topicaladvice
Jenny nguyen
Jenny is marketing manager of
Signposter.com, a revolutionary
online business helping
franchises and SMEs buy,
plan and manage outdoor
advertising campaigns. Jenny
has a depth of experience in
advising businesses on how
to use outdoor media in their
marketing strategies.
How do I get the best results from my marketing budget?
John andrews
In the current economic climate, every business must consider
John is marketing director at how its marketing budget can be used more effectively. Some
E-NABLE. He has a long
mistakenly believe that cost-cutting or doing less is simply the
history of rolling out mem-
bership and incentive pro-
only viable strategy. However, the businesses that thrive choose
grammes, and marketing
to shift to new strategies and consider how they can optimise
campaigns for blue chip
the marketing mix.
companies. His responsibilities
include partnering with clients
to develop programmes that de-
As a franchisor, your strategy will almost certainly be targeted
liver ROI, brand integrity and a
at two discrete audiences – potential franchisees and customers
loyal client base.
who bring in revenue. As a result you need to consider a
multi-media advertising approach, which includes a distinct
How do I support my franchisees online?
combination of both on and offline advertising.
Centralised corporate websites may seem easier to
control but do not give your franchisees the sense All too often more traditional ‘tried and tested’ advertising
of ownership that should be an integral part of any methods are overlooked in favour of cheaper online alternatives.
franchise opportunity. But consider this before taking the online-only approach:
Moreover, not offering franchisees their own websites and
1. I can reach some of my audience online, but how am
online marketing tools may result in them taking matters
I communicating to those potential customers who
into their own hands – and ultimately out of your control.
aren’t sitting in front of their computer?
In the network marketing industry, not only has this
2. If I’m only advertising online, do I give the impression
recently been proven to damage brands, it has even led to
of a trusted and recognisable brand?
legal issues and court cases.
3. Online advertising sends leads to my site one-by-
But rather than looking at the negative motivations,
one. But how can I generate mass awareness
let’s consider the positive reasons as to why franchisors
cost effectively?
should embrace the opportunity to enable franchisees
to represent themselves. There is a whole host of search
Marketing best practice would be to combine online with
engine benefits that can be derived from such a strategy,
an offline presence. For example, you might continue your
effectively giving your brand more leverage to get itself
search engine optimisation and online networking activity
ranked online, especially when it comes to local searches,
alongside highly targeted billboards to build localised
for example, ‘tyres in Swindon’ or ‘printing in Dorset’.
awareness for your brand.
The other big opportunity lies in email marketing. By
Billboards start from as little as £240 for two weeks and reach
provisioning franchisees with their own websites and lead-
an average of 140,000 potential customers, all in your area.
capture tools, you are creating an opportunity to build
By combining both on and offline advertising you reach more
email marketing data rapidly and cost-effectively. Many
people and make your marketing budget work much harder.
companies spend thousands of pounds trying to build this
type of data, whilst your franchisees can do it for you
Find out more about Signposter.com and the benefits of
for free!
poster advertising on page 36.
If you would like to ask our experts a question
For more information on E-NABLE turn to page 29.
please email fnews@vmgl.com
franchisor news | 33
FN_PG32-33_FRANCHISE CLINIC_wint09 al1.indd 3 21/09/2009 19:13
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