Marketing Tips For New Franchisees
Marketing Tips For New Franchisees: Ensuring The Success Of Your Franchise
Franchising can’t simply rely on demand; you need to stand out from competitors and position your product or service as a necessity among customers.
That’s why you need to be proactive with your marketing objectives and small business ideas. That isn’t to say you should throw everything at the wall and see what sticks, but to be inventive with your marketing techniques in a way that establishes your franchise in your chosen territory.
To help you deliver small business marketing that works, we’ve provided the below guide on how to market your franchise in a way that ensures its success.
What is a marketing strategy, and why is it important to have one?
First things first, you need to assemble a marketing strategy. This is a clear plan of action to reach your audience and move them towards a sale.
A marketing strategy allows you to differentiate yourself from the competition and firmly establish your tone of voice with a target audience. You’re also more likely to increase the number of people that are aware of (and interested in) your service, improving your sales over time – depending on which form of business marketing, you choose, of course.
There are various marketing techniques, generally split into two separate overarching schools of thought: offline and online. As you can imagine, offline business marketing concerns print and all other physical manifestations. Online, on the other hand, covers everything from social media posts to websites and user experiences.
Social media marketing
Social media has left its infancy stage and now stands tall as a well-established channel in the marketing and advertising world. Consequently, you’ll need to create content that resonates with your target audience and distribute it across the social channels that they use. Neglecting to do so will mean you’ll be missing an enormous opportunity to speak directly to your audience.
In fact, social media should be core to your marketing objectives. If it isn’t, you’ll end up producing material that falls flat with your audience and is completely out of step with how they like to receive information. For example, 65% of individuals are visual learners – as a result, infographics and image-led content receives 650% higher engagement than text-based posts. Be sure to implement that logic into your content.
Additionally, with software that is either freely available (like Google Analytics) or available on subscription (such as Hootsuite and Sprout Social), it’s easier to measure the effectiveness of your messaging. You’ve got to be vocal in a franchise, and only a social media marketing strategy allows you to do that.
Email marketing and direct mail
No set of marketing objectives is complete without email marketing. In fact, one of the greatest franchise opportunities you can have is the ability to appear in your audience’s inbox. Being without banner ads and pop-ups, there’s an increased level of trust in this medium – and customers are more likely to respond as a result.
What solidifies email correspondence as one of the greatest marketing opportunities for franchises is that it allows the franchisee to personalise their business. Looking to localise your marketing and talk about local matters? This can be easily achieved when you have customer email addresses.
Direct mail is also resurging again in marketing circles. The reason? Direct mail gets opened. Unlike emails, which can easily be deciphered as spam, direct mail gets a much closer inspection. If you’re opening a new branch of your franchise in an area unfamiliar with your chosen organisation, direct mail is still a viable option for awareness campaigns and other marketing strategies.
There’s arguably been no better time than right now to get your message out there through paid advertising. After all, there are hundreds of platforms – from TV adverts to those on Facebook or at bus stops. However, think strategically – don’t just jump in head first with Google adverts and social media campaigns.
In a lot of cases, franchisees are trying to dislodge customer loyalties from the local businesses that they have grown accustomed to. So, use channels that will speak directly to that local mindset – trial adverts on local radio stations or in local newspapers.
They may seem old-fashioned, but they’re a great way to position yourself as an organisation that’s more than just an extension of your franchisor. Just like any small business, you rely on the custom of those in your surrounding area. Communicate that ambition and establish yourself as a local.
Obviously, promotions will help get people through the door or dropping you an email. However, it isn’t always achievable to have a sale or run an enormous giveaway. Instead, find exciting competition ideas that can be run through your social accounts and will increase engagement.
Tie them in with your other advertising if you feel it necessary. Having one single, coherent message will support your branding and increase your chances of getting a response.
Try and stand out from your competitors and be more inventive with the prize too. Think beyond the standard ‘10% off’ and consider anything that can generate a buzz and further shares. This is a great way to both keep existing clients interested and attract new prospects.
So, now that you know how to create a marketing plan that works, you’re able to launch your organisation with the promotional support it needs. Remember, rarely are businesses (whether franchises or otherwise) able to grow based on demand alone – you need to be active in your development.
Rainbow International franchisees operate in a number of areas in the UK. If one thing unifies the territories, it’s that it takes hard work to establish yourself against the local, long-standing competition.
However, our internal franchising team is always on hand. They’ll help you apply the learning of other branches to ensure you get off to the best possible start when launching a new franchise business. With our experience and your commercial aptitude, we’re sure that you’ll do well at Rainbow.
Simply speak to a member of our recruitment team to apply today.