Franchise Marketing
Franchise Marketing
Over the years I have read many definitions of marketing, but my favourite quote is from the late Peter Doyle, a marketing guru of the 20th Century. He defined marketing as a ‘philosophy of business that placed the customer at the centre of the universe.’ Another good definition of marketing is ‘identifying, anticipating and satisfying customer demand and making a profit.’
If we are in the business of deriving our income from customers, then marketing should be at the centre of all our activity!
Q2: I have no marketing experience – where do I start?
Buying a franchise puts you at an advantage when it comes to marketing your business. You have a network of franchisees to talk to plus a franchise package that should include a broad platform of marketing support. Start by talking to the franchisees in your network. Ask them about the successful marketing tactics they have used to grow their business, and the marketing mistakes they made in their early days of trading. This will save you time and money. It will also focus you so that you know you are heading in the right direction. I encourage our new franchisees to do this as soon as Induction Training is finished. If a little bedtime reading appeals then I write a monthly marketing column in Business Franchise magazine, where I present ten top tips on a popular marketing topic.
Q3: What kind of marketing activity should I consider to promote my business to potential customers?
It will help if you draw up a list of all the potential marketing tactics you can consider before whittling down to the tactics that are endorsed by your franchisor and the franchisees in your network. You should consider all of the following: small, targeted direct mailings, telephone sales, advertising, PR, sales promotion (advertising gifts promoting your brand), electronic marketing, exhibitions, networking, cold calling and seminars. Once you have drawn up your activity shortlist, you will need to focus on blending! (More on this to follow)
Q4: How can I appraise my marketing activities?
Approach each marketing activity in a business like manner and ask the following:
What are my objectives? What am I hoping to achieve?
What is the full cost of this activity?
How will I manage this activity? What timescales should I work to?
If you want to gain new customers or prospects, you need to establish how many. Don’t plan your marketing activity on the vague assumption that you want to ‘maximise your sales’
Q5: How can I gain the maximum impact from my marketing activity?
Blending is essential! Don’t plan and run each activity in isolation. Your customers will respond with more vigour if they receive two or three different approaches from you. So if you are planning to direct mail cold prospects to convert them to customers, you will increase responses if you telephone them both before and after the mailing. If you also have some local press coverage, running at the same time, then include copies in your mailing or refer to the publications when you make your cold calls. All this helps to build up a positive, rounded picture of your organisation, and it increases both prospect and customer awareness of what you do.
Franchise Marketing - To learn more about this author, visit Nick Strong's Website.
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Q1: What is marketing?
Over the years I have read many definitions of marketing, but my favourite quote is from the late Peter Doyle, a marketing guru of the 20th Century. He defined marketing as a ‘philosophy of business that placed the customer at the centre of the universe.’ Another good definition of marketing is ‘identifying, anticipating and satisfying customer demand and making a profit.’
If we are in the business of deriving our income from customers, then marketing should be at the centre of all our activity!
Q2: I have no marketing experience – where do I start?
Buying a franchise puts you at an advantage when it comes to marketing your business. You have a network of franchisees to talk to plus a franchise package that should include a broad platform of marketing support. Start by talking to the franchisees in your network. Ask them about the successful marketing tactics they have used to grow their business, and the marketing mistakes they made in their early days of trading. This will save you time and money. It will also focus you so that you know you are heading in the right direction. I encourage our new franchisees to do this as soon as Induction Training is finished. If a little bedtime reading appeals then I write a monthly marketing column in Business Franchise magazine, where I present ten top tips on a popular marketing topic.
Q3: What kind of marketing activity should I consider to promote my business to potential customers?
It will help if you draw up a list of all the potential marketing tactics you can consider before whittling down to the tactics that are endorsed by your franchisor and the franchisees in your network. You should consider all of the following: small, targeted direct mailings, telephone sales, advertising, PR, sales promotion (advertising gifts promoting your brand), electronic marketing, exhibitions, networking, cold calling and seminars. Once you have drawn up your activity shortlist, you will need to focus on blending! (More on this to follow)
Q4: How can I appraise my marketing activities?
Approach each marketing activity in a business like manner and ask the following:
What are my objectives? What am I hoping to achieve?
What is the full cost of this activity?
How will I manage this activity? What timescales should I work to?
If you want to gain new customers or prospects, you need to establish how many. Don’t plan your marketing activity on the vague assumption that you want to ‘maximise your sales’
Q5: How can I gain the maximum impact from my marketing activity?
Blending is essential! Don’t plan and run each activity in isolation. Your customers will respond with more vigour if they receive two or three different approaches from you. So if you are planning to direct mail cold prospects to convert them to customers, you will increase responses if you telephone them both before and after the mailing. If you also have some local press coverage, running at the same time, then include copies in your mailing or refer to the publications when you make your cold calls. All this helps to build up a positive, rounded picture of your organisation, and it increases both prospect and customer awareness of what you do.
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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