In this edition of Franchise Times, iFranchise Group CEO Mark Siebert discusses the benefits of a local franchise expansion strategy.
There is nothing more exciting for a franchisor than knowing prospects are clamoring to represent the brand. The question to ask is why? Is it because there is a reputation for unprecedented home office support and training? An impressive leadership team? Successful franchisees praising the brand? In this article Siebert explains how the retail concept of shopping local can apply to franchise expansion strategies as well.
Successful franchisors make the grade because they are accessible to their franchisees. From a close distance a franchisor can nurture and help groom the future leaders and ambassadors of their brand – especially in the beginning of their franchise journey. Fear of losing a potential sale and misunderstanding their role in the franchise support function may lead franchisors to market more broadly than they should.
In this article, Siebert reminds us that franchise prospects are not finite. Find out what he means by referring to them as a “manufactured resource,” and learn how a compelling marketing message can actually help create franchise candidates. . Siebert offers real life, hands-on tools to help you create local franchise marketing campaigns to capture leads where you want them.
How should you target your SEO approach? What’s the best way to use social media? Are print advertising and direct contact marketing still worth your time and money? It’s all here to help the franchisor see the benefits of local marketing, before launching coast to coast. Follow Siebert as he helps keep franchisors focused on regional marketing strategies with tips on how to successfully market to prospective franchisees on a local level.