1851

When deciding whether or not to franchise, emerging brands need to ask themselves how they will get the word out about the opportunity to prospective franchisees. This is called franchise development marketing, and it is an integral part of any franchisor’s growth strategy. Now, as franchisors look forward to a <a href="https://1851franchise.com/covid-19-and-high-unemployment-set-up-2021-for-franchise-sales-feeding-frenzy-2714528">post-COVID world</a>, it is more important than ever to have a solid marketing plan in place to encourage healthy franchise growth.&nbsp;1851 Franchise spoke with <a href="https://www.bizfranhub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-market-your-franchise-2717812" target="_blank" rel="nofollow">BizFranHub</a> co-founder and managing partner <a href="https://www.linkedin.com/in/jonathanmpace?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-market-your-franchise-2717812" target="_blank" rel="nofollow">Jonathan Pace</a> to learn more about how emerging franchisors can start to market their franchise.&nbsp;<h4>1851 Franchise: How can a business know when it's ready to start franchising?</h4>Jonathan Pace: They need to be at the point in the business where they have grown and they have <a href="https://1851franchise.com/how-to-create-and-grow-a-franchise-2715631">scaled to multiple locations</a> already in a local market. The business also needs to be performing with margins that are at least above average for their industry. At that point, they have a proven business model and have figured out the consumer marketing, which means customers are coming in, and they have more demand than they can handle. People are calling from outside markets or nearby geographic markets and asking about bringing the brand there. When they start to get those kinds of phone calls, and they can’t necessarily expand outside that local area themselves, franchising is a great answer. Now, they need to decide how to continue their growth strategy. If they want a local invested representative in a designated area investing alongside then, franchising is right for them.<h4>1851 Franchise: How can a franchise start to get the word out about its franchise opportunity?</h4>Pace: I am a franchise consultant, so I can be a little biased, but I think consultants are a big benefit because we are working with candidates and we are finding out more about their individual skill sets. The first 10 franchisees you bring on need to be extremely strong operators — they are going to be the validation that helps you sell your next 100 franchises. Consultants can match candidates up with new emerging brands that they’ve never heard of or seen before in their market. Brokers have a deeper understanding of the brand’s founders, the flagship location, why they started the franchise and the kind of owner they want. Consultants should be used in conjunction with other marketing methods. A big part of the strategy needs to be figuring out what a brand’s ideal franchise owner will look like and then going out to places where those people will be. Additionally, brands need to get their information up on a <a href="https://1851franchise.com/the-top-100-franchise-development-websites-2714355">franchise development website</a> so people can find it easily. That will drive contacts and leads. They can also advertise in different trade magazines like Entrepreneur and try to get some news coverage.&nbsp;An emerging brand should focus their marketing on their local area and then grow regionally from there. If it is an East Coast franchise trying to open on the West Coast, there won’t be as much brand recognition. If they start where the HQ is located and work out regionally from there through marketing, people will have more familiarity with the concept.<h4>1851 Franchise: How can franchisors use social media for franchise marketing?</h4>Pace: Today, <a href="https://1851franchise.com/for-franchise-brands-an-updated-social-media-presence-is-more-important-than-ever-2713331">social media is so critical</a>, especially in terms of establishing the brand’s identity and mission. Candidates want to know what the brand stands for so they can determine if their values align with the franchisor’s values. If they can see those values on Facebook, Instagram and TikTok, they will be able to develop a deeper understanding of what the franchisees are doing in real time, as well as what is going on at the corporate level. Also, as people consider starting a new business, they are looking to social media for ideas. Your social media marketing can speak to the fact that the business will give them the opportunity to be their own boss and control their own schedule in a way that isn’t allowed in the corporate world. They can build up a business with equity and can one day potentially sell it as opposed to going the traditional job route where payment, commitment and responsibility grows over time. Franchisors should use social media to show the benefits of franchising, and that is going to drive more candidates.<h4>1851 Franchise: What are some common mistakes franchisors make when marketing their franchise?</h4>Pace: One of the most common mistakes is going out and trying to market to the masses. Initially, you have to find extremely strong franchisees that are also going to have a passion for the brand. They need to be your <a href="https://1851franchise.com/finding-the-right-franchise-fit-what-franchisees-look-for-when-buying-a-franchise-2713801">brand ambassadors</a> — spokespeople who are going to tell the next wave of franchisees how great the opportunity has been. If franchisors go out and spend a ton of money on large-scale, generalized marketing campaigns, they might end up with franchisees who have the money to invest, but might not have the real passion that will drive growth to 100-plus franchises in the future. Franchisors should instead focus on niche marketing that will reach ideal candidates — where are ideal candidates spending their time, what are they reading, etc.? Find the places where you can reach the ideal candidates who share your passion. Don’t be so eager to sell those first few franchises. The beginning is where you need to slow down and find high-quality franchisees that are invested in the brand's future. You are still creating the brand at this point, so those first franchisees are part of the “founder circle.” They believed in the brand more than anyone else because there was no validation yet.&nbsp;<h4>1851 Franchise: How can franchisors optimize marketing on the consumer front?</h4>Pace: It all comes back to the <a href="https://1851franchise.com/what-is-in-a-franchise-operations-manual-2716855">training and the operation manuals</a> that they have set up, specifically the marketing assistance that they provide to franchisees. What I like to see is a franchisor using digital advertising and finding ways that the franchisee can have their local marketing automated. By having the social media in place, as well as things like a national call center that answers incoming phone calls, franchisees will be able to focus on growing the business, hiring people and optimizing the customer experience. Having those marketing assets and tools in place will drive a lot of traffic for franchisees.&nbsp;

How to Market Your Franchise

1851 Franchise

To build a strong marketing strategy, franchisors need to leverage all of the development tools available to them, including social media, franchise development websites and brokers. 

how-to-market-your-franchise

KidStrong Franchising, LLC

KidStrong Franchise - Franchisee Spotlight - Jessica and Bobby Montoya - 1851 Franchise

Former Orangetheory Regional Manager and Licensed Counselor, Grow KidStrong Franchise, Empowering Youth in Albuquerque, New Mexico

kidstrong-franchise-albuquerque-montoya

Wild Bill's Craft Beverage Company

Wild Bill's Franchise - Top 10 Reasons To Invest - 1851 Franchise

The Top 10 Reasons To Invest in Wild Bill’s Craft Beverage Co.

wild-bills-franchise-10-reasons-to-invest

KidStrong Franchising - Why Michael Reyes Walked Away from a High-Powered Sales Career - 1851

Why Michael Reyes Walked Away from a High-Powered Sales Career to Build KidStrong Centers

kidstrong-franchise-michael-reyes

Keke's Breakfast Cafe

Keke's Breakfast Cafe Franchise - Target Market Raleigh/Durham - 1851 Franchise

Opportunity Is Served: Keke’s Breakfast Cafe Seeks to Expand Into Raleigh-Durham with Local Franchise Partners

kekes-breakfast-cafe-franchise-expansion-raleigh-durham

Mosquito Squad Plus

Buzz-Free Growth: How Mosquito Squad Helps Franchisees Scale Faster with a Royalty-Free First Year

buzz-free-growth-how-mosquito-squad-helps-franchisees-scale-faster-with-a-royalty-free-first-year

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Thursday 1851 Franchise Agg - NASAA’s Noncompete Push

NASAA’s Noncompete Push Puts Franchise Growth on Uncertain Ground

franchise-noncompete-nasaa-advisory-reasonableness-standard

How a Steady Economy Could Help Franchisors Plan Their Next Move

how-a-steady-economy-could-help-franchisors-plan-their-next-move

Bed Bath & Beyond - Franchise Expansion - Retail Strategy - 1851 Franchise

Bed Bath & Beyond Launches Franchise Model as Part of Comeback Strategy

bed-bath-beyond-franchise-expansion-retail-strategy

Senior Entrepreneurship - Franchising - 1851 Franchise

Senior Entrepreneurship Is Rising — And Franchising Is a Key Outlet

senior-entrepreneurship-franchising-silver-startups

U.S. Government Shutdown - Impact on Franchises - 1851 Franchise

Government Shutdown Stalls SBA Loans: How the Shutdown Could Impact Franchises

government-shutdown-impacts-sba-loans-tourism-franchises

image of franchise deep dive from 1851 franchise on doody calls franchise authority brands

DoodyCalls Franchise Costs, Fees, Profit and Data for 2025

doodycalls-franchise-deep-dive

image of mellow mushroom deep dive into financials article from 1851 franchise

Mellow Mushroom Franchise Costs, Fees, Profit and Data for 2025

mellow-mushroom-franchise-deep-dive

How goGLOW Turned Clean Beauty Into a Scalable Franchise and Why It’s Accelerating Now

goglow-clean-beauty-tanning-franchise

Shoot 360 Aims for the Topgolf Model, Using Elite Basketball Tech to Appeal to Players '7 to 70'

shoot-360-franchise-growth-tech-basketball-brad-butterworth

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

Top Early Childhood Education and Child Care Franchises for 2025 - 1851 Franchise

Top Early Childhood Education and Child Care Franchises for 2025

early-childhood-education-child-care-franchises

1851 Franchisee Spotlight graphic with photo of Barb Volk and KidStrong logo

Why This Orangetheory Fitness Franchise Owner Is Developing KidStrong Franchises

kidstrong-franchise-owner-barb-volk-2025

Top Education Franchises To Consider for 2025 - 1851 Franchise

Top Education Franchises To Consider Investing In for 2025

top-education-franchises-investment-opportunities

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

How to Market Your Franchise

MORE STORIES LIKE THIS