Franchisees who do nothing with marketing: what now?

In brief: franchisees who do nothing with marketing

• Franchisees usually do nothing with marketing because of a lack of time, uncertainty or the belief that head office takes care of it.
• Forcing them works poorly; making the work as small as possible works well.
• Handle the basics for each location centrally, so every location is visible, even if the franchisee does nothing.
• Only ask franchisees for what they alone can provide: photos, local news and customer contact.
• Show results per location; figures motivate more than rules.
• Use active franchisees as an example for the rest.

Why do franchisees do nothing with marketing?

In our conversations with franchise brands we keep hearing the same causes. They are understandable, and each one calls for a different solution.

Step 1: handle the basics centrally, even without the franchisee

Every location must be findable, even if the franchisee does nothing. That means a complete Google Business Profile, answered reviews, a location page and correct opening hours. You arrange those basics centrally, from the marketing fund. That way no location falls behind online because the owner is busy. This is the core of central control with local freedom.

Step 2: keep what you ask of franchisees as small as possible

Only ask for what the franchisee alone can provide: photos of the team and premises, local news, an event or sponsorship, and attention for customers in store. Make submitting easy, for example via WhatsApp. A few photos a month is enough to turn into local content.

Step 3: show results per location

Figures motivate more than rules. Give every franchisee their own figures each month: how often the location was found, how many people called or requested directions, how many reviews came in. Put them alongside the franchise brand's average. In our experience, that is the moment passive franchisees start asking what they can do themselves. You can read how to measure this in calculating ROI per franchise location.

Step 4: offer choice instead of obligations

Work with a menu of local actions: an opening promotion, a seasonal campaign, an event or extra advertising in the neighbourhood. Each item has a template and a fixed way of delivery. A franchisee who can choose takes part more often than a franchisee who is told to. And the brand stays intact, because every action fits within the house style; see also brand protection on local social media.

Step 5: use active franchisees as an example

Every franchise brand has locations that are doing well. Show what they do and what it delivers, at a franchise day or in a newsletter. Peers convince peers better than head office does. Organise a short workshop on the Google Business Profile and reviews, given by someone who knows the trade. Read more about support under a marketing manual and brand portal.

When is outsourcing the best solution?

When your team lacks the capacity to support franchisees and handle the basics itself. An agency takes over central delivery and becomes the point of contact for franchisees' marketing questions. Your team stays in control. You can read the trade-off in doing it yourself versus outsourcing.

How do you have the conversation with a passive franchisee?

Do not start with what they are not doing, but with their figures and their goals. Show how their location is found online compared with colleagues, and ask where they see opportunities themselves. Then offer one concrete, small step, such as five photos a month via WhatsApp or actively asking customers for a review. Agree when you will look at the figures together again. In our experience, a half-hour conversation using their own figures works better than any group email, because the franchisee sees that it is about their turnover and not about rules from head office.

Who is behind this approach for franchisees who do nothing with marketing?

The approach on this page comes from our team's day-to-day practice. Gijs Bodenstaff built a franchise brand himself and therefore knows both sides: the head office that protects the brand and the location that has to attract customers with it. With Stanley Leijnse (chair of Stichting LODAK) he analysed 500 Google Business Profiles of the 100 largest Dutch franchise chains. Angela, Elisabeth, Peter and ten trained freelancers carry out the work per location, using one method and with weekly training on changes at Google.

Read more about the team: the people behind this agency; the author's background can be found under Gijs Bodenstaff.