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:
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.
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.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!