Text message marketing presents a distinctive opportunity to connect directly with customers and drive sales nationwide while maintaining an intimate, personal touch in communication. With open rates as high as 98%, it’s no wonder that businesses are turning to this method to communicate with their audience.
For franchises, SMS marketing can bridge the gap between corporate strategy and localized execution, ensuring that each franchise location maintains brand consistency while catering to local customer preferences. Yet such rewards only come to those companies who execute text messaging strategies correctly and sidestep common franchise SMS pitfalls.
To help, Voxie created this SMS playbook that speaks directly to the unique needs of franchises. We’ll detail what to prioritize, what assets to prepare, how to optimize SMS execution, and other necessities to maximize the ROI of your franchise company’s text message strategies.
Diverse Ways to Maximize the Potential of Text Message Marketing
Most of us are familiar with “text blasts” in which we’re notified about the latest sale or a hot new product. However, this is only the tip of the iceberg for how franchisees can use text messaging to nurture marketing and sales.
- Request online reviews
- Conduct satisfaction surveys, intelligently responding based on detected sentiment
- Shape drip-campaigns based on customers purchasing or text behaviors
- Send appointment or reservation reminders
- Host contests in which participants text images and videos
- Address frequently asked questions using AI
- Allow customers to sign-up for “back-in-stock” text notifications
- Send specialized birthday discounts unique to the individual
- Update customers about the status of their orders
- Address inbound customer inquiries with support
- Automated lead nurturing to convert more customers
Moreover, AI makes it possible to both improve and scale such efforts so SMS-management isn’t time-consuming.
LEARN MORE ABOUT LEVERAGING AI WITHIN YOUR SMS STRATEGY
First Step – Determining Who Will Own SMS Marketing
Advantages of Franchisor-Led Strategy
In a franchisor-led text message strategy, the parent organization spearheads the SMS marketing initiatives. Franchisees receive essential tools and guidelines regarding messaging, templates, and the opt-in/opt-out process. This approach allows the corporate franchise to ensure:
1. Brand Consistency
Maintaining adherence to brand guidelines in all communications is vital. A franchisor-led strategy enables the parent organization to uphold a cohesive voice and image across all locations. While franchisees can still send SMS blasts to their local audience, national campaigns are managed by the corporate team.
2. Streamlined Campaigns
Franchisees can concentrate on execution without the burden of developing campaigns from scratch. Utilizing pre-approved templates not only saves time but also empowers franchisees to harness their SMS capabilities without distracting them from their daily operations.
3. Centralized Opt-In/Opt-Out
Central management of the opt-in and opt-out process mitigates the risk of regulatory non-compliance, safeguarding both the brand and franchisees. By controlling this strategy, the corporate office can ensure that contacts are directed to the appropriate locations, preventing a recipient in New York from receiving messages from an Idaho franchise.
Advantages of a Franchisee-Led Strategy
A franchisee-led strategy empowers individual franchisees to customize their text messaging for their local audiences. While the corporate team provides valuable audience data, franchisees gain greater control over the content and timing of their communications.
1. Localized SMS Messaging
Franchisees possess an in-depth understanding of their local markets. This strategy enables them to adapt corporate templates to better resonate with their audiences, effectively executing national campaigns for their local region.
2. Flexibility and Adaptability
Local franchisees can swiftly modify their text messaging in response to local events, trends, or customer feedback, ensuring their marketing efforts remain relevant and timely. For example, a franchise in Alaska will approach the summer season quite differently than one in Arizona.
3. Empowering Franchisees
By granting franchisees control over their SMS marketing, we foster a sense of ownership and accountability. This motivates them to invest more effort into successful campaigns. When a franchisee implements an SMS campaign and witnesses a surge in foot traffic or bookings, it encourages them to further leverage their text message marketing tools.
Supporting Franchisees in Independent SMS Marketing
Essential Components of Brand Guidelines for Franchisees
To ensure that franchisees successfully execute their marketing campaigns while adhering to brand standards, comprehensive text message guidelines should encompass several key components:
- Messaging Framework – Establish a framework that outlines core brand messages, key selling points, and differentiators. Make sure to include any phrases that are off-limits. Your goal is to provide franchisees with a clear understanding of what to communicate consistently across all platforms, text messaging included.
- Visual Identity Standards – Create detailed specifications for logos, typography, color palettes, and imagery to ensure franchisees maintain a unified visual representation of the brand. Include examples of approved and prohibited uses of brand elements.
- Campaign Examples – Offer case studies or examples of successful SMS campaigns that effectively embody brand values and messaging. This serves as inspiration and a reference point for franchisees.
- Best Practices for Compliance – Clearly outline legal and regulatory requirements that franchisees must follow regarding SMS marketing, including opt-in/opt-out processes and data privacy laws. Providing templates for compliance can ease the implementation burden.
- Feedback Channels – Establish a system for franchisees to provide feedback or seek clarification on brand guidelines. This promotes open communication and allows for continuous improvement of the guidelines.
By incorporating these components into the brand guidelines, franchisors can empower their franchisees to execute effective marketing campaigns while safeguarding the integrity and consistency of the brand.
Implementing Guardrails with SMS Tools
Leveraging tools like Voxie can facilitate the deployment of SMS guardrails that ensure both compliance and consistency across all franchise locations. These tools offer several key benefits:
SMS Templates
Automation tools for text messaging enable franchisors to provide franchisees with message templates, ensuring a uniform brand voice and customer experience on a national scale.
Automated Compliance
These tools help manage opt-in and opt-out processes, guaranteeing adherence to TCPA regulations. Since most franchisees are not legal experts, a centralized compliance approach helps prevent fines that can range from $500 to $1,500 per violation. For instance, sending one message to 100 contacts could result in 100 violations.
Analytics Insights
SMS tools provide valuable insights into the performance of individual campaigns, the success of text message blasts, and more. This data allows franchisees to refine their strategies and enhance results. Without these tools, phone carriers typically do not offer analytics, leaving you without visibility into the effectiveness of your SMS initiatives.
While franchisees can view KPIs individual text messaging campaigns, franchisors can assess data at a broader scale to better understand to better discern patterns of success and compare results across different regions, target demographics, etc.
CLICK HERE TO LEARN MORE ABOUT VOXIE FOR FRANCHISE BUSINESSES
Sharing Brand-Specific Insights Across Your Franchisee Network
Disseminating insights and learnings from the parent organization can significantly enhance franchisees’ SMS marketing strategies. As a corporate entity, you possess valuable data that can keep franchisees updated on:
- Best Practices – Share successful strategies and detailed case studies from other locations, highlighting specific tactics that have led to increased sales or customer satisfaction. This not only inspires franchisees but also provides a practical roadmap they can follow to replicate success in their own businesses.
- Market Trends – It is crucial to keep franchisees informed about the latest industry trends and evolving customer preferences. By providing regular updates and insights, franchisees can tailor their text messaging campaigns and product offerings to align with current demands, ensuring they remain competitive and relevant in the market.
- Performance Metrics – Offer franchisees access to comprehensive performance data and analytics. This will enable them to analyze which strategies are yielding positive results and which ones may require adjustments. Providing detailed reports on sales figures, customer feedback, and operational efficiency will empower franchisees to make informed decisions that drive their business forward.
- Business Metrics – Identify which menu items are consistently performing best and consider creating templates for franchisees to utilize. Help franchisees understand what to expect in the upcoming season by sharing forecasts and trends. Keeping franchisees well-informed about these metrics will enable them to optimize their offerings and marketing efforts, ultimately maximizing their success in the competitive landscape.
- Proven Methods for Growing Subscriber Lists Your franchisee’s text messaging campaigns will only be as effective as the length (and quality) of their subscriber list. Therefore, support franchisees to grow their contacts by:
- Authorizing perks for new subscribers, such as 10% off a purchase or enacting a loyalty program
- Promote such offers on your website, asking individuals to note their “favorite” franchise location
- Providing training on when and how their staff can enroll people by offering the above-mentioned loyalty program
- Hosting giveaways and events
- Provide QR codes for easy subscription on building doors or near checkout
- Allow customers to subscribe to SMS outreach when filling out a form online
Teaching Franchisees to Provide Value Instead of Spam
Value versus Spam – Sell Solutions, not Products
Encourage franchisees to focus on the value your organization offers rather than just pushing products and mass blasting their entire audience. For example:
1. For QSR Franchises
A text message like “Did you know we sell burgers?” is likely to prompt opt-out responses or lead to your future outreach being overlooked. To keep customers engaged with your SMS communications, focus on discounts and special offers. For instance, you might say, “Happy Friday! To celebrate the start to the weekend, we’re giving one free medium fry with each entree order.” If you have a new menu item, be sure to provide personalized support to highlight it effectively.
For more SMS tips specific to eateries, read How To Market Your Restaurant with SMS.
2. For Service Brands
An SMS from a home cleaning service that merely says, “Services start at $60 for a single area of your home. Check it out,” is unlikely to yield the desired results. Instead, highlight the benefits with a message like, “Treat mom to a spotless home without lifting a finger! Our professional cleaning services are currently on sale for 20% off!”
Engage, Don’t Overwhelm
Teaching franchisees how to strike a balance between regular SMS engagement and overwhelming customers is crucial for maintaining positive relationships and fostering loyalty. Here are some suggested text messaging practices to help achieve this balance:
1. Relevant Content
It’s essential to ensure that all messages are meaningful and tailored to the recipient’s specific needs and preferences. By understanding your audience and segmenting your text messaging communications, franchisees can provide value through personalized offers, helpful information, or educational content that resonates with them.
2. Scheduled Messaging
To avoid bombarding customers with a barrage of frequent text messages, it’s important to establish a well-thought-out communication schedule. This means creating a reasonable cadence that keeps your brand at the forefront of their minds while ensuring that customers do not feel overwhelmed. Consider utilizing tools that allow you to automate and optimize message timing, making your outreach more effective and considerate.
3. Interactive Text Message Campaigns
Encouraging interactive content, such as polls or feedback requests, can significantly enhance customer engagement. These SMS activities not only invite customers to share their opinions and preferences but also create a sense of community and involvement. By making customers feel heard and valued, your franchisees can foster deeper connections and improve overall customer satisfaction.
4. Keep Tabs on Unsubscribe Numbers
What does someone do when they’ve reached their limit? Unsubscribe! Monitor this helpful data point to better understand the SMS frequency customers will accept, as well as what types of text messages may dissuade them.
By implementing these practices, franchisees can effectively navigate the fine line between engagement and intrusion, ultimately leading to effective text messaging campaigns and an increasingly loyal customer base.
Common Mistakes to Avoid in Franchise Text Message Marketing
Not Monitoring Brand Identity Consistency
When franchisees communicate with customers, they represent the broader brand, and any deviation from established brand guidelines can create confusion and dilute the overall message. Additionally, a lack of uniformity in tone, style, and content can undermine trust and credibility with the audience, making it harder for franchisees to foster lasting relationships.
By ensuring that all franchisees’ SMS communications align with the brand’s identity, organizations can promote a unified image, enhance customer loyalty, and ultimately drive better marketing performance.
How to avoid this mistake:
- Unified Brand Message and Communication Guidelines – Ensure that all franchisees adhere to the established brand guidelines to maintain a consistent message. Try to cover as many scenarios as possible, such as how to handle a disgruntled customer.
- Regular Audits – Conduct regular audits of franchisee communications to catch any deviations from the brand standards. If missteps occur, dig into why—was it a willful act or were the SMS guidelines unclear?
- Continuous Training – Provide ongoing training and resources to franchisees to reinforce the importance of brand consistency.
Not Analyzing SMS Metrics at the Regional Level
Each region may have distinct customer demographics, preferences, and behaviors that affect how they engage with SMS communications. By neglecting to analyze these metrics, franchisees miss critical insights into what text message strategies resonate with their local audience, potentially leading to ineffective marketing efforts and ultimately, a decrease in performance. Additionally, a one-size-fits-all approach may fail to address the unique challenges and opportunities present in specific markets, hindering overall campaign effectiveness.
This strategic focus not only fosters greater customer engagement but also strengthens brand loyalty within diverse markets. Here’s what to track on a local level:
- Audience Engagement – Certain messaging may resonate better in different regions (bring in the sweet tea vs unsweetened tea debate) or may prefer a certain offering over another. Analyze metrics at the regional level to understand the unique preferences and behaviors of different markets.
- SMS Message Sends – Are the franchisees that are utilizing SMS messages regularly seeing an increase in foot traffic? By analyzing frequency and successes in different regions, you can understand what’s driving growth or decline.
- Performance Tracking – Continuously track performance and adjust strategies based on data-driven insights to improve results. If you see text marketing is making a large impact in a certain region, consider allocating more budget to that region or providing lower performing regions more training or SMS campaign templates.
Not Encouraging or Considering Feedback From Franchisees
Franchisees are on the front lines and can provide real-time feedback on customer preferences and the qualitative results of SMS strategies. For example, they can speak to whether any of the text messages may have caused confusion among patrons, SMS tactics they observe local competitors trying, and whether they believe there needs to be special considerations for the specific groups they serve.
Ignoring their input can lead to missed opportunities for growth and may cause dissatisfaction among franchisees, ultimately impacting the brand’s overall success.
Not Integrating SMS Marketing into a Grander Omni-channel Strategy
Each marketing channel—whether it’s email, social media, or SMS—offers distinct advantages and appeals to various customer preferences. When SMS is utilized in isolation, franchises forfeit the chance to create a unified experience that reinforces messaging across all platforms. This lack of integration can result in fragmented customer experiences, where individuals may encounter conflicting information or struggle to connect with the brand as a whole.
A comprehensive omni-channel strategy not only enhances engagement but also cultivates customer loyalty by ensuring consistent and relevant interactions throughout every stage of the customer journey.
Leveraging an omni-channel strategy provides the following benefits:
1. Unified Customer Experience
Ensure that your SMS marketing efforts are integrated with other channels, such as email, social media, and in-store promotions, to create a seamless customer experience.
2. Consistent Messaging
Maintain consistent messaging across all channels to reinforce your brand identity and avoid confusion.
3. Cross-Channel Promotions
Leverage the strengths of each channel to promote your SMS campaigns, such as using social media to encourage SMS sign-ups.
For more insights, read Franchise Marketing Strategies That Deliver Proven Results.
Conclusion
Text message marketing offers immense potential for franchises to connect with customers, drive sales, and build brand loyalty. By choosing the right strategy, providing support and guidelines to franchisees, and focusing on value-driven communication, you can harness the power of SMS marketing to elevate your franchise network.
Ready to take your franchise’s SMS marketing to the next level?
The Voxie platform is tailored for corporate-deployed, franchisee-driven environments, providing a centralized hub for SMS communications. Voxie for Franchise revolutionizes SMS marketing with:
- Centralized Messaging: Manage thousands of phone numbers (or a short code!) from one platform.
- Compliance Simplified: Easy opt-in workflows and structured messaging to ensure compliance on a national scale.
- Customizable Control: Define franchisee user permissions and audience reach to ensure clear guidelines for success.
- Seamless Integration: Connect all your customer data effortlessly.
Request a demo to turn SMS into your top driving revenue tool.