3rd Annual Franchise Marketing Report, Part 10: Top Challenges

Third Annual Franchise Marketing Report, Part 10: The Most Important Challenges

This is the tenth and final installment in a series of highlights from the 2021 Annual Franchise Marketing Report (AFMR). Click to see Part 1, Part 2, Part 3, Part 4, Part 5, Part 6, Part 7, Part 8, and Part 9.

2021 saw the release of the third annual Franchise Marketing Report (AFMR). This report provides consumer franchisees with invaluable data and analysis that they can use to measure their performance against other franchisee brands and within their own industry segment. In short, AFMR is a unique resource privilege that marketers can use to improve the effectiveness of their marketing efforts and spending.

The ongoing pandemic, combined with the franchise’s competitive and attractive landscape, has reinforced the need for marketers to better understand how their brand is facing competition, as well as how it is performing in the broader market. AFMR can help consumer marketers understand how their team compares to their peers, and most importantly, help them direct their limited resources into the most effective channels to achieve their system-wide goals during these uncertain times.

“This annual report was created at the request of the Advisory Board of the Franchise Marketing Leadership Conference to develop relevant content for marketing regulators, and learn more about their needs and challenges,” said Diane Phipps, Executive Vice President and Head of Content at Franchise Update Media. .

AFMR participants consist of franchise marketing leaders who have completed an in-depth survey. The responses are aggregated and analyzed to produce a detailed look at the marketing practices, budgets and strategies of a wide range of brands and franchisees. The data and accompanying commentary and analysis provide the basis for the 2021 AFMR. Below is the tenth and final in a series of highlights selected from the report.

The most important challenges

The emergence of Covid in March 2020 posed enormous and unexpected challenges for marketers that persist to this day. Challenges arising from the pandemic have affected the entire business landscape in the form of temporary and permanent site closures, budget cuts, and vacations for corporate employees and employees at franchisee sites and corporate stores.

For franchised marketers, this has meant a drastic downsizing as they look not only for new ways to reach consumers, but also for new ways to serve them. The usual and complex challenges they faced in the years and months leading up to the pandemic were magnified, even as new ones emerged.

  • For the third year in a row, cited by 1 in 4 (26%), the biggest challenge remains keeping up with the rapid changes in digital marketing.
  • In addition, there is a major – and dangerous – challenge during a pandemic Finding employeesPay them enough to return to the workplace, and assure them that you are doing everything you can to keep them safe. Adequate number of qualified personnel to deal with potential clients were appointed by 22% of the respondents.
  • data privacy It was also a concern this year, with about 1 in 8 (13%) reporting it as the biggest challenge for them moving forward.


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