At GoSpotCheck, we help a lot of our customers measure the execution of national marketing initiatives across their locations.
This is definitely important in order to keep a consistent brand image, but sometimes franchisees have a better idea than the corporate marketing department does of what their individual markets need, in terms of promotions or advertising. That being said, it can be daunting as a franchisee to approach corporate with an idea.
So why not empower these franchisees to come up with marketing ideas that can be executed at the local level, but also shared with the larger company? As TCBY has exhibited with its support of franchisees and its Street Treat Sampling initiative, it’s hugely important to focus on learning from franchisees as well as just directing them on how to market.
TCBY launched webinars and tutorials specifically for their franchisees to learn how to implement their own marketing ideas, such as social media offers and in-store promotions. It needs to be a two-way conversation in order to create trust and empower franchisees to help the larger organization.
In a world where speed is everything, tools like GoSpotCheck can enable all employees at a QSR franchise to share local and national marketing ideas. All locations can now benefit from these initiatives and success stories, faster than ever before. By collecting a measurable database of marketing initiatives, franchisees can deploy their own marketing initiatives but corporate will still know what is going on, allowing the overall company to benefit and learn from individuals at all locations. It will lead to greater success and organizational alignment.
