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As a franchisor, you understand that strong Local Store Marketing (LSM) is the backbone of your success. It’s the key to keeping your brand top of mind in each unique market while empowering franchisees to build relationships in their communities. But is your LSM strategy ready to tackle the challenges and opportunities of the new year?
At Elysium, we’re no strangers to LSM. While we’ve earned a reputation for our franchise development expertise, our roots are in Local Store Marketing. In fact, two of our very first clients—who are still with us nearly a decade later—are living proof of how a solid LSM strategy can elevate brand performance.
Now, we’re sharing five essential tips to help you set the stage for a successful year of LSM. We’re not giving away all our secrets, but these expert insights will help you hit the ground running.
1. Define Clear, Realistic Goals
Your goals are your roadmap, so make them count. Look at past years’ sales data to identify patterns and set achievable yet ambitious targets. Once you have your numbers, align your marketing strategy and budget accordingly. Remember: marketing is an investment, and your goals should justify your allocated resources.
Elysium Tip: Push beyond the basics by identifying stretch goals that motivate both franchisees and the corporate team, but always stay rooted in reality to maintain credibility.
2. Get the Right People on Board
Strong execution starts with the right team. Franchisees need to be aligned on their financial contributions, the value they receive, and how they can leverage additional marketing efforts themselves. Transparency is key—help them see not just the “what” but the “why” behind their contributions to local and brand-wide funds.
Elysium Tip: Regularly assess the strengths and weaknesses of your team to ensure the right people are in the right seats—and keep communication open to foster collaboration.
3. Build a Comprehensive Local Store Marketing Playbook
A well-crafted playbook is a franchisee’s go-to resource. Whether digital or physical (we recommend both), it should be organized, easy to use, and packed with actionable insights.
Here’s what you should include:
- Brand Guidelines: Ensure consistent messaging and visuals across locations.
- Monthly Marketing Plans: Outline tactics and strategies for each month, including timelines.
- Creative Resources: Share access to pre-approved designs via tools like Dropbox or Canva.
- Community Engagement Tips: Provide guidance on finding local events, building partnerships, and engaging with other franchisees.
- Printing Resources: Recommend vendors for signage, brochures, and other materials.
Elysium Tip: Index the digital version for quick navigation and offer regular updates to keep it relevant throughout the year.
4. Reinforce the Value of Marketing Contributions
Franchisees need to see the direct and indirect benefits of their marketing investments. Break down what they’re paying for, how those dollars are spent, and the tangible results they can expect. This transparency not only builds trust but also encourages participation and enthusiasm for brand-wide initiatives.
Elysium Tip: Host quarterly webinars or one-on-one calls to review performance metrics and showcase the impact of their contributions.
5. Partner with the Right Agency
Choosing the right agency can make or break your LSM efforts. Look for a partner with proven experience in:
- Scaling LSM strategies as your franchise grows.
- Balancing technology with practicality to meet the needs of both corporate and franchisees.
- Offering full-service support, including digital marketing, creative assets, and hands-on LSM support.
We pride ourselves on doing just that. Our team combines a deep understanding of LSM with years of franchise experience, helping brands like yours thrive in every market they serve.
Ready to level up your Local Store Marketing in the new year?
A strong LSM plan isn’t just about execution—it’s about setting a foundation that drives results. Whether you need help developing your strategy, creating a playbook, or building buy-in from franchisees, we’re here to help. Contact us to learn how we can partner with you to take your LSM to the next level.
