21/04/2014
Producing readily available marketing materials is a win-win opportunity for both new store franchisors and franchisees.
As you well know, today’s potential new store franchisees have thousands of choices when evaluating concepts to invest their money. Obviously, many factors go into this choice, but presenting a solid plan of providing initial and ongoing marketing support may be that one aspect that pushes your franchise concept to the forefront.
Here are 5 reasons why you want to continue to place a high importance on the creation and regular maintenance of marketing materials as either a new store franchisor or franchisee.
1. Added-value to new store franchisees
Having a high-quality initial marketing program included in the franchise fee will definitely be seen as added-value from the get-go. Retaining an agreed upon percentage of sales will ensure the crucial marketing support necessary to the continued success of new store franchisees is ongoing.
2. Economies of scale mean real savings for new store franchisees
The production of initial and ongoing marketing materials can represent a huge expense for a new franchise owner if they all need to be created from scratch. The fact that you will be producing materials for a larger number of franchisees provides the economy of scale any new franchisee would be hard-pressed to walk away from.
3. Ease of execution for new store franchisees
Having essentially turnkey marketing materials makes it easy for new store franchisees to get their message out. Having a consistent overall message across your enterprise builds a shared equity among all participating franchisees.
4. Protects the new store franchisor’s overall branding
Produced marketing materials are not just a big win for the new store franchisee. By maintaining control over the message and production of your marketing materials, the new store franchisor is assured the branding message is presented as intended and stays consistent throughout the entire enterprise.
5. Ensures the new store franchisor’s brand standards are followed
Along with your franchise’s branding message being continually presented in a consistent fashion, elements such as your logo, tag line, colors and fonts will be properly utilized when you are providing the bulk of the marketing support.
As a new store franchisor, creating and maintaining an ongoing marketing program for your franchisees demonstrates your honest interest in their success. Proper utilization of the franchisor’s marketing materials demonstrates the new store franchisee’s belief and trust in the franchisor’s concept and vision. When both entities are in sync it’s a huge win for both.
Fonte: thestorestarters.com
BrD Consulting è iscritta all'Albo Aderenti Assofranchising e ne osserva il Codice Etico.
