One of the big advantages of owning a Franchise is having a recognisable brand name behind you to support your marketing. Big brands are powerful and immediately build credibility for your business. They also help your message connect with your potential customer more effectively at every stage of their journey.

This customer journey has a number of touchpoints Some of these marketing opportunities will be taken care of by head office, but many, as you get closer to the decision or purchase point, rely on effective local area marketing activities.

local area marketing customer journey


  • HO Marketing
  • Direct Mail
  • Outdoor
  • Press
  • Radio
  • Cinema
  • Social Media Ads


  • Location
  • Online Presence
  • Google Ads
  • SEO


  • Online Reviews
  • Sponsorships
  • Networking


  • In Store Experience
  • eCommerce Experience
  • Point of Sale


  • Retention
  • Online Reviews
  • Nuture Campaigns

After developing a marketing plan, the strength of a solid local strategy comes from consistency of activation in market. Your return on investment will be greater the longer you market locally, as the brand and your connection to it is compounded over time.

While each local area will have a unique media mix that their community responds to, there are a number of tested and effective methods that need to be considered. These include:

outdoor marketing


Signage, bus stops and other out of home

direct mail

Direct Mail

Mapping, print & distrubution costs

traditional media

Traditional Media

Local magazines & press, radio, cinema



Local schools, sports clubs and community groups


Chambers, business groups, cross promomtion



New client thanks, suprise & delight, life-cycle messaging

other franchise marketing


Lead gen. competitions, casual / pop up leasing

And while local area marketing is important, it is equally important to align your local activities with the marketing efforts of your parent franchisor. Your head office has a team of marketing experts working hard for your success, and the franchise model itself is proof that marketing results are amplified when a local campaign leverages a national activation.


The Marketing Lab specialises in local area marketing for franchise, licensed and multi-site businesses. Contact us today on 07 3088 3021 for an obligation free chat on how we might be able to help.