4 Ways to Localize Each Franchise Location Within a Brand

While every store location within a franchise chain should have the same look and feel that communicates the brand, individualizing each store to its specific location can have great benefits. Thinking local and focusing on the specific customer base for each location can improve the customer’s experience; thus improving retention, foot traffic and brand loyalty. More importantly, one size never fits all, so having flexible options for each franchise location is essential for making the most of your POP marketing materials!

Here are four ways to set each franchise location apart without entirely breaking the mold.

1. The Same, But Different

Each individual franchise location needs to follow corporate brand strategy, but one size does not fit all. For example, the marketing and sales challenges faced by a beachfront location in a tourist town will be much different than those faced by a location in an urban shopping center. When it comes to POP marketing materials, providing a variety of brand compliant options for local managers means that they can choose what their specific location requires while staying within branding guidelines.

2. Know Your Customers

Just like each franchise location will be different, the customers shopping there will be different too. Shoppers in an urban center may be less interested in marketing campaigns targeted at a more rural audience. This is why store profiling can be so useful. Store profiling not only provides an infrastructure for assuring POP compliance at the store level, but it also enables retailers and brands to provide marketing materials at the local level geared to targeted shopper groups. By defining who your customers are, you can more effectively market for them!

3. Made to Measure

Every location is different. From their physical location to their footprints to the size of their windows; no two spaces are exactly the same. A checkout counter that fits perfectly in one location might be dwarfed by a larger space. A window cling that fits just right at the first location might be far too large for another. Making sure that your printable goods and retail fixtures are the right size for the right space is essential for maximizing spend, foot traffic and efficiency.

4. Stay on Brand, but Stay Flexible

Corporate brand strategy exists for a reason. While locations should not be carbon copies, there should be an overall family resemblance. Creating branding packages with flexible options allows local managers and franchise owners to choose the on-brand materials that will work best at their locations. INTELLITRAK™, KDM’s proprietary online ordering and project management platform, allows local franchise managers the ability to order POP materials, branded promotional products, and even fixtures catered to their audience, while maintaining brand consistency.

Each individual franchise location needs to follow corporate brand strategy, but one size does not fit all. For example, the marketing and sales challenges faced by a beachfront location in a tourist town will be much different than those faced by a location in an urban shopping center. When it comes to POP marketing materials, providing a variety of brand compliant options for local managers means that they can choose what their specific location requires while staying within branding guidelines.

The right marketing materials can make all the difference. KDM makes it easy for companies to create flexible, on-brand materials for every franchise need. Learn more about how KDM can help you Market Smarter by checking out our Services Page.

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