Advertising and Marketing Trends of Franchisees


Almost three quarters of franchisees pay agencies and marketers to help them manage their advertising. What do the other 30% of franchisees do? Find out in BIA/Kelsey’s research report on franchise SMBs.

Franchises are big business for local advertising companies and BIA/Kelsey’s proprietary research on franchisees uncovers what advertising franchisees choose to spend money on and why.  If you are a franchisor, brand or company working with a franchise, this report provides insights into franchisee advertising needs and trends, including how much of their budget is spent with co-op advertising incentives. Franchise advertising trends include time on social media, how they communicate with clients, mobile tools, CRM tools among other topics. This in-depth report provides key opportunities for sales teams to sell advertising to this group. This report is vital for marketers and product managers who manage their co-op programs, as well as sales managers selling to franchisees.

Franchisees are more aggressive in adopting new advertising channels and are very technically savvy. BIA/Kelsey’s report on Franchisees Advertising and Marketing plans includes in depth look at the usage, spend and ROI on more than 55 different media platforms, which fall into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and digital coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directory advertising (print and online)
  • Community advertising sponsorships

Who Should Read This Report?

  • Brands and franchisors
  • Co-op advertising program managers and their teams
  • Executives in charge of advertising /or product development targeted to franchises and small businesses
  • Senior leaders evaluating opportunities in the local advertising marketplace
  • Any executive with a role in selling digital or traditional advertising products to franchises or franchisor
  • Anyone focused on the trends and direction of franchises especially their use of advertising and technology.