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Guest post by: Michael Hemenway Become an Author

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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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