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

Seniors Helping Seniors®

Photo of two people, with white hair, sitting on couch, smiling at each other

Seniors Helping Seniors® In-Home Care Services Expands in Manassas and Fredericksburg, Virginia

seniors-helping-seniors-in-home-care-services-expands-in-manassas-and-fredericksburg-virginia

BooXkeeping

Tech-Driven Bookkeeping: How BooXkeeping Franchisees Are Embracing the Future

tech-driven-bookkeeping-how-booxkeeping-franchisees-are-embracing-the-future

Fitness Premier

Fitness Premier's State-of-the-Art Facilities and Multi-Discipline Approach Fuels Franchise Owner Success

fitness-premiers-state-of-the-art-facilities-and-multi-discipline-approach-fuels-franchise-owner-success

Melting Pot

Melting Pot 50th anniversary photo, featuring three people enjoying celebratory drinks and fondue

Melting Pot Celebrates 50 Years of Fondue Magic With a Year of Special Menus, New Offerings and Unforgettable Moments

melting-pot-50th-anniversary-fondue-celebration

Filta Environmental Kitchen Solutions

Kathy Turner: The Filta Franchisee Keeping LA's Kitchens Cooking (and Green)

kathy-turner-the-filta-franchisee-keeping-las-kitchens-cooking-and-green

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 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

Yum! Brands CEO David Gibbs To Retire in 2026 After 36 Years With the Company

yum-brands-ceo-david-gibbs-to-retire-in-2026-after-36-years-with-the-company

Hooters Bankruptcy - Chapter 11 - April 2025 - 1851 Franchise

Hooters Files for Bankruptcy, Sells Restaurants to Franchisee Group

hooters-bankruptcy-chapter-11-april-2025

Fly Dance Fitness Expands With First Franchise Location in Georgia

fly-dance-fitness-franchise-expansion

&pizza - Fast-Casual Pizza Chain Begins Franchising - 1851 Franchise

&pizza Embraces Franchising To Fuel Bold New Growth Strategy

andpizza-franchising-ceo-mike-burns

CFOs See Recession as Likely in ’25; Why Now Is the Time To Water the Franchise Buyer Seeds

cfos-see-recession-as-likely-in-25-why-now-is-the-time-to-water-the-franchise-buyer-seeds

Franchise Deep Dive: Studio Pilates Franchise Costs, Fees, Profit and Data

franchise-deep-dive-studio-pilates-franchise-costs-fees-profit-and-data

Franchise Deep Dive: The UPS Store Franchise Costs, Fees, Profit, and Data

franchise-deep-dive-the-ups-store-franchise-costs-fees-profit-and-data

Lindora’s New President Discusses Franchise Growth and the Future of Health and Wellness

lindoras-new-president-discusses-franchise-growth-and-the-future-of-health-and-wellness

SoBol’s President and COO Shares Growth Journey and Franchise Vision

sobols-president-and-coo-shares-growth-journey-and-franchise-vision

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025 - 1851 Franchise

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025

paris-baguette-ranks-among-top-franchises-on-entrepreneurs-franchise-500-for-2025

Florida Franchisee Reflects on Success and Growth with Sylvan Learning

florida-franchisee-reflects-on-success-and-growth-with-sylvan-learning

Military Veteran and Craft Beer Enthusiast to Bring Voodoo Brewing Co. to Toledo, Ohio

military-veteran-and-craft-beer-enthusiast-to-bring-voodoo-brewing-co-to-toledo-ohio

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

MORE STORIES LIKE THIS