Starting a franchised business is usually a safe bet if you pick the right franchise. However, the franchise name is only going to get you so far if it's not incredibly well known. Usually, you're only going to be as successful as the amount of effort you put into marketing. The good news is that marketing your franchise is a lot easier than marketing a new independent business. Here are three things to keep in mind as you set up your franchise's marketing plan.
Responsibility to the Franchisor
The catch with opening a franchise business is that you don't make your own rules. The franchisor gives you a list of regulations and policies that you must implement, including marketing policies. In fact, they could possibly charge you fees to use the brand name in your marketing campaigns. Make sure to factor in the royalty fee you're going to owe if they charge fees. Those royalties should be deducted from your marketing budget upfront.
Existing Branding Efforts
Some franchises already have significant marketing and branding efforts in place. If your franchise is a global phenomenon, you won't need to do much other than put up a nice sign. However, if it's a lesser-known franchise, you'll need to come up with a strategy. Make sure your efforts align with the current branding efforts that the franchisor already has in place. You don't want to stray from the values and image of the franchise. This can confuse potential customers and possibly cause you to lose your franchise license.
Methods of Delivery
It may be tempting to advertise any and every way that you can, but be sure to check with your franchisor before you do this. Franchisors can have certain policies in place about the methods that you use to advertise your business. Some may ban videos, and others may ban social media. You might get lucky and be allowed to advertise anywhere. However, make sure that you're clear on the franchisor's policies so that you don't end up paying a hefty fine or lose your franchise license. If you are allowed to advertise your own franchise individually then it is smart to partner with a marketing agency for your social media and paid advertising campaigns.
Marketing for a franchise can vary so much from brand to brand that it's imperative to be familiar with all the rules and policies laid out by the franchisor. Responsibility to the franchisor, awareness of current branding efforts, and caution with the methods of marketing delivery can put you on the right advertising path. Use these to create the best and most successful marketing plan for your franchise.
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