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The 4 Essential Elements of a Franchise Marketing Plan

Most franchises are already aware that they need a strong marketing message. However, there’s often a significant disconnect between crafting the right message and having an audience to deliver it to. The reality of the franchise industry is very few sales happen by accident. Instead, the types of franchisors that are able to consistently sell new franchises do so by having a clear marketing plan that’s carefully crafted to attract a specific type of prospect.

In order to craft this kind of marketing plan, there are some essential elements that need to be in place. We’re going to cover all four of those elements right now, along with the role they play in a franchise marketing plan:

1. Budget

The reason this element is first on our list is even the best marketing plan is only going to succeed if there’s a budget to support it. When it comes to choosing your budget, setting clear growth goals and then working backward is the best strategy. This will give you a ballpark estimate that you can then compare against industry averages. Once your marketing budget is set, you’ll be able to use it to check the feasibility of other steps in your marketing process.

2. Focused Market

Making the market you want to target as tight as possible has two significant advantages. First, you’ll be able to craft a message that truly resonates with these individuals. And second, you’ll reduce the amount of money you waste trying to reach people who aren’t ultimately the right fit for purchasing a franchise. In addition to using your intuition, you’ll want to use resources like primary research to really drill down into your target market.

3. Funnel

Although marketing funnels aren’t a new concept, many franchisors still fail to utilize them. Creating a marketing funnel will make it much easier to track all the metrics related to your marketing. A well-defined funnel will also improve the effectiveness of your marketing activities. And by knowing each step in your funnel, you’ll be able to pinpoint areas that are underperforming and then invest in optimizing them.

4. Timing

If the franchise you’re selling has a seasonal element to it, this is something your marketing plan should take into account. But even if seasonality isn’t an issue, it’s important to know that franchise sales are at their peak between January and March, with November and December being the months when these types of sales crawl to a halt. By taking these and other timing factors into account, you’ll be able to choose the optimal times to ramp up marketing spend.

While the four elements we covered above will help guide your marketing efforts, fully crafting an optimal franchise marketing plan and then executing it on an ongoing basis still requires a lot of work. If you would like a knowledgeable expert who can help with these kinds of tasks, be sure to take a look at the franchise marketing services we offer.

 

 

Conference

SAN DIEGO, CA FREE Lunch & Learn: How To Successfully Grow Your Business With Social Media

Want To Learn How Social Media Can Help Your Business Increase Sales And Generate Leads?

RSVP to our event!

“How To Successfully Grow Your Business With Social Media”

Presented by: Michelle Hummel, CEO of Web Strategy Plus 

Join us for a fun networking and learn session where we will show you exactly how to grow your business with proven Social Media Marketing techniques you can implement right away!

Dinner will be provided so bring yourself, a friend, business cards and your think tank to this fun and engaging learning session. We will be giving away Door Prizes and one lucky winner will receive a $1,500 value Social Media Makeover!

Social Media Marketing Certification

ANYWHERE, USA Virtual Social Media Management & Marketing Certification Bootcamp Training

EXCLUSIVE OFFER: VIRTUAL SOCIAL MEDIA BOOTCAMP TRAINING!

Instructor Led, Hands-On Training: Social Media Certification

Only $299 for the first 10 sign ups! $499 per person thereafter
PLEASE HURRY, THIS WILL SELL OUT!!

Social Media Bootcamp training will be from 9 am to 5 pm EST (with breaks)

Here’s What to Expect in Your Social Media Bootcamp Training Program

Content Overview

Session #1 – Targeted Marketing Strategies 9am – 12pm

  • Introduction to the Social Media Management role, best practices, tools and must-have resources
  • Learn secret strategies to find your target audience on Twitter, Facebook, YouTube, Pinterest, LinkedIn and Google Plus
  • See how easy it is to discover Key Influencers on social media and develop strategic relationships to help grow your business
  • Learn how to easily monitor Facebook and Twitter conversations with targeted keywords to find your customers
  • Learn how to create Twitter leads lists and import them into the Send Social Media Management dashboard for monitoring and engagement
  • Classroom Work: You will create your Targeted Marketing Profiles

LUNCH BREAK AS NEEDED 11 am – 12 pm

BREAKOUT, Q&A WITH TEACHER, 11:30 am – 12 pm

Session #2 – Develop Your Content Marketing Strategy 12pm – 2:30pm

  • Introduction on how to develop a magnetic content marketing strategy to attract customers to your brand
  • Learn how to build social media followers fast and inspire them to become Brand Advocates
  • We will review best practices and give you several great ideas you can use for your content strategy
  • Learn how you can use tools like Send Social Media and Feed.ly to quickly find quality content
  • You will be provided with a Social Media Marketing Calendar template which you will use to start building your own strategy
  • Classroom Work: You will create your Social Media Marketing Calendar

BREAKOUT, Q&A WITH TEACHER, 2:30 pm – 3 pm

Session #3 – Execute Your Content Marketing Strategy 3 pm – 5 pm

  • Introduction on how to use the Send Social Media Management Dashboard
  • How to add and manage your Facebook, Twitter, LinkedIn, Google Plus, Instagram, Foursquare, YouTube, WordPress and Pinterest
  • How to setup your Twitter Welcome Tweets, List, Searches, Retweets and AutoReplies
  • How to create an Email and SMS Mobile marketing campaign
  • How to optimize your social media posts – best time to post, repeat your posts, add lead generation links, create custom designs, add videos & automate your RSS feed
  • How to pull reports to optimize your social media strategies
  • Classroom Work: You will input your Social Media Content into the posting dashboard

In-Depth, Industry Specific Training

We will review your homework and provide answers to specific questions that relate to your Industry. We will deliver in-depth training and help you understand the Social Media Tools that are right for your business.

Social Media Certification and Free Bonuses

Take our final exam to prove you are a social media expert in your Industry. We will provide you with a badge you can proudly display on your LinkedIn profile and add to your website. You will also get the following:

Franchise Marketing Essentials

Franchise Marketing Essentials You Need to Know

 

Marketing programs are an important part of franchising. Collecting funds from the different franchisees in a system can lead to greater marketing power. On the other hand, this type of policy can cause tension if some people feel that the money is not being spent the way it should be. That is why you need to make sure that your company’s marketing system is rock solid. Here are some key qualities of a great franchise marketing program:

Drives Customers

For the franchise to be successful, the marketing program should attract lots of customers. If the franchise can consistently do this, all conflicts will be easily taken care of.

The Franchise Is Taken Into Consideration

The most successful franchise marketing programs give franchisees the opportunity to voice their opinions. While the franchiser will make the final decision, it’s important to give everyone a chance to add some input. Don’t forget that the franchisees are the people who frequently interact with customers.

Smart Allocation of Funds

Most franchises spend their marketing fund dollars on a few important things. They may cover any costs incurred during a specific marketing effort. This money can cover the costs of producing different types of marketing materials. Fund dollars are often also used to make media buys. It’s hard to spend enough money on all three areas, which is why there are often complaints about too much money being spent in one area, while neglecting others. That’s why it is important to maintain a good balance among all the areas.

Validation

Ask the franchisees how well the marketing program is working. You should receive honest and direct feedback. Ask how well the marketing plan is working in regards to attracting customers. Ask if they feel that they are getting good value for their contributions to the marketing fund. If the franchisees are happy about the marketing program, things will run smoothly and any potential problems may be avoided.

The Program Is Well Documented

Any strategic franchise marketing program should be documented by the franchiser. While you probably won’t have all of the marketing documentation, you should have some type of manual. This will help you look at the strategies to market effectively.

Marketing is a critical component of creating an appealing franchise opportunity, which is why you should dedicate a lot of time and energy towards it. A solid marketing program needs to have good materials, effective systems and easily attract new customers into the business. The more work you put into developing a great marketing program, the happier you will be with the results. And if you want to be sure you’re on the right track from the beginning, our franchise marketing services can help.

10 Features Franchise Businesses Should Look For When Evaluating Social Media Management Tools

Michelle Hummel Franchise Marketing ExpertIt’s amazing how many organizations and businesses still don’t use a Social Media Dashboard. When I say that it’s amazing, I really mean that. Any organization that does not already understand that social media is the key to their future success has essentially hung out the “closed for business” sign and is waiting for someone to tell them. With the myriad of networks out there that need to be worked and monitored, there are only two viable options: have a large staff devoted to social media or get software to take care of your social media tracking.

Here are 10 ways a social media dashboard can save you time.

1. Track your Competition
You not only need to know what’s going on with your own business, you need to know where you stand with your competition in the space. You can just as easily track them

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Important Social Media Considerations for Franchisors and Franchisees

Franchisors and FranchiseesRegardless of their specific industry, most businesses have come to the realization that they need to utilize social media. While that rule of thumb holds true for franchises, it’s important to note that they do present some unique challenges. Although it’s important to be aware of the considerations that apply directly to franchisee social media usage, the good news is once you know about those specific issues, you can adapt and ensure you’re making the most of your marketing strategy.

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