Growth Club
1851 Growth Club
How To Win At Local Store Marketing
You want to drive profitability? Then target your neighborhood to grow sales in your own backyard.
As a franchisee, it’s easy to hit a slump and allow frustration to creep in when sales are down and store traffic is stagnant. Contributing factors include poor location, inefficient management, undercapitalization and unassertive brand execution.
But while it’s important to eliminate the factors above, you need to also identify what will increase the likelihood for success. Utilization—and the strength—of a franchisor’s systems and tools are vital to an individual unit’s outcome. And implementing the right local store marketing from the onset is a key component. Franchisees that have access to— and use—the right mix of local store marketing can drive increased employee morale, a better guest experience, and increased sales at the unit level.
Developing and maintaining guest counts in any franchise is, after all, the point of any business. Without consumers, you are doomed for failure. No matter the operational challenges you might face, if you can get people to walk through the doors and convert them to purchase, you’ll always be one step ahead. Increased traffic almost always leads to higher profits.
It’s at times like these when you wish you could consult with some of franchising’s leading experts to get some help in turning your business around. Luckily, we did just that. We collected advice from leaders across various industries by asking this one simple question.
“What’s the No. 1 thing franchisees can do to better market their locations?”
There’s a lot of insight packed into these answers below. But ultimately, if you want to win at local store marketing, it’s up to you to put these tips into action.
Get Social
“More and more, our customers are interacting with us online. We realized we have to live where they live every day.
We succeed with traditional word-of-mouth, by friends telling other friends about us, but a big place where we can stay ahead of the other guys and be more nimble is in social media. It’s a natural extension of our business to launch this social media-based marketing.”
Scott Iversen, Vice President of Marketing, Toppers Pizza*
Focus on How You Sell What You Sell
“There is very little that you sell that can’t be bought elsewhere. As consumers, we are surrounded by countless options. That’s why at Farm Stores, we completely differentiate our customer experience and make it remarkable.
It’s the little things you do – from giving away dog treats to the family pet in the back seat of the car to providing a fresh cookie to a child running errands with mom – that help you stand out from the competition and encourage repeat business. Products will come and go, but there will always be market demand for great customer service.”
Maurice Bared, Chief Operating Officer, Farm Stores
Tell Your Visual Story
“Franchisees need to create awareness of their business with visual noise. Whether that is exterior signage, banners, mascots, or even cheater signs - whatever they can do to alert potential customers to their location is vital to driving sales.”
Beth Caron, Director of Franchise Development, Great Clips*
Be Locally Relevant and Embrace Research
“While there is no silver bullet or quick fix when it comes to marketing, the number one thing franchisees can do to kick start their efforts is to get to know their market. A trade area analysis and sampling program can go a long way in establishing momentum and awareness in your area.
If you understand the community in which you operate, this will give rise to marketing ideas that organically make sense for the customers around you.”
Katherine LeBlanc, Director of Brand Marketing, Smoothie King
Give People a Reason to Come In
“You have to give people a reason to come into your store, which means you have to be relevant. But none of it matters if you make poor real estate choices. In order for a location to be truly successful, you need to increase your visibility, provide easy guest access and ensure that right tenant mix will drive customers to your location. It might cost more, but it’s worth it.”
Randy Trotter, Vice President of Development, WORKOUT ANYTIME*
Be the Face of Your Business
“Own your mile. Know every business within your mile radius! Offer great service, be the face of your business, and train your employees to offer the same service you do as an owner. Earn the right to leave your restaurant.”
Nelson Lang, Founder, Pita Pit
Centralize Everything
“The number one thing that franchisees can do to better their brick-and-mortar locations is to centralize their local and digital connections. These can include business events, networking, social media promotions and advertising, but most importantly franchisees need to focus on establishing the very best in client relationships.
The most important part of being a franchisee is being able to deliver exceptional service and products that will continue to draw in customers."
Jay Hummer, CEO, Kennedy’s All-American Barber Club
Be a Willing Partner in Your Community
“I would say that on top of being present in the restaurant and maintaining strong, consistent operations, the best thing franchisees can do to market their brick-and-mortar locations is to be active members and supporters of their community. With ever-increasing restaurant competition and innovation, brands can differentiate themselves by establishing meaningful relationships with guests by supporting the causes and organizations that matter most to them.
Hold a fundraiser, sponsor a local sports team or church group, and support your local law enforcement. Show community members that you are also a community member, and you are willing to partner with them in improving their lives and neighborhoods. Guests will support your efforts and share your goodwill with their neighbors.”
Jordan Duran, Senior Marketing Manager, MOOYAH Burgers, Fries & Shakes*
*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.
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