Effective franchise marketing
Effective franchise marketing
It's always important to 'lead your pack' and it is has never been more important to do this than now. Franchisors are operating within a highly competitive market place with new rival businesses (both franchises and independents) popping up to snatch your market share. Due to this, it is vital to use all the tools you have to effectively market your franchise.
National marketing campaign...
Marketing through franchising is often seen as split between marketing the overall franchisor package and providing a good solid national campaign that offers value for your franchisees hard earned royalties. When these approaches are combined, they ensure further interest in your business model when they are brought together within a seamless and integrated approach.
Stay one step ahead...
Being a franchisor means that you act and operate as a leader. You always need to have the answers; you always need to know the latest statistics and you must always try to be one step ahead of your competitors. An effective way of achieving a good balance between all these various weights is through utilising your Template Franchise. For many Franchisors, a Template Franchise is simply the area or region where their head office is, whilst also being the area where their head office team provide their own products or services locally. This continual 'hands on' approach to keeping in touch with shop floor activity, enables franchisors to interact and relate to their franchisees on many different levels.
There are five main ways to make the most of your template franchise:
Use your template as a marketing tool; for example; get testimonials from happy customers and create affiliations with other local businesses (that could work well in other areas for your franchisees)
Use your template to create a good stage for prospective franchisees to view; creating first hand experience (the best marketing test!)
Use a template to try out new product developments; to stay ahead of the competition and maintain your leadership title within your own franchise family
Use a template as a benchmark of quality; set industry standards and stand out from the crowd thus creating a fabulous sustainable competitive advantage.
The 'do as we do' example; show that you can really walk your own talk
One client that I have worked with since the launch of their franchise has used these techniques to build further value into their franchise package. As well as battling through the thousands of advertising messages that prospective franchisees are exposed to every day, you can help them to understand the theory behind your business through exposing them to it on a first hand basis. This gives prospective franchisees a real feel for how it might be if they bought into your ideas and became one of your franchisees. Surely a priceless marketing sensory experience that many companies just can’t achieve or compete with.
Effective franchise marketing - To learn more about this author, visit Nick Strong's Website.
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Protect your market share...
It's always important to 'lead your pack' and it is has never been more important to do this than now. Franchisors are operating within a highly competitive market place with new rival businesses (both franchises and independents) popping up to snatch your market share. Due to this, it is vital to use all the tools you have to effectively market your franchise.
National marketing campaign...
Marketing through franchising is often seen as split between marketing the overall franchisor package and providing a good solid national campaign that offers value for your franchisees hard earned royalties. When these approaches are combined, they ensure further interest in your business model when they are brought together within a seamless and integrated approach.
Stay one step ahead...
Being a franchisor means that you act and operate as a leader. You always need to have the answers; you always need to know the latest statistics and you must always try to be one step ahead of your competitors. An effective way of achieving a good balance between all these various weights is through utilising your Template Franchise. For many Franchisors, a Template Franchise is simply the area or region where their head office is, whilst also being the area where their head office team provide their own products or services locally. This continual 'hands on' approach to keeping in touch with shop floor activity, enables franchisors to interact and relate to their franchisees on many different levels.
There are five main ways to make the most of your template franchise:
Use your template as a marketing tool; for example; get testimonials from happy customers and create affiliations with other local businesses (that could work well in other areas for your franchisees)
Use your template to create a good stage for prospective franchisees to view; creating first hand experience (the best marketing test!)
Use a template to try out new product developments; to stay ahead of the competition and maintain your leadership title within your own franchise family
Use a template as a benchmark of quality; set industry standards and stand out from the crowd thus creating a fabulous sustainable competitive advantage.
The 'do as we do' example; show that you can really walk your own talk
One client that I have worked with since the launch of their franchise has used these techniques to build further value into their franchise package. As well as battling through the thousands of advertising messages that prospective franchisees are exposed to every day, you can help them to understand the theory behind your business through exposing them to it on a first hand basis. This gives prospective franchisees a real feel for how it might be if they bought into your ideas and became one of your franchisees. Surely a priceless marketing sensory experience that many companies just can’t achieve or compete with.
Effective franchise marketing - To learn more about this author, visit Nick Strong's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: http://www.business901.com Web/Blog: http://www.FundingYourNonprofit.com http://www.linkedin.com/in/business901 – Linked In http://www.twitter.com/business901 – Twitter - Visit Joe Dager's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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 Nick Strong (Visit Nick's Website) Nick Strong launched www.se lectyourfranchise.com in October 2002. The site is now an industry leader and advertises over 450 franchise brands in the UK, USA and Canada. Nick has over ten years of experience in domestic and overseas franchise development. Nick is the Managing Director of Select Your Franchise UK Ltd, The Franchise Supplier Showcase and FranWeb Ltd. Company websites are www.S electYourFranchise.com, www.F ranchiseSuppliers.co.uk and www.FranWeb.co. uk. Nick also specialises in franchisee recruitment and business development training. To find out more about the services Nick and his team can offer you please go to www.selectyourfranchise.com/ contact.html
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