Ty Calaway of We Are Kymera Shares How Hyperlocal Marketing Drives Franchise Success
Marketing might not be the first thing on a franchisee’s mind when opening a business, but according to Ty Calaway of We Are Kymera, overlooking hyperlocal marketing is a common franchise marketing mistake. “Most owners believe the franchisor’s national advertising is all they need,” he says, “but rarely do I meet a franchisee who has more business than they can handle without doing their own local outreach.” Below, Calaway shares actionable advice on how franchisees can avoid these pitfalls, connect with their target audience and leverage trends like AI for smarter marketing in 2025.
1. What are the most common marketing mistakes franchisees make when first opening their businesses?
That’s a great question with about 20 answers, but let’s start at the top: Most new franchisees will underestimate the need for hyperlocal marketing. Most owners believe the franchisor provides all the advertising they need. I’ll tell you this — it is rare that I speak to a franchise owner who has more business than they can handle without doing some hyperlocal marketing themselves.
2. How do these mistakes affect their ability to attract and retain customers?
Most franchisees are opening a brand that has mass appeal, but with that comes mass competition. If you don’t stand out from the competition, plenty of other local businesses will
3. Why is it important for franchisees to follow the franchisor’s brand guidelines?
That’s a must. Most franchisors’ guidelines ensure brand continuity and provide a reliable framework for success. With that, it doesn’t mean nor guarantee success, but it is a starting place. We have to be realistic. As I mentioned earlier, 80% of franchises opened are local, not national brands with mass exposure. I work with national brands that many people have never heard of, even though they may have locations in their own backyard. It’s our job to make sure everyone who needs to know is aware that they are there.
4. What is the most common franchise marketing mistake?
The most common by far is a lack of social media awareness. I’m sure everyone’s heard this, but you would be shocked at how many franchise owners fail to take action on social media.
5. How can franchisees better understand and connect with their target audience?
The answer is in the question: Your target audience must be defined and made aware of who you are and what you offer. Remember, 80 to 90% of all buyers will research where to make their purchase before doing so. Depending on your franchise and what that service is, it could be lower — but not by much.
6. Why is hyperlocal marketing important for franchisees, and how can they use it effectively?
As mentioned earlier, hyperlocal marketing is paramount for awareness and competition. It’s 100% fine that your franchisor is advertising nationally for you, but it’s even more important to establish yourself locally when people are making a choice. As far as effective usage goes, I say, ‘Go to where they are.’ I’m a huge fan of geotargeting, geofencing and competitor conquesting. Basically, if you’re a day spa, not only should you be advertising to your demographic via digital ads, but also placing them where people are already buying services like yours. Not only can we advertise to them, make them an offer with a call to action, but we can also monitor if they actually come into your location. There are plenty of other bells and whistles, but the target audience is identified and made aware 24/7.
7. What mistakes do franchisees make with their marketing content and messaging?
Well, if they’re active with their content, that’s more than half the battle. If we want to get granular, though, I’d say not A/B testing different ideas. There’s no silver bullet in digital marketing — if there were, everyone would be doing it. Different markets react to different methods. The goal is to find what works for your audience — build it, and they will come.
8. How should franchisees allocate their marketing budget to get the best results?
First, once again, follow the franchisor’s guidelines. Once you have the budget based on their input — normally 2% to 5% of revenue — I would highly recommend 50% of that be spent on hyperlocal marketing. Reach as many members of your target audience within your area, as often as you can, with the best offer you can make.
9. What steps can franchisees take to fix marketing mistakes and recover quickly?
The majority of marketing mistakes I hear about are the ones where they did nothing — so that’s first. Next, if you mean the budget is burning with little to no results, now what? It’s evaluate-and-pivot time. Let’s use an example: You opened your dog grooming franchise and decided to have a grand opening. You mailed out flyers to homes within a 5-mile radius, then followed up with a Meta post and invite with very few followers. The reality is that only about 40% of homes have a dog, so you’re marketing to many people who can’t and won’t use your service. On top of that, you’re randomly posting to the ether about your grand opening, hoping plenty of friends and family share the invite. The reality is, this is what I see every day. At that point, it’s time to alert your target audience via well-placed (geographically) ads that can be tracked and monitored, as well as revisiting your mailers with a list of dog owners. Then use that list to boost ads via social media to the same audience.
10. What marketing trends should franchisees watch for in 2025, and how can they prepare?
Great question. We’ve all been inundated with AI buzz and big promises. Some of the tools we use might surprise — or even scare — you. For example, ‘I know what you bought on aisle seven.’
Why Local Marketing Matters
Franchise success isn’t just about opening your doors — it’s about making sure the right people know you’re there. As Ty Calaway of We Are Kymera points out, hyperlocal marketing is the missing piece for many franchisees. Relying only on national ads is one of the most common franchise marketing mistakes. The key is to get local, stay consistent with branding and use smart tools like geotargeting to reach your ideal customers.
With AI and digital marketing evolving fast, franchisees who embrace targeted, local strategies will have the edge. Those who don’t? They risk getting lost in the shuffle.
About We Are Kymera
We Are Kymera helps franchises grow with smart, targeted marketing. From social media and websites to digital ads and direct mail, they help franchisees connect with the right local audience. They focus on hyperlocal marketing and avoiding common franchise marketing mistakes so businesses get noticed — and stay ahead.
For more information, visit the We Are Kymera website.
