Effective franchise marketing
Effective franchise marketing
It's always important to 'lead your pack' and it is has never been more important to do this than now. Franchisors are operating within a highly competitive market place with new rival businesses (both franchises and independents) popping up to snatch your market share. Due to this, it is vital to use all the tools you have to effectively market your franchise.
National marketing campaign...
Marketing through franchising is often seen as split between marketing the overall franchisor package and providing a good solid national campaign that offers value for your franchisees hard earned royalties. When these approaches are combined, they ensure further interest in your business model when they are brought together within a seamless and integrated approach.
Stay one step ahead...
Being a franchisor means that you act and operate as a leader. You always need to have the answers; you always need to know the latest statistics and you must always try to be one step ahead of your competitors. An effective way of achieving a good balance between all these various weights is through utilising your Template Franchise. For many Franchisors, a Template Franchise is simply the area or region where their head office is, whilst also being the area where their head office team provide their own products or services locally. This continual 'hands on' approach to keeping in touch with shop floor activity, enables franchisors to interact and relate to their franchisees on many different levels.
There are five main ways to make the most of your template franchise:
Use your template as a marketing tool; for example; get testimonials from happy customers and create affiliations with other local businesses (that could work well in other areas for your franchisees)
Use your template to create a good stage for prospective franchisees to view; creating first hand experience (the best marketing test!)
Use a template to try out new product developments; to stay ahead of the competition and maintain your leadership title within your own franchise family
Use a template as a benchmark of quality; set industry standards and stand out from the crowd thus creating a fabulous sustainable competitive advantage.
The 'do as we do' example; show that you can really walk your own talk
One client that I have worked with since the launch of their franchise has used these techniques to build further value into their franchise package. As well as battling through the thousands of advertising messages that prospective franchisees are exposed to every day, you can help them to understand the theory behind your business through exposing them to it on a first hand basis. This gives prospective franchisees a real feel for how it might be if they bought into your ideas and became one of your franchisees. Surely a priceless marketing sensory experience that many companies just can’t achieve or compete with.
Effective franchise marketing - To learn more about this author, visit Nick Strong's Website.
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Protect your market share...
It's always important to 'lead your pack' and it is has never been more important to do this than now. Franchisors are operating within a highly competitive market place with new rival businesses (both franchises and independents) popping up to snatch your market share. Due to this, it is vital to use all the tools you have to effectively market your franchise.
National marketing campaign...
Marketing through franchising is often seen as split between marketing the overall franchisor package and providing a good solid national campaign that offers value for your franchisees hard earned royalties. When these approaches are combined, they ensure further interest in your business model when they are brought together within a seamless and integrated approach.
Stay one step ahead...
Being a franchisor means that you act and operate as a leader. You always need to have the answers; you always need to know the latest statistics and you must always try to be one step ahead of your competitors. An effective way of achieving a good balance between all these various weights is through utilising your Template Franchise. For many Franchisors, a Template Franchise is simply the area or region where their head office is, whilst also being the area where their head office team provide their own products or services locally. This continual 'hands on' approach to keeping in touch with shop floor activity, enables franchisors to interact and relate to their franchisees on many different levels.
There are five main ways to make the most of your template franchise:
Use your template as a marketing tool; for example; get testimonials from happy customers and create affiliations with other local businesses (that could work well in other areas for your franchisees)
Use your template to create a good stage for prospective franchisees to view; creating first hand experience (the best marketing test!)
Use a template to try out new product developments; to stay ahead of the competition and maintain your leadership title within your own franchise family
Use a template as a benchmark of quality; set industry standards and stand out from the crowd thus creating a fabulous sustainable competitive advantage.
The 'do as we do' example; show that you can really walk your own talk
One client that I have worked with since the launch of their franchise has used these techniques to build further value into their franchise package. As well as battling through the thousands of advertising messages that prospective franchisees are exposed to every day, you can help them to understand the theory behind your business through exposing them to it on a first hand basis. This gives prospective franchisees a real feel for how it might be if they bought into your ideas and became one of your franchisees. Surely a priceless marketing sensory experience that many companies just can’t achieve or compete with.
Effective franchise marketing - To learn more about this author, visit Nick Strong's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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