By; Janet Muhleman
Franchisors often ask us when they should activate their franchise marketing fund. They may have a requirement for marketing spending in their FDD, but may not be collecting or spending the money centrally. They may also have older agreements with different spending requirements in their system and have concerns about how to structure a fund that is equitable.
We recently helped a 300-unit franchise system activate their national marketing fund. They took a very thoughtful, inclusive approach and successfully launched their program with nearly 100% compliance. We thought it would be helpful to recap that approach, but realized that we needed to back up and explain a few things about ad funds first. The result is a series of articles that will cover a lot of related topics. This is the first. Read the Article