Closing the Trust Gap in Local Ad Spend

Localized advertising strengthens franchise relationships, builds consumer trust, and drives measurable results. Yet, despite its proven impact, many franchise systems continue to invest heavily in traditional media, such as print and direct mail. These choices are often driven by habit rather than performance, creating a trust gap in local ad spend.

As second-generation franchisees – more tech-savvy and eager to innovate – step into leadership roles, a shift toward digital-first strategies is inevitable. To stay competitive, franchisors must provide the right tools and guidance to ensure a seamless transition that strengthens brand consistency while maximizing local impact.

The Digital Shift in Local Advertising

Gordon Borrell of Borrell Associates recently highlighted the increasing momentum behind social media advertising. A post-election survey from Borrell found that 24% of local businesses plan to increase their spending on social media or invest in it for the first time in 2025. This reflects a growing recognition that digital platforms offer a more effective way to engage local audiences.

Franchisees see the opportunity, but many still face uncertainty in execution. Without the right structure, transitioning to digital-first advertising can lead to fragmented efforts that weaken brand identity.

Bridging the Trust Gap with the Right Tools

A successful shift to digital requires clear guidance, streamlined processes, and intuitive technology that makes local advertising easy for franchisees. A user-friendly platform ensures:

• Brand consistency – Franchisees can run campaigns that align with national messaging while adapting to local markets.
• Efficient execution – Simple workflows reduce the complexity of digital advertising, allowing franchisees to focus on their business.
• Higher ROI – Digital-first strategies provide better targeting, real-time insights, and measurable results that drive growth.

By empowering franchisees with the right tools, brands reinforce trust in their marketing strategies, improve adoption of corporate initiatives, and create a stronger, more connected franchise network.