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Franchise companies have many challenges when it comes to putting effective marketing tools in the hands of their local business leaders and franchisees. Many times these local leaders have to compete with a local "Mom & Pop" businesses that are entrenched in the local community.
In today’s world, the customer uses the internet to research these two competitors, but finds that the local office of the large company is either hard to find on the large complex web site or that this office is not really represented by the 1 page “micro-site.” So, the customer goes to the local small business because they trust “local” people.
An Online Local Marketing Platform
Through our work with franchise systems, our experience has shown that a
certain segment of prospective customers will initiate local online search for products
and services. This, in addition to improving search engine optimization (SEO)
as a driving reason to initiate a franchisee website program, a large
segment of franchisees view having control over their own website and
an independent URL to be a big benefit to their business.
Our Technology Platform
Our ElementsLocal software platform provides franchisors the
ability to structure customized franchisee websites. These websites use
BrandSecure tools to adhere to the brand
and web standards of the parent franchisor while offering each
franchisee a "controlled" local customization. All content is
managed through a "dashboard" administrative center and franchisees are
provided access to modify content on their websites.
We begin with your franchisees
For a franchise local marketing program to be successful it must include
your franchisees. We assist franchisors
to poll and survey franchisees to gain direct feedback on the specific
features and functionality that are most important. We involve advisory councils and
other franchise committees to build an internal partnership with the franchisor and our team.
Program Execution
Franchisee adoption can be a
difficult task. Many franchisees will embrace the new marketing program and
are excited for new ways to drive business, while others will remain set
in their old ways and resist change. To maximize program adoption, ELEMENTS implements a comprehensive
plan to help franchisees
understand the importance and many benefits of local marketing.
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