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.