franchises

By Danny O'Donnell, MD, Connecti

The franchise sector plays a significant role within the UK economy today. Franchisors invest heavily in building, maintaining and promoting their brands. Although franchise packages vary greatly they almost always include the franchisers brand, their name, expertise, reputation, and marketing,  emphasising the importance of the overall brand to the sector.

Today with competition greater than ever and in an era where media channels have increased significantly, it is essential that franchise brands can get their message to customers at the right time and through the right channel. This demands that the entire marketing operation is primed to deliver on brand marketing through a variety of communication channels. With the help of advertising agencies, major brands are able to manage much of the message centrally, to great effect. The real challenge comes when the brand is communicated through the franchisee network – which can often be much harder to control and requires to be effectively managed.

The challenge therefore is to ensure that franshisees are equipped to carry out effective on-brand advertising. Franchisees should and usually do understand their customers needs intimately. But there is a danger that they are unable to present that knowledge in a way, which is consistent with communicating the values of the brand.

brandPRESS™ franchise is about resolving such issues and enabling communication across the franchise, franchisee and supplier network. The system is administered by the local franchisee, yet is controlled centrally at the franchises head quarter.

brandPRESS™  franchise allows the delivery of specific, localised campaigns across markets. Its ability to create reactive marketing campaigns in minutes will allow your brand to be one step ahead of competitors. brandPRESS™  franchise is also essential for protecting you  against de-valuation of your brand through local implementations, which can often be inconsistent, inaccurate and damaging to your brand.

• Advertising
• Automotive
• Franchise