Growing a franchise can be hard work. You have to think about corporate sales and marketing, as well as providing for the franchisees.
It looks something like this:
- Corporate marketing programmes
- Corporate marketing programmes for franchisees
- Additional marketing programmes offered through corporate for the franchises
Each of these initiatives takes a lot of work — and you can’t do just one. The thing is, they all work together. You need to have corporate marketing to attract franchises and grow the size of the brand. Then you need to have marketing for the franchisees because if they are not successful, neither are you.
It will also be hard to attract more franchises if your current ones are going under and not profitable. The additional marketing programmes also help a lot.
In some cases, you will have an owner who owns multiple shops or just one that wants to be a big spender.
If corporate offers these programmes through vendors, they get to have some control, provide more value to the owners and help grow the size of the brand.
Related: The Danger Of Being Franchisee No. 1
Corporate Marketing Programmes
When I say corporate marketing, I mean marketing just from the business-to-business perspective. Basically, you’re trying to attract more franchisees to the franchise. Here are some of the things to consider.
Have a location-based strategy. Almost all franchises have some kind of location element. That means all of your marketing strategy should be tied to location. On the corporate level, you’ll want to focus your efforts on the regions that you’re trying to build out first. When you do this, you need a good mix of online and offline marketing to build the brand and take the location by storm.
Consider the following:
- Local SEO
- Local Google AdWords
- Yelp ads
- Yellow pages
- Local directories
- Microsites or landing pages (there is a lot to know about this one)
- Local content marketing
- Social media ads and social media marketing
- Radio advertising
- Buy billboards in the area
- Sponsor sports teams in the area
- TV in the area
- Direct mail
- Try to set up a pipeline for your franchisees.
One of the main draws to any franchise is that there will be demand for business due to the brand credibility in consumers’ eyes. The idea is that the franchise is so established that when someone buys into it, the customers will automatically come.
Get on lists. Large business sites often have lists of franchise opportunities. In addition, people are constantly writing on the topic. Many of these lists are industry-specific, and will often state the best franchises to own at any given time. As part of the franchise-marketing strategy, it is a great idea to get on these lists. People read them often and they can drive a lot of business.
Get them into a funnel. People research franchise options heavily before purchasing one. There are a lot of options, price points, business models, set-up costs, etc. One of the most important things you can do is get them into a funnel.
Now, this can be some type of drip campaign using a tool like Infusionsoft or just a basic MailChimp email newsletter. Either way, you need to stay on their radar after you have captured their email and other actionable information.
While they might download your information packet at first, they might soon forget the franchise if this is not put in place. Keep in mind that getting them to be a part of your social communities or follow your blog can also accomplish this.
Make your brand glow. Not all of the marketing needs to be direct response. Keep in mind that people need to really like the brand.
They need to feel as though the franchise is greater than their current business. Or if they don’t have a business, that it is a great opportunity and sure-fire win in general. Invest in great creative, a nice website and plenty of positive marketing to make people proud to invest in a franchise.
Have a strategy to target similar businesses. This is different for every type of franchise, but one of the main ways some franchises acquire new franchisees is by going into a non-franchise business and doing a presentation about why they should switch over. This demands a great deck, plenty of supplementary marketing materials and a sales team. If done well, it is one of the most effective strategies for acquiring new franchisees.
Corporate Marketing Programmes For Franchisees
In addition to marketing to acquire franchisees and build the brand, it is also a good idea to have marketing services on the franchise level. Of course, it all depends on the franchise and the needs, and it will be highly targeted to the individual location. If possible, there should be one standard package and other larger packages that franchisees can contract directly for.
You will need a baseline programme. The baseline programme should be provided by the franchise, but it can come out of a franchise fund. Generally, franchises will vote on a marketing programme and budget at annual meetings. This would then get allocated to this programme.
The programme should be location specific. If it is online, that is a given, but if there are offline elements, such as billboard or radio, that also needs to be very targeted. Direct mail also needs to be highly local. The most important thing is to ensure you are delivering in the right markets based on the level of franchisees you have there.
You should have options to upgrade. When creating the options to upgrade, you want to make sure they are all somewhat affordable for the franchisees. Options should then be priced in a general range that makes sense across the board.
It’s a good idea to work with an agency that has experience. To build out this type of system internally is very tough, especially if you are a new franchise with a small team. You need expert and experienced personnel. In most cases, it is a good idea to bring on an agency with heavy local advertising experience and, of course, franchise experience.
Additional Marketing Programmes
Some franchisees will only own one or two franchises, but others will own five, ten or even more. When this is the case, the franchisee will most likely consider their franchises as their own business.
A franchise needs to have an agency they can trust to provide custom solutions to these types of owners. Make sure you have a solution for them that is dependable and can get them the results they are looking for.
Related: How Risky Is That Franchise?
Summing Up Franchise Marketing
If you are looking to attract franchisees, you need to have a clear and profitable model, a strong case for making the investment and serious brand credibility. If you do a great job with your franchise marketing, you will be well on your way to attracting new owners.
Choose A Job You Love, And You Will Never Have To Work A Day In Your Life
Join Col’Cacchio’s 26-year-long love story.
- Joining fee: R125 000
- Monthly management fee: 6% of turnover
- Monthly marketing fee: 2% of turnover
- Total investment: approx. R2.5m to R4.2m (turnkey) Size: 140m2 to 350m2
- Unencumbered cash (before loan): 50% of total investment
(Above figures exclude VAT)
“Owning your own restaurant is like owning your own future.” – Dominic Dempers, Franchisee Durbanville, Belvedere & Meadowridge Cape Town
We’re looking for passionate franchisees who will love our brand as much as we do.
Why you should join this delicious success story
- Assistance with site selection & lease negotiation
- Store design & build
- Full training provided for management and staff
- Marketing & operational support
- Product innovation & menu development
- Efficiency in all systems
- Healthy margins.
“Our journey started with a single restaurant on the foreshore with the aim to serve the very best pizza around” – Greg Mommsen, Business Development Director
“Watching this brand grow and empowering people has been immensely rewarding. We have staff that have been with us for over 20 years. It’s like a family, we work hard, we laugh, we cry, we celebrate and of course, we eat a lot of pizza.” – Michael Terespolsky, Founder and Managing Director
“Becoming a franchisee is an amazing opportunity to join the family and become part of the Col’Cacchio success story. We’re 100% behind out franchises at every step, making sure that we all continue to learn and flourish” – Greg Mommsen, Business Development Director
“It has been filled with challenges along the way, but all the rewards have made every moment worth it.” – Michael Terespolsky, Founder and Managing Director
Visit www.colcacchio.co.za or call Tarryn Godley on 084 800 7264 and let’s get this adventure going.
Smoothie Franchise Opportunity: Puré Frooty Is A One-Of-A-Kind Smoothie Franchise Business
Looking for the next greatest franchise opportunity? Puré Frooty Smoothie is a highly perfected Australian business model launching in the South African market that doesn’t require extensive shop fitting or a large workforce.
- Brand: Puré Frooty
- Established: 2017
- Website: www.purefrooty.co.za
Puré Frooty Smoothie is a unique business model to the South African market. A delicious, fruit filled smoothie will be created at the touch of a few buttons.
An Innovative Franchising Concept
This innovation in the healthy smoothie industry is ground breaking for South Africa. The machine is manufactured in Australia by a highly skilled team. It took six years to perfect this business model for the consumer market.
The vision of Puré Frooty Smoothie is to offer convenient on-the-go smoothies for anyone. The experience and quality will always be of the highest standard. We aim to be a staple convenience in malls, schools, office parks and hospitals. This is a platform that will allow for self-growth for passionate entrepreneurs.
Our mission is to create a unique customer experience. We want to satisfy the nutritional needs of customers by providing quality smoothies. Puré Frooty Smoothie will be packed with all the goodness a smoothie should offer.
The four values we pride ourselves in are:
- Customer Satisfaction.
Why Consider This Franchising Opportunity
Extensive research into the business model and market
Puré Frooty Smoothie was an idea, researched widely, by people looking to simplify the business process for the consumer and business owner. There was a gap in the market for simplified customer service and a demand for a quicker turnaround time.
Simplified process for setting up a business
For an entrepreneur it can be very overwhelming to start or buy a new or existing business. There are so many crucial decisions that need to be made from the beginning and new concepts to adapt to.
Puré Frooty Smoothie simplifies that drastically:
- Free-standing machines: The business model revolves around a free-standing vending machine which needs to be visited to refill and maintenance.
- No shop-fitting required: There is no need for shop fittings or a large work force. All that is required is an inside space for the machine with a power supply.
- Minimal human resources needed: In terms of a work force, you could either do it yourself or have one person to assist you. There is also a part time involvement where refill station teams can refill and maintain the machine.
- Cashless business: The business is completely cashless so there are no worries of a note jam, full cash canister or insufficient denomination rand values. More importantly the machines would do a higher turnover than an ordinary vending machine so safety of no cash is important.
- Easy tracking of stock and performance: A cloud-based system is linked to the point of sale which allows you to monitor your performance and stock from the back-office platform at any given time.
- Efficient handling of maintenance: With a live point of sale system, the business is linked to a software which monitors the operations of the machine. Should anything malfunction an immediate notification will be sent with a diagnostics report.
- Human error is eliminated: Everything is done with a computer which leaves little to no room for errors. It is self-order and very user friendly.
Related: SA Fast Food Franchising On The Rise
Why Will Customers Love It
Puré Frooty Smoothie offers a vending machine that can produce a delicious smoothie in forty seconds. An informative touch screen ordering panel which displays all the nutritional information of the smoothie ordered and has the current news and weather.
No time wasted for the consumer. In fact, it’s a learning session disguised as a waiting period. The machine has two wash cycles after every smoothie is made to be freshly prepared for the next smoothie, business hygiene is important.
Consumers live in the fast lane. We are looking for something quick and most times we would like to be healthier. With the hustle and bustle of today’s life every little bit helps. Puré Frooty Smoothie fills that gap in the market.
Interested in Becoming A Franchisee?
Visit our Franchise Info Page for everything you need to know about how to become information a Puré Frooty Smoothie Franchisee owner.
You can also call or write to us:
Phone / 012-942 6360
Email / firstname.lastname@example.org
Want to know more about this franchise? Watch the video below for more.
4 Top Tips To Find Your Best Franchise Opportunity
The President’s recent Job Summit highlighted the critical need to reduce unemployment. The franchise sector employs 369 573 people, 93 percent employed by individual franchisees rather than franchisors.
Several years of strong sectoral growth combined with business opportunities that are often backed by an investor safety net is making franchising the top choice for many who want to own their own business. This assessment is based on the strong foundations of my own experience of establishing Cash Converters nearly a quarter century ago and the recent results of Franchise Association of South Africa (FASA) annual industry survey.
These figures show that the SA franchise industry has grown its turnover by 55 percent from R465 billion in 2014, when FASA conducted its first survey, to R721 billion in 2017. Alongside this, the sector’s contribution to South Africa’s GDP has expanded by 62 percent, from 9.7 percent in 2014 to 15.7 percent in 2017.
The President’s recent Job Summit highlighted the critical need to reduce unemployment and boost the national economy by growing business and stimulating job creation. The franchise sector employs 369 573 people, 93 percent employed by individual franchisees rather than franchisors.
Franchising can be a win-win for franchisees. It enables you to make your dream of running your own business come true as well as contributing to providing much-needed new jobs.
These factors make franchising a particularly attractive option for those wishing to start their own business. But with 865 different franchise systems active in the country last year, the huge range of choice can be confusing.
To prevent analysis paralysis and ensure you can get set to make the most of franchising, I can offer four top tips for selecting the best franchise opportunity for you:
1. Choose a credible brand
As you shortlist franchisors that appeal to you, go beyond what they tell you about themselves and find out about what people are saying about them. Do social media searches to find out how consumers are reacting to the product or service offered, pricing and customer service. Your franchise fee should buy you a halo effect thanks to your franchisor’s good reputation. Too much negativity around the brand will affect the potential success of your franchise, from your ability to attract customers and the turnover and profit you can hope to generate.
2. Look for a proven business model
A worthwhile franchise shares with franchisees the intellectual property it has developed over the years. It has created and grown this business model over time, knocking off rough edges and fine-tuning systems for mistakes as they become apparent. Check the brand’s news history online as well as its own sales material. Be wary of any franchise that claims to be perfect or invincible.
Nobody is – so either it has something to hide or it is fooling itself. Either way, such a brand is not keeping its eyes open to navigate the brand and its franchisees through the changing fortunes of business.
Related: Thinking Of Going Into Franchising?
3. Check the support systems
Getting relationships and systems right is vital in business success. They have become even more important since we founded Cash Converters nearly 25 years ago because the volume of legal compliance has mushroomed. Make sure that the franchises you shortlist offer you support in coping with this and that those running the brand are in touch with what happens on the ground in the franchisees’ stores. At Cash Converters, for example, our front-end support staff are in stores every day and the directors devote three days each month to visiting stores. This ensures that our expertise is available to guide the franchisees through any business issues they face.
4. Follow the recipe
When you sign up with a franchisor, you receive access to its business model, including the “recipe” for running your franchise. This forms a kind of safety net so you do not need to reinvent a wheel when setting up your business. But you cannot complain that the business model does not work if you do not implement it. This is one of those times when you must follow the recipe to bake the cake successfully. If you are not the kind of person who wants to do that, then think again about whether franchising is for you.
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