Case History - Franchise
Is your brand being diluted by your franchisees?
>Do you know where, when and how much it is being diluted?
>Unless you personally approve every item produced throughout your network how could you possibly know?
Card Corp gives you the tools to centralise your brand
Policing your brand and corporate identity, whilst attempting to give your franchisees the tools to create the required level of local marketing collateral, has always been a challenge for this sector.
The franchise business model has to support its network of franchisees at all stages of their life cycle from the early adopters, now well established and no doubt pushing for autonomy in their decisions, through to the fledgling franchisees wanting their every decision to be supported by the franchisor.
Thanks to the tools developed by Card Corp, this divergent set of objectives can be harmonised and made available through a singular web service.
Which is fortunate as one message invariably doesn’t suit all franchises. The needs of one may differ considerably from another in terms of the competition they face, the demographics of their target markets, geographical factors in reaching customers and raising awareness.
Also in the volume of Marketing Materials they require. It would be wasteful and inefficient to send the same number of posters or flyers to all franchises, regardless of their size or location.
Franchisees are faced with the choice of making the best of what the central policy determines, breaking rank to produce their own collateral locally. A critical element of the franchisees marketing support comes from national and even international level campaigns. After all, a key of the reason they chose your franchise was to leverage your brand.
When it comes to marketing materials and promotional printing, the simplest approach is to have one message and expect the franchises to adopt it and prosper. This is a gross simplification, but the alternatives were logistically non-viable if you wanted to ensure consistency throughout the network. With the advance of collaborative technologies like the internet, the balance can now be struck between autonomy and control.