1851

Marketing is one of the most critical components of growing a successful franchise, but&nbsp;<a href="https://1851franchise.com/the-top-10-franchise-marketing-suppliers-2726294#stories">choosing the right marketing agency</a> to handle that responsibility can be overwhelming. Not every agency understands the complexities of franchising —&nbsp;<a href="https://1851franchise.com/local-vs-national-franchise-marketing-2726180">balancing national brand awareness with localized efforts</a>,&nbsp;<a href="https://1851franchise.com/how-to-maintain-consistency-across-multiple-franchise-locations-2717735">maintaining brand consistency across dozens or hundreds of locations</a> and ensuring franchisees have the support they need to execute effective marketing in their markets.&nbsp;&nbsp;<a href="https://www.linkedin.com/in/markbeyer/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-evaluate-franchise-marketing-groups-to-grow-your-brand-2728616" target="_blank" rel="nofollow">Mark Beyer</a>, founder of&nbsp;<a href="https://www.mybey.de/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-evaluate-franchise-marketing-groups-to-grow-your-brand-2728616" target="_blank" rel="nofollow">Mybey Ventures</a>, has helped numerous franchises scale their marketing efforts, and he knows what to look for in a marketing partner. “Franchise marketing is an entirely different animal than traditional business marketing,” Beyer said. “If an agency doesn’t understand how to work within a franchise system — how to support corporate while also giving franchisees what they need — you’re going to run into problems quickly.”&nbsp;&nbsp;<h2>The First Filter: Experience With Franchises</h2>Not all marketing agencies are built to support franchises, and that’s often the first filter a franchisor should use when evaluating potential partners. “I can’t tell you how many times I’ve seen franchisors work with a traditional agency that just doesn’t get it,” Beyer said. “They might do great work for independent businesses, but franchising requires a completely different approach.”&nbsp;&nbsp;A strong franchise marketing agency should understand how to drive national brand growth while also giving franchisees the tools to market at a local level. “One of the biggest mistakes I see is agencies that try to take a one-size-fits-all approach,” Beyer said. “Franchising doesn’t work like that. You need strategies that allow individual locations to succeed in their unique markets without diluting the overall brand.”&nbsp;&nbsp;<h2>Ensuring Brand Consistency Without Stifling Local Customization&nbsp;&nbsp;</h2>Brand consistency is one of the biggest challenges in franchise marketing. Franchisors need to ensure every location is using the correct logos, messaging and tone, while also allowing room for franchisees to tailor their marketing to their local communities.&nbsp;&nbsp;“A good agency will help franchisors walk that tightrope,” Beyer said. “You need a system where franchisees can execute marketing that feels personal and local, but within the guardrails of the overall brand.”&nbsp;&nbsp;This often means having clear brand guidelines and a centralized library of marketing materials. “If you don’t have a digital asset management system or an internal marketing platform, you’re making things harder than they need to be,” Beyer said. “The best agencies will help you set up a system where franchisees can access pre-approved marketing materials but also customize them within reason.”&nbsp;&nbsp;Approval processes are another key factor. While franchisees should have flexibility, there need to be safeguards in place to ensure that local marketing efforts align with brand standards. “A lot of brands struggle with this because they don’t want to create friction with their franchisees,” Beyer said. “But having an approval process doesn’t mean you’re micromanaging — it means you’re protecting the brand that everyone is investing in.”&nbsp;&nbsp;<h2>Measuring Success: What Metrics Matter?</h2>Once a marketing agency is in place, how do you know if they’re actually driving results? According to Beyer, it all comes down to&nbsp;<a href="https://1851franchise.com/unlocking-the-true-performance-of-franchise-websites-beyond-metrics-to-meaningful-results-2727364">tracking the right metrics</a>.&nbsp;&nbsp;“If an agency is just throwing numbers at you — likes, impressions, reach — without tying them back to actual business growth, that’s a red flag,” he said. “You need to be looking at lead generation, customer acquisition costs, conversion rates and local sales performance. Those are the numbers that tell you if your marketing is working.”&nbsp;&nbsp;Brand awareness is still important, but it needs to be paired with bottom-line results. “If your website traffic is through the roof but your lead generation is stagnant, something is off,” Beyer said. “A good agency will not only track these metrics but help you understand what they mean and how to adjust your strategy accordingly.”&nbsp;&nbsp;Another often-overlooked metric is franchisee engagement with marketing efforts. “If your franchisees aren’t using the marketing materials or participating in campaigns, that’s something you need to measure,” Beyer said. “Are they not using it because they don’t know how? Because it’s too complicated? Because it doesn’t work in their market? Those are questions a good agency will help you answer.”&nbsp;&nbsp;<h2>Balancing National and Local Marketing&nbsp;</h2>One of the most challenging aspects of franchise marketing is balancing national campaigns with localized efforts. According to Beyer, this is where many agencies fail.&nbsp;&nbsp;“There’s a tendency to lean too far in one direction,” he said. “Some brands try to centralize everything, and franchisees feel like they have no control over their local marketing. Others leave everything up to franchisees, and the brand becomes inconsistent. You have to find the right balance.”&nbsp;&nbsp;One way to do this is through co-op marketing programs, where franchisees contribute to a shared marketing fund that supports both national and local efforts. “Co-op marketing is a great way to give franchisees skin in the game while still ensuring that everything aligns with the overall brand strategy,” Beyer said.&nbsp;&nbsp;Technology also plays a role in finding this balance. “With the right marketing software, you can create national campaigns that have localized elements built in,” Beyer said. “Things like geo-targeted digital ads, localized landing pages and automated social media campaigns can make a huge difference.”&nbsp;&nbsp;<h2>Common Pitfalls and How to Avoid Them</h2>Even with the right agency, franchisors often run into challenges. One of the most common is franchisee resistance. “If franchisees don’t see the value in what corporate marketing is doing, they won’t participate,” Beyer said. “That’s why communication is so important. Bring franchisees into the conversation. Show them the data. Make them feel like they’re part of the process, not just being told what to do.”&nbsp;&nbsp;Another challenge is budget allocation. Marketing dollars need to be spent strategically, and not every franchisee will have the same budget. “You have to prioritize high-ROI channels,” Beyer said. “Digital marketing, local SEO, paid search — these tend to give you the best return. Traditional advertising can still work, but you need to be smart about it.”&nbsp;&nbsp;Finally, franchisors need to ensure their agency is keeping up with digital trends. “Marketing changes fast,” Beyer said. “If your agency is doing the same things they were doing five years ago, they’re already behind. You need a team that’s constantly testing, learning and adapting.”&nbsp;&nbsp;<h2>Final Advice for Franchisors&nbsp;</h2>When asked what advice he would give to franchisors looking for a marketing partner, Beyer was clear:&nbsp; “Find an agency that understands franchising. Set clear goals. Invest in data-driven strategies. Keep communication open between corporate, franchisees and the agency. And don’t just set it and forget it — monitor the results and hold them accountable.”&nbsp;&nbsp;By following these principles, franchisors can find a marketing agency that not only understands their business but helps them grow it effectively.Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="https://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-evaluate-franchise-marketing-groups-to-grow-your-brand-2728616" target="_blank" rel="nofollow">www.1851growthclub.com</a> and see what we can do for you.

Franchise Marketing - Evaluating Marketing Firms - 1851 Franchise

How To Evaluate Franchise Marketing Groups | Expert Insights

1851 Franchise

Mark Beyer, founder of Mybey Ventures, advises franchisors on selecting marketing agencies that balance national growth, local support, brand consistency and measurable performance.

How To Evaluate Franchise Marketing Groups to Grow Your Brand

how-to-evaluate-franchise-marketing-groups-to-grow-your-brand

Children's Lighthouse

Discover How Children’s Lighthouse Champions Franchisee Success

childrenslighthouse-franchisee-success-fbc

Layne's Chicken Fingers

Photo of Layne's Chicken Fingers tender basket and drink

Layne’s Chicken Fingers Recognized on Nation’s Restaurant News’ 2025 100 Under 100

laynes-chicken-fingers-recognized-on-nations-restaurant-news-2025-100-under-100

TruBlue Home Service Ally

image of trublue health professional franchisee's

Why the Medical Community Is Investing in TruBlue Home Service Ally

trublue-medical-community-investment-home-safety

Photo of Layne's Chicken Fingers leadership - Matt O'Reilly, Samir Wattar, and Garrett Reed

3 Questions With the Layne’s Leadership Team: What Franchisees Want to Know

laynes-franchise-leadership-questions

Woodhouse Spas

Photo of exterior of Woodhouse Spa location with wooden doors 

How Much Can I Make With a Woodhouse Spa Franchise?

woodhouse-spas-franchise-earnings-profit

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

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

Keurig Dr Pepper Splits in $18 Billion JDE Peet’s Deal, Creating Global Coffee Giant

keurig-dr-pepper-splits-in-18-billion-jde-peets-deal-creating-global-coffee-giant

McDonald’s Rolls Out Major Value Push To Win Back Customers Amid Inflation

mcdonalds-rolls-out-major-value-push-to-win-back-customers-amid-inflation

Photo of Paris Baguette pastries and beverages 

Paris Baguette Celebrates 250th Café Opening in Frederick, Maryland, Accelerating Expansion and Reviving the Neighborhood Bakery Café

paris-baguette-250th-north-america-cafe

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth - 1851 Franchise

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth

restaurant-franchise-incentives-cash-royalty-holidays-fee-reductions

Amanda Evans - Stellar Service Brands - Franchise Marketing Leaders 2025 - 1851 Franchise

Top 25 Franchise Marketing Leaders: Amanda Evans — Senior Vice President of Marketing, Stellar Service Brands

stellar-service-brands-marketing-leader-amanda-evans

Before You Franchise: Answers to the Top 5 Questions of Franchisors-To-Be

questions-before-franchising-business

Mike Revak - Chief Business Officer - Sky Zone - Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Mike Revak — President and Chief Business Officer, Sky Zone

top-25-franchise-marketing-leaders-mike-revak-chief-business-officer-sky-zone

1851 Franchise Meet the Supplier graphic with Consumer Fusion logo

Consumer Fusion: Digital Review and Reputation Management for Multi-Unit Businesses

consumer-fusion-franchise-reputation-management

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

graphic image of a franchisee spotligh aman kaur of voodoo brewing

How This Trio of Friends Is Brewing Up Community With Voodoo Brewing Co. in Prosper, Texas

voodoo-brewing-franchisee-aman-kaur-prosper-texas

Franchise Deep Dive graphic with i9 Sports logo

i9 Sports Franchise Costs, Fees, Profit and Data for 2025

i9-sports-franchise-cost-fees-profit

1851 Franchisee Spotlight graphic with photo of Dan Ellestad and Seniors Helping Seniors logo

How This Marine Veteran Went From Military Service to Senior Care and Found His Purpose in Franchising

seniors-helping-seniors-dan-ellestad

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

911 Restoration Franchise Costs, Fees, Profit and Data for 2025

How To Evaluate Franchise Marketing Groups to Grow Your Brand

MORE STORIES LIKE THIS