Managing multiple sites in franchising can be challenging because you (the franchisor) can’t be in all sites at once. Then how do you manage marketing issues for multiple franchising outlets? Franchisors typically physically check on their franchised units once in a while but when it comes to critical aspects of the business like marketing, constant monitoring is necessary.
How can you constantly monitor the marketing affairs of your franchised outlets without overstepping your boundaries? First, you should always review the franchise contract to ensure you’re not violating anything. We know the language used to draft franchise agreements can be confusing to a layman and that’s why you might need to contact a franchise attorney to help you out.
Marketing a Franchise
1. Brand Consistency
How do you market a franchise? The answer to this question is brand consistency– the ability of a business to maintain communication and incorporate values and elements that define its identity. Brand consistency promotes brand loyalty and helps increase revenue. The marketing strategy should consider the needs of prospective buyers to increase brand awareness nationally. For franchisees, the goal is to attract local clients.
2. Online Presence
Research shows that most customers contact businesses through their websites. In other words, websites are the current digital windows for businesses. Consequently, a business website should provide a good user experience to clients, both on mobile phones and desktops. The features of websites that provide a good user experience to clients include:
- Fast loading;
- Easy to navigate;
- Have brand logos;
- Have call-to-actions;
- Built with simple and modern design;
- Provide practical solutions through the blog section;
- Can be accessed by the physically challenged, particularly the blind and deaf.
Social media can also help a business understand the local markets– prevailing conditions and trends. For instance, Facebook has many resources on promoting a new business, including comprehensive guides on how to create professional social media pages, particularly on Instagram and Facebook– Instagram stories can help you reach the target market.
3. Search Engine Optimization (SEO)
Search engine optimization (SEO) helps businesses reach target markets organically–particularly local SEO for local businesses. A website optimized well for search engines has the following features:
- Includes keywords in the content;
- Meta descriptions and titles;
- Updating the site with fresh content regularly;
- User-friendly–fast loading, easy navigation, and more;
For instance, you might consider a keyword like “retail franchise in DC”, if you run a retail franchise in Washington DC. Keywords help franchised units avoid competing with each other, particularly when the location is used in keywords. Also, SEO involves listing your company on business listing sites, such as Google my Business, Google Maps, and Yelp. Business listing helps customers find your business easily besides making opportunities for your site to get trusted backlinks.
4. In-store Marketing and Digital Signage
In-store marketing refers to the process of using marketing strategies to appeal to customers while they are inside the physical store. In other words, this method of marketing involves engaging potential clients once they’re in the store hoping to convert them into active customers.
On the other hand, digital signage uses attractive digital signage to appeal to potential customers and leave a lasting impression. With digital signage, customers get to know what you deal with and help them know what to expect from your brand. Franchises can leverage digital signage to enhance in-store marketing in various ways. For instance, if you run a hotel franchise, the digital signage could be a changing menu. Other ways of using digital signage can include:
- Announcing special offers or discounts;
- Announcing contests;
- Promoting fun activities to entice prospective clients;
5. Local marketing
Local marketing can be done in various ways, including:
A) Distributing leaflets
Leaflets should be displayed where your target clients spend their past times. The best hang-out joints include beer joints, movie theaters, town halls, and clubs. However, consider the size of the leaflets before making them. For instance, big leaflets come with carrying challenges while small leaflets may not be legible.
Sponsorship deals that resonate with the culture, values, and goals of a business help businesses grow faster and increase their rate of interest – ROI hence, getting the best out of their investments.
C) Community Events
Your participation in community events should focus more on giving back to society. Giving back to society is a commendable gesture as well as a way of getting the attention of the media to improve brand awareness. There are many ways to be innovative here. For instance, if you’re a hotel franchise, you can donate food to local charities for the homeless or invite the less privileged over for a free meal.
The above-discussed methods of marketing a franchise can help both start-up and growing businesses increase their clientele base.
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