Whether you own a franchise or are supporting a network of franchises, one of your key jobs is to create a strong, all encompassing marketing strategy that will A) help maximize the full potential of your brand, and B) that will help each specific location stand out among competitors in increasingly crowded marketplaces.
Sounds easy, right?
In truth, building a better franchise marketing strategy IS a lot more straightforward than you probably think it will be. You just have to keep a few key things in mind.
The Art of Franchise Marketing: Breaking Things Down
By far, the most important things to understand about franchise marketing is that you need to prioritize brand consistency across the entire franchise. Yes, each location is different and they all have their own distinct “personalities,” so to speak. But at the same time, each franchise location MUST feel like it’s one small part of a much larger whole. People need to understand what type of experience they’re going to get from your marketing collateral – and that experience needs to be the same regardless of WHICH location someone happens to wander into.
If you don’t prioritize brand consistency with your franchise marketing strategy, you run the risk of creating confusion in the marketplace – and at that point, your own franchises start to become competitors instead of the partners you need them to be.
Likewise, you should also fully embrace the best that modern technology has to offer – and the advantages that working with a partner like DynamiCard can bring to the table. With our custom web-to-print portals, for example, you can easily maintain complete control over all franchise marketing efforts AND empower your franchisees to take initiative as well. With our portals, your franchisees can login and fully customize their direct mail campaigns in a matter of minutes – all from one single point of access.
Not only does this make your franchise more attractive to potential owners as a concept, but it also will ultimately aid in the expansion of your franchise “empire” in a significant way. But none of that is possible if you still insist on doing things “the old fashioned way” – which is why working with the right partner is always key.
If you’d like to find out more information about how to help your franchise marketing ROI soar, or if you have any additional questions about how to leverage technology like franchise automation to your advantage, please don’t hesitate to contact us today.
