BIA/Kelsey hosted an informative webinar on August 21, 2013 highlighting results from its Local Commerce Monitor (LCM) study of 600 SMBs. There were two enlightening points regarding franchise accounts:
- On average, a franchisor pays 43% of a franchisee’s local online presence costs.
- 51% of franchisees say their franchisors are “highly involved” in the social media presence of their local businesses.
Here are the slides from the presentation:
Warren Kay, BIA/Kelsey’s new executive in residence, said, “Franchisors made a mistake in the early days by letting franchisees create a presence that sometimes competed with the corporate entity. Franchisors probably won’t allow individual locations to drive their brand message through social media. And, that’s good.”
In the past decade, there has been a decline in corporate support/funding for dealer/franchise yellow pages and local search programs. But this new information indicates corporations are willing to share in the cost of a franchisee’s local online presence, presenting a renewed opportunity for co-op funding. LSA’s co-op service bureau can be a great resource to agencies and publishers. For more information, contact Local Search Association’s Val Onyski by phone at 248-244-0731 or via email at email@example.com.
BIA/Kelsey will present more findings from Local Commerce Monitor Wave 17 at the September 11-13, 2013 Leading in Local: SMB Digital Marketing Conference at the Hilton, Austin, TX. For more information, click here.