

Eric Tanner, senior vice president of franchise marketing at Scorpion, outlines three of the leading trends that brands will need to know about within the SaaS space:

1.
Confidence within the franchise community will increase as it relates to incorporating SaaS into their day-to-day operations. Many manual processes will be replaced by automation and the use cases for artificial intelligence will become more and more apparent

2. As franchises become more technically savvy, they will start looking for way to utilize data that had previously been overlooked. Finding underutilized data can be a treasure trove for franchises looking to break out of a growth plateau. As such, brands that are able to unify and centralize data from various channel silos will have a huge leg up. Conversely, businesses that don’t centralize their data will become increasingly dependent on API connections to third parties

3. Innovation and growth within the SaaS space over the next few years will be tremendous and the companies that are able to adapt quickly to market changes that better suit their clients will win. The SaaS companies that can easily be integrated into a business’s current operations and are easy to build on top of will emerge as the leaders in this segment

Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button

WHAT DO WE USE YOUR INFORMATION FOR?

Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

HOW DO WE PROTECT YOUR INFORMATION?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.

DO WE USE COOKIES?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

DO WE DISCLOSE ANY INFORMATION TO OUTSIDE PARTIES?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

THIRD PARTY LINKS

Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.

CHILDRENS ONLINE PRIVACY PROTECTION ACT COMPLIANCE

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

ONLINE PRIVACY POLICY ONLY

This online privacy policy applies only to information collected through our website and not to information collected offline.

TERMS AND CONDITIONS

Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at globalfranchisemagazine.com/terms-conditions

YOUR CONSENT

By using our site, you consent to our online privacy policy.

CHANGES TO OUR PRIVACY POLICY

If we decide to change our privacy policy, we will post those changes on this page

CONTACTING US

If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: subscriptions@aceville.co.uk