How Big Franchises Run Promotions — And Why You Shouldn’t Copy Them
Forget franchise formulas, promote like a pro on your own terms
There’s a common belief that the best way to grow your business is to follow the playbook of the big guys — tried-and-true tactics, polished campaigns, and industry-standard promotions.
But what if I told you those larger competitors are playing an entirely different game?
The strategies they use often don’t translate for small or independent operators — and in some cases, they can actually do more harm than good.
Here’s the truth: you don’t need to copy what works for them.
You’ve got strengths they don’t — speed, authenticity, and real community — and that’s exactly what your promotions should lean into.
How the Big Brands Do It
Let’s take a look inside the playbook of a franchise or large fitness brand to examine their tactics.
1. Loss Leaders
The most visible promotional tactic that larger operations run are deep discounts.
You see these all the time:
"Join Now for Just $1!”
“50% Off Your First 3 Months!”
“Unlimited Classes. One Low Intro Price!”
These are known as loss leaders — offers that are designed to attract attention and drive sign-ups, even if it means losing money upfront.
They’re playing a numbers game. It’s all about volume and predictability.
They know:
Their retention rate (how many clients stay)
The lifetime value of each customer (LTV)
Their cost to acquire a new one (CAC)
Why This Doesn’t Work for Smaller Operators
If you copy this model without the same financial buffer or backend systems, you risk:
Burning your margins
Devaluing your offering
Attracting the wrong kind of client — price-driven, not value-driven
Franchise tactics make sense when you’re a franchise. But as a smaller, independent operator, you have other strengths to play to — and better strategies at your disposal.
2. Generic “One-Size-Fits-All” Campaigns
Large chains rely on simple, high-volume, one-size-fits-all campaigns. Their goal is broad brand awareness and lead generation at scale.
Because they target the widest possible audience, their promotions tend to be generic and low-risk. Trying new ideas or tweaking their proven formulas is often seen as too risky — it could disrupt the finely tuned system they’ve built.
But this isn’t you…
If you copy their playbook, you’ll end up with safe, generic promotions that don’t truly resonate with anyone in particular. And unlike the big players, you don’t have the volume of eyeballs to make these generic campaigns effective.
On top of that, you likely don’t have mature automation, upsell funnels, or CRM systems working behind the scenes to maximize every lead.
So what makes sense for me?
Now that we’ve looked at what the big players do, it’s time to focus on your strengths — the ones franchises wish they had.
Make it Personal
If you're not relying on high-volume marketing, your edge is relationships, not reach.
Unlike a faceless brand, you can build real loyalty. Use promotions to:
Spark conversations
Showcase your unique style
Invite referrals from your current clients
A well-run giveaway, challenge, or local event can deepen your community roots and grow your business organically.
Stand Out with Authenticity
Franchises go wide and generic.
You can go deep and specific.
Smaller operators win with:
Personal touches
Community trust
Tailored offers that speak to the real people you serve
This is how you build something that lasts — and something people want to talk about.
Long-Term > Short-Term Thinking
Your business isn’t a machine pumping people through a funnel.
You’re building a tribe, not just chasing transactions.
That means being intentional about lifetime value, client experience, and retention — not just getting bodies through the door with a discount.
Move Faster and Smarter
Big brands plan campaigns quarterly.
You can launch something next week.
Use that agility. Test a small, scrappy promo. See what clicks.
You don’t need approval from corporate — just the green light from your gut.
If you’re ready to try something but not sure where to start, I’ve got ideas — and I’d love to help.
Let’s build something that actually works for you.
— Scott Cameron