Franchise leaders are rethinking how to spend their marketing dollars, shifting toward measurable conversions and away from brand awareness plays.
Key Takeaways:
Google over Meta: Many systems are moving budgets away from Meta and into Google, citing stronger ROI, better conversion tracking, and higher-quality leads.
Conversion-Focused Campaigns: National programs are increasingly centered on direct conversions, with less emphasis on awareness. Seasonal businesses are tailoring spend by busy and slow periods.
Testing New Channels: Brands are cautiously exploring channels like affiliate marketing and Reddit advertising, while direct mail continues to show low returns.
Balancing Awareness vs. Conversions: Leaders wrestle with whether to keep investing in top-of-funnel activities or focus exclusively on bottom-of-funnel results.
Upgrading systems and improving data flow emerged as a top priority. Franchise executives emphasized that without integrated tech stacks, it is nearly impossible to track performance and plan effectively.
Key Takeaways:
CRM and Call Tracking Upgrades: Many are rolling out new CRMs and call tracking tools, with AI-powered analysis providing insight into content strategy, keyword optimization, and lead quality.
System Integration Challenges: Multiple disconnected tools remain a common pain point. Brands are seeking platforms that talk to each other and streamline reporting.
Attribution as a Priority: Accurately tying leads and revenue back to campaigns is essential for both marketing credibility and budget justification.
Using Data for 2026 Planning: Year-end reporting is fueling next year’s strategy, ensuring decisions are based on proven ROI rather than guesswork.
Supporting franchisees with tools, education, and structure continues to be a central challenge, especially when rolling out new programs or managing underperformers.
Key Takeaways:
Outbound and Inbound Call Support: Some brands are leveraging outbound call centers or exploring AI for inbound calls to help smaller franchisees capture leads.
Marketing Tools and Templates: National teams are investing in easy-to-use marketing assets and reputation management platforms to lower the execution burden for franchisees.
Franchise Advisory Councils: Managing toxic or unproductive FAC members remains a challenge, with some debating whether to reform or replace these groups.
Educating on ROAS: Training franchisees to understand return on ad spend is becoming critical for aligning local investment with national strategies.
Highlighting Success Stories: Showcasing franchisees who adopt programs successfully is proving to be a powerful lever for peer-driven adoption.
Staffing for 2026: Small and growing brands are focused on hiring versatile employees who can cover multiple functions, while continuing to debate remote vs. in-office structures.
As 2026 approaches, franchise executives are prioritizing conversion-focused marketing, integrated data systems, and stronger franchisee support. Those who can align budgets, technology, and people around these goals will be best positioned to compete in the coming year.
