| We have implemented a strict process with brand standards and approvals required for any locally generated marketing materials. |
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| Our brand is controlled tightly at the national level with no ability for the Franchisees to customize any aspect of marketing for their local level. |
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| Franchisees can use approved brand assets, campaign programs and online tools to create customized, online local marketing campaigns. |
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| We have not implemented brand standards for Franchisees, they decide how to target their local markets. |
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Forum Newbie
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Forum Newbie
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About 95 percent of the franchise clients we work with have documented brand standards. The toughest enforcement I am aware of is Two Men and A Truck, they actually have significant fines, for franchisees who do not comply.
franfan
Carey Jernigan
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Their are various means to do this.
1. Have an outstanding brand standards tool available for all franchises
2. Use your field reps to monitor brand on location
3. Require units to submit advertising (not created by national)
4. When a problem occurs, tackle it head on, set an example.
5. Educate franchisees on why maintaining standards benefits their investment
franfan
Carey Jernigan
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Forum Newbie
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Last Login: 8/19/2010 3:08:42 PM
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| along with fines for 'doing it wrong' incentives for 'getting it right' can also work. Co-op funds and process that allows franchisees to submit requests for funds is one way adding incentive for correct execution
RA
Reese Adams
http://lewisadvertising.com
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