Marketing a Franchise in Your Local Market

One of the benefits of buying a franchise is the inheritance of a strong, established brand with marketing support from an experienced corporate office. But even with the support from a franchise brand, marketing efforts that prove successful in one region or location may not work in another—which means customization and localization are extremely important.

At Divvy, we regularly consult with franchisors about providing franchisees with strongly branded marketing materials and tools, while also allowing for local customization. In many ways, corporate can and should provide a tool box, and maybe even a framework for a franchisees’ marketing, but the franchisee will find better success when they follow these marketing guidelines to help shape their own local franchise marketing:

1. Know your local market

Knowing your local market will allow you to communicate your message to them better. Say your franchise sells frozen yogurt and you’re located in a college town. You’re likely to find success through social media and mobile advertising.

If you’re running that same franchise in an old historic neighborhood with an older demographic, for example, you’ll want to test the effectiveness of print and other more traditional marketing efforts.

2. Build relationships with other local businesses and franchises

This may seem like an odd piece of advice, but other business owners have been in your shoes, trying to market and build their business within the same local area. Connecting with them on a personal basis can only bring you more valuable insight into your local market.

Your competitors may not be too keen on divulging demographic information, but other franchises or businesses in your area might be willing to shed some light on the marketing hurdles you face. Of course, knocking on doors to get a hold of the franchise owner may not work, but tapping into groups through LinkedIn or the Franchise Business Network [link to FBN Utah site] can help you reach the right people.

3. Track your efforts

You cannot measure the success of your efforts, or improve your marketing, if you don’t meticulously track your marketing efforts.

Something as simple as recording the time of day you post social content can shed light on the reach and effectiveness of your posts. If you’re making calls, record the time of day, amount of time spent on the phone, etc.

Once you’ve collected a significant amount of data, sit down with your team to discuss the information and look for behavioral trends or indicators that can help you adjust your messaging and delivery tactics.

If you could use help delivering customizable marketing collateral and tools to your franchises or business locations, please contact us. We can help.



Collaboration is The Secret to Successful Franchise Marketing

Could you or your franchisees use a little marketing help? The logistics of running a business keep most franchise owners too busy to dedicate enough time to marketing, and lots of corporate franchise offices aren’t sure how to provide materials that work for multiple locations and marketplaces.

We believe there are steps you can take to create easily-accessible marketing packages for franchise owners, allowing them to run the business and focus on marketing, which means more sales and growth for the franchisee and the franchisor.

The best marketing strategies begin with collaboration. When franchisors leave marketing totally up to the franchisees, problems can arise. Whether you’re the franchisor or franchisee, push to have a meeting that includes both corporate representatives and franchise owners, and then spend some time discussing and developing compelling marketing ideas and tools that franchisees need to improve their marketing.

Once you’ve compiled these ideas, you’ll need a way to distribute marketing tools to your franchisees. With a few franchise locations, this may not be too difficult, but for larger franchise organizations, providing a way for franchisees to easily access materials is crucial.

There are lots of platforms and franchise marketing software systems out there that can help you distribute a piece of the marketing pie. Here at Divvy, we create a corporate approved website where corporate representatives can upload approved marketing materials. Franchisees can then log in to the website, customize and order any materials they need—whether it’s social media, signs and banners, printed items or uniforms.

When marketing a franchise or a multi-location business, it’s crucial that the franchisees use corporate-approved, branded materials. After all, the power of a franchise lies in the security of its brand, so communication between franchisor and franchisees should facilitate the creation of properly-branded and effective marketing materials and tactics.

If you’re looking to streamline your marketing, fill out our contact form below and you’ll receive a free demo of Divvy’s platform.


6 Tips to Plan a Successful Franchise Grand Opening

How to Plan a Successful Grand Opening for Your Business or Franchise

If you want to get your new franchise location up and running quickly, a grand opening event can help you generate immediate sales and build your customer base instantly. Too often money is spent on office or store space, supplies and marketing materials, but little is left over for a grand opening. Don’t make this mistake, because a grand opening can help determine the initial success of your business.

Here are 6 tips to help you plan a successful grand opening event for your franchise:

1. Spend time understanding and targeting your ideal customer

You can spend lots of money sending out coupons and invites without really thinking about the type of person likely to respond to your invite. If you’re opening a children’s clothing retail store, you don’t want to send invites to childless Millennials in their 20s. Take the time getting to know your customer and figuring out how to reach them before you rush full steam ahead with event logistics.

2. Have a soft opening and a grand opening event

If you’re lucky, people in your community will already be attracted to your business or franchise because of brand recognition. If you try to hold an event that’s too large for your infrastructure, you may find yourself in over your head on the day of the event. Host a soft opening and once you have the hang of how things run, plan a larger scale event. This also allows time for early customers to spread the news of your opening through word of mouth.

3. Offer free samples or provide giveaways

Everybody loves free food or giveaways, but be careful about handing out free swag or food without a strategy. Ask guests to sign up for your marketing emails in exchange for a coupon or gift certificate, or have them post about your business on social media to receive a free item.

4. Involve the community

Especially if you aren’t a food franchise, it may be difficult to garner a lot of support for your grand opening. Consider smart ways to involve the community. Host a neighborhood fundraiser in conjunction with your opening, or involve nearby business owners in the event as well. Not only will this help you reach more prospects and customers, you’ll also have the chance to interact with people who may know the community atmosphere better than you do.

5. Use a mailer to invite people

Too many people think direct mail is ineffective, but it remains one of the most effective marketing tools [link to Alexander’s direct mail blog post]. A creative and bold mail piece in your target audience’s mailbox may be sufficient, but consider adding coupons or promotions in the mailer. An unusual sized direct mail piece, sent to well-targeted consumers can produce great results. As always, be sure to include a call to action.

6. Host a social media influencer event first

Many franchisees have found success reaching out to bloggers and online influencers to invite them to a VIP event and encourage them to take pictures and videos, and share thoughts and observations with their social networks. You can provide them with promotional items as a thank you for giving their time to participate in your event. Then be sure to watch their blogs and social channels for their posts about your business and make sure to comment and express appreciation.

We wish you luck as you plan and execute a successful grand opening event. At Alexander’s we love grand openings and would be happy to help you. If you’d like to tap our experience and grand opening expertise, please contact us.