Franchise Advice F
inding new customers or clients is the key to any business. With proven activities and marketing channels to rely on, franchising offers significant advantages
when it comes to people finding out about yours – saving you time and money while growing your business. It’s common for each franchisee in a network to contribute what’s known as a marketing levy, which creates a dedicated fund used solely to promote the brand that all the franchisees’ businesses carry. Often used for national marketing, this offers franchisees a huge benefit and access to activities that would otherwise be way out of reach because of the prohibitive cost. It is not usually intended for the national
marketing fund to replace each franchisee’s local marketing activity; rather, it is designed to supplement and strengthen the brand for all and work in tandem with localised efforts. So, how does it work?
Collective power
The types of activities carried out nationally vary vastly between brands and networks. The key factor is the target audience, your prospective customers – are they other businesses or are they individual consumers? And where can they be influenced, where will they see and act on marketing messages? The focus is on maximising bang for buck. Fortunately, that’s where franchising really comes into its own – the franchisor
will already understand how to market the business, having grown their own branch before franchising (and possibly still doing so).
For major franchise brands, or those owned by a larger parent company, a national TV and billboard advertising campaign may take centre stage; the likes of O2 and McDonald’s regularly run integrated national media and social media campaigns.
Media advertising and expert PR can be very powerful, too. Regular expert content in relevant press outlets improves brand perception and awareness. Sandler Training, for example, is regularly featured in the likes of Forbes, The Times, MoneyWeek and so on, which helps raise
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