“taking control of your own local media
marketing efforts is key to building your
presence in the local market, giving the
brand and products a personal touch with
your local knowledge.”Joe Papadatos | managing director | icon visual MarketinGlocal marketing and social media strategies
enhances your local presence and available
opportunities.
The development of your local area marketing
is the real powerhouse for local franchisees. It
is in this space that the marketing moves from
branding and product awareness to the Holy
Grail of any business – activities that deliver
more customers.
You A re the FAce oF the
BrANd
While it’s true that your customers are using
the product/service provided by the brand,
essentially they are doing business with you.
They are your customer, and as such it is up to
you to maintain the relationship. Focusing on
the needs of your individual customers will see
you become a trusted friend to them, not just
a seller or supplier.
If you are relying on just the franchisor
marketing for all sales and leads delivered
to your individual franchisee business, you
are missing the opportunity to personalise
the transaction and build a relationship with
your customers. Essentially, these are your
customers, not the franchisors.
success FAvours those
Who helP themselves
The origin of this saying is actually that
luck favours those who help themselves. But
realistically, there is very little luck concerned
when building a new business. It takes action,
preparation and planning rather than waiting,
wondering or wishing, to accomplish great
things.
Research has shown that the franchisees that
take on the responsibility of building a strong
local marketing platform do much better than
those who solely rely upon the franchisor.
Taking control of your own local media
marketing efforts is key to building your
presence in the local market, giving the brand
and products a personal touch with your local
knowledge.
No-oNe KNoWs the locAl
mArKet As Well As A locAl
One of the central benefits of running
a franchise business is that your brand’s
identity is recognisable before you have even
begun to target your local area. With this in
mind, it is important to present yourself as
the local representative for your company in
order to maximise the branding campaigns
that the head office brand will have already
implemented.
Capitalising on local knowledge and presence
is essential to maximising your sales potential.
Strategic marketing and social media activity
are effective ways to manage this conversation
with your local area.
A brand’s reach via mass marketing and
advertising is great, but running into Johnno
on Friday night at your kid’s Little Athletics,
and talking about your business between shot
put and long jump, can never be attained
by head office. It’s your local knowledge,
interactions and networks that are invaluable
when starting your new franchise business
and in growing your customer base. Never
shy away from having business cards on hand,
a brochure in the car or inviting someone to
follow up with a business hours call.
Local knowledge and personalities are
extremely advantageous when it comes to you
promoting your business.sociAl mediA i N the
FrANchisee World
When it comes to social media, most of the
above general marketing rules still apply, but
often with a large dose of head office policies
and restrictions around your ability to use it as
a tool for your individual franchisee business.
Social media is still a relative new marketing
tool, despite some platforms having been
around for nearly ten years. And while it is
well-proving to be an effective and highly
cost efficient marketing platform that can
deliver amazing results, social media can
also prove to do more harm than good if not
used properly and with control. For franchise
business models, social media has an extra
layer of risk, as well as opportunity. To somefranchises, the thought of multiple and
unrestrained franchisee voices on any social
media is the stuff of nightmares. However for
a new franchisee looking to build and grow a
strong business, social media is an important
marketing tool, one that has potential to take
your business well beyond what traditional
marketing can deliver.
Social media is just another form of
networking, and it’s one that you need to
be involved in if your business is to grow.
In fact, it’s arguably the biggest networking
opportunity your business can take advantage
of in this digital era.Be AWAre oF BrANd P olicies
ANd restrictioNs
Every franchise head office has a different
approach to regulating their business
marketing. It is important for any new
franchisee to investigate head office guidelines
and restrictions in relation to individual
marketing and social media activities prior to
implementing any strategies.
Some companies have such tightly controlled
policies and restrictions that it does not
allow much room for the individual
voice of a franchisee. But more and more
franchised companies are recognising the
inherent benefits of opening up marketing
opportunities to their businesses. Question
your franchise on their guidelines around
social media, ensure you can communicate
with your customers via social media and that
your franchise makes it easy for you to do so.
If you are unsure if what you are posting is
within the brand guidelines, stop and ask. If
you have doubts, then its best to err on the
side of caution.
After all, social media participation is an
excellent way to enhance your presence in
the local market and ultimately grow your
business.