The concept of franchise marketing has had businesses scratching their heads for the longest time. Nah! It isn’t because they are unaware of the best marketing channels for their businesses but a conception that franchise advertising is the hardest nut to crack!
Now, that’s perhaps the biggest misconception!
I’m here to tell you ten franchise marketing and advertising ideas that got to be the wind beneath your brand wings, but before that, let’s take a look at what franchise marketing means.
What is Franchise Marketing?
Image: LA Times
Franchise marketing broadly refers to strategies undertaken to identify and attract customers and franchisees who might be interested in what you do. It helps target people who are not just intending to make a purchase but also those looking to be an investor in your franchise, therefore, needing a marketing plan that is consistent and easy to replicate.
Franchise-focused marketing is beneficial since franchisees willing to get on board don’t need to chalk out a separate marketing plan, instead following a proven idea that helps generate profits faster.
Franchise marketing ideas for businesses: Offline & Online
Now that we have an idea about franchise marketing, the next big question is how to market a franchise? First, you must build a plan that for both online and offline channels showcasing your values as a brand.
How to do offline marketing for franchises?
Franchise businesses are typically spread across several locations, with the franchisor running the show. That’s why franchise marketing and advertising should preferably be done on digital signage platforms.
Since it is impossible to be physically present at every customer touchpoint, the franchisor needs a central signage content management system (CMS) to monitor everything remotely.
A high-yielding way to cash in on digital signage at your franchise stores is introducing screens at various points of purchase like product shelves, PoS or checkout areas. Compelling content on your in-store displays stir users to run in for a purchase (even when they did not intend to).
Ever noticed the screens displaying the menu alongside add-ons while walking into KFC? Or a Marriott hotel showing customer ratings at the reception? That is what digital signage means for your business: a focal point where customers see all your marketing communications and take actions.
Grow your business with Pickcel’s digital signage solution
How to promote a franchise business via online marketing?
When it comes to promoting your franchise online, social media and website marketing should be your prime areas of focus.
Your website is often the first point of contact with a potential customer or a franchisee. It’s your e-shop to highlight who your brand is. Make sure your franchise logo and tagline are visible across all online platforms, and there are no errors in any information you choose to give out!
Marketing your franchise online will also help you understand your audience’s behavioral patterns and how the local market might respond to your products. This is essential in determining which regions you’re bound to perform well in and what to avoid.
You may also like: What are the best marketing channels for your business?
Creating your franchise digital marketing plan vis-a-vis franchisee locations
This is an indispensable part of understanding your target audience, and franchise social media marketing is exactly what helps you understand this. Using personalized ads hits the right chords with the locals and identifies what suits their needs.
Using analytics powered by Facebook, you can find the regions where customers are most engaged with your products.
A local franchisee that understands people’s needs is not just the perfect brand ambassador to your target customers but also a selling point to more franchisees in the region. You should always keep your franchisees aware of your franchise marketing moves.
10 bang-on franchise marketing strategies to keep ROI high
When managing a brand with the association of third parties, a solid marketing strategy must be clearly outlined to all the stakeholders. Remember these ten essential things while developing your franchise marketing and advertising plan.
1. Maintain brand consistency throughout marketing channels
Image source: Business insider
Perhaps the most important aspect of franchise marketing is ensuring brand consistency across all marketing channels. Be it online or offline, keeping communication lines clear and open is indispensable for creating brand consistency. Your franchisees should feel free to reach out to you in case of doubts while formulating marketing strategies for their franchise business.
Originally Published as 10 nailing strategies in franchise marketing & advertising on Pickcel Digital Signage Blog
