Being part of a franchise system offers tremendous advantages such as, in most
cases, instant brand recognition. But it also presents some limitations. Most,
if not all, of your promotional initiatives must pass your franchisor's
approval. Despite some restrictions there are plenty of opportunities for
individual franchisees to help drive business.
1. Know your customer
and market. If you have already purchased your franchise then you should be
confident that there is a demand for your product in your community. Successful
business owners know their customers and make adjustments according to cultural
factors and trend.
2. The product or
service itself is an important marketing tool. In a highly competitive playing
field where similar businesses are selling similar products, product naming and
packaging becomes highly important.
3. Promote your
products and services through advertising campaigns, public and media relations
efforts, TV and radio commercials, Internet advertising and direct mail
initiatives. Many franchisors will have public relations representation and
provide guidance or drive campaigns at the corporate level.
4. Position yourself as
an expert. Additional ways to create brand awareness include writing or
contributing to articles as an expert in your field.
5. Keep past customers
coming back through in-store promotions, loyalty programs, coupons and special
offers and involvement in your community (sponsoring sporting or charity
events, etc).
6. A Web site is
without a doubt an essential tool to getting customers. Most likely your
franchisor has a Web site with the option to search for locations. It may be
appropriate for some franchises, however, to have their own Web site for their
local market.
7.
Marketing collateral provides potential customers with information about your
company. These include brochures, white papers, and sales videos. Not all
franchises require marketing collateral. These materials may not be relevant to
a fast food franchise but may be necessary for others, especially those engaged
in B2B franchises.
8. Implementing a
marketing database is a great way to log your marketing progress and keep track
of customers and leads.
9. Establish a referral
system with complimentary business owners. Another way to get referrals is
through your existing client base. Ask customers to write testimonials, act as
references or offer an incentive program for them to refer your services to
others.
10. Identify innovative
approaches for getting more business. One mistake in running a business is
remaining static — if you want to remain competitive you must find new ways for
reaching your target demographic.
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