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As a Franchisor, you have created a marketing plan of action and an aim. Let’s say you want to get your franchisees more corporate leads, by creating a targeted direct mail campaign to ensure clear penetration into a specific market. You call your friendly branding expert to get some ideas and explore some concepts.

You decide to send out a suitable small gift with a personalised note advising businesses of your new corporate level services.  The letter attached to it gives them a local contact and some information on the new services and why they should choose you, it includes a call to action “call now” for a free sample, analysis, quote etc.

You then advise the Franchisee they can call the prospect and you provide an easy script for them to follow. It’s simple and should provide some solid leads over time. It can also be followed up and the contact details added to the franchisees database to market to later on.

The challenges, as stated in the first article, clear communication to the franchisees needs to take place so they know what’s taking place and why. A great marketing plan can only be great if the people on the front line know what is happening and why.

You could create a short video which you email to them to outline the process, or a step by step text email.

You could follow these up with a phone call, or have a webinar to outline the process and let them know why you picked the gift you did and how you worked with your friendly branding expert in the process.

Getting the communication right at every stage of the process should cut down on the amount of hassles you experience internally as well as ensuring you are setting great plans in place to develop and implement the marketing campaign.

There are lots of ways to market a business and if your task is to organise it for someone else (in this case franchisees) then get the process right so you can expect the right message to be delivered to the right people, so solid results can be tracked. This will then give  you great evidence about what works and good directions to take in the future.

  • Get people on board – Communicate the aim clearly to them.
  • Make the process easy to implement – Show them how to implement it and measure the results.
  • Make the most of it – Show them ways to build the relationship beyond the initial campaign.
Steve Gray - Steve is a business educator - Trainer - Speaker (Steve Gray.biz). You can get his Leadership E Book from http://theleadershipguy.com.au The info provided in these articles is for educational purposes only and is intended as a starting point for you to build your business from, not as specific advice.
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