Breaking down the top strategies for local franchise marketing
Marketing your franchises is one of the most important aspects of running your franchise business. Franchise marketing typically involves two separate, yet complementary efforts: national franchise marketing and local franchisee marketing.
As the parent franchisor typically creates a series of national marketing efforts, this is typically done with the intention of building overall brand awareness.
So what is local franchise marketing?
Simply put, local franchise marketing involves creating local marketing campaigns based on the franchisor’s brand standards, but targeted to key market segments in local communities where franchisees are operating.
This approach involves identifying target customers and segmented groups and crafting a series of impactful messages that will deeply resonate with them and ultimately cause them to patronize a franchised business.
Since the most effective messaging involves multiple impressions from a variety of sources, it is crucial that companies diversify their local franchise marketing efforts to reach their target audience in multiple ways.
Additionally, franchises should identify local media outlets during this phase. Depending on the size of the community, this will involve identifying daily newspapers, weekly newspapers, lifestyle magazines, radio and television stations, and more. If a franchise is located in a large city, then identify food and beverage, lifestyle, and local event reporters, editors, and outlets as part of the research phase.
Now that you know that answer to the questions “what is local franchise marketing?” it is time to identify some specific strategies as to how to create and execute effective local franchise marketing campaigns.
Local Market Research for Local Franchise Marketing
Local market research is an important first step in creating a comprehensive marketing plan for a franchise. It’s important to identify where targeted customers live and work in the community as well as what motivates them to patronize a business. During this phase, also research local competition and identify their strengths and weaknesses so that local marketing efforts can show how the franchise offers benefits that your competitors do not.
Digital Strategies for Local Franchise Marketing
Social media is crucial for establishing a “virtual” presence in a community. Thanks to platforms such as Facebook, Instagram, and Twitter, franchises can create hyper-localized campaigns targeting ideal customers. A presence on social review sites such as Yelp is a must-have for restaurants, in particular, since many customers make their decisions about restaurants based on Yelp reviews. Savvy businesses should always be sure to monitor Yelp reviews and respond to dissatisfied customers. This will demonstrate a commitment to quality customer service and show that franchises are attentive to their guests.
Print Strategies for Local Franchise Marketing
Print marketing consists of coupons, postcards, flyers, etc. This is a way to print a logo and information about the local business and get it literally in front of targeted customers.
Franchises can use direct mail or distribute printed materials to nearby businesses in the local area.
Door hangers are a great way to introduce a business to a community and to offer potential customers some sort of special or discount. Print marketing also includes signage such as a grand opening banner, gift cards, and any other tangible items. Remember — the more places that the public sees a brand’s logo, the more likely that it will remain at the top of their minds!
Grassroots & Networking for Local Franchise Marketing
Word of mouth is one of the most valuable tools for a local business. Franchisees can contact other local businesses nearby and introduce themselves. The sooner the seeds are planted for this type of relationship, the more luck there will be with creating cross-marketing opportunities.
A franchise owner can simply walk in and introduce him or herself, stating, “Hi, are you the owner? My name is Joe and I am opening the new franchise restaurant three doors down from you. I thought it would be nice to meet some of my neighbors….” Franchisees may also wish to attend professional networking events such as those held by a local Chamber of Commerce. This gives them an opportunity to integrate into the local community.
As a franchised restaurant, it is important to network with large businesses in the local community – especially if the franchise location offers catering. Many businesses regularly hold holiday parties, luncheons, and other corporate events and will be looking for a reliable, quality caterer.
Other types of grassroots efforts include offering referral bonuses or discounts, or creating localized loyalty programs if the franchisor does not already have a standardized one. Essentially, grassroots marketing includes efforts to get to know people and organizations that are specific to the community and tailoring those efforts to appealing to them in a way that only a local franchisee can.
Public Relations & Media Relations for Local Franchise Marketing
One of the best ways to get a brand name out in the community is through the media and becoming involved in community events. This involves marketing effectively through public relations initiatives such as press releases and inviting local media to cover special events.
Media is most likely to cover a franchise restaurant if the owners are holding a charitable event that benefits the local community. Franchsiees should work with their franchisor or designated media agency to write a press release that highlights the franchise brand’s key features as well as benefits for the local community.
Today, public relations also involves reaching out to local food and beverage bloggers as well as influencers that offer suggestions for activities and attractions in a local community. Franchise networks should identify these media outlets during the market research phase of each franchise opening.
There are also numerous opportunities for advertising on local media whether it be print, radio, or television.
It is also important to remember that new ideas can be incredibly valuable. If franchisees have an idea for local franchise marketing that they think will work well in the local community, then they should be encouraged to share it with their franchisor contact. If you are an existing franchisor and looking to help create effective and impactful local franchise marketing strategies for your franchisees, contact TopFire Media today to learn more about the services that we provide.
