1851

In times of financial crisis, one of the first budget cuts goes to marketing and public relations. There seems to be confusion on pushing pause on all campaigns, pulling back on budgets or staying the course. Franchisors want to know the data behind the decision so they can make an educated choice, but marketers are learning in-the-moment as well.&nbsp;To that end, 1851 Franchise gathered a few franchise marketing leaders to share insights on what experts are seeing and hearing in the analysis of data and from industry peers. 1851 Vice President Liane Caruso spoke with <a href="http://linkedin.com/in/aubreecoderre/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">Aubree Coderre</a>, National Sales Manager at <a href="https://csquaredsocial.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">C Squared Social</a>; <a href="https://www.linkedin.com/in/josh-allen-denver-co/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">Josh Allen</a>, Senior Director of Marketing at <a href="https://location3.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">Location3</a>; <a href="https://www.linkedin.com/in/jamshaidhashmi/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">Jamshaid (Jam) Hashmi</a>, CEO of <a href="https://clicktecs.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">ClickTecs</a>; and CEO and co-founder of <a href="https://franchisesoft.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832" target="_blank" rel="nofollow">FranchiseSoft</a>, about how digital marketing tactics have been impacted by this unprecedented crisis.Here are some of the key insights from their discussion broken out by consumer and franchise development:<h4>Consumer Marketing</h4><ul><li>Some brands have paused budgets, many have pulled back and several have stayed the course. The group is in agreement that those who are able to stay the course will maintain the necessary momentum, but changing the messaging and content is critical to update immediately.</li><li>For consumer marketing, those businesses that are able to now offer e-commerce or delivery still have an opportunity to generate a customer base. You have to be tactical on a very hyper-local level because business by business and location by location, everyone is experiencing a different wave of this pandemic depending on where they are and what they do.&nbsp;</li><li>Be sensitive about hitting people with a sales message. Make sure your message resonates with people today and how your product or service reduces risk and anxiety and promotes a sense of belonging.&nbsp;</li><li>Check your local listings and Google My Business accounts. Google has shut off reviews and Q&amp;As. Additionally, in a mass update, your listing may be noted as “closed”. Be sure to fix if you are in fact still open.</li><li>Do not run ads that use the words crisis, pandemic, COVID, coronavirus, etc. Facebook and Google will not allow your ads to run.&nbsp;</li><li>There is a rise in streaming services which is shaping media buying now and on the other side of this. Keep an eye on Connected TV and YouTube and how it will impact media buying and behavior altogether. There is a hyper-local component to this type of advertising as well, which can be a big benefit to franchise brands. Video and streaming are up 43 percent.&nbsp;</li></ul><h4>Franchise Development</h4><ul><li>Some brands have paused budgets, many have pulled back and few have stayed the course. The group is in agreement that those who are able to stay the course will maintain the necessary momentum, continuing to fill and nurture the funnel, and most importantly, avoid having to start from scratch when they’re ready to turn campaigns back on.</li><li>There is a 21-percent increase in internet usage, a 26-percent decrease in cost per lead and it’s reported that there are higher contact rates. This makes for valuable campaigns. These leads will be different and it will be a longer sales cycle, so the journey to get them across the finish line will be longer.&nbsp;</li><li>Those brands that have stayed the course with their budget and tactics are seeing better results in March than in February.&nbsp;</li><li>PPC and Adwords campaigns are doing really well right now with a high rate of conversion. Facebook is getting good engagement and strong conversions. What marketers don’t see is the quality of the lead that’s converting.&nbsp;</li><li>While the contact rates are higher, it’s being reported that the potential candidate is reluctant to provide financials at this time.</li><li>Validation is the hallmark of franchise development and validation is not happening right now. A franchisee who may have been a good validator in January may not be a good validator today.&nbsp;</li><li>Be sensitive about hitting people with a sales message. Update your content to ensure you remove the “sales” factor and instead promote feel-good stories and highlight a supportive system. Make sure your message resonates with people today and how your opportunity reduces risk and anxiety and promotes a sense of belonging.&nbsp;</li><li>Do not run ads that use the words crisis, pandemic, COVID, coronavirus, etc. Facebook and Google will not allow your ads to run.</li><li>Video and streaming are up 43 percent, so if you haven’t given into video yet, now is the time to explore it.</li></ul>

Digital Marketing Mastermind with Aubree Coderre of C Squared Social, Josh Allen of Location3 and Jamshaid Hashmi of ClickTecs and FranchiseSoft

1851 Franchise

Franchise marketing suppliers share insights and trends on how digital marketing has been impacted when it comes to both consumer and franchise development strategies.

digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft

Seniors Helping Seniors®

Photo of two people sitting together, holding mugs, smiling at each other

Seniors Helping Seniors® In-Home Care Services Expands to St. George, UT

seniors-helping-seniors-in-home-care-services-expands-to-st-george-ut

Mosquito Hunters

Design with Mosquito Hunters, Pest Hunters, and Humbug Holiday Lighting branded vehicle

Scaling the Rockies: Brad Goins’ Remote Success With Pest Hunters-Mosquito Hunters-Humbug Holiday Lighting in Colorado

remote-franchise-ownership-success-pest-hunters-mosquito-hunters-humbug-lighting

TWO MEN AND A TRUCK

TWO MEN AND A TRUCK® and TWO MEN AND A JUNK TRUCK® Celebrate Franchise Success at Annual Conference

two-men-and-a-truck-and-two-men-and-a-junk-truck-celebrate-franchise-success-at-annual-conference

USA Ninja Challenge

How Dale Grant Used Three Decades of Gymnastics Expertise to Build USA Ninja Challenge

how-dale-grant-used-three-decades-of-gymnastics-expertise-to-build-usa-ninja-challenge

Preservan

Preservan Celebrates First-Ever BrightPath Gathering: Lighting the Way for Community and Sustainability

preservan-celebrates-first-ever-brightpath-gathering-lighting-the-way-for-community-and-sustainability

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

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

1851 Agg - McDonald's Sales Decline Expansion Continues - 1851 Franchise

McDonald’s Franchisees Feel the Pressure as Sales Decline and Expansion Continues

mcdonalds-franchisees-feel-the-pressure-as-sales-decline-and-expansion-continues

Photo of a basket of chicken wings with dipping sauce and celery

RestaurantNews: Franchisees File Comprehensive Legal Complaint Against Hurricane AMT

restaurantnews-franchisees-file-comprehensive-legal-complaint-against-hurricane-amt

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

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

Florida Franchisee Reflects on Success and Growth with Sylvan Learning

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

The Top Quick Service Restaurant Franchises for 2025

the-top-quick-service-restaurant-franchises

Top 25 Emerging Restaurant Franchises - 1851 Franchise

Top 25 Emerging Restaurant Concepts to Consider in 2025

top-emerging-restaurant-concepts-to-consider

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

Digital Marketing Mastermind with Aubree Coderre of C Squared Social, Josh Allen of Location3 and Jamshaid Hashmi of ClickTecs and FranchiseSoft

MORE STORIES LIKE THIS