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When sales are down in a franchise network, the franchisor tend to be the party chiefly held responsible. It’s a diverse and challenging job — one that includes marketing on two levels: recruiting the right franchisees and then the unit-level marketing for which they will be paying a fee (typically a percentage of their sales), often expecting the moon in return.
Attracting and retaining prospects or customers is everyone’s job in a business, but marketing with a consistent and compelling message really does start at the top. One of the benefits of joining a franchise system, after all, is to be
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