When it comes to video marketing, most franchisors in the industry haven't risen to the challenge of producing quality content that resonates with both their B2B and B2C audiences.
Obtaining high-quality video content does require an investment. Mistake No. 1 - while many franchisors tend to flinch at the thought of this added cost, they rarely look inward and compare the network of franchisee fees that fund their often bloated coop advertising programs. While it's true that these coop expenditures do fund a wide variety of marketing and promotional programs, dozens of franchisees kicking in up to thousands of dollars each month shows that the majority of brands are already in the financial ballpark to consider the impact of localizing their video content. Mistake No. 2 - even when brands do invest in video, outsourcing this work to agencies all but guarantees content of stock variety quality that can't be repurposed for any of their independent franchisees who operate in their local markets.
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