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For this brand which is made up of several independent franchises, it is essential to comply with the strict international franchise guidelines, while maintain a personal touch to each page that reflects each franchise owner’s personality on their specific social media channels.
Overall strategy drive calls and website traffic to this highly localised service franchise.
Each franchise’s content quality, design and advertising specifications must comply with the international rules of the franchisor.
The social media strategy is largely defined by the strict international brand guidelines and rules of what claims, wording and statements can and cannot be made. This group of clients range from basic franchisees to large franchises that offer an extended range of services. This means that for example 3 different franchises within the same city may not all be offering the same range of services.
The biggest challenge with this client- group is that there are strict rules as to the neighbourhoods these franchisees may operate and advertise in, but you need to also try and communicate the personality of each franchisee to help them differentiate from the other companies out there. Here we rely heavily on images as the services is performed to reflect the quality of the work performed and the professional manner that this franchise demands from their franchisors.
Multiple very localized campaigns are performed by each franchise and may only target highly defined area or suburb in South Africa, as per the global franchise rules. For these clients we have found click to place a call works best for this industry. Once a potential customer has made the decision to purchase this type of service, they tend to want to resolve this as soon as possible, few want to click to the website, submit a form and wait for the business to replay to their query. They prefer to call that business and make the appointment immediately.
Data samples from one franchise account:
Each franchise owner can make the decision to which platform they would like prescribe to. In general, most franchisees only make use of Facebook and Google, which is still platforms that they find fit their needs best. We do find that the franchisees that also invest resources into Instagram see a much better reach and click through rate compared to those that only make use of the one Meta platform ( Facebook).
We see better reach, and audience growth from Instagram compared to Facebook, however looking at the demographics of each platform it is clear that the mayor buying power still lies on the Facebook platform. The Facebook user tends to be more mature while the Instagram platform generally attracts a much younger audience, most significantly below the age of 35 years.
