In the knowledge base we share practical know-how on franchise marketing: how to set up the marketing fund, how to split your budget between national and local, and how to build a marketing plan for your franchise brand.
Articles in the knowledge base
- how a marketing fund works: what it is, how much it should be and how to account for it.
- the split between national and local: who pays for what, and why.
- the marketing plan step by step: seven steps from analysis to measurement plan.
Want to read in more depth? Browse Gijs's bookshelf.
All articles in the knowledge base
Practical answers to the questions marketing managers at franchise brands ask us most often, from budget and buy-in to recruitment and measurement.
- The marketing fee in franchising
- Splitting national and local marketing
- Creating a franchise marketing plan
- Finding franchisees on LinkedIn
- Marketing campaign for recruiting franchisees
- Franchisees who do nothing with marketing
- Protecting brand consistency on franchisee social media
- Franchise marketing platforms and software
- Splitting the marketing budget between franchisor and franchisee
- Why local Google Ads deliver no leads
- Measuring ROI per franchise location
- Outsourcing marketing: pros and cons for franchises
- Why most agencies cannot help franchise chains
- Ten questions for your marketing agency
- The cost of poor visibility in Google Maps and AI
- The cost of not responding to reviews
Franchise marketing from A to Z
The questions franchisors most often ask Google, each with its own explanation, figures and sources.
- the meaning of franchise marketing
- franchise marketing in practice
- concrete actions for franchisees
- what marketing for a chain costs
- digital franchise marketing
- hiring a franchise marketing specialist
- the role of franchise marketing manager
- opportunities in franchise marketing
- B2B franchise marketing
- the channels in franchise marketing
- the marketing playbook for franchisees
- the difference between network marketing and franchising
Frequently asked questions: Franchise marketing knowledge base
What can I find in the franchise marketing knowledge base?
The knowledge base contains practical articles for marketing managers of franchise brands. Topics include the marketing fund, splitting the budget between national and local, creating a marketing plan, recruiting franchisees, ROI per location and choosing an agency. There is also a series on franchise marketing from A to Z.
Who are the articles in the franchise marketing knowledge base written for?
The articles are written for marketing managers and marketers at the head office of franchise brands. They answer the questions these people ask most often, from budget and franchisee buy-in to recruitment and measurement. Franchisors who want to set up their marketing themselves or outsource it will also find practical guidance.
Which knowledge base articles cover the marketing fund and the marketing fee?
The article on the marketing fund explains what a fund is, how high it can be and how to account for it. There are also articles on the marketing fee in franchising, on splitting the marketing budget between franchisor and franchisee, and on the split between national and local marketing.
How do I create a marketing plan for my franchise brand?
The knowledge base article on the franchise marketing plan describes seven steps, from analysis to measurement plan. You start with an analysis of the current situation and finish with agreements on what you measure per location and for the brand. If you would rather have the plan made for you, that is possible through our franchise marketing strategy service.
Where can I read about recruiting new franchisees with online marketing?
The knowledge base has two articles on recruitment. One covers finding franchisees through LinkedIn, the other setting up a marketing campaign to recruit franchisees. If you want to outsource recruitment, we provide online campaigns and content that attract suitable new franchisees.
What can I do if franchisees do nothing with marketing?
There is a separate knowledge base article on this. The key: keep what you ask of franchisees as small as possible, show them their own figures and use colleagues who do well as examples. Another article explains how to protect the brand identity on the social media of franchisees who are active themselves.
How do I measure the return on marketing per franchise location?
The article on measuring ROI per franchise location explains how to determine, location by location, what marketing delivers compared with what it costs. A related article covers why local Google Ads sometimes generate no leads. Together they help you shift budget towards locations and channels that demonstrably deliver results.
What is the franchise marketing A to Z series in the knowledge base?
Franchise marketing from A to Z is a series of explanations of the questions franchisors most often ask Google, each with figures and sources. Topics include the meaning of franchise marketing, what marketing for a chain costs, the channels, the role of the franchise marketing manager and the difference from network marketing.
Where can I read what poor visibility or unanswered reviews cost a franchise brand?
Two knowledge base articles calculate this: the cost of poor visibility in Google Maps and AI, and the cost of not responding to reviews. It is not a theoretical problem: in the Local SEO Benchmark Franchise Chains 2026, just 6 of the 100 chains responded to reviews within 24 hours.
Which knowledge base articles help when choosing a marketing agency for a franchise brand?
Three articles help with this. Outsourcing marketing lists the pros and cons for franchising. A second article explains why most agencies cannot properly help franchise chains. And ten questions for your marketing agency offers a checklist for testing agencies in advance on their knowledge of chains.
For new franchisees: how to start a franchise.