One of the reasons you’re considering buying a franchise might be because you think that the franchisor will do all the marketing for you. After all, that’s what you’re paying for, right?
Not exactly.
While franchisors do the heavy lifting of marketing — investing in television commercials, billboards, and promotional material — it will be your responsibility to attract a local audience, a community if you will, through your own marketing efforts. Here’s your list.
1. Social Media
While the franchisor might have social media accounts for the brand as a whole on Twitter, Instagram, Facebook, et cetera, it’s a good idea to open accounts for your specific location.
If you have the ability to create your own sales and promotions, social media is a great place to let local customers know about them.
2. Community Outreach
Being a part of your local community is one of the best things you can do to get the trust of locals who will then become customers of your franchise, and this is something the franchisor can’t help with.
Consider opening your restaurant up for monthly school fundraisers or sponsoring a sports team and get your cleaning company logo on the banner.
3. Local Events
Another way to get in front of people in your community is by participating in local events like festivals and walkabouts. Sign up as a sponsor to get a table or booth where you can hand out freebies and information about your franchise. Make sure you talk to people about your business so you get the benefit of the personal connection.
4. Public Relations
Getting a little free press never hurt anyone, did it? With a little effort, you can get the attention of local journalists who can write about your franchise. Find an angle: maybe it’s that you’re opening soon and want to invite people to your big event, or that you donate a percent of profits to a local charity. Find a story that’s interesting, then find the best journalist to pitch it to at your local newspaper.
5. Email
The easiest way to stay on people’s minds and get them in your franchise is to set up a mailing list and then send an email or two each month. Keep the emails useful: you might send a monthly newsletter with events and news to share, and then another promotional email with sales and coupons.
This list may seem like a lot, but if you work on one task at a time, you’ll build a solid marketing foundation you can build upon.
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.