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Franchising is a marketing and sales business, it takes a focused effort to build your franchise sales pipeline and establish your franchise network. These tips should help you get started when you first franchise your business:

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Build your online presence online. Today’s market for everything is transitioning to online. Amazon and Netflix aren’t the only ones who are transitioning entirely to online business, the entire world has gone online. Find ways to add to your presence and make the investment. Add your franchise and your brand to as many listing sites as you can find, do it professionally and spend the time to get your brand in front of people who are already looking for a business.

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Work Social Media. Everyone’s talking so much about social media that I’m sick of it. That is….sick that I didn’t invest in Facebook when everyone else did. Social media is here to stay and it is part of our lives, business, everything. You need someone on your team who is driving traffic, formulating your message and pushing your franchise brand through social media. It is easy to mess this up with corny, ill-prepared social media messages, it needs to be done right or you risk looking like an MLM.

 

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Redo Your Marketing Materials. Trust me, people can tell you built your brochure on a word document with stock images. Just because you PDF’d the presentation doesn’t mean that it looks professional. Put the time and money into a presentation that is well thought out, professionally done and will actually warrant someone calling you back or responding to your email follow up. Everyone is visual today, you need a good graphic designer who can present the franchise the right way.

 

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Be Content Savvy. The web is becoming more competitive for everything, particularly in the franchise space. You need to be a thought leader in your market. If you sell shoes, find something to write about shoes every week, make it engaging, interesting and spend the time coming up with thought provoking ideas that will build your followership. Haven’t you heard the saying, “write about it and they will come”?

 

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Understanding Franchise Marketing

Keeping a steady flow of customers is a task for any franchise owner. You want to keep your current customers and start getting new ones if you want to be a successful franchise owner. Chances are your franchisor provides you with some forms of marketing or advertising. However that may not be enough for you. So, if you have already tried doing a few small things to increase your business you may want to look at some other ways to advertise for your franchise at the next level. With such a growing market there are many ways to advertise for your business, but check out a couple things you could do to step it up a notch!

You could create a television ad for your franchise. A great way to reach customers is by creating a television advertisement. You will need to make sure that you create something suited for what you are promoting and make it interesting. Also make sure that when choosing a channel or channels that you choose appropriately. If you have an auto body shop it would be wise to put it on a channel that shows car shows. However, you will not reach a huge market since it will be limited to those who watch t.v, and then to those who watch the channel you choose.

You may also decide to go to the radio to reach your customers! A local radio will most likely let you do a radio ad yourself or they can do it for you. You want someone who has a great and exciting voice, however not annoying, for the radio ad. If the voice is not interesting your potential customer will most likely not listen. Also having a catchy saying or song will help since the customer may get it in their head.

Have you considered a billboard to advertise for your franchise? This is a great idea since so many people drive by them each day. You will be able to reach a wide variety of people. If you decide to do this you need to consider location. You want your billboard to be somewhere lots of people will pass it and also near your franchise location. Also you should consider is making the advertisement catchy, usually something funny will work. Make sure it is also appealing to the eye as far as colors, and what you decide to put on it.

And, don't forget about your local newspaper when you advertise your franchise. This is a great way to reach potential customers. When doing this you should check with the paper on the best days for putting an ad out, a day with the highest number of readers. Also you should run the ad for at least 3-4 weeks since that will gain people's attention seeing it more than once. It is important that you choose a good section of the paper to put the ad in.

All of these are great ways to promote your franchise and start getting new customers to check out what you're offering! You will soon be on your way to big success if you utilize as many forms of advertising as you possibly can.

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Franchise marketing can differ greatly from typical business marketing, as there are many factors to consider and many tactics to implement in every location. Make a single mistake, and the entire brand might suffer as a result. You can use these marketing tips to create a comprehensive franchise marketing strategy that will help grow your franchise as a whole.


Franchise Email Marketing Estimates North Carolina

Franchise Email Marketing Estimates North Carolina

Franchise Email Marketing Financing Deals North Carolina

Jumpstart your Franchise Business with Our Proven to Convert Franchise Marketing Services in North Carolina

 

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.

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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.

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Is Your Franchise Marketing System Turning Profits Or Running You Out of Business?

The perpetual question on every franchisor's mind today is how do I keep generating good quality leads for franchise sales in this economy? When the going gets tough, the franchisor needs to get creative. The great thing about franchise marketing is that it is very targeted and specific. When was the last time you saw a Super Bowl Ad marketing for new franchisees? It's just not that likely. The reason is simple, the consumer advertising we see every day is expensive because of the reach and coverage. It is worthwhile for a company to advertise for car insurance when almost anyone who sees the TV commercial could be a potential client. That is not the case when advertising for a franchisee, the franchisee is a clearly defined candidate. The demographics have hopefully been defined ahead of time, the areas of interest are predetermined, the capital requirements and all other attributes are clearly defined. Thus, the advertising is much more focused and generally speaking less expensive.

The different avenues that franchisors use for franchise marketing run the gambit. The Internet of course is the most widely used medium, about 74% of all franchise leads today come from the web. Print Media can be effective based on the readership and specificity of a publication. Direct Mailings can work in some instances as well as Email Marketing Campaigns. Tradeshows are the most showy and grand of the marketing mediums for franchise lead generation and can also be a wonderful way to market a franchise. When it comes down to it there are a lot of avenues...but how does a franchisor know where to spend their ad budget? How do they determine where they will get the most "bang for their buck"? There are several keys that my firm has lived by when it comes to franchise marketing, if these key issues are clearly and completely defined and addressed, the franchise marketing process can be a lot of fun and generate great leads. If these key points are ignored or only briefly addressed, the franchise marketing process can drive a franchisor mad!

1. Define your Buyer. Have you ever heard the phrase, "Ready, Fire, Aim!" It sounds funny, that's because it doesn't make sense! The first goal of the franchise marketing effort should be to clearly define the buyer. I don't mean "salesperson with a desire to succeed".....I mean, "Female, ages 28-37, Midwest and Southeastern US, Household income between $75k-100k, work experience with kitchen products, married, preferably with children." We want specifics, down to every last detail. Once we completely figure out who this franchisee is, then we can more effectively plan our marketing.

2. Establish franchise sales goals. Clearly identify the marketing approach. Start first with how many franchises you plan on selling into the system within the next 6 months and year. Don't plan much further than that, because beyond that point you will most likely have to redo this plan based on then current circumstances. Once we have the goals set, we then can back out of that equation. Typically we are looking at around 1000 qualified leads for every 50-100 meetings with prospective franchisees. From those meetings the closing percentage is typically around 5%. So if we determine that we would like 5 franchises to open during the first 12 months of rolling out the franchise, we need to plan on generating 1000 leads during those first 12 months. The beauty of franchise marketing is that it is very measurable and much easier to track then consumer marketing...we can actually tell how effective it is!

3. Determine the advertising mediums. Different buyers can be reached via different advertising avenues. In some franchises all of the marketing can be done over the Internet, in others the marketing has to be done through direct mailers to specified candidates....like doctors in the case of a rapid care facility. Outline the pros and cons of each medium and establish the most effective based on the cost. This is where the importance of the defined franchise buyer comes through.

4. Establish the Budget. The average cost per lead on the Internet is around $30, the average cost from a tradeshow can be as much as $200 when factoring in travel, time, booth set up and other costs. So take into account some kind of an average cost based on the advertising venues you have determined will be most effective at reaching the target audience. For those thousand leads you may need $10,000 in advertising dollars for that first year to hit the 5 franchises sold.

5. Create the Collateral materials. A Franchise is a big investment for most franchisees, in fact for many of the buyers it is literally everything they have. The franchise offering should look extremely professional and really has to be buttoned up. This means that the brochure should be top quality, there should be a sales video to present to the buyer what the business entails and helps create excitement in the franchise. Pamphlets and handouts should be put together. All of this built around creating value in the business offering, not the product or service that the business offers. The overall theme should be "Mr. or Mrs. Franchisee, you can make a great living doing this, and have fun while you're at it." Franchise buyers fall in love with franchise concepts because they envision themselves running a business doing what the franchisor does. The collateral materials should be the vehicle that sparks that interest in the franchisee's mind.

6. Put together a comprehensive application form. There should be two forms in the end...one that the franchisee fills out initially to give the franchisor initial information from which the franchisor can make a decision if they want to follow up with the prospect any further. This should be basic information that the franchisor should know up front as soon as possible in the sales process, like how much capital do you have to invest! The second form will go into much more detail and would be sent with the brochure and information packet. This form should go into work history and personal background, so that the franchisor can really get to know who this prospect is and what they are all about.

7. Execution. Franchise marketing is like all advertising and marketing, it isn't a science, although it is much closer to one than consumer marketing, it still varies a great deal in its effectiveness and results. Some times, just when things are getting to the point where a franchisor is thinking they should throw in the towel and call it quits is when they really should do some MORE advertising! It takes consistency. The franchise buyers can be fickle, lots of time it has nothing to do with the franchise offering or the marketing, but rather with the franchisees life and circumstances. They do come back and look again, we want to be there when that prospect makes the buying decision.

8. Excellent Follow Up. Great franchisors have wonderful salesmanship in the sales process. Leads should be followed up with immediately upon contact. Phone calls are important and there should be high frequency between calls until a contact is made. The franchise sales process isn't rocket science, it just takes hard work and good planning.

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In order to go anywhere as a franchisee, the franchisor needs to have a sturdy and effective marketing plan in place. Here are some guidelines when it comes to researching a franchisor's marketing plan:

1) Know the Basics: You should take the time to learn the basics about how franchise marketing plans work. In general, a marketing plan is a map laid out by the franchisor that dictates how business will be brought in. As a franchisee, you will contribute a set amount of money / a percentage from sales into a collective marketing plan pool controlled by the franchisor (note that other franchisees will contribute to the pool as well). Depending on your needs as a franchisee, the franchisor will dole out money from the pool that will cover such expenses as TV commercials, direct mailings to potential and existing customers, print advertisements, in-house marketing expenses and fees paid to advertising agencies for their services.

2) Know the Right Questions to Ask: To get a good idea about the durability and success of a franchise's marketing plan, ask these simple questions: Do you understand the needs and tastes of your customers? Do you know the strengths of your competitors? (If you're an active customer of the franchise you're considering buying into, these questions can be answered pretty easily).

3) Get More Information: If you are one of those potential franchisees who doesn't know much about the franchise you're thinking of buying into, you should contact the franchise and request all available public information about the marketing plan. Franchises will usually comply with this request, if only
because they see you as a prospective source of income.

4) See the TOC: You should definitely try to get a peek at the marketing support guide that existing franchisees use. Whereas a lot of this content might be too sensitive to hand out to prospective franchisees, the franchisor should be able to give you at least the table of contents, which will give you a solid overview of the blueprint used to market the brand and product.

5) Seek Out Other Franchisees: Be sure to ask other franchisees specific questions about sales, the best avenues of advertising, and what the franchisor might change about the marketing plan (if any). As you've undoubtedly deduced, you can determine a lot about your franchising potential by gauging current franchisees' levels of satisfaction with the marketing strategies dictated by the franchisor.

6) Learn whether the Franchise is Receptive to Franchisee Input: For the most part, franchisors grant their franchisees some leverage in the creation of their marketing plans. Find out how much say franchisees generally have regarding marketing plan improvements. Also, find out whether or not strategies and/or ideas they've suggested have been recognized and utilized by the franchisor - this will give you a good idea about the amount of creative breathing room you'd have in marketing plan development.

 

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Businesses are realizing that they require a marketing agency that takes a holistic approach to their online web presence and digital marketing strategy.

Contact us today to learn more about Marketing your Franchise Business.


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Franchise Email Marketing Financing Deals North Carolina

Franchise Email Marketing Financing Deals North Carolina