How to Empower your Franchisees with Brand-Safe, High-Performing Collaborative Advertising Tools
The Do it Themselves Engagement Model: Effective Advertising, Easily Executed
As a marketer responsible for providing your partners with effective advertising tools, you likely struggle with:
- Ensuring partners create relevant, compelling messages for their local audiences while maintaining control of the voice of the brand
- Motivating your partners to focus on marketing, especially when their budgets are limited
- Avoiding marketing overlap among partners in densely populated territories
- Providing marketing tactics that allow your partners to understand what they are achieving
- Building trust with your partners while also building your brand
Leveraging a brand correctly is critical to the success of every interdependently-owned or franchised partner. Unfortunately, many brands’ messaging and resources get lost in translation. The Do it Themselves Engagement Model allows brands to give their partners the right social advertising tools, at scale, so both parties can make the most out of their advertising commitments.
- 65% of partners say that marketing enablement is the number one thing they want from brands.
- 65% of partners have poor content quality or simply can’t find the content.
In this model, the brand creates campaign templates that allow partners to customize with their local knowledge of what resonates in their region. Partners build their ads in less than 5 minutes, editing copy according to brand-set parameters and selecting images or video assets from a brand-provided library. Local partners aren’t marketing experts. They’re time-strapped humans who know how to run their business. The Enable Engagement Model was created to save time with smart social advertising automation, so partners have time to easily launch campaigns, handle their business operations, and make it to their child’s evening soccer game.
- After seeing co-marketed campaigns, 68% of consumers are able to make buying decisions before even speaking to sales representatives.
- Brand partnerships that leverage digital channels see 4X the pipeline of non-digital partnerships.
With hyper-local partner location targeting, you can easily avoid marketing overlap among partners in densely populated territories. Because the ads run from the individual location’s Facebook Page, brands can achieve a level of granularity, even at scale. For a QSR franchise brand, this could mean individual franchises could choose between two corporate offers, say 2 for 1 cheeseburgers or any size soda for the price of a small, without overlap as ads could target only X blocks or X miles from the location. This model simplifies the complexity of Facebook and Instagram advertising, as brands can securely share first-party data with their partners by pre-establishing audience and targeting for each location.
Data Driven Success
This collaborative approach challenges what’s possible and what should be expected from investments. With automatic campaign reporting, brands can empower their channel partners with access to performance metrics of their campaign and gain understanding of their customers through local, regional, and global dashboards. Both brands and channel partners can assess what is working and what isn’t. In turn, your brand can use these data insights to inform and amplify your national branding efforts and build better audiences.
Embracing your channel partner’s local knowledge is the perfect stepping stone to building a line of trust with your channel partners. Value creation between your brand and channel partners will produce campaigns with relevant, localized messaging that doesn’t risk your brand’s voice. Plus with brand-controlled templates, channel partners do not have to worry about breaking any Facebook compliance policies.
The Do it Themselves Engagement Model in Action
A Fortune 500 real estate services provider enabled their agents to promote their listings on Facebook and Instagram with auto-configured, high-performing campaigns, empowering their agents to localize campaigns at scale. The results were exceptional, nearly half a million leads were generated, over seven million click throughs to agent websites and over 21,000 Facebook and Instagram campaigns were launched at scale. In addition, lead campaigns were 55% more cost effective and traffic campaigns were 68% more cost effective than the industry benchmark.
With the Do it Themselves Engagement Model, your brand can empower your franchisees with brand-safe, high-performing advertising tools. Learn more.