1851

Consumers and franchise prospects may be considered two separate entities that should prompt different marketing goals among franchise brands, but there is actually considerable overlap between the two. For this reason, franchise brands that are looking to appeal to both B2B and B2C audiences would do well to coordinate marketing efforts between consumer marketing and franchise development departments.&nbsp;<a href="https://1851franchise.com/">1851</a> got some insight on this topic from Michael Mohammed, CEO of the taco-focused restaurant chain <a href="https://www.chronictacos.com/own-franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=attention-franchisors-consumer-and-franchise-development-marketing-spend-should-be-working-together-2711123" target="_blank" rel="nofollow">Chronic Tacos</a>, and Nick Pesko, Marketing Manager for acai bowl brand <a href="https://ownasobol.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=attention-franchisors-consumer-and-franchise-development-marketing-spend-should-be-working-together-2711123" target="_blank" rel="nofollow">SoBol</a>.&nbsp;“Franchise development and consumer marketing spending are both focused on growing brand awareness and keeping brand messaging consistent,” Mohammed said in an email. “The overall brand benefits from franchise development spending because it leads to the growth of the system, and the available funds for consumer marketing in correlation.”Pesko noted that SoBol tries to keep the same plan in place when marketing to both prospective franchisees and consumers. SoBol is also focused on efforts that allow the brand to track progress and see a return on investment.&nbsp;“They’re both customers, just with different purchasing habits,” Pesko said of consumers and prospective franchisees. “You still have to allocate a significant budget to advertise to both of them.”To that end, a brand’s franchise development and marketing departments should make sure to communicate and coordinate their efforts. Not only are they, in a way, attracting the same people, but they also want to make sure the messaging is consistent across the board.&nbsp;&nbsp;“It is important that the marketing and franchise development departments work together on all communications regarding franchise development to ensure that brand messaging is consistent from all content aspects such as graphics, copy and media,” Mohammed said.&nbsp;Pesko echoed this.&nbsp;“They certainly have to be on the same page,” Pesko said of a brand’s franchise development and marketing teams. “You can’t be marketing one message and then have the franchise development team or sales team relate a different or contradicting one.”&nbsp;One method SoBol uses is what Pesko referred to as “room strategizing,” meaning members from marketing and franchise development teams gather to brainstorm customer and prospective franchisee marketing ideas. “We even have our operations team members in the room,” Pesko noted.&nbsp;Chronic Tacos also makes sure to keep all relevant parties in the loop and communicating regularly.&nbsp;“We have a process in which all marketing initiatives are filtered through all departments, including operations and franchise development, so that all teams have an opportunity to provide input and are aware of current marketing projects and what is being communicated to all audiences,” Mohammed said.&nbsp;By keeping messaging consistent for prospective franchisees and customers, “we’re presenting a unified voice to these people and not confusing them,” Pesko said, adding, “It’s so important for everybody to have the same plan and the same idea.”&nbsp;Another great reason to ensure that franchise development and marketing departments are on the same page, Mohammed noted, is that brands often derive prospective franchisees from their customer base.&nbsp;“While the marketing and franchise development departments are approaching two different audiences, there can be a great amount of overlap in the messaging,” Mohammed said. “It is important to understand that consumers and fans of the brand often become franchisees. Expectations on what is delivered as a consumer stay the same with what is delivered to a potential franchisee.”&nbsp;Without coordination between departments, catastrophe can strike.&nbsp;“If our messages are not in alignment, then we look like we’re a mess,” Pesko said. He added that when disjointed messaging occurs, a brand loses consistency in processes and procedures across the franchise system, which can create a fragmented brand experience for the customer. “Then, you’re no longer a franchise,” he warned.

Attention Franchisors: Consumer and Franchise Development Marketing Spend Should Be Working Together

1851 Franchise

Through coordinated B2B and B2C campaigns, franchise development and consumer marketing departments can maintain brand consistency and attract prospective franchisees simultaneously. 

attention-franchisors-consumer-and-franchise-development-marketing-spend-should-be-working-together

Layne's Chicken Fingers

image of laynes chicken finger restaurant with 4 hands holding cups in the air to celebrate 

 Layne’s Chicken Fingers Crosses Mid-Year Mark With 11 New Restaurants Opened, Including the First Time the Brand has Seen Two Openings on the Same Day on July 14

laynes-chicken-franchise-growth-2025

HomeTeam Inspection Service

image of an employee from home team checking an outlet with an ipad

HomeTeam Inspection Service Franchise Owners Diversify Income With Multi-Service Model

hometeam-inspection-service-revenue-streams

Right at Home

image of jennifer selden right at home franchisee for a webinar with nick powills

Right at Home Franchise Owner Jennifer Selden To Share Franchise Journey, Sparked by Personal Care Experiences

jennifer-selden-right-at-home-franchise-journey-webinar

Paris Baguette Canada

image of a paris baguette bakery cafe latte with delicious food, croissants, and pastries

What Paris Baguette Franchisees Have To Say About Their Experiences

paris-baguette-franchise-canada-eric-chang

image of right at home franchisee gregory brewer for a webinar with nick powills

Gregory Brewer To Share 20-Year Franchise Journey With Right at Home in Upcoming Webinar

gregory-brewer-right-at-home-franchise-winston-salem-webinar

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

AI Is Reshaping Franchising: $100 Billion Valuations and Hyper-Localized Advertising

ai-is-reshaping-franchising-100-billion-valuations-and-hyper-localized-advertising

Mega Franchisee Sizzling Platter Acquired by Bain Capital

mega-franchisee-sizzling-platter-acquired-by-bain-capital

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Photo of Roof Scientist truck and trailer

Roof Scientist Expands Into Northern Indianapolis as Entrepreneur Dale Speckman Launches New Business in Fishers

roof-scientist-expands-into-northern-indianapolis

Unlocking Superpowers: How KidStrong Is Building the Next Generation of Confident Kids — and Thriving Franchise Owners

kidstrong-franchise-confident-kids

Jollibee -Launch-Story-Brand-Page-Deep-Dive-2025

Jollibee Franchise Costs, Fees, Profit and Data for 2025

jollibee-franchise-costs-fees-profit-and-data-for-2025

Picture of kids for franchise business Kidstrong which focuses on child development and fitness

KidStrong Is Pediatrician-Recommended for Raising Confident, Capable Kids and Families Can't Get Enough

kidstrong-child-development-program

Image of a kid growing up, developing with kidstrong, high fiving and smiling. 

How KidStrong has Become the Franchise Disrupting Child Development by Partnering with Purpose-Driven Franchise Owners 

kidstrong-franchise-opportunity-child-development

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Blending Tech, Hospitality and Health Care: How Three Women From Different Worlds Came Together to Build a Paris Baguette Franchise

paris-baguette-franchise-flower-mound-texas

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Sola Salons Franchisee Grows Salon Freedom Into a Multi-State Powerhouse 

Attention Franchisors: Consumer and Franchise Development Marketing Spend Should Be Working Together

MORE STORIES LIKE THIS