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Franchisors Must Excel at Dual-Purpose Marketing

Written on July 8th, 2008 by Joseph in Franchising Developments.

Marketing one’s ware is as old as our human society. Nowadays, it has taken up a new dimension of its own. Every business is looking for ways to market itself better in front of its customer. If you are in the franchising business, your need for marketing becomes twofold – first for the products/services you provide and second for your franchise business for sale offers. Both marketing is different and should be treated separately. For example, in an ad for the product/service, the intended people are your customers who are going to buy the product/service. So, the stress of the ads will be on how good your offerings are and why they are different than that of the others in the field. You should also highlight how the customers are going to get benefited out of these products or services.

On the other hand, while marketing your franchise business, the emphasis should be on the business model itself. For people who are looking forward to buy a franchise, the most important thing is how much money they can make from the business. Hence, the focus of your marketing campaign will be on the profitability of your business venture. You are required to show them how others are profiting and how wonderful the future of the business is! You have to highlight your support system and training too. Mentioning what your product does for the customer is not that important as mentioning how much your customers want your product. For a prospective franchisee, it’s more important to know how many people will ultimately use his product/service. There are various modes of advertising your business and your franchise business. But the marketing approach that works for one won’t necessarily work for the other.

For example, direct mailers are good for your business, but won’t attract people looking for buying a franchise. Similarly, trade shows will attract people interested in your franchise business for sale offers and not your customers. Your website can attract both of them; but make an altogether different section for the franchise business. As for print and TV ads, it will depend where you are placing your advertisements. A glossy family magazine can have ads for your product while a business magazine may have ads for your franchise. For marketing campaigns regarding your product, all your franchisees will contribute annually for them. But they will be unwilling to fund the marketing of your franchise business for sale offers. In conclusion, it can be said that the two marketing campaigns should complement each other. You cannot sell your franchise business, until you sell your product and as your franchise opens in a new part of the city, demand for your product grows automatically.

brandEXPANSION can help with all aspects of franchise enhancement. Our lead generation and sponsorship program will help you reach the right franchisees. Our content writing services can help hone your overall marketing message. And our development team can assist with all areas of expanding your brand. Contact brandEXPANSION to learn more.

One Response to “Franchisors Must Excel at Dual-Purpose Marketing”

Lead Generation Marketing Left at 5:13 am on July 9th, 2008
1

Lead generation starts from where you stand. Without you realizing it, you already have a network. You have your friends, family, current clients, coworkers, friends from sports/social club and co-members in organizations you have joined.