specialfeature


Create a following


Everyone knows that social media can be an extremely effective marketing tool. Yet, for franchisors, how do you embrace the power of the social network, but at the same time protect your brand, especially if franchisees are socially active? Vesna Siljanovska investigates


24 | www.franchisornews.co.uk


he rise in sites such as Livingsocial and Groupon indicate that more people are looking for local services. This is great news for franchising as by its very nature, it relies on local business. “Local offers have been embraced by the general public – if you find a good provider for a local service, you’re likely to get a long-term relationship,” says 0800 Repair Group Managing Director, Kevin Brown.


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Social media is the ideal forum for local- level marketing, especially as a Facebook page, tweet or even a YouTube video can be tailored for a specific territory. The lack of red tape within smaller organisations means this form of marketing can be embraced more quickly. David Clayton-Smith, partner at Andrum Consulting, explains: “While larger companies may be absorbed with


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