Jumpstart your Franchise Business with Our Proven to Convert Franchise Marketing Services in Germanton
Running a successful franchise in multiple locations and optimizing each one for maximum engagement and recognition in their local markets is definitely one of the most difficult tasks for a business leaders. Yes, you should trust your franchisees to do a stellar job and manage their branches in an efficient and effective way, but only if you have done your part of the job beforehand.
So, what is your job? As a franchisor, your job is to create a strong overarching marketing strategy that will help every branch maximize its marketing potential while ensuring brand consistency every step of the way. To that end, here are the most effective ways you can create a winning franchise marketing strategy.
Franchise Marketing - Step it Up a Notch!
Franchise Marketing is an interesting process. I have been in the service of marketing franchises for the past decade and learned over time what to do and what NOT to do through successes and failures....probably more of the latter, but that's what they call experience, right?
The process is unique in that you are working diligently to sell a business model and idea to someone who might be considering starting their own business, but at the same time you are looking for talent and the right characters to join you as a partner in business. If you oversell - you are destined to attract the wrong candidates, if you don't sell enough, no one will be knocking on your door. It is a fine line between being aggressive and consistent with your pushing on new franchise sales while also being reserved enough to look at each candidate from a logical perspective and analyze whether it is someone you would truly enjoy doing business with.
Maybe you have heard the term "takeaway sale"? This is a term that describes a sales process that is counter intuitive to most sales processes in that you are not pushing the prospect to buy your service or good, you are almost telling them that they cannot have it. I have found that by employing this sales tactic in franchise sales, it accomplishes two things. One, that the franchise organization selling the franchise will become less pushing on "Selling Franchises" and avoid situations where a franchise was sold to the wrong candidate. Two, that the franchise buyer tends to want what you wont give to them when you are not pushing the sale on them. It's funny, people want what they can't have....franchises included.
The ultimate key to franchising successfully is to create an image of success, business structure and continuity throughout your business model. The franchisee should feel that you have everything "figured out" in how you operate so that they won't have to.
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Franchise Marketing through Digital Marketing
There are many benefits to starting a franchise as opposed to your own independent business. Some of those benefits include the proven business model, name recognition, and training and support that you will get from the franchiser. Another big benefit is that the franchiser will likely handle most of the marketing efforts on your behalf, though they usually require their franchisees to pay a fee for those marketing campaigns.
Since a good, well-funded marketing campaign is a benefit you should enjoy when choosing a franchise over an independent small business, you should consider what kind of marketing plan the franchiser has if you are thinking about buying a franchise, in addition to all of the other important costs and benefits specific to the individual franchise, like training, profits, and management. If you are strongly considering a specific franchise, and they either do not have a marketing plan or you don't like or agree with their marketing plan, you may want to look elsewhere - lack of good marketing could be a deal breaker, since it can be vital to your success as a franchisee.
When you are examining the franchiser's marketing plan, pay attention to what it offers and how much it will cost you in fees to the franchiser. A good marketing plan should cover things like print advertisements, TV advertisements, and direct mail to current and possible customers. Look for marketing in areas that you think will reach your target customers, and as many of them as possible, not just a few people. Make sure that you feel comfortable that the marketing plan the franchiser offers will be effective in helping you draw in customers, because it can strongly affect your chances of success as a franchisee, and, if you are paying fees to support this marketing plan, you want to make sure that it is better than you could do if you were paying for and managing your own marketing outreach.
Finally, you should find out if the franchiser is proactive and open to new ideas from franchisees in terms of marketing efforts. If you are completely happy with the plan the franchiser has set forth for marketing, this may not seem necessary, but a good franchiser should always be open to new ideas for future marketing, when things may change and there may be better ways to reach customers in the future, rather than recycling stale marketing plans 10 years from now.
The marketing plan of a franchiser is not always the most obvious place to look for problems when you are picking a franchise. However, you should place as much importance on examining a franchisor's marketing plan, and attitude towards marketing in general, as on things like profits and costs. Good or bad marketing can make or break you as a franchisee, and a franchiser who is responsive to your needs and suggestions with regards to marketing will be much more pleasant to work with and will be more likely to create more success for both of you.
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