Two heads are better than one, three are better than two and so on. We know the merits of working together and how it’s usually much easier than working alone, though I’m sure we can conceptualize that one coworker. Kidding aside, we are better when we work together, and our message is louder when it is spoken at the same time by many voices.
As part of a franchise system, you join a chorus of voices amplifying your message. Whether that’s encouraging consumers to “Eat Fresh” or “Buy, Finance, Drive On,” repetition leads to awareness, awareness leads to, well, leads. If your hand-to-hand combat skills are good, those leads become sales.
What’s the Message?
A business owner has a wide range of skills, but we’re not all marketing geniuses. That’s where marketing support in a franchise system can really come into play.
A single store operator may not be able to afford top-tier marketing employees or agencies. In fact, your local market may not even have top-tier marketing agencies for that matter. Collectively, a franchise system can leverage its collective budget and membership to invest in and attract better talent to craft messaging for marketing campaigns.
Materials
You’ve got your idea, now what? Flyers, TV spots, radio ads, digital ads, graphics and more. I can tell you that a great marketing team helps put your messaging and brand seamlessly into the materials the franchise body uses every day — and it should be included with the franchise offering. That covers your uniquely sized showroom’s window clings or the company calendar hanging in the service bay. Compare that with the costs of a local graphic artist, and then compare your non-bulk discounts with your local print shop. There’s purchasing power in franchising, not just in the obvious things for a car dealer, like parts.
It’s More than the Message
While “Where’s the Beef?” was easy enough to distribute when we only had radio, print, and three TV networks, times have changed with many industries avoiding print, radio, and television entirely. You’ve got your message, you’ve designed your marketing campaign, but do you know how to put that message in front of people? This task alone has become incredibly complex these days. The good news about the complex marketing world, however, is that we can target our audience better than ever.
That’s another way that a franchise system can help. In addition to the organic strength a known brand already has, a franchise system comes with tools and knowledge to deploy your pitch. We’ve worked with customers like yours before, we have data and trends that can help. Again, the collective efforts of all of a franchise body can leverage its size to hire the best firms and employees to execute these campaigns.
Do What You Do Best
Franchises should allow their franchisees to do what they do best: sell to their customers, collect their payments and build profitable portfolios.
Everyone has their strong suits. If marketing is something you struggle with or has held you back from entering the buy here, pay here space — the franchise route is the way to go. The feedback I’ve received from franchise owners I’ve worked with is that they were glad to have a partner to help their success, including within the marketing space. It’s really about being a collection of strengths and weaknesses, and being supported where you need it — without impacting your bottom line.
