Franchise Advice


W


hen it comes to choosing a franchise there’s so many things to consider as you whittle down the options –


but, in my view, one of the most important deciding factors should be the level of ongoing marketing support your business will receive from the franchisor.


It is a well-known fact that buying into a proven business model gives you a head start. But regardless of whether you have started from scratch or bought a franchise, you still have to market your products or services to generate sales. Marketing is an essential aspect of running a business, yet it is an aspect not widely considered when buying a franchise. Make sure you choose a franchise that provides


the level of marketing support you think you’ll need. For some people marketing comes naturally, but others will have no idea at all how to even start. Prospective owners with a sales and marketing background will be more confident in this area and may not require much additional assistance. But if you don’t have previous experience in promoting a business this will be something you’ll need to buy in locally or tap into the resources provided by the franchisor. The support provided can vary greatly from


franchise to franchise. Most franchisors will offer a limited amount of marketing assistance to help launch your business and carry out corporate activity to promote the brand and recruit new franchisees. As part of the initial fee you should get marketing collateral, but after that you could be left to your own devices.


So it is worth adding two key questions onto the list of things to ask the franchisor: how will you help me promote and market my business locally and do you operate a central marketing fund system? Just like the business model itself, there will be tried-and-tested marketing methods to promote the particular product or service you will be offering. Access to a creative head office marketing department is a huge plus point, as is being able to call upon the services of a professional PR agency for free or at discounted rates. PR is one of the most effective ways to publicise your product or service within your own community, yet very few people put this on the checklist of things to ask about when interviewing the franchisor.


A central marketing fund is an excellent way


for franchisees to buy in and share marketing services. The fine detail of the fund varies from franchise to franchise but the principle is the same: franchisees pay in to a central fund, which is then spent on activities that benefit the members. This pot of money is usually managed by a committee of franchisees who have a say on how money is spent. While this may look on paper as if the franchise will


cost you more, in reality you get a very good deal if a marketing fund is in place, because PR and marketing are relatively expensive services to buy in. For most startups, hiring marketing help is financially out of the question. Through the central marketing fund, you can share resources that would cost multiples more than your monthly fee if you had to pay the full cost. For example, at promotional products and branded


clothing franchise Recognition Express, the fund supports major PR campaigns, including running an annual competition in conjunction with the road safety charity BRAKE. At vehicle paint specialists Revive!, the central marketing fund has enabled the franchisees to sponsor British Touring Car Championship racing driver Andrew Jordan, while The ZipYard runs a series of seasonal PR stories throughout the year and an award-winning Help the Homeless warm clothing campaign at Christmas. So do your homework before signing the franchise agreement. Ask yourself: do I have the marketing skills to promote a business with success and confidence? If the honest answer is no or maybe, then take the time necessary to make sure the franchise opportunity you choose can provide the level of support you need to grow and flourish. n


Lindsay Jones is the owner and managing director of LJPR Ltd, a PR consultancy with a specialist franchise division. She is a trained journalist and one of very few PR practitioners to hold a master’s degree in public relations. She has lectured at the University of Gloucestershire and has written several authoritative articles on PR.


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