Video Marketing for Franchisors: A Guide to Unleashing the Untapped Potential

I. Introduction:

A. The Current State of Video Marketing Among Franchisors:

– Many franchisors have yet to fully embrace the potential of video marketing, often due to cost concerns and misconceptions.
– The benefits of video marketing often do not extend to franchisees, creating a missed opportunity for both parties.

B. The Missed Opportunity:

– Franchisors are missing out on a valuable opportunity to connect with both business partners and customers.
– High-quality video content can resonate with both B2B and B2C audiences, engaging them in a way that static content cannot.
– Engaging video content can benefit both franchisors and franchisees by increasing brand awareness, generating leads, and driving sales.

II. Common Mistakes Franchisors Make with Video Marketing:

A. Mistake #1: Flinching at the Cost of Video Content Production:

– Some franchisors are hesitant to invest in video content due to perceived high costs.
– They fail to recognize the potential return on investment and the existing financial resources available through franchisee fees.

B. Mistake #2: Outsourcing Video Production to Agencies:

– Outsourcing video production to agencies often results in generic content that cannot be easily repurposed for individual franchisees.
– Slick videos may attract new candidates but do not necessarily drive business for existing franchisees.

III. A Way Forward: Creating Mutually Beneficial Video Content:

A. The Solution: Securing High-Quality, Localizable Video Content:

– Franchisors should invest in a limited number of high-quality videos highlighting the brand’s value proposition and key differentiators.
– These videos should be localized through post-production editing for individual franchisees.

B. The Benefits of Localization:

– Localized videos can be tailored to specific markets and audiences, including hyper-local elements such as SEO-driven scripts, local footage, and franchisee soundbites.
– Localized videos have been shown to have significantly higher engagement rates compared to non-localized content.

IV. A Hypothetical Scenario: Implementing the Localization Strategy:

A. Securing the Necessary Content:

– The corporate franchise office can gather the necessary content to create multiple franchisee videos in a short timeframe.
– The post-production process for individualizing the content is relatively quick and efficient.

B. Cost-Sharing and Distribution:

– Franchisors can cover the costs of video production or work out a cost-sharing arrangement with franchisees.
– Each franchisee receives a high-quality video tailored to their specific location, providing them with the same level of social proof as corporate-produced videos.

V. Utilizing Videos to Engage Customers and Drive Business:

A. Storytelling and Testimonials:

– Franchisors should use videos to tell their brand story and showcase franchisee testimonials.
– Highlighting different aspects of the business on a local level can resonate with potential customers.

B. Publishing and Promoting Videos:

– Videos can be published on the franchisor’s website, social media pages, and email newsletters, gaining traction and engagement and increasing the visibility of the content.

VI. Conclusion:

A. The Importance of Exploring Innovative Solutions:

– There are often cost-efficient and mutually beneficial approaches to video marketing.
– Franchisors should be willing to explore innovative solutions to address complex challenges.

B. The Potential of Video Marketing for Franchisors and Franchisees:

– When done effectively, video marketing can be a powerful tool for franchisors and franchisees alike.
– It can help connect with business partners, engage customers, and drive business growth.