By nature, the relationship between franchisor and franchisee can be a fickle one: franchisees want (and deserve) independence; franchisors want (and deserve) to be heard.
When it comes to marketing a franchise, that disconnect isn’t uncommon. We often hear from franchisors who lament the fact that their marketing advice falls on deaf ears.
What do they wish their franchisees would hear? Here are five tips every franchisee should consider when it comes to marketing your franchise.
- Don’t rely solely on the franchisor – While the franchisor knows the business inside and out, remember that it’s your business, and it’s a local one at that. The people you know, from neighbors and friends to members of your church or pool, may have a need for your service. Sharing what you do with all your contacts – in person and on social media channels – is essential.
- Be social – Speaking of social media, invest some time, and even a little money, into enhancing your presence on social channels. Posting relevant information about your business on Facebook, Twitter, LinkedIn, Pinterest and other sites can be a cost-effective way to engage with your customers. Be mindful, though, that it takes some dedication.
- Multi-channel marketing is a must – Relying on a single-marketing approach won’t drive brand awareness. Paid search can drive transactions, but the key to lowering acquisition costs is taking advantage of multiple channels: direct mail, billboard, broadcast, digital and social, for instance.
- Your reputation is on the line – Remember that every point of contact, whether it’s in-person, on the phone or online, is an opportunity to leave a lasting impression on your customer. That can be a great lasting impression or a not-so-great impression. Claim your listing on Yelp and monitor customer feedback there and on other social channels. Resolve complaints quickly by dealing directly with the customer offline first; after resolving the issue, ask the customer to consider updating their review.
- Embrace your community – Even though you are a local business, being a franchise can create a feeling that decisions are made by the out-of-town franchise. Hold a fundraiser for a local nonprofit. Host spirit night for a nearby high school. Enlist your team to volunteer at an event. Be creative: nonprofits and schools always are looking for extra arms and legs (and money!). Promote that you’re willing to help with a cause. In addition to impacting your current customers, you’ll likely attract some new ones.