The Importance of Marketing and Advertising in Franchising

Marketing and advertising can be cornerstones of successful business growth.

Don’t believe us?

Well, try this one on for size: Global ad spending is projected to reach $1.15 trillion in 2025.

Yes, that’s ‘trillion’, with a ‘t’.

In other words, effectively promoting your business is everything.

Especially if you want to compete with the big names (who we all know will be contributing heavily to that $1.15 trillion).

So, whether you’re new to business ownership or just looking to improve results, understanding the importance of marketing and advertising in franchising is key.

Here’s just the start of what these two can do:

Build Trust and Credibility

New business thrives on trust. In other words, customers are more likely to visit a business they feel comfortable with and confident in.

One way to pave that path is by showing up consistently — online, in print, and on social media. And it’s not just about sharing flashy graphics or hopping on the latest TikTok trend. It’s about providing value, whether through education, real-world successes, or genuine offers to help.

That way, you’re not really selling to potential clients. You’re building a meaningful relationship with them.

Over time, customers will start to feel like they know (and like) your brand. And, when it comes time to choose one business over another, yours just might come out on top.

That’s the importance of marketing, realized.

Get Your Business Name Out There

Marketing is how people find you. Through everything from online search engines to social media platforms to billboards to word-of-mouth.

Because let’s face it: If you’re not visible, you’re not really in the running when it comes time to make a buying decision.

It’s like that old adage — out of sight, out of mind.

Marketing and advertising in franchising are all about getting your name in front of potential clients. So, they choose to give you a call or stop by your office when they’re ready to commit to services, whether that’s one week or ten years down the line.

Help You Stand Out from the Competition

Lots of businesses offer very similar products and services.

Take Coke and Pepsi, for example. They’re both soft drinks. Both colas, in fact! They’re similar in appearance, ingredients, and function. But they both have their fair share of devoted, die-hard fans.

Those fans might argue that it all comes down to taste. But the brand behind each soda probably plays a part, too.

That’s marketing for you!

Marketing helps explain what makes your product or service different from the rest. Maybe it’s better service. Or more options. Or maybe it’s just a catchy jingle that future clients can’t forget.

Whatever the case may be, effective marketing and advertising can help you stand out from the crowd. And, if you’re lucky, maybe even develop your own cult following.

Keep Customers Coming Back

Marketing and advertising activities aren’t just for new customers. They can also remind current or previous ones to return.

After all, the very best companies generate customers for life. And marketing and advertising can play a big role.

Tactics like loyalty programs, email newsletters, and seasonal promos can all help keep your business top-of-mind, no matter how long it’s been since someone last used your services. That’s right, something as simple as regular holiday cards can make a measurable difference.

Because just one small reminder can trigger repeat business — an opportunity that’s practically priceless for small businesses, specifically.

Help You Measure What’s Working

Believe it or not, marketing and advertising are about analytics as much as creativity.

The best approaches provide key insights:

Where are your customers coming from?

Which promotions worked best?

Is your email newsletter generating enough clicks to justify the hours you spend on it each week?

By following your marketing and advertising campaigns through to the very end — the analytics phase — you could potentially avoid wasting money and meaningfully improve over time.

And, as most business owners know, that’s the name of the game.

Help You Make the Most of Your Investment

Marketing and advertising in franchising mean you’re not going it alone.

One of the big benefits of launching a franchise business is tapping into a larger brand effort.

Most franchisors have logos, messaging, and campaigns with national reach, all aligned to help every location succeed.

Just imagine someone living on the other side of the country. They had a great experience with another location in your franchisor’s network.

But they’ve recently moved to your market. They see your ads and instantly make a positive association! They might just be that much more excited to give you a call.

Basically, when it comes to marketing and advertising in franchising, the materials, tools, and support your franchisor might provide could truly help capitalize on your investment.

Wrapping Up: The Importance of Marketing and Advertising in Franchising

When it comes to driving business — in both traditional and franchise systems — marketing and advertising aren’t just nice-to-haves. They’re typically core functions for success.

But franchise owners are never truly marketing alone. A strategic franchisor will provide its franchisees tools and insight to help steer them in the right direction.

Because at the end of the day, with a franchise, you’re part of something larger. And when one location makes a great impression, everyone else benefits, too.