Do franchisees do their own marketing?

Do franchisees do their own marketing?

When it comes to franchising, one of the most common questions is: Do franchisees do their marketing? The answer to this question is not a simple yes or no. It’s a bit more complex and depends on various factors, including the franchise agreement, the nature of the business, and the individual franchisee’s skills and resources.

Understanding the Franchise Model

The franchise model is a business arrangement where the franchisor (the original business owner) grants the franchisee (the individual or entity buying into the business) the right to operate under the franchisor’s established brand and business model. This model provides a proven system for success, with the franchisor offering support in various areas, including marketing.

However, the level of marketing support the franchisor provides can vary significantly from one franchise to another. Some franchisors provide comprehensive marketing support, while others may offer limited assistance, leaving most of the marketing responsibilities to the franchisee.

Franchisor’s Role in Marketing

Typically, franchisors take on the responsibility of national or regional marketing efforts. This includes brand advertising, public relations, and digital marketing campaigns that promote the brand. The franchisor’s marketing efforts aim to increase brand recognition and create a consistent brand image across all franchise locations.

Franchisors often have a marketing fund to which all franchisees contribute a certain percentage of their gross sales. This fund is used to finance the franchisor’s marketing initiatives. The franchisor may also provide marketing materials, such as brochures, posters, and digital assets, that franchisees can use in their local marketing efforts.

Franchisee’s Role in Marketing

While franchisors handle broad, brand-level marketing, franchisees are typically responsible for local marketing. This includes activities aimed at attracting and retaining customers in their specific territory. Local marketing can involve strategies such as local SEO, social media marketing, email marketing, and community outreach.

Franchisees often have the flexibility to tailor their local marketing strategies to their specific market’s needs and characteristics. However, they must ensure that their marketing efforts align with the franchisor’s brand guidelines to maintain consistency.

Local SEO

Local SEO (Search Engine Optimization) is a crucial aspect of a franchisee’s marketing strategy. It involves optimizing the franchisee’s online presence to attract more business from relevant local searches on Google and other search engines. This can include claiming and optimizing the franchisee’s Google My Business listing, optimizing the franchisee’s website for local keywords, and managing online reviews.

Social Media Marketing

Social media marketing is another important tool for franchisees. It allows them to engage with their local community, build customer relationships, and promote their products or services. Franchisees can use social media platforms like Facebook, Instagram, and Twitter to share updates, run promotions, and respond to customer inquiries or feedback.

Challenges in Franchise Marketing

While the franchise model offers many benefits, it also presents unique challenges in marketing. One of the main challenges is maintaining brand consistency across all franchise locations while allowing franchisees the flexibility to adapt their marketing strategies to their local market.

Another challenge is managing the franchisor-franchisee relationship in terms of marketing. Clear communication and understanding are essential to ensure that both parties fulfill their marketing responsibilities and work together to achieve the brand’s overall marketing goals.


In conclusion, the answer to the question, “Do franchisees do their marketing?” is yes, but with some caveats. While franchisors typically handle brand-level marketing, franchisees are responsible for local marketing. However, the extent of the franchisee’s marketing responsibilities can vary depending on the franchise agreement and the franchisor’s level of marketing support.

Regardless of the division of marketing responsibilities, successful franchise marketing requires a collaborative effort between the franchisor and franchisee. Both parties must work together to maintain brand consistency, engage with customers, and drive business growth.

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