Franchising is still on a roll, and 2025 is shaping up to be another big year. U.S. franchises added over 15,000 new locations in 2024, bringing the total to more than 821,000 businesses nationwide (franchise.org). Together, they’re fueling nearly $894 billion in economic output and playing a major role in local job growth (IFA Report). To stand out in this crowded marketplace, every franchisor needs a robust marketing strategy for their franchise business. The key is a multi-channel approach that combines national brand marketing with localized tactics.
In this guide, we’ll explore several proven franchise marketing strategies – from digital marketing and local store campaigns to co-op programs and traditional media.
In today’s digital era, online marketing is indispensable for franchises. Digital channels provide a cost-effective way to reach a broad audience and can be finely tuned to local markets. Unlike one-size-fits-all national ads, digital marketing lets franchisors and franchisees split their efforts: franchisees can run hyper-local campaigns (e.g., targeting their city or ZIP code on social media) while the franchisor supports the entire network with nationwide campaigns for brand awareness. This dual approach ensures you cover both local visibility and global brand recognition.
Key components of franchise search engine marketing and other digital channels include:
Optimizing your website (and each location’s local landing page) helps your franchise appear at the top of search results. Focus on local franchise SEO tactics like region-specific keywords and Google Business Profile listings so customers can easily find their nearest franchise location.
Note: In some franchise systems, SEO control may be limited to corporate teams. If individual franchisees don’t have direct access to edit their landing pages, it’s important for the franchisor to ensure every location is optimized and visible online.
Given that consumers often turn to Google first, strong SEO is critical. Don’t leave your locations “invisible” online. Make sure each franchise’s info is up to date on search and map platforms, and encourage reviews to boost local rankings. Many local businesses also promote themselves on platforms like Yelp or Nextdoor to build visibility and credibility.
Platforms like Google Ads and Bing Ads allow you to bid on keywords and display ads prominently in search results. PPC for franchise marketing can generate immediate traffic and conversions, making it especially useful for franchises launching new locations or promotions. For example, a franchisor might run a national Google Ads campaign for a new product, while franchisees use geo-targeted keywords (“pizza delivery in Atlanta”) to capture local customers ready to buy. This one-two punch of national and local PPC ensures your brand appears when people search both broadly and near home.
Social platforms (Facebook, Instagram, TikTok, LinkedIn, etc.) offer sophisticated targeting to reach specific demographics and interests. Localized social media ads let each franchisee engage their community with relevant offers, while the franchisor’s nationwide ads build overall brand buzz. The result is a unified presence: your brand stays visible in the local social feeds of customers near each store and also projects a consistent message across the country. Social media is also great for showcasing local personality – franchisees can post about community events, customer shout-outs, or store happenings to humanize the brand.
Email remains one of the highest ROI marketing channels. A well-crafted franchise email marketing campaign helps nurture customer relationships and drive repeat business. Franchisees can send localized newsletters, coupons, or loyalty program updates, while the franchisor provides polished templates and national promotions to keep messaging consistent. Personalized offers (“Happy Birthday” rewards, VIP sneak peeks, etc.) via email can boost engagement and bring loyal customers back into franchise locations. Given its low cost and high returns, email should be a staple in any franchise marketing toolkit.
Leveraging these digital channels not only drives online visibility and leads but also allows real-time performance tracking. You can see which ads or posts are driving traffic and adjust quickly – a huge advantage over traditional media. In fact, digital marketing tends to be more cost-effective than classic advertising and lets you customize campaigns to each local market’s needs. For franchisors, that means getting more bang for your advertising buck while empowering franchisees to market locally under the umbrella of your brand strategy.
And don’t overlook online reputation management as part of your strategy. Engaging with customer reviews is crucial in the digital age. Neglecting these local digital touchpoints can be costly – for instance, non-response to negative reviews costs the average U.S. franchise location about $12,000 in lost revenue per year. By monitoring and responding to reviews, franchise owners can turn feedback into an opportunity to demonstrate excell
No matter how strong your national brand is, a local marketing strategy for a franchise is crucial for business success. Each franchise location should engage its community and build relationships that translate into loyal customers. In practice, local marketing often means getting out of the office and into the neighborhood with grassroots efforts:
Community Sponsorships & Events: Franchise locations can boost their visibility (and goodwill) by sponsoring local sports teams, school events, charity fundraisers, or town festivals. For example, a franchise restaurant might sponsor the local Little League team or provide free samples at a county fair. These activities increase brand awareness and establish goodwill in the community. Customers are more likely to patronize businesses that support local causes they care about, so your franchisee’s involvement in the community creates a positive feedback loop.
Participation in Local Activities: Encourage franchisees to take part in community traditions like parades, farmers’ markets, or holiday events. Setting up a branded booth or handing out swag at a neighborhood gathering helps put a “local face” to your national brand. Such personal connections can differentiate a franchise location from other faceless competitors. The goal is for each franchise to be seen not just as a branch of a big company but as a proud member of the local community.
Loyalty Programs and Referral Incentives: Word-of-mouth is gold for local businesses. Franchisees can implement loyalty programs (e.g., “Buy 9 coffees, get the 10th free” punch cards or app-based rewards) and referral deals (“Refer a friend, you both get $10 off your next purchase”). These programs encourage repeat visits and turn happy customers into brand ambassadors. For instance, a fitness franchise might offer members a discounted month for each new member they refer – creating a steady stream of local leads through existing fans.
Local Advertising Channels: Traditional local media can still pack a punch. Tactics like direct mail (sending coupons or flyers to nearby households), community bulletin board posters, local radio spots, or ads in the city newspaper can raise awareness among residents who might not be reached online. Many consumers still check the mailbox for local deals or listen to local radio on their commute. These methods work especially well when coordinated with digital efforts – for example, mailing a postcard coupon that reminds folks of the Facebook ad they saw for your grand opening. Consistency across channels makes your message more memorable.
The goal of local store marketing is to make each franchise location feel embedded in its community. Franchise customers often choose the familiar local option – the bakery that sponsored their kid’s soccer league or the auto shop they saw supporting the town charity run – over an unknown competitor. By empowering franchisees with local marketing ideas (and a modest budget to execute them), franchisors ensure the brand isn’t just nationally recognized but also locally beloved.
Remember: a strong local online presence is part of this equation, too. Ensure each franchise keeps its Google Business profile up to date with correct hours, photos, and timely responses to reviews. A location that actively manages its online reputation shows that it cares, which can sway nearby customers to decide where to take their business.
One big advantage franchising has over independent businesses is the ability to pool resources for a bigger impact. This is where co-operative advertising programs (co-op) come in. In a co-op program, the franchisor and franchisees contribute to a common fund dedicated to marketing. By leveraging the collective budget of the entire franchise network, even a small franchise can get its message out on a large scale – something it could never afford alone. The result is substantial cost savings for each franchisee and a more consistent brand message across all markets.
How does co-op advertising work? Typically, franchisees commit a percentage of their sales (often around 1–4% of gross sales) to the ad fund. The franchisor might manage these funds directly for national campaigns (TV, online, print, etc.) or allocate budgets to regional co-op groups of franchisees for local media buys. For example, a group of franchise owners in Florida could combine dollars to run a Tampa-area TV spot or high-profile billboard, with the franchisor providing the ad creative to maintain brand standards. By sharing costs, franchises can afford advertising that would be out of reach individually, from glossy magazine spreads to citywide digital billboard campaigns.
Brand consistency is another huge benefit. Franchise customers expect the same brand experience whether they’re visiting a location in Texas or New York – and that extends to your advertising. Co-op programs ensure that the franchise’s branding, slogans, and messaging stay unified in all markets because campaigns are coordinated centrally. Franchisors typically provide brand guidelines and ready-to-use ad creatives to franchisees, so a franchisee’s local ad will look and feel just like the national ads running on TV or social media. This consistent presence builds a recognizable identity that customers trust. As the saying goes, “trust is consistency over time,” and franchises win when customers see a reliable, familiar message everywhere.
Finally, co-op advertising fosters a sense of partnership between the franchisor and franchisees. Both parties have skin in the game, and both benefit from the results. When a franchisor launches a big national campaign (say, a series of connected TV commercials or a viral social media challenge), franchisees should amplify it locally, and vice versa. Regular communication about upcoming promotions, sharing of performance results, and even negotiating group discounts with advertising vendors are all part of a healthy co-op program.
Franchise co-op advertising is a powerful tool that enables franchises to amplify their marketing efforts and achieve greater reach, all while saving money and benefiting both franchisor and franchisee. In short, it’s a win-win approach that makes the whole franchise system more competitive.
With so much focus on digital, it’s easy to forget the “old-school” advertising channels – but traditional media still play a valuable role in franchise marketing. Radio, print, direct mail, and outdoor advertising have decades of proven effectiveness, especially for franchises with broad target audiences or a loyal local customer base. These channels can make your brand feel ubiquitous in a community and often convey a sense of legitimacy and trust that digital ads struggle to match.
For instance, imagine driving past a billboard for your franchise every day on the way to work – eventually, that billboard becomes a local landmark, and your brand becomes a household name in the area. Traditional ads have a knack for creating that familiarity by literally being part of the local landscape.
Consider a few traditional outlets for your franchise system:
Radio: A catchy jingle on the radio can stick in customers’ minds. Many national franchises invest in digital audio ads to reach a mass audience, while local franchise groups can test regional radio. These broad-reach media are great for brand building – they tell your story to an entire city or region at once.
Print Media and Direct Mail: Newspapers, local magazines, and mailers (like coupon packs and postcards) can still drive foot traffic, especially for certain demographics. A well-designed postcard offering a limited-time discount at the nearest franchise location can prompt new customers to give you a try. Print ads in community magazines or sponsorship placements in event programs also signal that your franchise is active and invested locally. Plus, tangible ads – like a coupon stuck on the fridge – serve as a physical reminder of your business in a way a fleeting Facebook ad might not.
Outdoor Advertising: Billboards, transit ads on buses or benches, and signage around town can significantly boost brand awareness. For franchises, outdoor ads work well near high-traffic areas and near your store locations – essentially pointing people to “turn here, we’re right around the corner!” They also reinforce your brand presence; seeing your franchise logo regularly in the real world helps customers remember and trust you. Outdoor ads literally stand out in the environment, reaching locals as they go about their day.
While traditional channels can be more expensive or harder to track than digital, they remain undeniable classics for a reason. The most effective strategy is often to integrate them with your digital campaigns for an omnichannel approach. For example, a franchisor might run a connected TV ad campaign and reinforce it with a direct mail piece to the same ZIP codes, along with follow-up social media ads, ensuring the message hits from multiple angles.
By blending traditional and digital, franchises can reach customers wherever they are – whether they’re scrolling on the phone, tuning into the morning news, or driving through town. The broader your presence, the more “everywhere” your franchise brand feels, which builds familiarity and trust over time.
If there’s one advertising channel that truly elevates a franchise brand, it’s television. TV advertising has long been a hallmark of major brands, and for good reason: it offers unparalleled reach and a “big brand” credibility that’s hard to replicate elsewhere. Being on TV can instantly set your franchise apart and build trust with consumers. In fact, surveys show that nearly half of adults consider TV ads the most trustworthy advertising channel – 46% of adults say television advertising is the most trustworthy format, far more than social media ads (only 19% trust those). Viewers intuitively associate TV advertising with established, credible companies. So when your franchise’s ad appears on the big screen, it carries a halo of legitimacy. Moreover, more than half of consumers say TV ads influence their purchase decisions. Simply put, TV can make your franchise look like a leader, and that boosts consumer confidence in your brand.
Traditionally, the challenge with TV was its cost and complexity – buying network or cable TV spots could be prohibitively expensive, especially for smaller franchise systems or individual franchisees. However, that landscape is changing rapidly with the rise of Connected TV (CTV).
Connected TV refers to streaming television content delivered via internet-connected devices (smart TVs, Roku, Amazon Fire Stick, Apple TV, gaming consoles, etc.) on platforms like Hulu, Peacock, and many more. It’s essentially the modern evolution of TV advertising, combining the impact of television with the precision of digital marketing. Importantly, CTV has made television advertising accessible to advertisers of all sizes – you no longer need a Super Bowl–sized budget to get on TV.
Connected TV is exploding in popularity. Roughly 88% of U.S. households now own at least one internet-connected TV device (eMarketer), and streaming content accounts for over one-third of total TV usage in the U.S. By 2028, an estimated 250 million Americans (about 71% of the population) will be watching connected TV content. For franchisors aiming to build lifelong customers, CTV is where your future audience lives, especially younger viewers who have largely abandoned cable.
What makes connected TV advertising so powerful for franchisees? Let’s break down a few key advantages:
Unlike broad national TV broadcasts, CTV allows you to target very specific audiences with your ads. You can serve ads by demographic, interest, viewing behavior, and, importantly, by location, down to specific ZIP codes or even a radius around your stores. This means a franchisor can run a nationwide streaming ad campaign but deliver localized messaging to each market, or a franchisee can buy CTV ads that only show to viewers in their city or county. You’re no longer “casting a wide net” and paying for wasted impressions outside your territory – CTV lets you pay only to reach your most likely customers with highly relevant ads. For multi-location businesses that slice marketing by region, this hyper-local targeting is a game-changer.
Ever notice how easy it is to skip or scroll past online ads? CTV significantly mitigates that issue. Because ads on streaming platforms are often non-skippable and integrated into the viewing experience (much like traditional TV commercials), viewers actually watch them to completion. And since you’re targeting your audience carefully, those viewers are likely a great fit for your brand. Compared to a typical mobile or web video ad that might be skipped after 5 seconds, it’s clear CTV offers superior engagement. When your franchise’s ad is watched nearly in full by 19 out of 20 people who see it, you have a much better chance to leave an impression and drive action.
One historic barrier with traditional TV was the “cost of admission.” Buying TV spots often required large upfront spending, negotiations with networks, and committing to specific time slots. Connected TV has leveled the playing field, allowing even franchises with modest budgets to get on screen.
Skybeam is a perfect example of how easy CTV advertising has become:
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In short, CTV has democratized TV advertising, making it viable for businesses of all sizes. A local franchisee, for example, could allocate a few hundred dollars to run a month’s worth of ads targeting households in their area via streaming TV — something that was once unimaginable in the days of costly network buys.
CTV is how you reach the unreachable on traditional TV. Cord-cutters (who skew younger) aren’t seeing your cable TV ads, but you can catch them on streaming services. Additionally, CTV inventory includes not just the big streaming apps but also niche channels and ad-supported services, so you can target viewers based on specific shows or genres they watch. With cord-cutting growing every day, investing in connected TV ensures you’re present where your next generation of customers is consuming media.
Because CTV is digital, it comes with a wealth of analytics. With Skybeam’s Pixel, you gain powerful visibility into what happens after someone sees your ad. This small piece of code tracks viewers' key actions, such as visiting your website, adding items to their cart, or completing a purchase.
This data-driven feedback loop means you can optimize your TV ads much like you would an online campaign – adjusting creatives or targeting for better results. And the results can be impressive. And the results can be impressive. Thanks to minimal wasted impressions and high viewer engagement, CTV often ends up more cost-effective than many other channels. In fact, our client Story Bug has reported that their ROAS with Skybeam is 20x higher than with Google or Meta. That’s because CTV ads aren’t scrollable or skippable — they’re actually watched and build lasting impressions with the right audience.
Most importantly, TV (linear or connected) builds brand trust and recognition like nothing else. When customers repeatedly see your commercials on their TV screen – be it during the evening news or while streaming their favorite show – your franchise gains a mental edge.
You’re not just another name on a crowded social feed; you’re a brand that’s “big enough to be on TV,” which subconsciously signals quality and legitimacy. Over time, that translates into higher brand recall and customer preference. (And in the franchise world, a strong TV presence can also help with franchise development – potential franchisees are more inclined to invest in a brand that has high public visibility and robust marketing support.) All told, adding TV advertising, especially via connected TV platforms, to your franchise marketing mix is a powerful strategy to drive multi-location growth and outshine the competition.
Marketing a franchise network in today’s world requires a careful blend of multiple channels. Digital marketing provides targeted reach and real-time flexibility, local store marketing builds community ties, and co-op programs unite the system around a consistent brand message. Traditional media like TV, radio, print, and outdoor ads still have their place in reinforcing brand familiarity and trust. And perhaps the biggest game-changer is leveraging TV advertising, particularly streaming TV, to elevate your brand’s profile, build credibility and reach today’s viewers wherever they watch content.
The best franchise marketing strategies work in harmony. For example, a Streaming TV campaign can ignite interest and awareness, while social media and local events convert that interest into action at each franchise location. By deploying a multi-channel approach – and continuously tracking results to fine-tune your tactics – franchisors can drive strong customer growth across all their locations.
The key is consistency and innovation: maintain a unified brand message that franchisees can localize and be willing to embrace new platforms like CTV that offer an edge.
Olena Svietlova
2025-06-20 • 12 min to read
