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MARKETINGADVICE


Squeezing new


franchisees out of your


money into a marketing plan, generated a few leads, run through your sales process and found yourself some great, high-quality franchisees and then you’ve most likely repeated the process. It is also likely, however, that you will have hidden gems in your current database that you haven’t been in touch with for months, but who could be converted into franchisees more easily than any new leads you may bring in because they are further through the system. This is why it is important to make sure that you communicate with your database on a regular basis in order to keep them ‘warm’ and convert them to franchisees.


Y 28 | www.franchisornews.co.uk


our existing database is full of prospects that you have been in touch with at some point over the course of your franchisee recruitment. You’ve invested time and


There may be a number of reasons why the prospects in your database have gone cold, such as personal circumstances preventing them from progressing further. By communicating with them regularly, you will be able to catch them should their circumstances change.


How do I re-engage the leads in my database? In order to gain maximum impact from your communication with your database, it is important to make sure that it: • Is attention grabbing • Has a target audience in mind and has the correct tone


• Is short and clear • Creates demand • Includes a call to action • Offers an incentive


existing database


Many franchisors don’t realise their existing database is a goldmine of prospective franchisees, says Sarah Carlile, founder of Coconut Creatives


When communicating with your database, make sure that you have something to say or something to offer prospects in order to get the best response. Things you can offer include: • Expert guides • Hints and tips • Personalised invitation to visit HQ • Industry reports • Tour of a franchisee’s business • Monthly newsletter


All of the above suggestions can be carried out at little or no cost to you and will make prospects feel valued by showing them that you are happy to provide more information and share your expertise and knowledge with them. Regular activities like these will help you to keep your existing leads warm and interested in your franchise. They may not


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