Don’t Fall for These 5 Franchise Marketing Myths
Why Franchise Marketing Myths Could Be Costing You
Camille Gilvar, Social Media Account Manager at Thunderly
Franchise marketing can be a powerful growth engine when done right. But too many brands are still spinning their wheels, trapped by outdated beliefs that just don’t hold up in today’s data-driven world. These marketing myths aren’t just wrong—they can sabotage budgets, confuse strategy, and stunt growth.
Let’s clear the air. Here are five of the most common franchise marketing myths and the truth behind them.
1. “Brand Awareness Is Enough”
If your goal is to award more franchises, public relations support is crucial to get your name out there and make prospects aware of the opportunity. But don’t make the mistake of thinking that PR and brand awareness is the same as lead generation. Awareness is just one piece of the puzzle—without a clear system to engage prospects and guide them toward action, it won’t translate into real franchise growth.
Awareness without action is a dead end. Franchisors who rely solely on impressions, follower counts, or media mentions are often left wondering why leads and conversions aren’t following. Successful franchise marketing connects visibility with performance. That means integrating awareness campaigns with measurable calls-to-action, lead capture strategies, and conversion pathways. PR cannot happen in a silo and still pack the same punch.
Here’s what to do with your media hits to go beyond brand awareness:
- Share on brand and thought leader social media pages
- Post to your franchise development website
- Send in an email blast or newsletter to prospects
- Incorporate into other marketing materials, such as videos, blogs, or advertisements
Take a look at Kilwins. After ranking on the Entrepreneur Franchise 500, they shared the news across social media posts, media interviews, their franchise development website, and more. A one-and-done announcement will get lost amid the noise much faster than one that is consistently reiterated across a range of channels. By sharing this ranking with a variety of methods, Kilwins can not only get the news in front of more prospects, but also can extend the life of the news. (See how we built Kilwins’ marketing plan in a recent blog.)
The bottom line: media hits don’t equal leads… if you’re not leveraging them correctly. Take your brand awareness and use it to your advantage, instead of letting the momentum fizzle.
2. “More Channels = Better Reach”
On the flip side, more channels does not automatically mean better reach. This is one of the most expensive myths in franchise marketing. The idea that you need to be everywhere leads to diluted strategies, scattered budgets, and team burnout. Visibility means nothing if it’s not in front of the right people.
The truth? Most franchise brands only need two to three well-chosen channels to create serious impact. As we mentioned in our recent blog on tracking marketing data, being in the right channels is as (if not more) important than being in a greater number of channels. Focus your energy where your audience is already active, and build consistency there. When you’re everywhere, you’re nowhere. But when you’re focused, you’re powerful.
This is where working with an agency like Thunderly can come into play. Our team is segmented by our respective areas of expertise, meaning that for each client, we can build a “dream team” designed specifically for their goals and marketing needs. You want to increase brand awareness? We have PR and media specialists ready to help. Looking for better quality leads? We can handle that, too! It’s about customizing the marketing program for your specific needs and zooming in on what will accomplish your goals, not throwing everything at the wall to see what sticks.
3. “All Leads Are Good Leads”
Franchise development is all about lead gen. We get it! But too many franchisors think that any lead is a good lead. Spoiler: they’re not. Lead volume is a vanity metric if the quality isn’t there. Many brands pour money into campaigns that generate high numbers but low intent, draining both the budget and the sales team.
Not only that, but the leads that do come in are not always followed through on. When roughly 50% of franchise development leads already don’t get a call back, that’s a clear sign that “more” does not automatically mean “better.”
A more effective approach is to focus on lead scoring, qualification, and channel attribution. Track where your highest-converting leads actually come from, and double down on those sources. Quality over quantity isn’t just a mantra, but a measurable strategy. Zero in on the leads that are most likely to pan out, make sure you can give them the attention they need, and you’ve got a solid plan to see results.
4. “Marketing Results Should Be Immediate”
Franchise leaders often expect marketing campaigns to deliver fast results. When they don’t, they pivot or pull back too early. But effective marketing—especially in franchise development—requires consistency, testing, and time.
The decision to invest in a franchise is not one prospects take lightly. Starting a business is often one of the biggest investments someone will make in their lifetime, so one social media post, a single ad, or a sole testimonial will not be enough to sell someone on the idea of your brand. A common rule of thumb in marketing is that a prospect needs to see the same message multiple times before making a purchase, and this is even more true for franchising.
Think of marketing like compound interest. The right campaigns build brand equity, audience trust, and qualified lead pipelines over time. Your marketing strategies can build on top of one another, but only if they have the space to grow.
Not every campaign will work the way you want, and pivots will need to happen. Just make sure not to pivot before the messaging has time to sink in or you’ll not only cost potential leads, but also waste time and money. Set realistic timelines, track progress through the right KPIs, and don’t chase short-term wins at the expense of long-term growth.
5. “Franchise Development Marketing and Consumer Marketing are the Same”
This one of the most persistent franchise marketing myths out there—and it’s costing brands real leads and momentum. Franchise development and consumer marketing aren’t interchangeable. They serve totally different goals, speak to entirely different audiences, and require totally different strategies.
Consumer marketing is all about driving traffic to franchise locations—getting people to book, buy, or visit. It’s hyperlocal, product- or service-focused, and often seasonal. Think: a summer HVAC special or a limited-time menu launch. The customer is the end user.
Franchise development marketing, on the other hand, is about attracting future business owners. You’re selling the brand vision, the systems, and the dream of entrepreneurship. Your audience isn’t looking for a coupon, they’re looking for a new career path, financial independence, or a life change. That means your content should sound like a business opportunity, not a sales ad.
If you’re treating franchise development like a consumer campaign with a new coat of paint, you’re missing your best prospects.
Here’s how franchise development marketing stands out:
- Targeted messaging: It speaks to career-changers, corporate escapees, and investors, not everyday customers.
- Longer buyer journey: It requires nurturing leads with email campaigns, webinars, founder stories, and franchisee testimonials.
- Trust-building content: Think earnings potential, startup costs, training programs, and franchisee support, not product features.
- Lead-gen focus: The goal is to convert interest into inquiries, not clicks into sales.
Just because someone understands marketing does not mean they understand how to market to franchise prospects. You don’t need just any agency, you need one with real experience in the space.
Don’t Let Franchise Marketing Myths Steal Your Budget
These franchise marketing myths persist because they sound good. But the truth is, clinging to them puts your budget, brand, and growth potential at risk.
At Thunderly, we build smarter strategies rooted in data, not dogma. We’ve been at this game for a long time. We’ve seen the strategies that get results, and which strategies are all hype. Our team helps franchise brands cut through the noise, zero in on what works, and get real results.
Ready to upgrade your franchise marketing game? Get in touch with our team with our Contact Form or reach out to our Chief Growth Officer, Jack Monson (704-848-7811 or jmonson@thunderlymarketing.com). For the latest trends, strategies, and myth-busting insights, follow us on LinkedIn and subscribe to our newsletter.