When it comes to marketing for your Franchisees you need to get a few things sorted, know your aim, create the message and figure out how you will deliver the marketing message and who it will be aimed at.

You might think this is fairly simple and standard, yet there seems to be a range of challenges people face with their franchisees and keeping them on board with the whole marketing “thing”. Some franchisees simply follow your lead, while others buck at every new thing which seems to be an expense rather than an investment.

What might seem a rather simple process can soon become a slinging match, especially if you have conflicting input into the process; or people in the organisation simply do not like or understand the intended concept, especially if it’s the Franchisees.

What’s important here is to make sure you market your marketing well, i.e. communicate clearly what it is, what its aim is and how it will be implemented. Then you have a greater chance to ensure you get stronger “buy in” from the team.

I have been part of a franchise organisation where the people creating the marketing had only a simple aim (to give the franchisees more prospects.) They failed to cater for the existing clients (encouraging them to buy more), nor did they have much idea of the target markets they were trying to reach or how to reach them.

The other challenge they failed dismally at was advising the Franchisees about ways to do their own Local Area Marketing with ease, so they could get stronger involvement from existing clients and build greater referrals.

Where to from here?

  • Make sure the marketing plans and outcomes are clear about what’s happening and why.
  • Use simple communication methods to let everyone know why the marketing is what it is and the aim of it. Then people will feel more at ease with the process and know what their investment will hopefully get them.

Far too often Franchisees can build resentment to things being thrust upon them, simply because they don’t know enough about the intended aims and processes involved.

In part two I will outline a way to implement this sort of strategy, so you can see the benefit of utilising your friendly branding expert to help take some pressure off for you.

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