Franchisees: Add a Personal Touch to Marketing
by Ed Teixeira
In this era of Twitter and Facebook itís easy for franchisors and
franchisees to place added emphasis on technology to market their services
and products. If we add mobile websites to the mix, these tools can be very
effective ways to reach existing and new customers. However, itís important
to remember that social media tools are not a substitute for good old
fashioned face to face sales building programs. Social media can support and
complement more traditional marketing. A benefit of a franchise is having
access to the experience, support and expertise of the franchisor. However,
franchisees should be aware of how to market and combine their skills with
the support of the franchisor.
Here is a strategy for marketing your franchise for new sales without
incurring a great deal of cost.
- Know your competitors. Successful businesses are aware
of their competitors and keep them on the radar screen. Do
an objective analysis to match up your strengths and
weaknesses versus your key competitors.
- Capitalize on your strengths. Consider your key
strengths and let them become the keys to your sales
- Identify your target market. Define and identify your
target market. Old, young, married, single, families,
homeowners, etc. This is who you want to reach.
- Establish your marketing tools to reach your target. Use
your franchise system tools and other resources to identify
the best method for reaching your target market.
- Donít be reluctant to get some expert advice. Speak to
other franchisees to gain their feedback and input for
Inexpensive marketing tools:
- Partner up with a complementary business. Identify
non-competitive businesses or franchisees that you can
market with on a collaborative basis.
- Get involved in the community. Participate in business,
trade associations and charitable groups to gain exposure
and visibility in your market area.
- Use a newsletter. The cost is very low to publish a
newsletter. Services like Constant Contact are very
reasonable and easy to compose and publish.
These are some of the ways to market your franchise. Technology can be a
great way to reach new customers; however, itís not the only way.
© 2011 FranchiseKnowHow, LLC
Ed Teixeira is the President of FranchiseKnowHow, LLC. He can be reached at