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Franchise Marketing


Franchisor Marketing

Most franchisors have comprehensive marketing plans in place for the overall franchise. The national plan typically includes advertising campaigns, commercials via television and radio, Internet advertising, public relations, and direct mail efforts. Therefore brand recognition is widely established. Franchisors that do not manage marketing on a national level usually provide an outline for the franchisees to follow in preparing their marketing plan on a local level.

Franchisee Marketing

Even if franchisors provide national marketing, franchisees may also be permitted and possibly encouraged to perform local marketing initiatives on their own within certain restrictions. Approval is usually necessary prior to proceeding with the local plan.

Franchise Marketing Methods

There are various options available in which franchisees can tailor the marketing efforts to the immediate area.

First of all, it is important that franchisees know the types of customers and their specific needs in their particular locations. Demographics and culture should always be taken into careful consideration.

Then franchisees should focus on promoting their products and services through advertising campaigns, public relations, and the Internet. Franchisees may also be linked into the franchise’s main web site depending on how the organization is structured.

In addition, it is critical to maintain a steady consistent customer base. Loyalty and reward programs tend to work well. Special promotions and coupons are also popular methods of keeping returning customers.

Further, franchisees should be active in local community activities and participate in charitable organizations if possible. They may wish to consider sponsoring activities such as local sporting events as part of this effort.

Marketing materials such as brochures and flyers can also be helpful in getting the word out about a particular franchise in the area. They may also provide information about specials that would attract new customers.

Finally, referrals are always an important part of a marketing package. Referrals can be exchanged with other business owners or via existing clients. An incentive program with existing clients who refer new clients is a popular method of obtaining referrals.

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Brian Price, executive director of marketing

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