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Make the most of your franchisor's marketing plan

Written by: Michael Hemenway

Article Overview: One of the things local franchisees in most cases is marketing assistance from the franchisor. The franchisor has built its marketing message on its products or services and knows how best to position the company. That said, it's up to the franchisee to make sure the marketing plan works in his or her area.

Make the most of your franchisor's marketing plan

Buying a franchise means you are utilizing the distinguished brand name of the franchisor and the value of that name is supposed to be such that people will flock to your store from the very first day. That name is usually generated from two sources – years of excellent services/products and a proper marketing plan. The latter is especially essential in today's market with increased competition. So, when you choose a franchisor, make sure that the company has a great marketing plan in position. Remember, the franchisor is supposed to have a two-fold marketing plan, one for you and one for the products/services it offers.

When you are checking out the background of the franchisor, don’t forget to see the marketing strategies of the company. He must know about your market as much as possible. He should also know who the competitors are and who can give him a run for his money. Then he ought to prepare an effective marketing agenda in order to woo the targeted customers. If the franchisor is serious about your success as a franchisee, then he will assist with advertising before your store is opened.

Once you have started, the company is supposed to put a steady marketing program in place. There should be a central pool in which you, along with others franchisees, will have to contribute regularly. The franchisor will use that money to promote your business. Some of the common marketing tools on a national level are TV spots, radio spots, and other print media advertisements. On a local level, that money will be used in direct-mailing services or ads in local newspapers for your location. Make sure that the franchisor keeps the particularity of each location in mind and doesn’t resort to a one-size-fits-all policy. What sells in one place not necessarily sells in another. Hence, a good franchisor must give some kinds of leverage to the franchisees regarding its marketing plans.

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