{"id":279900,"date":"2021-06-08T01:07:25","date_gmt":"2021-06-08T01:07:25","guid":{"rendered":"https:\/\/www.franconnect.com\/?p=279900"},"modified":"2024-05-28T18:04:15","modified_gmt":"2024-05-28T18:04:15","slug":"community-marketing-tips-for-franchisees","status":"publish","type":"post","link":"https:\/\/www.franconnect.com\/en_au\/community-marketing-tips-for-franchisees\/","title":{"rendered":"Community Marketing Tips for Franchisees"},"content":{"rendered":"

Community marketing is the one thing you want to get right for your franchisees. While you may have a marketing team, branding agency, or even a vendor that updates your social media, you can never outsource it completely.<\/p>\n

There is no shortage of vendors that try to sell the magic bullet of marketing. Just like a sales professional trying to sell an \u201ceasy\u201d weight loss program or a \u201cfast\u201d way to make money, they position it as a cake-walk once you make a hefty investment.<\/p>\n

The truth is, marketing is exactly like getting to a healthier weight or making a more satisfying income; it is a step-by-step journey, where you learn along the way with true rewards at the end. But it is certainly not a cake-walk \u2014 no matter how many people try to sell it that way.<\/p>\n

For a more realistic look at how you can build community marketing into your franchisees\u2019 day-to-day processes, consider the tips below.<\/p>\n

<\/p>\n

Build Meaningful Connections<\/h2>\n

\u201cWithin a three- to five-mile radius of every store or restaurant there are dozens of other businesses, hundreds of homes, and thousands of potential new customers,\u201d said Jim Sullivan, in his book \u201cMulti Unit Leadership<\/a>.\u201d \u201cConnect with community \u2018influentials.\u2019 One American in every ten tells the other nine where to eat, what to buy, and how to vote.\u201d<\/p>\n

Connecting with the movers and shakers of your community, whether they are in local government, businesses, schools, or community organizations can make a huge difference. And you don\u2019t always have to go straight to the top. Think of people who talk to others on a regular basis, Sullivan suggests: \u201chairdressers, hotel bartenders, receptionists, concierges, religious and civic leaders.\u201d<\/p>\n

Ensure Brand Consistency<\/span><\/a><\/center><\/p>\n

Sometimes, the best opportunities are right before your eyes, and you can\u2019t even see them. Every week, you have dozens of \u201cinvisible\u201d customers walking through your doors: Amazon delivery people, wine merchants, and event promoters, to name a few. Do they get hungry or thirsty? Do they have any friends or family with upcoming events?<\/p>\n

Thinking of your own team can also be a potential revenue generator. Say every person on your team has 200 Facebook friends. If each person recommends just five, that can have a meaningful impact on your business.<\/p>\n

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Always Be Marketing<\/h2>\n

Marketing is something that you want to have as part of every person\u2019s day-to-day, whether they are servers, managers, trainers, or hosts. Jay Conrad Levinson, author of \u201cGuerilla Marketing,\u201d said, \u201cMarketing is not an event, but a process. It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.\u201d<\/p>\n

Every business is sales-controlled, but few have a true sales culture that plants marketing as the first step. Event-based \u201cbig deal\u201d marketing programs still have a place, but they are nestled within regular, consistent programs.<\/p>\n

Training Solidifies Marketing<\/h2>\n

According to Sullivan, \u201cThe more that you invest in training, the less that you spend on marketing.\u201d<\/p>\n

If your team provides superior service, the customer will come back \u2014 and even better, they will leave a positive review, which has more credibility among customers than any marketing piece you can create.<\/p>\n

Additionally, you want training to enhance your marketing campaigns. Consider the old advertising saying, \u201cThere is nothing that will kill a bad product like good marketing.\u201d Now, more than ever, you want to make sure you follow through on the promises that your marketing makes. With the speed of information, if you fall short, it may end up as a Twitter or Instagram #fail, damaging the franchisees, their region, and even the system as a whole.<\/p>\n

Manage Moments of Truth<\/h2>\n

Jan Carlzon, in his game changing book \u201cMoments of Truth,\u201d defined marketing as \u201canytime that a customer comes in contact with a company\u2019s brand, people, or services and forms an impression of the quality of service that they provide.\u201d<\/p>\n

Take a step back and ask yourself, \u201cWhat is marketing?\u201d More and more, marketing is cleanliness, service, and teamwork. It is every single touchpoint. As you are doing a field audit, see the store from the customer\u2019s standpoint and think about what his or her impression would be.<\/p>\n

Request A Demo<\/span><\/a><\/center><\/p>\n

Marketing is a core part of any successful team\u2019s DNA. Never think of it as someone else\u2019s job. It is a mindset that can change your business and life.<\/p>","protected":false},"excerpt":{"rendered":"

Learn tips for building community marketing into your franchisees\u2019 day-to-day processes.<\/p>","protected":false},"author":17,"featured_media":283365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[106],"tags":[45,69],"class_list":["post-279900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-franchising-best-practices","tag-franchise-marketing","tag-franchisee-engagement"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/posts\/279900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/comments?post=279900"}],"version-history":[{"count":6,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/posts\/279900\/revisions"}],"predecessor-version":[{"id":285073,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/posts\/279900\/revisions\/285073"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/media\/283365"}],"wp:attachment":[{"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/media?parent=279900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/categories?post=279900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.franconnect.com\/en_au\/wp-json\/wp\/v2\/tags?post=279900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}