The Essential Elements of a Franchise Marketing Plan

For franchise owners looking to scale their brands, the creation of a franchise marketing plan is highly recommended. A franchise marketing plan can help you attract and keep new customers, build brand awareness, and ultimately, serve as the foundation for your franchise’s expansion.

What Is a Franchise Marketing Plan?

A franchise marketing plan is a comprehensive strategy that aims to help you define your goals, and provide you with the techniques you can then leverage to promote and expand your franchise. According to Stacey Laricchia, the franchise owner of The Birthday Suit waxing spa, a franchise marketing plan is one of the core parts of any franchise expansion roadmap. 

Alongside a marketing strategy, Laricchia believes it’s also important to have an organization and management structure, franchisee training and support, and an operational strategy. She believes these factors can directly contribute to a franchise’s overall success.

Many successful franchise owners like Laricchia have managed to pave the way for success by having a well-defined franchise marketing plan, but what exactly does that include?

Budget

According to an article in Entrepreneur from Mark Siebert, author of “Franchise Your Business,” setting a budget should be the first step in creating your franchise marketing plan. Siebert believes the best way to develop your plans for expansion is to set a long-term goal and time frame, and then work backwards to establish your specific short-term objectives. 

It’s also essential to allocate resources for marketing activities and promotional campaigns to help grow your brand. Based on your personal and professional aspirations, you can then determine your franchise marketing budget and effectively plan out your marketing initiatives to meet these goals.

Identify Your Target Market

Identifying your target market and audience is another important element to include in your franchise marketing plan. By analyzing your target clientele and gaining insights into the local market, you can tailor your marketing efforts to resonate with potential customers. Laricchia believes by studying your target market and demographic, you will better understand the needs of your clientele and have a better scope of how to reach them.

“Every market is different, and sometimes it takes a little while for people to notice that there’s a new business in town that’s worth a visit,” said Laricchia. “Analyzing target clientele, getting a grasp on the market and studying the competition are all key elements.”

Have an Advertising Plan

Having an advertising plan is crucial once you’ve determined your target market. Through this plan, focus on developing a strategy to localize your advertising efforts in order to maximize your reach in your local communities. This can be done through targeted advertising, community partnerships and region-specific promotions.

Additionally, leveraging social media and digital marketing strategies can be vital in establishing your brand’s online presence, engaging with potential customers in your area, and creating brand awareness. Including a solid advertising plan in your overall franchise marketing plan will help you connect with your audience and drive the success of your franchise.

Establish Value

Finally, if you want your marketing plan to be a success, then prospective franchisees and customers must see the value of your brand. According to Dennis Campbell, the vice president of franchise development of Big Blue Swim School*, it’s vital to highlight your brand’s unique selling points, competitive advantages and support offered to franchisees. Doing so can make your brand more appealing to entrepreneurs looking to join your roster of franchise owners.

“It is not just the system that candidates are looking at — it is the sum of all its parts,” said Campbell. “Franchise systems are a fragile ecosystem, and the team behind it is the most important element. Have your core business developed before you begin to scale. From there, develop a checklist of what you require to run your business and run it well. Put in the work up front, and you will have a strong foundation you can rely on.”

Beyond a Marketing Plan

While a franchise marketing plan will help you set goals and provide you with a pathway to expansion, Campbell believes it’s not the sole factor in determining a franchise owner’s success.

“A business’s best growth comes from being prepared, being consistent and being responsive — whether to your customers or to other opportunities,” he explained. “These three things will propel your business far greater, wider and faster than having the most sophisticated marketing strategy on the planet.”

Laricchia echoed that sentiment and emphasized that while a marketing plan is important, the franchise industry is ever-changing, requiring entrepreneurs to be flexible.

“Franchise owners should be aware that not everything will go according to plan, and that’s okay,” she said. “The most important characteristic of a successful franchise is developing a strong foundation that’ll grow and the ability to adapt when necessary.”