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Centralized vs. Decentralized Digital Marketing Best Practices

As the Internet continues to play a bigger role in how businesses interact with customers, the question facing many franchise systems is how to structure their marketing campaigns. 

This will be a topic of discussion at this year’s FranTech Conference on April 10th and 11th in Denver, CO. This is an intriguing debate and compelling presentation, not only because of the issue’s growing relevance in the franchise space, but because the speakers on the panel discussing this topic include representatives from some of the biggest brands in franchising, including Service Brands, Liberty Tax Service, and Sport Clips. The panel will be facilitated by Jeremy LaDuque, SVP of Franchising at Bridgeline Digital and panelists will include Martha O’Gorman, CMO of Liberty Tax, Jennifer Koen, Marketing Manager for Sport Clips and Brandi Kloostra, VP of Marketing for Service Brands.

Ultimately, this deep dive will offer invaluable insight as to which centralization/decentralization strategies work, and which fail. Here’s a closer look at some things to consider as we near FranTech:

Why Centralization vs. Decentralization Is Important

Lead generation and customer conversion hinges on your business reaching one objective: customer engagement.

The good news? As a franchise, your business resonates with the common online user. Without question, there’s a security there, just through name recognition. But that’s hardly enough – to truly harness the power of your national brand, franchisees need to extend their reach to the local level.

Bottom Line: The dilemma, then, becomes how to simultaneously deliver the type of experience synonymous with your brand AND empower franchisees to execute local marketing initiatives.

Solution > Strategy 

As with most debates, how to implement your digital strategy is polarizing. But in order to maximize your franchise’s web presence, the answer is predicated on using a digital marketing solution which allows your franchise to capitalize on every level, local and national.

There are digital marketing solutions tailored to franchises that alleviate administrative concerns by handling best practices on an administrative level (e.g. Brand Control; Search Engine Optimization practices; Name Address Phone Number (N.A.P.) information) while enabling franchisees to engage with their respective communities and highlight services specific to their locations. There are compelling cases for centralizing certain channels such as your websites and Search Engine Optimization (SEO) while decentralizing Search Engine Marketing (SEM) campaigns.

Real-World Experience

There really is no substitute for listening to the experience and expertise of fellow marketers in franchising.  Come see this panel discussion on Tue the 11th at 2:15 while you attend FranTech and learn from your peers about what’s worked for them, what hasn’t, and where they see opportunities in web engagement for franchises.

Consistent engagement with your customers is difficult to achieve – never mind maintain – this presentation will illuminate progressive technologies and strategies that will put your franchise in position to attract new business, build loyalty and thrive in the digital age.

Register for FranTech at


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