3rd Annual Franchise Marketing Report (AFMR) Part 2


Editor: This is the second installment in a series of highlights from the 2021 Franchise Marketing Annual Report (AFMR). Find part 1 here.

2021 marked the release of the Third Annual Franchise Marketing Report (AFMR). This report provides consumer franchise marketers with invaluable data and analysis they can use to benchmark their performance against other franchise brands and within their industry. In short, AFMR is a unique resource that franchise merchants can use to improve the effectiveness of their marketing efforts and spending.

The ongoing pandemic, in addition to the franchise’s already competitive and sparkling landscape, has reinforced the need for marketers to better understand how their brand stacks up against the competition, as well as how it performs in the broader market. AFMR can help franchise marketers understand how their team stacks up against their peers and, more importantly, help them direct their limited resources to the most effective channels to achieve their system-wide goals. in these uncertain times.

“This annual report was created at the request of our Franchise Marketing Leadership Conference Advisory Board to develop relevant content for Marketing Directors and to learn more about their needs and challenges,” said Diane Phibbs, vice -Executive President and Director of Content at Franchise Update Media. .

The AFMR attendees were franchise marketing leaders who completed an in-depth questionnaire. The responses were aggregated and analyzed to produce a detailed overview of the marketing practices, budgets and strategies of a wide range of brands and franchise sectors. The data and accompanying commentary and analysis form the basis of AFMR 2021. Below is the second installment in a series of selected highlights from the new report.

Number of leads and traffic

Since March 2020, when Covid-19 first made its public appearance in the United States, changes in consumer behavior have dramatically altered the number of leads and traffic and changed the way marketers communicate with their customers. .

The good news this year is that 75% of respondents said the number of leads and traffic is on the rise. Again, this is not surprising as businesses and consumers alike adjusted to the pandemic after the early shock and uncertainty – and that was to be expected given that so many businesses were closed or limited in terms of capacity, hours or staff shortage by Covid in 2020.

This 75% figure is in stark contrast to last year’s AFMR, when more than half (55%) reported that leads and traffic were down slightly or significantly during the pandemic. This year, only 1 in 7 (14%) said the number of leads and traffic was down.

Many home service brands have seen increasing incomes during the pandemic as people improve by spending more time at home. And, as has become so evident, drive-thru food brands have also performed well.

What Phibbs noted last year is still true today: “Everyday consumption habits have changed, so brands have had to change as well and look at their marketing spend and messaging. Consumers have dictated it.

Next time: Marketing budget: spending and efficiency.


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