Running a local franchise business requires a broad skillset. From day-to-day operations management, customer service, accounting and business planning, to HR, inventory control and facilities management—franchise business owners wear many different hats. For many franchisees, one hat that never seems to fit quite right is that of marketer.
That’s not to say that franchisees lack an understanding of the importance of marketing and promotion to the success of their business. In fact, in a recent survey of franchise SMBs by local media researcher BIA/Kelsey, franchise owners reported more than half of their business is derived from promotions.
