Why spending more is generating less results for franchises

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Imagine a chain of restaurants that decide to add more salt to their food to enhance the flavor.

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More salt, then more pepper, more bacon, until everything starts to get sick.

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That's what's happening with franchising.

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The networks are putting more money into digital media, increasing their participation in fairs, but the leads remain lukewarm.

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The Franchisee Acquisition Cost skyrockets and leaves everyone feeling like they're spending a lot to achieve the same.

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Mathematics doesn't close and this has real consequences: networks that plan to open dozens of units a year get caught up in the dilemma, accelerate and fear of throwing money away or waiting for things to normalize?

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But what if the problem isn't how much is invested, it is Where And Like?

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More media, less result

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According to global studies, Never has so much been spent on advertising as now.

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However, the effectiveness of the campaigns is in free fall. In the franchise universe, the reflection is direct: more money allocated to paid advertisements, portals, promotional actions and fewer leads that are really worthwhile.

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It's the equivalent of shouting in a soccer stadium at the end of a championship.

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The lead who completes a form today filled out another five yesterday.

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He doesn't even remember which brand caught his eye anymore, it's all pasteurized.

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Always the same creative, the same call-to-action, the same argument: “open your franchise with us”.

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Creativity as a competitive differential

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The problem is that, as with consumption, Creativity explains 75% of the success of a performance campaign.

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Creativity here is not just “being beautiful”, it's having connection and context.

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It works like this: instead of talking about ROI, tell the story of how careful the chain was to choose the location of each store, show behind the scenes training, assistance by field teams, and the launch of new products.

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Instead of promising success, show belonging, purpose, and differentiation.

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Those who are entering the franchise universe are betting their lives.

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Life decisions are not made with rational arguments alone, they depend on empathy, trust, a story that the person can see themselves as part of.

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The obsession with the click and the sacrifice of reputation

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Another pitfall: the race for easy metrics. CPA, leads, clicks.

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All of this matters, of course, but networks that only pursue short-term results end up giving up what really builds long-term value: reputation, authority, brand perception.

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That's why investing only in fairs or portals may seem efficient in the month, but not at the end of the year. It's the difference between hunting and planting.

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Attention has become a scarce resource

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If an average consumer is impacted by 900 ads a day, the franchise investor is even more overwhelmed.

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He is being “hunted” by dozens of networks, all at the same time. Result? A permanent ringing in the back of his mind, which he learns to ignore.

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And ignoring is the New Normal.

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In the midst of this confusion, who can stand out? Who says differently, qWho chooses the right audience, at the right time, with the right message.

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That's where Geomarketing comes in.

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A More Accurate Lens on Growth

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Geomarketing isn't a pretty map with some colorful pins, it is Intelligence Applied to Expansion.

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It means understanding, for example:

• Regions with the best fit for your business model
• Cities have the ideal socioeconomic profile to support a unit
• What do professional investors show more complete potential studies

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Instead of casting the net into the ocean, you fish in the right lake, at the right time, with the right bait.

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It's the difference between announcing your generic franchise for the entire country and speaking directly to people who have already shown signs of being ready for the next step.

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What about the result? A leaner, more qualified CAC and, above all, a Sustainable Expansion.

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Message for the Networks

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Ultimately, the future of franchise expansion isn't in Spend more to generate more leads, but in Create emotional connections that transform curious people into committed franchisees.

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That means:

• Less generic media, more intelligent segmentation
• Fewer technical announcements, more human stories
• More consistency in brand building
• More purpose

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Stop shouting in the crowd and start focusing the spotlight where it really matters.

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