marketingfeature
you will be encouraging a marketing cross-sell opportunities on a regional
Empower through planning
orientated culture. and local level. An excellent example of
Why not try hosting your marketing
this is FitKid’s link to the international
strategy on Google docs so that
A good example of where this children’s brand LazyTown, which is
everyone has access to it? We often
happens is with Spettro, the franchise aired on children’s television across 150
host a proactive plan that takes the
specialists in buildings insurance claims countries. FitKid has teamed up with
viewer through the company’s marketing
management, which offers organised LazyTown to offer official LazyTown
activities, month by month. This enables
seminars that include training with its classes and parties across the UK. This is
the viewer (franchisee) to drill down
growing franchise network of 30. This something that will significantly benefit
into weekly tasks yet still see the larger
training offers information, skills and FitKid franchisees.
picture through the 12-month strategy
updates on industry techniques, new
(and its clear objectives).
equipment and developments. The
franchisees benefit from the support
Being proactive, rather than reactive,
and guidance of the franchisors and
allows for better budgeting and
this cements the relationship between
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Communication is
the key ingredient

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control of marketing activities that
franchisor, franchisee and the customer.
to a successful
in turn provide vital information on
Training sessions and seminars also
the successes or failures of particular
allow your franchisees to share ideas of franchise network.
campaigns. Offering a range of support
successes and failures, and this benefits
materials that can be customised to a
the rest of the franchise network.
local level, but systemised and accessed
nationally, can aid planning and the
Local online campaigns
Relationships
chances of your franchisees improving
With a plethora of communication
Many franchisors such as Envos, an
their local marketing.
channels available, it is often a good
environmental management franchise,
idea to incorporate online marketing
include a tailored media list of
With a vested interest in achieving
and networking into the marketing
contacts for each franchisee within the
success, your franchisees should be
strategy.
network.
willing to work with you to improve
marketing communications and continue
As the internet is being used more
Such lists can be used to build
on the road to mutual growth.<
frequently for business, utilising the
relationships on a local and regional
possibilities for sharing your product
level from day one, but are usually only
information with different target
available to larger organisations with
audiences by region is becoming easier
significant budgets. This goes hand-in-
and cheaper. As well as straight forward
hand with a training session on media
pay per click campaigns, encourage
and press training.
your franchisees to use Twitter,
MySpace, Facebook, YouTube, blogs
In helping franchisees understand
and regional online forums.
what members of the media want,
they are more likely to pitch a local
Moving away from cyber space into
story and be successful in obtaining
real space, many franchisees look for
valuable free coverage for themselves.
local affiliations with other companies.
Cross-promoting products that offer
All franchisors have an image of
true value to both companies and
their ideal franchisee and the type
customers can be very effective and
of qualities they will hold. The
result in profitable campaigns.
ability to communicate with people
and network is almost certainly
on every franchisors hot skills list.
Sarah Cook is a franchise
Teaming up
marketing specialist at Coconut
Strategic affiliations have long since
Networking on a local level is one of
Creatives. For more information
been an excellent way to accelerate
the most powerful forms of business
or for help planning your
business growth on every level. By
development. Franchisors should campaigns for the year, email
thinking creatively and utilising links on
always encourage their franchisees to
sarah@coconutcreatives.co.uk or
a national level, franchisors can give
book in at least one networking event
call 01963 31030.
their franchisees additional vertical and
per month.
Franchisor News | 31
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