Franchise brands inevitably face challenges in growth and lead generation. There have been some phenomenal tools that have driven rapid growth — like broker networks — but they come at a hefty price, and that price keeps increasing. I knew we would eventually shift back toward more organic methods, and the time for that shift is now.
However, the term "organic" can be misleading since it still involves paid marketing. The shift is occurring because the returns are not matching the commissions paid. As a result, what were once quiet concerns among franchisors are now loud objections.
Paid marketing involves a lot of moving parts. But here are the highlights:
The importance of digital marketing strategies for franchise growth can not be underestimated. You need substantial ad spend, a focus on educational content and targeted retargeting efforts. Overreliance on platforms like Meta and LinkedIn can be dangerous, and there is great value in Google Ads for specific brand categories. The best method for franchise brands is to adopt a comprehensive and strategic approach to digital marketing, combining paid advertising, PR, content creation and franchisee incentives.
The long and short of it is this: the franchising industry is navigating challenges related to lead generation, growth strategies and marketing expenditures. However, with the right strategies and support, franchises can overcome this hurdle and position themselves for success. But where to start? Right here, with the following two solutions.
Solution one: I am excited to announce that FranCamp is coming back, this time twice as strong. We will host two expos this year: one in Chicago, from September 16-18 and another in Miami, from December 2-4. The focus in Chicago will be on building a brand story through strategic messaging and positioning, while the focus in Miami will be on building a plan of execution for 2025. These expos will also provide some very entertaining chances for networking involving boating, golfing, a cocktail reception and more. Registration is open now — but space is limited.
Solution two: Growth Club, our platform designed to connect potential franchisees with the best possible opportunities, is helping franchise candidates make major strides. We've seen promising results with bucket advertising, attracting candidates who are financially ready but unsure of which franchise to invest in. We're also transitioning the Growth Club database onto 1851 for better integration and candidate education.
Through FranCamp and Growth club, we will help you work through the challenges — and have some fun along the way.
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Discover why the increasing fees in broker networks are pushing franchisors to return to organic marketing methods and learn how FranCamp and Growth Club can help.
Franchise brands inevitably face challenges in growth and lead generation. There have been some phenomenal tools that have driven rapid growth — like broker networks — but they come at a hefty price, and that price keeps increasing. I knew we would eventually shift back toward more organic methods, and the time for that shift is now.
However, the term "organic" can be misleading since it still involves paid marketing. The shift is occurring because the returns are not matching the commissions paid. As a result, what were once quiet concerns among franchisors are now loud objections.
Paid marketing involves a lot of moving parts. But here are the highlights:
The importance of digital marketing strategies for franchise growth can not be underestimated. You need substantial ad spend, a focus on educational content and targeted retargeting efforts. Overreliance on platforms like Meta and LinkedIn can be dangerous, and there is great value in Google Ads for specific brand categories. The best method for franchise brands is to adopt a comprehensive and strategic approach to digital marketing, combining paid advertising, PR, content creation and franchisee incentives.
The long and short of it is this: the franchising industry is navigating challenges related to lead generation, growth strategies and marketing expenditures. However, with the right strategies and support, franchises can overcome this hurdle and position themselves for success. But where to start? Right here, with the following two solutions.
Solution one: I am excited to announce that FranCamp is coming back, this time twice as strong. We will host two expos this year: one in Chicago, from September 16-18 and another in Miami, from December 2-4. The focus in Chicago will be on building a brand story through strategic messaging and positioning, while the focus in Miami will be on building a plan of execution for 2025. These expos will also provide some very entertaining chances for networking involving boating, golfing, a cocktail reception and more. Registration is open now — but space is limited.
Solution two: Growth Club, our platform designed to connect potential franchisees with the best possible opportunities, is helping franchise candidates make major strides. We've seen promising results with bucket advertising, attracting candidates who are financially ready but unsure of which franchise to invest in. We're also transitioning the Growth Club database onto 1851 for better integration and candidate education.
Through FranCamp and Growth club, we will help you work through the challenges — and have some fun along the way.
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About the Author
Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
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