Outsourcing marketing has clear advantages for a franchise brand: specialist knowledge, capacity that grows with the number of locations and one report for every location. The disadvantages are less in-house expertise and a degree of dependence on an external party. Below we set out both honestly, so you can make a sound decision, even if it comes down to doing it yourself.
In brief: the pros and cons of outsourcing marketing for franchises
- Outsourcing mainly delivers specialist knowledge, capacity and scale without extra FTEs.
- The disadvantages are less in-house expertise, dependence and the need for sound agreements.
- Most disadvantages can be addressed through ownership of accounts, reporting and a pilot.
- Doing it yourself works with few locations and a team that has time and specialist knowledge.
- A combination is often best: strategy and brand in-house, local execution outsourced.
- Decide on the basis of a scan and a pilot, not gut feeling.
What are the advantages of outsourcing marketing?
The biggest advantage is that your team gains room for brand, strategy and franchisees, while the labour-intensive local execution simply carries on.
| Advantage | Explanation |
|---|---|
| Specialist knowledge | Local SEO, GEO, Ads and reviews without your own training |
| Capacity at scale | Work per location without extra FTEs |
| Costs per location | Budgets grow with the franchise brand |
| Continuity | No gap in case of illness, holidays or departure |
| Comparable figures | One report for all locations |
| A fresh perspective | Experience from other franchise brands and sectors |
What are the disadvantages of outsourcing marketing?
There are also disadvantages, and you should take them seriously. Most of them can be addressed with sound agreements.
| Disadvantage | How to address it |
|---|---|
| Less in-house expertise | Monthly briefing and training for your team |
| Dependence | Accounts and data always owned by head office |
| Slower to change course | Fixed point of contact and short lines of communication |
| Safeguarding the brand voice | Style guide and approval of the first materials |
| Costs visible on the invoice | Compare with the full cost of your own staff |
Do it yourself, hire someone or outsource?
There are three options, each with its own profile. Do not look only at costs, but also at specialisms, continuity and how quickly you can get started.
| Aspect | Doing it yourself | Extra marketer | Outsourcing |
|---|---|---|---|
| Start | Immediately, if there is time | After recruitment and onboarding | After scan and plan |
| Specialisms | Limited | One or two | Broad |
| Scale | At the expense of other tasks | Limited by one person | Grows with you |
| Costs | Hidden in hours | Salary plus employer costs | Per location per month |
| In-house expertise | Grows | Grows | Through reporting and training |
When is outsourcing the best choice?
Outsourcing makes sense if you have more than about ten locations, if your team has too little time or specialist knowledge, or if franchisees are unhappy with what they get back for the marketing fee. Doing it yourself makes sense if you have few locations and a team with time and knowledge. A combination often works best: strategy and brand in-house, local execution outsourced. Read more in outsourcing franchise marketing and franchise marketing agency.
A simple decision guide
Answer these questions. The more often you say yes, the more outsourcing becomes the obvious choice.
- Does your franchise brand have ten or more locations?
- Does more than half of your team's time go on execution rather than strategy?
- Are Google Business Profiles incomplete or managed by former employees?
- Are reviews left unanswered for more than a few days?
- Do franchisees ask what they get back for the fee?
- Does nobody know whether AI assistants mention your locations?
Three or more yeses? Then a scan of three locations is a logical next step.
What agreements should you make when outsourcing?
Set out in advance: ownership of accounts and data, who decides on budget and materials, which KPIs are reported per location, how often you meet, how franchisees are involved and how the partnership can be ended. Start with a one-quarter pilot covering some of the locations. How to measure the result is explained in calculating return per location. We describe the agency's role within the franchise brand in hybrid franchise marketing.
How do you compare the costs of outsourcing with doing it yourself?
For doing it yourself, count all the hours your team spends on local execution, including questions from franchisees, and calculate with the full hourly rate including employer costs. Add training, tools and the risk of absence. Put that next to an agency's package price per location. In our experience, franchise brands often underestimate the internal costs of local marketing, because the hours are spread across several people. A fair comparison often makes the choice easier, whichever way it goes.
Who is behind this approach to the pros and cons of outsourcing marketing for franchises?
The approach on this page comes from our team's practical experience. Gijs Bodenstaff built up a franchise brand himself, so he knows both sides: the head office that safeguards the brand and the location that has to attract customers with it. Together with Stanley Leijnse (chair of Stichting LODAK), he studied 500 Google Business Profiles of the 100 largest Dutch franchise chains. Angela, Elisabeth, Peter and ten trained freelancers carry out the work per location, following one method and with weekly training on changes at Google.
You can read more about the team in the people behind this agency; the author's background is on the page about Gijs Bodenstaff.
Frequently asked questions about the pros and cons of outsourcing marketing for franchises
What are the biggest risks of outsourcing?
How long does it take for outsourcing to have an effect?
Is outsourcing marketing more expensive than doing it yourself?
Do you lose control when you outsource?
What is best to outsource first?
Can you combine outsourcing with doing it yourself?
How do you avoid becoming dependent on an agency?
How do you test whether outsourcing works?
When is outsourcing marketing the best choice for a franchise?
Which agreements should you record when outsourcing franchise marketing?
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Curious what this could deliver for your franchise brand? Request the free scan of three locations.