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To remain competitive, franchises must engage in marketing. And yet, many franchise owners rely too heavily on the fact that their business is already a household name. They figure that customers will know they’re there and visit when they have a need. That’s not the case.
Consumers today are busier and more distracted than ever. The way we engage with each other and with other businesses has changed in recent years and your marketing plan must keep up with these transformations.
As we start the New Year, it’s time to get your marketing plan in order so you can reach your customers and grow your franchise. Here are three new trends to pay close attention to as you plan for 2019.
1. Chatbots
If you have access to your franchise location’s Facebook page and haven’t set up a chatbot yet, let this be the year you dive into the technology.
Chatbots are tools that you set up to automatically answer customer requests. You can set these bots to instantly respond to questions, such as your location’s hours, phone number, address, appointment times, and more. Having chatbots in your organization is a double win. Your customers get an immediate response, while you save yourself the time drain of having to answer these questions.
Chatbots aren’t just about answering questions either. They can automatically reach out to your prospects to schedule appointments, notify about sales, and more. Although this technology is not meant to replace your customer service or sales team, it can certainly alleviate the workload while offering a better customer experience.
2. Influencer Marketing
Influencer marketing is one of the hottest buzzwords in marketing right now and for good reason. It involves collaborating with people who have the ability to sway an audience’s views and getting them to chat about your products or services. The concept deems the more you can get people who your target market deems as influential, the more you can build credibility.
If your franchise operates locally, finding influencers in your region to talk up your brand is key. These are people who rub elbows with your audience on a regular basis. If you haven’t put these strategic partners in your marketing toolkit yet, now’s the time.
3. Personalization
It might sound counterintuitive, but the more technology evolves, the better able brands are to personalize the experience people have with your business. In the franchising world, you’re operating under a large umbrella and a well-known brand. The more you can get your audience to connect with your franchise on a personal level, the better chance you’ll have to improve sales.
As you rework your marketing plan for the New Year, focus on areas where you can better personalize the experience. It could be as simple as training your team to remember customer names; or more complex, such as infusing personalized quotes into your sales process. Decide what will work within the boundaries of your franchise.
Let the Planning Begin
Consumer’s behaviors and expectations continue to change. If you want to reach new people, you must adapt your marketing plan to meet these market changes. Let the New Year be your moment to revisit your marketing and adjust where needed.
Susan Guillory is the President of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She’s written three business books, including How to Get More Customers With Press Releases, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, The Marketing Eggspert Blog, and Tweak Your Biz. Follow her on Twitter @eggmarketing.