How can you develop a marketing plan that aligns with your franchisor's brand guidelines?

You first have to start with deeply understanding your brand at a local level (the perception from consumers), your competition and what is the space you are trying fill. Then you need to overlay it with the brand identity and strategy from the franchisor. In some cases, there will be direct correlation, in others there will be disparity...this is common in local franchise marketing. If you take the approach of the brand as a house. All of your marketing should look like it belongs in the house (by channel) but doesn't have to be identical. It's ok to have rooms that are different as long as they fit the overall house aesthetic, purpose and feeling. That is how to best pair franchisor and franchisee creative efforts.

It all starts with a consistent brand identity. But not only in terms of having the right logos, fonts and color palette. You also have to make sure having a strong tone of voice. Means a clear guidance how to produce all relevant assets like photos, videos and all other marketing materials.

toda implementación de marketing tiene como finalidad que el producto que comercializamos llegué a las manos de su consumidor máximizando la rentabilidad. Es decir, reduciendo los costos de venta apalacandose en la capidad que tiene el producto para satisfacer las necesidades y los hábitos de consumo y compra de nuestro consumidor objetivo. Con este propósito, la identidad de la marca de nuestro franquiciador, será una guía sobre como debemos comunicar, colocar y promocionar el producto con el fin de que sea una oferta irresistible dada su accesibilidad, su valor percibido, y el excelente precio acorde a lo adecuado que este es para solucionar las necesidades del consumidor, frente a las demás propuestas del mercado.

To understand your local target market you can start with the overarching target information from the franchisor. In most cases, this is going to be broader than what is actionable at a local level. I'd suggest that you streamline the target based on your local consumers and focus your marketing efforts towards them. Even in one local market you will see a wide array of demographic, age and consumer behavior for the same brand locations that are close to each other. I recommend spending time in your local markets to hone this in which will create efficiency in your campaigns.

Of course, to know your target group and the way of how they consuming is a no brainer before starting to setup any kind of communication or product development. So a clear understanding what motivates your customer to come by, what they expect including services is important to respect.

Para identificar el mercado objetivo de mi producto, debo primero plantear cual es el propósito y las necesidades que mi producto soluciona, primarias y secundarias. las personas consumen lo que consumen porque eso los acerca más a ser la persona que quieren ser, porque esos productos estan alineados a sus valores, gustos y estilo de vida. Por eso, mi usuario objetivo no solo será el grupo de personas que consideran atractivo o deseable mi producto, si no, aquellas que por sus valores y estilo de vida, también lo consideren a fin, y accequible, logrando que sea una respuesta real a una necesidad dentro de sus hábitos y narrativas propias

Setting your goals starts at the top of what your objectives are with your leadership team. Understanding what part of the business you are trying to achieve and how, along with who your target is. If you matrix all of this together then it will help create measurable outcomes. The key to truly finding the right spend and impact is by consistently A/B testing and rigorous data analytics. As a marketer you should be optimizing very frequently, testing in every campaign and tracking all your metrics to understand the "why" and "what" behind each action. Over time this will progressively build out to a playbook that helps you more easily create the right budget, plan and specific goals to drive your business.

acorde al modelo de negocio en el cual nos econtramos con nuestro producto, tendremos como objetivo diferentes eventos tales como generar suscriptores, retención de clientes o generación de nuevos, estos objetivos dependeran de acciones y estrategias de marketing que se deberan desarrollar con el fin de que se logren, las cuales implican, el trafico a los canales de contacto, la calificación de la audiencia o la satisfacción de la misma durante el consumo, para lograr medir que tan efectivos esta siendo el desempeño de las estrategias implementadas, será necesario estructurar unos kpi´s que permitan medir el costo y el impacto de la inversión y la satisfaccion, tales como las tasas de conversión, el costo por adquisición, o el lifetimevalue

In a franchise organization as a local marketer, you should start with what is the franchisor marketing plan that will be in place to compliment your local strategies. In some cases, you will want to double down on their efforts and in others, you will want to fill other parts of the marketing funnel. For instance, if the franchisor (typically) is focused on the top of the funnel (awareness & consideration), then you should focus your campaigns on middle and bottom of the funnel. For larger DMA's, you may need to do more complimenting of the franchisors approach, where in smaller DMA's the alternate channel approach typically performs stronger. In all approaches, continue to test and optimize and you will find the right mix for success.

Your marketing plan has to be derived from the company's objectives. All planned actions has to be inline with the KPI's. Also to make it measureble. Wheter you plan a media campaign or creating a special social communication, you can before identify how to reach the targets and how to measure and report. Also to have the chance to make adjustments before and during the run time.