Franchise Marketing For Your Business
Any business who wants to be a success has to do marketing of some description
, even if it is simply adorning a shop front with eye catching banners and signs. In the franchising industry it is even more important as franchising is all about brand and brand continuity. Everyone knows the McDonald's logo and the phrase "i'm lovin it", this is branding and franchise marketing at it's very best.So how are you going to go about marketing your franchise? In my experience there are 3 routes to take.
Route 1 - Go it alone.
This is the must do choice for many franchise company owners. If you have a small budget and cannot afford to bring in outside help then it is down to you to ensure that your brand is advertised well and in the most efficient places for your small budget. Mistakes can be very costly indeed and blowing your budget on a 6,000 pound stand at a franchise exhibition may not be the best route to take. Instead look to advertise on internet portals and directories, you can get an all year round listing with them for a fraction of the cost instead of a 2 day stand at an exhibition. You will need to make your advertising templates yourself to keep costs down and ensure that they all follow the same template, ensuring that multiple visit to your spread of adverts show the same branding. Choose a font and stick to it, the same goes for colour schemes and images. Also remember, always ask for a discount! List prices are exactly that and if it is a deal breaker almost every magazine and online franchise portal will give you up to a 25% discount and more if you lay it on thick. I work in advertising and I have given a 40% discount to a nice lady who sent me a kit-kat as a thank you. It's all about your manner.
Route 2. Employ a marketing expert.
Getting in a franchise marketing expert to do all the hard work for you is costly but worthwhile. Preferably someone with bags of experience who can work 8 hours a day 5 days per week ensuring that your brand is found in all print and online media as well as being able to organise the exhibitions for you. They will help generate you leads for franchise sales and ensure that your brand is seen by as many visitors to these portals as possible. Many will already have relationships with print and online media and have discounts in place for advertising. Although expensive, you will find they are worth their weigh in gold and can really help you promote and grow your franchise business.
Route 3 - Hire a franchise marketing agency.
Franchise advertising/marketing agencies can really give you what you need at a fraction of the cost. With many franchise clients they understand the industry well and have existing relationships with all the on and offline magazines and portals which means that you will gain excellent discounts on advertising. They can handle your brand continuity and write all your marketing copy. In fact, with the savings you will make on them booking adverts for you at the discounted rates, they virtually pay for themselves.
Marketing your franchise is not an easy process. There are over 1200 franchisors in the UK alone and to stand a chance of selling your franchise in as many territories as possible you have to make sure your brand stands out. Obviously every one have a budget and some more than others but it is not always about money, it is about getting it right first time. Of course, every one makes mistakes, but ensuring that 99% of the time you are working from experience by having done your research or employing the right people, it is possible to create a stand out brand and become a huge franchise success story.
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