5 Reasons Platform Companies Are Investing in Marketing – And Why Yours Should Too

In today’s competitive business landscape, platform companies—those overseeing multiple franchise brands—need more than the occasional press release, a few social media posts, or a basic website to stand out to franchise prospects.

Whether it’s franchise development, brand awareness, or customer engagement, marketing plays a vital role in shaping the growth trajectory of each brand under the umbrella. But a strong marketing strategy isn’t a given. If you want quality results, you need to invest in them.

Recent research has shown that you need to increase your marketing budget this year by roughly 15% to do the same amount of business that you did last year. Why? Because marketing is the engine that drives growth. Consumer behaviors are shifting, competition is fiercer than ever, and without consistent investment, your brand risks losing visibility and momentum.

If your company is still relying on fragmented marketing efforts or underestimating the power of a well-executed strategy, it’s time to rethink your approach. Here’s why more platform companies are investing in marketing—and why yours should too.

1. Unified Messaging Across Brands and Media

Consistency is key when managing multiple brands, and marketing ensures that messaging remains aligned across every platform, whether it’s news articles, social media, video content, or franchise development websites.

The “Marketing Rule of 7” states that a person needs to see the same message at least seven times before making a decision. Without a unified marketing approach, those touchpoints become disjointed, and potential franchisees or customers may receive mixed signals. A strong marketing strategy creates an integrated program that ensures your messaging is seen across multiple channels in a cohesive way, increasing brand recall and trust.

This is where a full-service agency plays an important role. All too often, franchisors outsource aspects of their marketing strategy—whether that be public relations, lead generation, social media strategy, or video production—to different agencies each time. The result? Inconsistent messaging, fragmented strategies, and missed opportunities. Keeping your entire marketing strategy under one roof ensures seamless integration, aligned messaging, and stronger, more measurable results.

With a well-structured marketing plan, platform companies can deliver consistent messaging that strengthens brand recognition, ensuring that each brand under the umbrella benefits from a clear and compelling identity.

2. Enhanced Visibility and Brand Awareness

You could have the best franchise opportunity in the world, but if no one knows it exists, it won’t matter. While marketing alone can’t sell a franchise, the right strategies can put your opportunity in front of the right audience at the right time.

For example, a strategic PR investment ensures that your brand is featured in relevant media outlets, franchise industry publications, and digital platforms that your target audience trusts. Having a polished online presence and third-party media validation also lends credibility to your brand, making potential franchisees more likely to engage.

Look no further than Thunderly’s work with Lumin Fitness. After a 90-day media relations campaign, we helped generate numerous quality franchise leads, leading to two multi-unit deals signed within six months of the brand launch promising development of at least 20 future franchise locations. That’s the power of brand awareness.

Investing in efforts to boost brand visibility can generate higher-quality leads, increase consumer trust, and ultimately drive more interest in umbrella company brands.

3. Strategic Social Media and Digital Engagement

Social media is no longer just a place to post updates; it’s a powerful marketing tool that can drive franchise interest, consumer engagement, and brand authority. A well-executed social media strategy includes:

Organic social campaigns that showcase brand values, success stories, and culture
Influencer partnerships that bring authenticity and expanded reach
Paid social media advertising to target the right prospects with precision
Thought leadership content to position franchise executives as industry experts

Take the award-winning influencer campaign our social media team executed for Neighborly. As the world’s largest home services franchisor, Neighborly tasked us with boosting awareness of its brands in target markets while reinforcing its position as the go-to source for home maintenance and repair. Enter a strategic influencer program that tapped into home, lifestyle, and DIY creators to showcase Neighborly’s expertise in real-life scenarios.

Through a mix of owned content and influencer partnerships, the campaign generated more than 3.3 million impressions, 4,600+ engagements, and 1,000+ new followers across multiple platforms. More importantly, it proved the power of cross-brand marketing, increasing penetration of Raleigh-Durham multi-brand customers by 1.3%. By leveraging influencers in key markets, we didn’t just introduce Neighborly to new audiences—we helped build credibility and trust, turning casual viewers into potential lifelong customers across multiple Neighborly brands.

Umbrella companies that leverage social media and digital engagement effectively can create direct lines of communication with their audience, ensuring that their messaging stays top-of-mind in a crowded market. Whether giving some much needed TLC to an under-performing brand or shining a spotlight on your flagship, support for even one brand under the umbrella can trickle across the entire network.

4. Data-Driven Marketing for Smarter Growth

One of the biggest advantages of modern marketing is the ability to track and measure results. Data-driven marketing allows platform companies to optimize their strategies based on real insights rather than guesswork.

By utilizing tools such as website analytics, lead tracking, social media performance metrics, and email engagement reports, umbrella companies can:

Identify which marketing tactics are driving the most conversions
Optimize ad spend for better ROI
Adjust messaging based on audience behavior
Continuously refine franchise development efforts

One brand that saw the power of data-driven marketing firsthand is Charleys Philly Steaks. With ambitious growth goals, Charleys needed more than just a standard franchise marketing strategy—it needed real insights to fuel smarter expansion. By leveraging precise digital targeting, lead tracking, and audience behavior analytics, our team identified key trends that helped refine Charleys’ franchise development efforts. The result? A 19% increase in qualified franchise leads and a more efficient ad spend strategy that maximized ROI. Using data to drive this strategy generated more leads and ensured Charleys was attracting the right franchisees, setting the brand up for long-term, sustainable growth.

With a data-backed approach, umbrella companies can make smarter decisions and ensure that every marketing dollar is spent effectively to drive franchise growth and brand awareness.

5. Competitive Advantage in Franchise Development

The franchise industry is more competitive than ever, and standing out requires more than just a great business model. Franchise buyers are savvier today, researching brands extensively before making a decision. A strong marketing presence can make the difference between a prospect choosing your franchise—or a competitor’s.

A unified marketing program doesn’t just highlight your brand, but also amplifies the voices that matter most: your franchisees. Hearing directly from successful owners through interviews, video testimonials, and ‘day-in-the-life’ content helps prospects see the real impact of your franchise. These authentic stories, when strategically showcased across social media and other platforms, build trust and credibility and help turn interest into action.

Marketing provides the tools to showcase what sets your franchise brands apart, from brand storytelling and professional franchise development websites to PR placements and targeted lead generation efforts. By positioning your brands as industry leaders with a compelling narrative—and happy franchisees—umbrella companies gain a competitive edge in attracting franchisees and customers alike.

Ready to Strengthen Your Marketing?

The platform companies leading the way in franchise growth aren’t just relying on word of mouth or outdated strategies—they’re investing in comprehensive, strategic marketing plans that drive measurable results.

At Thunderly, we understand the unique challenges and opportunities facing umbrella companies in the franchise space. We’ve helped over 500 brands award more 15,000 franchises and achieve their growth goals through comprehensive marketing strategies.

If you’re ready to unify your messaging, expand your reach, and gain a competitive advantage, our team is here to help. Contact us today to explore how a customized marketing strategy can elevate your platform company’s success: jmonson@thunderlymarketing.com.