Business Franchise Australia & New Zealand — May-June 2017

90 Business Franchise Australia and New Zealand

getting into a new franchise

venture is an exciting journey,

greeted with equal waves of

enthusiasm and anxiety.

Enthusiastic to know that this could be a great

opportunity to manage your own business but

anxious over all the questions you have about

how you can best build and grow a successful

business.

By buying into a franchise model business,

you are rightly banking on the support of

the franchise brand, in terms of building up

the brand and for high level marketing and

advertising support.

However, new franchisees need to realise that

the marketing the head office undertake is

essentially aimed at promoting, preserving

and expanding ‘the brand’ of the company.

This means that they target their market to

sell the overall brand vision and identity of the

company rather than the specialty products

and services provided by you, the franchisees.

Whilst the success of widespread marketing

by the franchisor certainly helps to promote

franchisee businesses, it does not actively

promote a specific local area business.

Leaving the responsibility of your business

marketing entirely to the franchisor brand

marketing is essentially putting someone else

in the driver’s seat of your business.

You need to consider your local area franchisee

marketing activity in terms of driving your

business’ sales. Your active engagement with

exPert Advice

oWning your

marketing and

soCial media!

90 Business Franchise Australia and New Zealand