Franchisers Focus Spend on Local Media: BIA/Kelsey Report

Data about store locations is most important to local marketers. A report from BIA/Kelsey finds that franchise marketers, which are mostly local businesses, concentrate their spending on locally-targeted media including direct mail, Facebook ads, Internet Yellow Pages, and community sponsorships. Most use their own marketing software and services but they still want the franchise parent to provide training in digital marketing.