Over the years, I’ve seen the good, the bad, and the ugly related to franchisees’ local marketing efforts. Local marketing can have a huge impact on your business results when done right and does not conflict with national promotions designed by the franchisor with your marketing dollars. The best franchisees understand that less is more regarding their local efforts, and that a consistent approach is required to build customer loyalty. Choosing your programs carefully and then letting them gain traction over time is necessary to succeed at the local marketing level.
