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Direct marketing franchise9/6/2023 ![]() Traditionally, public relations campaigns would consist of press releases, press kits, sponsorships and other goodwill events and campaigns that would usually bring brand awareness through publicity. Public relations may be the most underused pillar of marketing. The internet options have given franchisors a low-investment way to reach masses of prospective buyers, allowing the smaller brand franchises to compete favorably with the bigger brands. For instance, they may hold a sweepstakes advertised in traditional media such as print, billboards, radio and TV while also running the promotion on Facebook, Twitter and other social media outlets. Successful franchisors use a combination of traditional promotions and promotions that utilize new technologies. You've seen promotions like midnight madness sales, 24-hour sales, sweepstakes, giveaways, special events, customer appreciation dinners - or any kind of special, out-of-the-ordinary promotion that's utilized by various companies to attract new buyers or existing buyers back again. Traditionally promotions have been used to spark awareness and excitement in a marketing message. Related: The 8 Things You Need to Know If You Think You're Ready to Turn Your Business Into a Franchise 4. One powerful tool is to utilize franchise-specific contact relationship management (CRM) software to keep track of your franchise prospects and their progress as they move through your sales pipeline. It also gives you an idea of their potential to be a successful business owner. This is a good indicator of their ability to follow a system and of their enthusiasm and interest in your franchise concept. ![]() ![]() ![]() You will find that the best candidates will follow your discovery steps, will seldom miss appointments and will quickly get back to you when you leave messages. Email, texting, web presentations and calendar syncing are as much a part of the franchise sales process as any traditional sales tool. Technology has expanded the sales process.The important element of outgoing phone sales is to ensure that you are offering the franchise buyer information that is important to them and that provides them with an incentive to continue the discovery process with you. It is far more challenging today to launch an effective telemarketing campaign due to caller ID, do-not-call lists and voicemail. Outgoing phone sales, sometimes called telemarketing, can also be effective.It's important as a franchisor to have a designated in-house franchise sales expert who is trained in the entire franchise process so this person can present the opportunity to the prospective franchisee effectively, answer questions and handle objections. Phone sales that take place on either an outgoing or incoming basis.Person-to-person sales that you might experience at a tradeshow, discovery day or other discovery experience that the franchisor participates in.Methods of sales in the franchise world break down into the following sub-categories: This process should be simple to understand, since the prospective franchisee needs to have the information presented to them in such a way that they can absorb it, weigh the pros and cons and eventually make an educated decision. It's imperative for every franchisor to have a systematic, step-by-step discovery process for their prospective franchise buyers to follow. This includes print advertising such as magazines, newspapers and other printed formats, TV advertisements, radio advertisements, billboards, and now, with the onset of technology, internet advertisements, websites and more.Īn effective sales process is a must for every franchise system. ![]() The truth is, advertising encompasses any media that allows you to purchase space to promote your marketing message. You may think of advertising as print media only. Related: 9 Ways You Can Build a Strong Franchise Community 1. Following are the most important aspects of these pillars. The most successful franchisors have been able to break down the six pillars of marketing, assign the appropriate resources, track their return on investment and continue to fine-tune and adapt as the results vary. If you think of marketing as a building, the pillars that give marketing structure are advertising, direct mail, sales, promotions, public relations and online marketing. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound The following excerpt is from Rick Grossman's book Franchise Bible. ![]()
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