Top Takeaways from Netsertive’s April Franchise Executive Roundtable

Topic 1: AI and Automation in Marketing

AI is offering new opportunities for efficiency, personalization, and strategic decision-making. Businesses that fail to adopt AI tools are already behind the curve.

Key Takeaways:

1. AI-powered review Management: AI can automatically respond to reviews, improving customer engagement and increasing ratings by an average of 0.2 stars in just 30 days.
2. Knowledge Bases for Efficiency: AI can transform franchise manuals and Franchise Disclosure Documents (FDDs) into searchable, user-friendly databases.
3. Content Creation at Scale: AI-generated graphics and seasonal campaigns streamline marketing efforts while maintaining brand consistency.
4. Advanced Data Analysis: AI can analyze competitor review sentiment to uncover valuable insights for sales and marketing teams.
5. Security Concerns: While AI enhances efficiency, it also introduces challenges such as intellectual property protection and the rise of AI-enabled cyber threats.

Topic 2: Paid Advertising Trends

Local paid media efforts continue to be a struggle for franchise brands. Many franchisees are reluctant to invest in paid ads due to unclear ROI and a lack of engagement strategies.

Key Takeaways:

1. PPC Performance Calculators: Providing franchisees with clear calculators can demonstrate the expected return on their advertising spend.
2. Franchisee Testimonials: Featuring success stories in town halls can build trust and encourage participation in paid advertising efforts.
3. CRM Integration: Connecting advertising campaigns to a strong CRM system ensures transparency and allows for accurate performance tracking.
4. QR Codes for Tracking: Using QR codes on print ads helps measure offline-to-online conversions and provides tangible proof of ad effectiveness.
5. Leaderboards for Motivation: Implementing leaderboards showcasing top-performing franchisees in paid media efforts can create healthy competition and drive engagement.

Topic 3: Bridging National and Local Marketing

Balancing national brand consistency with local franchisee needs requires smart technology and streamlined processes.

Key Takeaways:

1. Canva Templates with Video: Providing franchisees with easy-to-use design templates that include video elements simplifies local marketing execution.
2. Standardization with Flexibility: Creating national marketing materials with areas for local customization ensures brand compliance while allowing for market-specific messaging.
3. Leveraging AI for Local Ads: AI-driven tools can help franchisees automate and optimize local ad campaigns based on performance data.
4. Simplifying Local Marketing Execution: Implementing centralized digital asset management and automation tools makes marketing accessible for all franchisees.
5. Technology for Smarter Localization: Using AI-driven insights to personalize messaging while maintaining brand integrity bridges the gap between national strategies and local execution.

Final Thoughts

By embracing AI, refining paid advertising strategies, and finding innovative ways to bridge national and local marketing, franchise brands can position themselves for success in today’s digital landscape.