Boost sales for your franchise business
If marketing campaigns from the franchisor aren’t producing desired sales results, take matters into your own hands with a local marketing strategy.
There are many advantages to operating a franchise business – brand recognition, established systems, and a support network, to name a few – but franchise owners often discover they must do more on their own in order to bring in customers beyond the marketing efforts of the franchisor.
Whether your franchise is well established or brand new, explore these strategies to help attract customers and keep them buying again and again.
It can be frustrating for a local franchisee to depend entirely on marketing campaigns and materials supplied by the franchisor that fail to deliver promised results. Sometimes, the national marketing materials simply don’t resonate with a local market because the materials can’t reflect the uniqueness of your community.
Or, worse, franchise operators receive no marketing support at all. The issue may be a lack of attention that local marketing receives as a part of the overall marketing plan of the brand.
Take control by developing your own local marketing strategy. You can do things such as:
Subject to their franchise agreements and other legal limitations, most franchisees are free to promote their franchise using popular social media tools available to all types of businesses. Be sure to know what you’re getting into, because social media requires a commitment of your time and decent communications skills.
After conferring with your franchisor (if necessary), consider these suggestions:
If there isn’t one available from the franchisor, create your own rewards program or incentive for your existing customers to return.
“Points” programs are an attractive option because customers can redeem their points for merchandise, services or a special event. Search online for plug-and-play loyalty program providers in your area.
Show existing customers plenty of love. Host customer appreciation events, send an e-newsletter to keep in touch (with proper opt-in) and respond directly to customer comments on your social media pages.
Other franchisees in your network have probably experienced the same challenges and problems you have, so consider getting together to exchange ideas.
You can set up a breakfast meeting for franchisees in your area, or connect people from faraway places using an online conferencing service such as Skype. Set an agenda to get the conversations going and share notes back with meeting participants.
Chances are your fellow franchisees will share some valuable marketing and selling tips you can apply in your own business.
 This article highlights some ways that you can help promote your business, but nobody knows your business like you. We can’t provide you with legal advice, so before trying any of the strategies here, be sure that you are legally and contractually permitted to do so.
 Be sure to investigate and comply with applicable laws as they relate to advertising, contests and electronic communication.
Canada’s laws and regulations about electronic communication will affect how you can legally reach out to existing and potential customers. Be sure to investigate these rules before doing so.
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