6 Ways to Build Your Local Network

New franchises can’t be successful in their community while working in a bubble. No matter what your business model, being an active member of your local community is an invaluable way to show your commitment to help the community continue to thrive. Sandy Webb, a Saladworks franchisee, said it best, “Always be ready to just show up -- let people see your face and get to know you. Don’t be afraid to be vulnerable.”

1. Make Connections

If people in the neighborhood don’t know you, why would they want to come to your establishment? Brooks Rankin, a Workout Anytime franchisee, believes these connections are some of the most valuable you can make. “It’s the small things over time that pay off. Introduce yourself to all your neighbors in the plaza. Learn a little bit about them and tell them about your business.” He continued, “We try to get into employee break rooms to talk directly to employees and build relationships with managers. They might not join us right away, but if you are persistent, they will remember you”

2. Support Other Small Businesses

It’s valuable to make connections in the community, but Rankin is quick to note, “These relationships can’t be one-sided. These institutions that have been around the community forever, so they don’t need our help. We all want to be successful, so you need to be willing to cross-promote.” He gives an example, “We actually have a guy who owns a car dealership who will pick up our members’ cars while they workout so they don’t have to waste their time sitting at the dealership. Since we made that connection, he now pays for his employees’ gym memberships.” These connections make a difference in the lives of the employees, but also provides the employers a valuable benefit to promote to potential employees.

Webb agrees, “It needs to be a win-win, not just one-sided benefit. And if you’re immersed enough in the community, other businesses usually want to help. Bringing a franchise into the community means more jobs and economic growth,  most small businesses want to see you succeed.”

3. Join Your Local Chamber of Commerce

“The mission of the chambers is to support businesses and boost the local or state economy. Chambers are an amazing way to network, and not just from the standpoint of getting your name out there. When you have ties in a chamber, you meet so many different people who are all sharing ideas and end up helping every business owner to be better,” says Webb.

Marketing Manager of Workout Anytime, Marnie Saylor, knows their franchisees feel this is a top priority. “Many of our owners join their local chamber. This helps them engage with the community to better understand what is going on in their neighborhoods.”

4. Sponsor Local Events and Charities

Supporting local sponsorships isn’t only great PR, but it shows the community that you care. You will likely be included on all event information, and would maybe be able to provide samples or put out marketing materials at the event. Webb even recommends getting involved before you officially move to the community as a way to get your name out there. What matters to the community is you showing how important these causes are to your brand, and confirming your commitment to their neighborhood.

5. Get a Pulse on Your Local Customer Base

All locations are different. Understanding your customer can help you market directly to the needs of the members in your community. If you learn that your community has a large Jewish population, for example, you might not want to focus on the shellfish included on your menu, but instead focus on a kosher alternative. Location is also a big driver into how you should market to customers. Customers in the South may have a stronger connection to a biscuit breakfast sandwich, while East Coasters may gravitate toward a bagel breakfast sandwich. Understanding these trend will benefit your future marketing, advertising and purchasing.

6. Just Keep Going

"You definitely have to be a go-getter and have to be able to experience a lot of failures and hear a lot of no’s. Not everything you do is going to be a success and you have to be willing to keep trying. You just have to figure out your next steps and keep going,” says Webb

Rankin also has tough skin, “It’s not going to be successful every time. You’re going to get a lot of no’s. You may have to get in a front of people a few times before they are going to be willing to make the commitment to your company.”