The Side Note

It is the way of the franchise world to have a marketing advisory committee help oversee and manage marketing outreach efforts. The ideal marketing advisory committee will help alleviate tensions between the franchisor and franchisees by providing insights into how local owners would like marketing dollars spent and effectively communicating the plans of the franchisor.

How is this working for you? Is your marketing advisory committee increasing or eliminating tensions in your organization?

I believe having a marketing advisory committee is important for all franchise organizations, but maybe it’s time for a paradigm shift in how this committee works. Instead of pushing information to them or pulling it out, try collaborating for better success. Here are some ideas:

1.    Test
One major issue between franchisees and franchisors are breakdowns in communication or ineffective communication tools. Often, great communication plans fall flat because they don’t work well. Holding Webinars no one is attending? Sending emails no one is reading?

Before you spend time putting a communication program in place, test it out with your marketing group. Maybe they are open to Twitter posts from the CEO on a regular basis. Maybe they are receptive to a LinkedIn group where they can review information. Maybe they prefer text-only emails that arrive at a set time each week. Test whatever style of communication you think might work on your marketing committee and work out the kinks before launching it to the rest of the company.

2.    Resource
Ask your marketing committee to be generators of information, not just filters. When they read interesting and unique articles or case studies, ask them to distribute them. If they have agreed to be on your marketing committee, it’s because they have a level of interest in this area. Make being a marketing thought leader one of their primary functions.

3.    Research
Most companies test promotions and products before embarking on a national campaign. How and where are you testing?

Consider using your marketing committee members to help. While they may not be in the geo areas from which you want the most feedback, getting them involved in research early on will make them an integral part of the decision-making process. It’s possible they have never been involved in a test program before – give them the opportunity to see how it works. The more research, the better. What’s a few more focus groups? And if you are not testing before launching a new product or service, now is the time to start. Use your marketing committee to help.

4.    Ideas
I am certain you have regular meetings throughout the year with all of your franchise committees. But what are you doing at those meetings? Showing them your new ideas? Asking for feedback on a path that you are currently going down?  Use your marketing committee for more than that. Use them to help generate ideas. I recommend you take them out of their normal environment and create an opportunity once a year for them to really get creative in the business of marketing your organization. Have some fun. Create a setting that allows them to open their minds to new innovations and ideas that haven’t been thought of yet. You may be surprised how incredibly helpful and creative your marketing committee can be.

Is your marketing advisory committee the gem of your organization or the thorn in your side? They should be the most valuable gem. If not, figure out a better way to use their experience and expertise to help promote the overall brand and message of your organization.

What great things are your marketing commitees doing for you? What wonderful ideas have they generated? Share your stories with us!