10 Ways to Successfully Market Your Franchised Business

Marketing plays a crucial role in the success of any franchised business. To effectively promote your franchise and attract customers, it's essential to implement a variety of strategies. 

From print and online promotions to public relations campaigns, there are plenty of ways to get your franchise in front of people. Here are 10 ideas. 

Market Your Business Through Advertising

Invest in advertising to increase brand visibility and attract potential customers. In Entrepreneur Magazine’s Franchise Bible, author Rick Grossman notes that today, “advertising encompasses any media that allows you to purchase space to promote your marketing message.” 

Today, brands are getting more innovative than ever when it comes to marketing. McDonald’s, for example, capitalized on its meal collaborations with celebrities by launching celebrity meals. The brand has partnered with celebrities such as Travis Scott, Michael Jordan, LeBron James, BTS and Saweetie.

Consider using both online and traditional advertising channels, such as digital ads, print ads, radio spots or TV commercials. Tailor your advertising campaigns to target your specific audience and highlight the unique value your franchise offers. 

Use Direct Mail to Promote Your Franchise

Direct mail can be an effective way to reach potential customers in your target market. Design compelling mailers that showcase your franchise's benefits and special offers. Segment your mailing list based on demographics and locations to maximize the impact of your direct mail campaigns.

An Effective Sales Process Is Key for Every Franchise System

Develop a streamlined and effective sales process to convert leads into customers. Train your franchisees and sales staff on the key selling points of your franchise, and provide them with the necessary tools and resources to close deals successfully. Consistency in the sales process across all franchise locations is crucial for maintaining a strong brand image.

Use Promotions to Spark Franchise Awareness

Create promotional campaigns such as limited-time discounts, special deals or loyalty programs to entice customers to try your products or services. 

For example, juice bar and smoothie franchise Main Squeeze Juice Co. recently brought back their popular watermelon lineup: The Heat and Hydrate juice duo. To celebrate the return of this limited time offer, the brand offered a special deal of $2 off each juice when customers purchased them together on launch day. These types of promotions can help drive initial foot traffic and build a loyal customer base.

Utilize Public Relations Campaigns When Marketing a Franchise

Public relations (PR) can significantly impact brand perception and generate positive media coverage. Develop a strategic PR campaign that highlights the unique aspects of your franchise and showcases success stories or community involvement. Engage with local media outlets to secure interviews or feature articles that promote your franchise.

Franchisors With Strong Online Marketing Skills Have an Advantage

In today's digital age, having strong online marketing skills is crucial. Develop a comprehensive online marketing strategy that includes search engine optimization, social media marketing, content marketing and paid online advertising. Leverage the power of digital platforms to reach a wider audience and engage with potential customers.

Do the Necessary Legwork Ahead of Time

Steve Beagelman, founder and CEO of SMB Franchise Advisors*, told Forbes that there is no value in putting any budget behind marketing efforts unless “your house is in order.” This means that franchisors should ask themselves if their business is in the best place it can possibly be before ever spending a dollar on marketing. 

Understand your target market's preferences, needs and pain points. Identify your unique selling proposition and differentiate yourself from competitors. This groundwork will inform your marketing strategies and help you position your franchise effectively.

Understand Budget Constraints and Target Markets Before Marketing

Set a realistic marketing budget that aligns with your franchise's financial goals. Allocate your budget strategically across different marketing channels based on your target market's preferences and behavior. Analyze the return on investment of each marketing initiative and adjust your spending accordingly.

Pay Attention to Metrics in Franchise Marketing

Track and analyze key metrics to evaluate the success of your marketing efforts. Monitor website traffic, conversion rates and customer acquisition costs. Use this information to optimize your marketing campaigns, make informed decisions and allocate resources effectively.

Use a Consistent Voice Across All Channels

Maintain a consistent brand voice and messaging across all marketing channels. Whether it's your website, social media platforms, advertising campaigns or customer interactions, ensure a cohesive brand experience. Consistency builds trust and recognition, strengthening your franchise's overall marketing efforts.

By implementing these 10 strategies, you can effectively market your franchise and establish a strong brand presence. Remember to continually evaluate and refine your marketing initiatives to stay ahead of the competition and attract loyal customers to your franchise.