Insights and tips to elevate your marketing strategy with a focus on local communities
As a business owner, brand awareness is vital to your success, and it’s never too early or too late to construct a new marketing strategy. A key benefit of working with a franchised brand is the access to extensive marketing and promotional materials. Even so, franchisees can benefit from adding a personal touch to their strategy, and getting involved with your community at the local level may be just the way to do it. We’re sharing the information you need to stock your Local Store Marketing toolbox with important instruments to help you build a successful marketing plan.
This content is taken from the CFA’s April 23, 2025, Learn & Grow webinar titled “Local Store Marketing Toolbox,” hosted by Shawn Saraga, founder and president of The Franchise Academy.
So, what exactly is Local Store Marketing?
Local Store Marketing (LSM) refers to a designated amount of money spent in the community, at the franchisee’s discretion, through programs approved of by the franchisor. It’s very important that these programs are approved by the franchisor to ensure they align with the brand’s identity.
While the national marketing afforded by franchise systems is an undeniable benefit of franchise ownership, franchisees shouldn’t overlook marketing on the local level. In fact, business owners can spend up to just four hours a week on LSM and see an increase in sales of anywhere from 10 to 15 per cent compounded year over year.
Why does LSM work?
By focusing on LSM, business owners are forging connections within their community, driving brand awareness, and as a result, sales. These relationships can transform a business into a well-known, recognizable staple in the area. Furthermore, by supporting their local community, a franchisee can make a positive impact on those around them and foster a welcoming environment.
Where do I start once I’ve decided to invest in LSM?
Local Store Marketing begins with the franchisor: franchisees can check their Franchise Agreements and Franchise Disclosure Documents to see what funds are available for LSM initiatives. Typically, the franchisor will prepare assets and training to ensure that the franchise owner is using their marketing toolbox appropriately and effectively. Regional managers can also provide coaching and ongoing support throughout the process. However, the responsibility to put these plans into action ultimately falls on the franchisee. It’s not recommended to outsource this responsibility, as the personal connections between business owners and their community is the cornerstone of the strategy.
Once the franchisee becomes familiar with the options and opportunities at their disposal, they can move forward with concrete action items.
What LSM initiatives should I focus on?
There are many ways to go about LSM, and franchisees should seek a well-rounded portfolio of local investments, both regarding their time and funds, to get the best results. This isn’t a “one-and-done” kind of strategy! The key is to make community engagement a habit.
Here are some avenues for business owners to explore:
Online reviews
Positive online reviews are massively important to business owners, as prospective customers and clients will rely on the information they see online. These ratings can have a serious impact on the traffic you see. The best reviews come from a personal touch—as the owner, when you connect with your consumers and personally ask them to leave a review after having a positive experience, both the quantity and the quality of these reviews can increase.
The Chamber of Commerce
The local Chamber of Commerce is a resource meant to help business owners by connecting them with opportunities for engagement and growth. By joining this organization as a member, you are giving yourself the chance to be introduced to other local business owners while letting them know you intend to be a reliable member of the community. Additionally, the Chamber of Commerce will forward you opportunities to get further involved with invitations to events and initiatives as well as vital information relevant to your business.
Sports team sponsorship
Local sports teams are a vital part of any community—they’re a well-loved activity and a source of local pride. By going to games or putting your logo on a team’s jersey, you’ll gain visibility in your community. Different sponsorship programs are often offered as well, such as cheque or rebate programs involving different kinds of time or monetary investment in the team. When looking at potential sports teams to sponsor, it’s important to keep in mind a variety of different sports and leagues, as you want to make an impact with your relevant market and reach as many people as possible.
School programs
Reaching out to local schools is a great way to make meaningful connections with organizations integral to the community. You can do this by introducing yourself to the principal, letting them know that both you and your business support the school, and inquiring about initiatives such as sponsoring a Student of the Month program or a school fair.
Some more options include:
- Street fairs
- Regional employers
- Tourist attractions/buses
- Business Improvement Areas, Business Network International, and networking groups
- Universities and colleges
- Road signage
- Local and micro-influencers
- Podcasters
- Religious organizations
- Social media
- Media outreach
As a franchisee decides the route they want to take when tackling Local Store Marketing, it’s vital to remember both consistency and variety are important. By continually involving oneself with local programs, initiatives, and engagement opportunities, a business owner is setting themselves up to reap greater rewards in terms of their business growth.
How do I put my best foot forward?
It can be daunting putting yourself out there, especially if you’re unfamiliar with the community you’re now a part of. But making connections is an important skill, and not one to shy away from. Growth in business is integral, and that extends to growing as a business owner. Forcing yourself out of your comfort zone is difficult but necessary.
So knock on doors, introduce yourself, and get to know everybody in your community. People buy from people. Your community wants to get to know you and wants to learn more about you and your business.
Learning about Local Store Marketing is the first step, and now it’s time to implement what you’ve learned and see the results for yourself!