EXPERTADVICE
EXPERT ADVICE CLINIC
Our expert panel offers advice on a range of issues for franchisors
How can my business get the most out of marketing?
At its core, successful franchise marketing is really a six-step process: • Take the time to understand your target franchisees – really understand them
• Create and evolve a promotional message that appeals to this audience
• Put this message in places that they are going to notice it
• Provide the right amount of information at the right times to create desire
• Have a system for nurturing and fi ltering enquiries – no hard selling!
• Success breeds success; keep the story evolving with regular, relevant content.
CHRIS COOK
Chris Cook is the owner of Chantry, a franchise marketing specialist
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www.franchisornews.co.uk
While other elements, of course, have a big impact on your success, getting the basics right is the foundation on which all your marketing should be built on. And, by analysing your
pipeline and where the drop-out points are for good candidates, you can adjust each step to improve results.
If, for example, you’re getting a lot of traffi c to your franchise site but very few enquiries or conversions, something’s wrong with the information you’re providing. On the fl ipside, if your conversion rate is high but you’re light on traffi c, then you need to work more on putting your messages in front of your target audience more effectively.
Allocating dedicated time to analyse your marketing for your franchise from the very basics up is essential. If you don’t have that time, then consider outsourcing to experts like Chantry, who can provide full transparency and work closely with you and your franchise to maximise your marketing budget, whatever it may be.
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