At Likeable Media, one of the most frequent challenges we hear from franchise-model brands is allowing their individual owners and operators to leverage the power of social media while maintaining brand standards. This challenge becomes increasingly difficult as new platforms and opportunities, such as Snapchat, emerge.
As Snapchat rises in popularity, particularly among millennials, on-site geo-filters are among the most popular marketing opportunities for brands. Snapchat offers the ability for franchise brands to place a national filter over each location, but it comes with a hefty price tag north of $80,000. With little measurable ROI outside of “views” and “filter uses,” it is difficult to justify this expense. Additionally, as many franchise owners will attest, most of their social opportunity takes place outside of the brick-and-mortar store locations.
The solution is simple and doesn’t require you to empty your marketing budget. Develop a suite of 5-10 on-brand geo-filters to provide franchise owners. Accompany these files with a one-sheeter explaining on how they can use Snapchat’s on-demand geo-filter placement tool and encourage them to utilize these assets at store locations and events that are important to them. For example, a real estate professional could place a branded geo-filter over an open-house to make the experience more appealing to a millennial home-buyer. A franchise restaurant location can utilize a custom geo-filter to promote a new menu item or special being rolled-out on a national level.
By providing franchise owners properly branded tools, they are able to drive meaningful return through Snapchat while allowing the brand’s corporate marketing team to breathe a sigh of relief knowing the geo-filters that are live in the world meet the company’s brand standards.