A superb marketing effort may result in all types of gains: more sales, more customers, more followers, greater customer engagement, and perhaps greater worker engagement – which then translates into greater customer engagement. After all, franchises are small businesses, so the best marketing efforts often involve familiar and out-of-the-box pondering about what is going to resonate most in a given community. It’s not about how big your budget is; it’s about how well your campaign or event makes people think about your organization. Here, we spoke to a diverse group of franchisees about their most successful marketing efforts ever.
Photo credit: Courtesy of Crust Pizza Co.
1. Organize an annual family event.
“Every December we host our highly anticipated ‘The Grinch Takes Control’ event over two magical nights. The lively Grinch character walks around the restaurant, meets with families, plays silly pranks and poses for photos. We even accept onions from children dressed as little Grinches, we set up a large projector to show films, we serve special pizzas for children made of green dough and we provide photo printing on site, so families can take an unforgettable souvenir home with them – along with, among others, with our Crust Pizza brand, perfect for the fridge. We often have lines out the door and people stop us around town to tell us how much their children enjoyed the event.” —Jessie and Jason ParkeR, Crust Pizza Co. franchisees. in Louisiana
Image Source: Courtesy of YogaSix
2. Motivate team members to create content.
“The best money we ever spent on marketing wasn’t spent on ads or influencers; just for coffee. We consider that our team members are the true driving force of community awareness, which is why we created a Slack channel where our team can upload anything that captures the spirit of our studio: selfies, “us”, quick videos, artistic shots, silly moments, teaching suggestions , membership celebrations, memes or failures. For every photo or video we use in our social campaigns, the writer receives a Starbucks reward or a Peet’s Coffee gift card – in surprising amounts. What began as a fun option to collect content has evolved into a vibrant culture of sharing and collaboration. — Toni King and Audrey RydeR, YogaSix franchisees in California and Nevada
Image source: Courtesy of Padget Business Services
3. Book a photo session at work.
“At Padgett, we believe that relationships are the foundation of tax and accounting services. We provide tax and accounting services to Natalie, owner of Always Yours Bakery Cafe, and through the local Chamber of Commerce directory, we found a professional photographer to capture our partnership in action Just $500 and an hour of time resulted in stunning images that replaced the stock images on our website, channels social media and company profile on Google. They became the centerpiece of the client success story, highlighting Natalie’s entrepreneurial journey and high-level corporate marketing efforts, adding a layer of authenticity to brochures, presentations and digital campaigns.” — Shinji Taniguchi, Padgett Business Services franchisee in California
Photo credit: courtesy of DonutNV
4. Collaborate with corporations on local disaster relief initiatives.
“I recently contacted DonutNV to partner with a community relief effort in my territory, St. Pete in Florida after hurricanes Milton and Helene. DonutNV jumped at the opportunity and received support with enough products to serve over 4,000 people in the St. Pete, co-founder Alex Gingold, joined me at one of our fundraisers. The response to this initiative has been overwhelming and we have continued to make donations to local communities. We simply wanted to brighten the day of those who lost everything to the hurricanes, and we will proudly continue these efforts in 2025.” — Eric Koroknay, DonutNV franchisee in Florida
Image Source: Courtesy of MaidPro
5. Set up a welcome table at community events.
“We try to be present at local events, setting up a welcoming table and a MaidPro tent at every opportunity. Both children and adults are delighted with our popcorn machine, we also offer toys for children. We even make furry friends available by making treats and a water dish available for your dog. One of the main attractions of our event is the spinning wheel where participants can win exciting prizes, including a free cleaning service and various goodies. This not only promotes my business but also strengthens my sense of community. The marketing spend is almost minimal and usually only covers the cost of entry, but the connection we make with our local community is priceless.” —Julie SolLinger, MaidPro franchisee in Massachusetts
Photo: Courtesy of Huntington Learning Center
6. Don’t count old-fashioned postage.
“Direct mail continues to be a key success factor. In June, I received a call from a mother just as her son was entering his senior year, saying that she had received our letter and was taking it as a sign to give one last try to prepare for the test. Her son’s results improved and he was accepted into his dream school. I believe that consistency is the key – every month there are vibrant, colorful postcards with clear messages. Content includes verified insights from reputable sources, highlighting the standardized nature of the test prep increases college admission chances In today’s digital age, physical mail stands out as a tangible way to connect with parents who are often overwhelmed by the clutter of the Internet.” — Cara Murray, Huntington Learning Center franchisee in New Jersey
Image credit: Courtesy of Ivybrook Academy
7. Get an unforgettable mascot.
“Ivy the Owl has proven to be a implausible tool for Ivybrook Academy franchisees. This lovely mascot serves multiple purposes, making it one of the best investments to extend brand visibility. As a teaching assistant, Ivy the Owl brings joy and excitement to classrooms, helping children feel more at ease and engaged in necessary events, and provides a fun, attention-grabbing presence in promotional campaigns. Ivy visits latest places to take photos and generate interest in school openings, in addition to representing us at events reminiscent of graduations and community fairs. Students may even travel with Flat Ivy, a portable version of Ivy the Owl that families can take to different places. – Jamie Smith Flatow, Chief Marketing Officer at Ivybrook Academy
Photo credit: Courtesy of Clean Eatz
8. Collaborate with local celebrities who love your product.
“Claudia Coffey, a local TV personality, was a client of our locations, so we proposed creating a signature drink inspired by her. The result was Claudia Coffee, a triple espresso frappé with almond milk and chocolate syrup. Claudia launched the drink on her TV show where she discussed her busy lifestyle and indirectly supported Clean Eatz while promoting it on her social media. While Clean Eatz paid $1,000 for three on-air spots – one on location and two in the studio – Claudia’s personal promotion was an additional, valuable boost. “Claudia’s target demographic aligns perfectly with ours – women, educated people aged 30 to 50 – making her endorsement even more effective.” —Matt Hall, Clean Eatz Kentucky franchisee
Photo credit: Courtesy of SafeSplash Swim School
9. Invite influential guests to your events.
“On the eve of the grand opening of my Knoxville location, I was talking to a friend who had just won a World Series title and jokingly asked him, ‘Why don’t you bring the trophy to the event?’ I was surprised when he replied, “What time?” As an Olympian, I wanted this event to celebrate excellence in all forms, so we also invited another Olympian to sign autographs. I’ve learned not to be ashamed to ask. These celebrity appearances created an incredible buzz. that the key is to have something specific that can be promoted in the market. It is much easier to generate traction through digital marketing efforts if the event is unique.” — Davis Tarwater, SafeSplash Swim School franchisee in Tennessee and South Carolina
Photo credit: Courtesy of Gong Cha
10. Prepare an interactive campaign.
“During our time Peanuts– a themed launch that included our new pumpkin milk tea flavor that we wanted to showcase It’s the Great Pumpkin, Charlie Brown to live in a way that appealed to fans. That’s why we partnered with influencers on a nationwide scavenger hunt in six cities where consumers had the chance to find hidden pumpkins and win a month of free Gong cha. It was an absolute hit. The buzz around the event was contagious, with customers eager to share their pumpkin discoveries on social media. As a result, we saw double-digit sales growth in the first two weeks and a significant increase in store traffic. On the media side, our campaign generated over 500,000 impressions, with exceptional engagement across all channels. — Emily Lee, master franchisee of Gong cha
Image source: courtesy of HTeaO
11. Donate your product for a good cause.
“For two weeks in May 2024, nurses and teachers in various locations enjoyed a 50% discount on cups of tea in recognition of their enormous contribution. In Oklahoma City, we took it a step further when our tea truck stopped at two hospitals and a high school. Every nurse and teacher received a free cup of tea and a “Certifiably Awesome” goodie bag filled with HTeaO goodies like lip balm, an energy boost and exclusive branded products Over 1,000 free teas were distributed and the response was overwhelming. In addition to increasing brand awareness and deepening social relationships, this campaign has given customers life.” — Mackenzie Jewell, HTeaO franchisee in Oklahoma
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Image credit: Courtesy of CertaPro Painters
12. Start an annual charity wellness campaign.
“During our Paint It Pink campaign, in partnership with the Breast Cancer Research Foundation and Breast Cancer Canada, franchisees pledge to donate a percentage of each painting project completed between October and November. They’re also engaging with the cause through pages on their websites , marketing materials and social media campaigns The most exciting way for franchisees to get involved is by donning bright pink gear and partnering with local businesses. Think pink ice cream parlors, pink cafes, pink offices and even “pink” country clubs! If it can be painted, the color will change to pink. Since the campaign, Paint it Pink has raised $555,000, which is the equivalent of funding 11,000 hours of groundbreaking research.” -Mike Stone, CEO of CertaPro Painters