When comparing franchise owners to SMB owners, you’d expect to find many of the same attributes. However, when it comes to advertising and promotion, franchise owners tend to be significantly different than their SMB counterparts.
In BIA/Kelsey’s Local Commerce Monitor released in May, it was revealed that franchise owners are much more focused on integrating marketing, promotion, and infrastructure. Let’s take a look at some of the data from this study.
| Franchise Owner | SMB Owner | |
| Percent of budget allotted to digital and online media | 42% | 26% |
| Use CRM system | 74% | 29% |
| Offer customer loyalty program | 72% | 38% |
| Integrated online presence | 25% | 15% |
Franchise owners are clearly taking the lead in their use of strategic marketing initiatives. Couple their use of advertising strategies, CRM systems, and loyalty programs with their commitment to the corporate parent, and it’s clear franchise owners are doing an excellent job of managing and growing their businesses.
If you are a national brand, franchise office or franchise owner looking to establish proven online media strategies, call Qiigo today at (404) 496-6841. We can help you with Local Listing Management, Pay per Click advertising, Reputation Management, and more.
