McMarketing: How Marketing Departments are like Franchise Operators

Our firm recently had an opportunity to work with a growing franchise business, and in conducting some research to better understand the unique challenges and opportunities facing franchise operators, I discovered that franchisors and accounting marketers have a lot in common.

If marketing is the franchisor, our doer-sellers are the franchisees; we as marketers are successful when our “franchisees” are successful, so it is in our best interest to help position them for success in business development.

The following tips are for successful franchise operations, but apply to accounting marketers as well:

Have a Clear Concept

Successful franchises have a clear core concept and a shared understanding of the organization’s mission, vision and key differentiators. You can’t expect franchisees to communicate a clear concept to customers if the franchisor has not clearly defined the concept, provided transparent communication across the organization, and supplied franchisees with marketing collateral that conveys this concept.

Similar to franchisors, marketers are in the ideal position to define and drive our firms’ growth strategies, including key verticals, high priority targets and our unique selling propositions. It is also our responsibility to share this information with doer-sellers of all levels within the firm so we are all on the same page and working together towards shared goals.

Protect Your Brand Relentlessly

A franchisor’s most valuable asset is its brand. Your brand represents your culture, your products and services, and your pledge to your customers. This is why franchisors make it a top priority to define clear brand compliance standards, establish controls around branding and monitor franchisees’ compliance with brand standards.

In the accounting profession, a firm’s brand also carries considerable weight, especially given the often intangible, complex nature of the services we offer. Consistency (and accuracy!) in your branded materials and content is an important factor in how clients and prospects perceive your firm.

Having a resource such as POUNCE for our “franchisees” to access and distribute marketing collateral in a controlled environment is key to protecting the integrity of our firm’s brand.

Provide Comprehensive Support

The most successful franchise operations provide extensive support for franchisees in the form of policies, procedural guides, training, marketing assets, market and industry research, and more. They also facilitate communication among franchisees to encourage the sharing of ideas, best practices and success stories. Basically, franchisors strive to ensure that their franchisees always have resources and help available for any business-related questions or issues.

Likewise, the role of marketing within accounting firms includes providing the processes, tools and training needed to position our doer-sellers for business development success. We are the go-to resource for any and all things growth-related within our firms. Marketing support also includes encouragement and recognition of milestones and wins!

Maintain A Strong Working Relationship with Franchisees

Effective franchise operations require a strong working relationship between franchisor and franchisee. Trust, open communication, and mutual accountability are just a few of the characteristics that create healthy working relationships that ultimately lead to business success.

In any organization, it’s no secret that the magic happens when sales (or as is the case for many of us, doer-sellers) and marketing work together towards the same goal. By publicizing our marketing plan and priorities, sharing things that have (and haven’t) worked and providing a comfortable avenue for doer-sellers to provide ideas and feedback, we can build strong, collaborative relationships with our “franchisees”.

The result? Better rate of success (i.e., more wins), more satisfied clients, and happier and more engaged team members.

 

Whether it’s a quick service restaurant franchise or a CPA firm, the success of a franchisor is ultimately aligned with the success of a franchisee.

 

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