While some franchisors seem to be continuing their cutbacks on marketing, smart companies know this is the time for bold, positive action.
So how do you go about creating the marketing pieces that will jump-start your franchise sales efforts? It starts with the story. You need to create a powerful brand story that’s compelling on both an emotional and logical level. It must both inspire and motivate your prospects to action, as well as answer questions such as “What do I get for my money?” and “Why do I need you?”
Once your story’s crafted, it should be communicated consistently through a number of essential methods, including these:
1. Franchise Brochure
Despite living in the digital age, the franchise brochure remains the undisputed king of franchise marketing materials and the one absolute essential. Not only will prospects pour over every inch of it, it will be scrutinised by their spouses, lawyers, accountants, landlords, investors and their know-it-all brother-in-law, Jerry.
So forget the cheapo folder with the chopped-up inserts. Go four-colour with quality copy and design by a company that knows franchising, and use excellent photography and printing stock. Good brochures can cost R16 to R20 per piece in quantity, but are well worth the price. Consider a print shop with digital printing capabilities, if you prefer a shorter print run (under 1 000).
The ‘mini me’ of franchise marketing, a tri-fold rack brochure can be used as a trade show handout, a direct mailer, or an in-store promotion. Printed in quantity, a four-colour mini-brochure can be produced for as little as R1 per piece, making it much more economical than its big brother.
The obvious digital essential, a franchise’s website is part franchise advertisement and part promotional material. Its purpose is both to generate franchise leads and to promote the franchise to people who already know of the opportunity. A well designed site is the cost of franchise entry these days: franchisors without a professional looking site will lack credibility. And here’s a tip: don’t offer too many details about your franchise opportunity on your site unless you require prospects to provide contact information to view it. Your goal is to generate contacts and harvest leads, not answer every question your prospects may have for you.
4. Email Response Messages
Your website can generate a massive amount of unqualified leads to sift through. To solve this problem, we recommend a system of customised, auto-responding, follow-up email messages that encourage interested prospects and filter out unqualified inquiries without wasting valuable staff time. The appropriateness of this strategy varies from franchisor to franchisor.
Often designed in a Flash format, e-brochures are about the same size and dimension as a standard business card but are designed to run in the CD-ROM or DVD drive of most computers. Your message should be compelling and can even include video clips and voice-over narration. Low production costs make them an economical way to deliver a tremendous amount of information in a small package, but they have the disadvantage of requiring a computer in order to deliver that message.
E-brochures can double as a franchisor’s website, and can even require some data capture in order to access them. Some franchisors will even use these e-brochures as email attachments for more immediacy. These aren’t an essential, but they’re a strong piece that demonstrates that your company is state-of-the-art.
6. Sales Videotape
An eight to ten minute, professionally produced franchise sales videotape is hard to beat for effectiveness. With sound, music, narration and vivid videography, a quality video draws your prospects into the franchise experience like no other medium. It’s also great for group presentations and for sending to distant prospects. Sales videotapes enable you to deploy the most powerful secret weapon of franchise sales: enthusiastic testimonials from happy, successful franchisees. From a production standpoint, the development of this video also allows an easy transition to the e-brochure, which is considerably less expensive than the cost per tape would be.
The Difference Between Franchise & Consumer Marketing
The other day, I saw a beautiful brochure from a hair salon franchise – glossy finish, heavy stock, full-bleed four-colour photos. And on the cover, there was a photo of a pristine salon in operation: three barbers standing shoulder-to-shoulder, just waiting for me to come in to get my hair cut. As a consumer, I was thrilled. I could simply walk right up to this immaculate operation, and in minutes, I’d have one of these three barbers cutting my hair, with no waiting!
The Right Image
But this brochure illustrated the franchisee’s worst nightmare! What if I open this business and nobody comes? The prospect, at least subliminally, is thinking, I’m paying those three barbers. And there’s no one in those chairs.
When creating marketing materials, franchisees want to see the fur flying. Consumers in the chairs. Cash changing hands. Needless to say, marketing to prospective franchisees is very different from marketing to consumers.
Since your marketing materials must be consistent, changes in the franchise offering will dictate changes in your marketing materials. Given the expense of printing brochures or producing videotapes, it’s imperative that these materials are developed to be timeless.
Brochures should avoid discussion of material contract terms or costs that may be subject to change. Instead, this information should be contained in separate inserts that are often inserted in a dye-cut pocket. And in all your materials, avoid references to dates, numbers of units, or events with a specific reference in time.
In short, savvy franchisors recognise that it’s boom time for franchising. They’re putting a fresh coat of paint on their concepts, rallying their troops, and boldly communicating their optimism and excitement. They’re producing fresh corporate marketing materials, and getting them into the right people’s hands.
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Freedom As A Franchise Owner With Less Risk
Franchising could therefore provide freedom to new business owners as a business opportunity, with the following reduced risks.
Over the past two decades South Africa saw an influx of international firms selling franchises, as well as an increase in local ones. The franchise sector provides ideal opportunities for small to medium enterprises and is an effective vehicle for growth. Its importance to the economy is significant, contributing an estimated 13,3% to the country’s gross domestic product. There are more than 800 franchised systems operating countrywide, with over 40 528 franchised businesses employing more than 343 000 people.
Franchises, such as Mugg & Bean and Nandos, are among many South African firms operating around the world. Today, at least 90% of franchises in the country are local firms.
The franchise industry is a money-spinner and those prepared to work hard can benefit. There are many success stories of how people left the corporate world to seek freedom in running their own franchises.
A consideration for gaining freedom could be a standalone business. However, one has to be mindful that businesses are experiencing challenges due to the tough economic conditions in the country and the world. It is also becoming more expensive to do business as a result of increased lending rates, electricity costs, staffing and rental.
Franchising could therefore provide freedom to new business owners as a business opportunity, with the following reduced risks:
- Due to the brand’s support structures, it is possible for business owners to open a store without the risk of failure experienced with independent business owners.
- Franchisees have the advantage of a turnkey operation without having to blindly set up a store and secure suppliers, which makes franchising a sleek and fast way to set up a business.
- With a good support structure and management team, franchisees are able to customise their working hours according to peak and crucial trading times.
- With the backing of a recognised and responsible brand, franchisees’ expansion plans are escalated and the probability of becoming a multi-unit business owner improves.
- As business owners, franchisees are ultimately still responsible for and in control of their bottomline. The more efficiently and effectively a store is managed, the more profitable the business will be.
- Franchisees have more control over their competitor landscape than licensee holders and independent business owners. Most franchise concepts guarantee a certain radius of trading territory, which gives franchisees the advantage of no new competitor entrants within the brand.
Nedbank Business Banking has the following tips on how one can tap into franchising opportunities:
- Identify a franchise within your area of expertise.
- Raise the capital through own or loan funds – at least 50% personal savings are required to start up the business.
- Understand the business and do market research.
- Draw up a business plan – without one, no financial institution will understand your vision.
- Maintain a good credit history – check the status of your profile through the various agencies as this impacts rental agreements, financial applications and credit for the business.
- Obtain financing options from the franchisor.
- Get an accountant and a lawyer – financial and legal expertise is necessary, especially with new regulations.
- Understand the implications of the Franchise Industry Code of Conduct.
For further information on franchise funding send an email to email@example.com.
(Watch) Franchises Help Create Jobs
The franchise sector has not been immune to the challenges of the current economic climate. However, it has demonstrated resilience and continues to play a key role in contributing to the economy and creating jobs.
Mark Rose, Head of New Business Development, on Nedbank Franchising
Recent statistics from the Franchise Association of South Africa reveal that the industry has grown to over 750 franchise systems, with nearly 35 000 franchise outlets, contributing an estimated 11,6% to South Africa’s gross domestic product (GDP) through an estimated R493 billion in turnover in 2016. The franchise sector has helped create more than 350 000 jobs.
See money differently
Nedbank’s new brand proposition encourages clients to ‘see money differently’. We have a broad spectrum of finance products available to clients who wish to become involved in franchising. This includes access to working capital facilities, asset-based finance loans, debtors finance and term loans to enable entrepreneurs to fulfil their dreams.
There are obvious benefits to purchasing a franchise rather than starting an entirely new business, since being linked to an existing brand established in the marketplace can make the financing process easier. We offer funding for all franchise models. However, preference is given to brands that demonstrate ethical behaviour, have operational structures in place and, most importantly, are able to offer their franchisees support, especially in difficult times.
As a bank for business, Nedbank’s finance application approval rate is higher for franchises than for independent business, as we rely on the inherent benefits of a franchise system.
What we offer
Nedbank has customised packages for franchises that cover lending, transactional banking and value-adding and investment solutions.
Pre-negotiated pricing also provides the respective brands with upfront pricing on transactional banking services.
These are delivered through our local regional offices, which are supported by a centralised credit unit to ensure quick turnaround times on decisions.
Finance solutions for franchises include:
- New-store financing
- Financing for resale transactions
- Financing for multistore transactions
- Finance packages for alternative energy efficient solutions/projects
- Financing for revamps or refurbishment.
What we look for in a potential franchisee
As a bank our assessment of potential franchisees is based primarily on the viability of the business: affordability must be evident, location of the business must be sound, the franchisee must have sufficient experience and a healthy credit record, and the franchisor must provide a support mechanism.
Nedbank will assess the application in line with these requirements. The franchisee is generally required to invest 50% in unencumbered funds in the franchise. The finance gearing for the purchase of multiple stores is negotiable, depending on debt levels and performance of your existing outlet(s).
To ensure the success of franchisees Nedbank offers additional support in the form of transactional products and services, such as card acquiring services, merchant facilities and electronic banking, which have been designed to add value to franchisees, giving them the edge to succeed in a competitive environment.
Innovation for clients
Nedbank has also introduced a solution for franchisees who have to secure a fuel or rental guarantee, allowing franchisees to secure a guarantee without having to provide the bank with cash cover.
We also offer a variety of products, such as Market Edge, a first-in-market data analytics tool that enables clients to gain insights into their customers’ behaviour and to develop strategies for their business on a multilayered, real-time and user-friendly dashboard.
GAP Access is another innovative product that enables the bank to provide Nedbank merchants with access to working capital, advanced against their point-of-sale (POS) terminal turnover. Repayments are made daily as a small percentage of card turnover, while cashflow is tracked and the merchant is net-settled.
Related: 3 Secrets To Franchising Success
Nedbank Business Banking
Our tailored solutions take franchisees’ current and future goals into consideration, and aim to assist franchises in attaining the competitive edge needed to succeed. A dedicated business banker gives franchise owners the opportunity to have an experienced financial expert as a partner in their business.
For more information on franchising email us at firstname.lastname@example.org.
Great Service At Entry Level
Sometimes in our country you find great customer service at the lowest rung on our economy.
I’m speaking about the informal sector and below – people who barely even have jobs, but who deal with the public every day.
These are the car guards, the ladies selling loose cigarettes at kip-kip stands and spaza shops, the gents with the black bags at the robots, the window washers… Some see these people as a nuisance, but often they do provide a service. The best among them are a pleasure to deal with.
I know a man named Sabelo, whom I’ve been dealing with for almost a decade at a set of robots near my house. He’s never been less than friendly, polite and helpful. We do regular business, with him taking some of my car litter off my hands and me paying him a few rands each time.
Ironically, some of the biggest multinationals in the game don’t even show the same level of human sincerity and customer service as a humble robot guy.
I recently visited the coffee shop at a cellular service provider. There I had a horrendous service experience. There was no welcome, no smile, no menu, no TV. I was kept waiting for more than an hour as staff shouted across the restaurant at each other. In the end, they couldn’t provide a receipt slip for my meal. I couldn’t wait to get out of there.
The best part of the whole experience was the parking attendant. He was enthusiastic, smiling and helpful, and created a great first impression when I arrived. He should be working at reception and representing the brand, instead of the current staff, who couldn’t care less.
The learning, for me, is that people who work at the street level are often well-versed in personal interaction, in making connections and naturals at customer service.
Service Tip: Offering someone a job is a lost art, in these days of job applications, CVs and employment agencies. But there is talent lurking everywhere. Keep an eye out for it, and don’t be shy to offer someone an opportunity.
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