PROMOTIONALFEATURE


Support that satisfies


Inspire and motivate your franchisees with Coconut Creatives’ online hub, Market Your Franchise


H


elen Mansfield, head of Market Your Franchise at Coconut Creatives, explains: “Empowering your franchisees to market their businesses


effectively, and providing them with powerful tools and knowledge, is invaluable. Marketing not only helps your franchisees to create a successful and profitable business, it will benefit and expand your whole network, and aid your franchise recruitment.”


Offer the right level of support Did you know 64 per cent of franchisees are dissatisfied with the marketing support received from their franchisor? Offering your franchisees as much support as they need ensures each of them is as motivated and successful as possible, regardless of their skill level. Marketing support can comprise of PR, direct marketing, networking, cold calling, social media and online marketing. The amount of support you offer will vary


depending on three things: • The size of your network • Your budget and resources • The capabilities of your franchisees.


For larger franchisors, having a full


marketing team to spearhead this will make supporting your network easier. For smaller franchisors, not having a dedicated marketing team need not hold you back. Dedicate time to educating and motivating your franchisees to market themselves. Ensure you have the basics covered with a marketing manual and


collateral they can use, then encourage them to go for it.


Provide marketing materials Providing franchisees with marketing collateral allows you to effectively convey your message in order to attract the right customer, as well as motivate your franchisees with their customer acquisition. Many franchisors offer business cards, flyers and brochures for each franchisee to use in- territory. Franchisees will feel encouraged and satisfied, so you win all round with marketing materials. It’s also a great way to ensure your branding is consistent across the whole network.


Encourage your franchisees to network As a lower-cost training exercise, consider partnering two franchisees together – a kind of ‘buddying strategy’ to help each other. By partnering experienced, top-performing franchisees with new franchisees, they will learn from the best within your network – plus, old dogs can learn new tricks from fresh-faced newbies. This type of buddying strategy also builds a stronger network among your franchisees. Franchisees who are more willing to help each other are more likely to perform better collectively. Consider establishing a marketing forum


within your network, allowing peer-to-peer discussion and inspirations for marketing strategies. This can also be extended to third- party companies for training to become part


of your long-term strategy as you invest in your franchisees’ marketing development.


You know more than you think, but there’s always room for more… You’ve managed to build a brand and business of your own, as well as a franchise network, so you’ll probably know quite a lot about marketing. If it’s not your speciality, however, consider bringing in a third party to offer ongoing support. This could be at your conferences and regional meetings, or an online programme for franchisees to use. There are ‘off-the-shelf’ guides that can


lead you through this process, but you may not have the knowledge or time to work on it yourself. Using tools and resources like Coconut Creatives’ Market Your Franchise platform allows you to provide marketing support for your network easily. The Coconut Creatives Market Your


Franchise online hub provides franchisees with the knowledge they need to grow and market their businesses. Coconut Creatives is passionate about


empowering your network with you, so you all benefit from the pleasures of marketing. n


Coconut Creatives


info@coconutcreatives.co.uk www.coconutcreatives.co.uk


Franchisor News | 21


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