As more and more entrepreneurs adopt franchising as a business model, franchisors should draw a franchise marketing plan laying down specific guidelines to achieve one or more marketing objectives. When a company decides to franchise its business, the questions that normally arise are: what should be its marketing plan, how to get the right franchisee, and what yardsticks be adopted to recruit a new franchisee. The marketing plan is a written document that lays down the plan of action and specific guidelines to achieve one or more marketing objectives. And finally a marketing plan should be clear, quantified, focused, realistic and agreed by all the parties concerned.
A franchise marketing plan means to conduct a search for an astute franchise, and enter into a franchise agreement. Promotion and advertising: This can be divided in two categories - above the line and below the line. Physical environment: In many businesses it is called 'look and feel of the outlet. Process: This also means the best practices created to make the business scalable and profitable.
Packaging: The last 'P' applies to franchisors, who are franchising concepts where physical products are involved. The 8 Ps constitute a useful framework to decide how the company resources will be manipulated to achieve the objectives. Although the detailed plans will cover each of the 8 Ps, the focus will vary, depending upon your organisation and its specific strategies. Promotion and Advertising: As usually, at this stage, an SME company does not have a big brand name, and finances are tight.
An emerging franchisor is one who has a good franchise system now, and is desirous to go national from being a regional player. Place and Distribution: The franchisor should carefully select the areas for expansion. Price: As the entry is being made into a new region, a survey needs to be done of competition, price acceptance and product preference in the region. People: The entry into the new region demands study of people's tastes, preferences and customs.
Product: There is some times a lot of difference in the product for Indian market and international market. Place and Distribution: The decision as to which countries and territories to enter, is a crucial decision again. Promotion, branding and advertising: As the countries of entry are new a decision on all the three, along with cost consideration has to be taken.
People: This being the most important area of consideration, support structure, organisational structure, placement and location of people has to be decided.
During the course of my 15 years stint in five industries, while I franchised more than 2,000 franchisees, it has dawned upon me that a formal, written marketing plan is essential, as it provides an unambiguous reference point for activities throughout the planning and implementation period.
A BodyConcept e finalista dos premios “The Franchise Marketing Awards”, atribuidos por varias entidades britanicas de renome no franchising.
Os “The Franchise Marketing Awards” premeiam empresas na area do marketing em franchising, que se destacam pela sua performance em diversas vertentes dessa area: website, publicidade impressa, suporte do marketing, campanha de marketing online, campanha de Relacoes Publicas, campanha de marketing (geral), campanha internacional de marketing.
O portal inclui noticias actualizadas sobre franchising, as principais novidades, colunas de opiniao, videos, reportagens e ainda uma area especifica com toda a informacao relevante para quem pretende ser franchisado. Most franchisors have a robust franchise marketing strategy in place that revolves around advertising. National marketing franchise campaigns that are funded with franchisee fees are great for producing high-quality marketing collateral that normally wouldn’t be financially feasible for a business owner generating less than several million dollars per year in profit. Due to the way franchises are organized, franchise marketing systems often overlook or gloss over the crucial local marketing component.
More often than not, franchisees need to address local marketing, as the franchisor is focusing on promoting the company on a national level.  Currently, well more than half of franchisees are not happy with the marketing support they receive from the franchisor. Not only does Potbelly reap the benefit of additional promotion from those using its space, it also does an excellent job managing their social media profiles.
As you can see from the tweet below, Potbelly is responding from their franchisor account, but is representing the Burlington, MA location.
Potbelly recently retweeted a Thrilliest Chicago post that highlights their secret menu.  Not only does it promote the Chicago locations, but also builds excitement around their secret menu. In summary, it’s crucial to localize the marketing message wherever possible —  and to empower local-specific messaging at a regional or single location. A successful franchise marketing budget should allocate a portion to focus on local online marketing, and not just advertising within a region (as less than 2% of local businesses think pay per click advertising is effective).

For a path to a successful local franchise marketing strategy, check out our most recent franchise white paper, Who Owns Local Marketing?
Is the structure of your Adwords account sufficient to being easily managed, optimized, and achieve a positive ROI? MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Established franchise brands typically have solid marketing plans in place to help franchisees get started on the right foot and grow their business quickly. Email Lead Generation Marketing We’re the best in the business in Australian franchising – let us prove it to you. You need the right strategy & introductions, NOT just paid advertising spots to crack the franchisor sector.
Australia’s Leading Marketing Expert And Dynamic Conference & Event Speaker John Dwyer will be the main speaker. Get an Intensive One Day Marketing Strategy Session with the experts as part of our Franchise Marketing Consulting. Too many franchisors still predominantly rely on consumer based marketing messages when trying to recruit franchisees. Our database has been carefully built through our alliances with top franchise brokerage companies.
We have a unique, flexible set up, so we don’t have huge over heads like some of our competitors. I founded Franchise Buyer in 2011 after being a frustrated franchise executive with several well-known brands from field to General Manager roles over a decade or so. My frustration came about after my experiences of trying to place the right franchise recruitment marketing to get the leads I needed to hit my budget. The shift from print to digital was well and truly on, and the internet was really starting to kick in for our lead generation, and I saw an opportunity! These guys are thinking, developing and implementing some top, new and outside-the-box strategies online for franchising – great work! In fact experts believe that the marketing plan is the most important part of a franchise business plan.
We should devise ways to reach out to the target group effectively, and use appropriate forms of media, like radio, TV, Internet, brochures etc.
A franchise organisation can be categorised into three categories, viz., prospective franchisors, emerging franchisors and mature franchisors.
He has the profitable, scaleable and duplicable business model which he wants to expand through franchising.
It is always a catch-22 situation between how much to spend, what should be the returns on marketing spend and which medium to use. Whether to wear premium tag or allow discount should be decided after an intensive market study of the product. This franchisor is also looking forward to fast track growth and is desirous of a sound franchise recruitment plan.
For example, if a training company wants to expand its presence from north India, it should decide which next state it should step in.
One may have to go for multiple price points for the same product in different regions. If the processes of recruitment, on-going support and after sales are not set and implemented, it can lead to failures or franchise disputes.
Lot of factors like competitive edge, support system, local laws of land, etc, have to be considered. Also, it should be clear whether we will export people to new countries or we will employ locals for managing the business. Neither the Site nor any other party involved in creating, producing, or delivering the Site is liable for any direct, incidental, consequential, indirect, or punitive damages arising out of your access to, or use of, the Site. One of the key components of a franchise marketing plan is the advertising fund, a pool of funds that all franchisees contribute to.
In addition, national franchise marketing campaigns ensure brand consistency — a positive for both franchisors and franchisees alike. Potbelly provides local organizations and charities with the opportunity to use their locations to host events, in addition to local musicians who use the restaurants as a stage. The messaging needs to be tailored to the region, while considering the area’s demographics and culture and fit into the dynamics of franchise brand control and local franchisee enablement — no small feat. Learn what the main aims of a franchise marketing plan are, and how to harness the power of social media in the overall strategy.

It requires an even distribution between branding, franchise development, attracting customers and account sales.
Information should be shared across the entire company, using a combination of training manuals, intranet resources and online tools. The development and implementation of a smart marketing plan is only part of the challenge. Acknowledging what the public says about the brand and answering questions is essential to good brand management. Keep fans and followers aware of the latest brand activities through video, event, photo and blog post updates. Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies. The consistent brand image and formulas already developed for marketing also helps attract new franchisees. It’s powerful when put directly in the hands of a targeted audience – bugger newsagents for that – our mags zero in! In fact, 60-70+% cost savings are possible with highly qualified, local equivalent staff presented, and hand picked by you. We’re specialists in recruitment marketing to grow your franchise sales, yet we are also well-proven in consumer marketing strategies, B2B, and marketing strategy consulting.
So we are prepared to back ourselves and our business by offering a simple trial to see if what we can do will work for you. In the internet age it is recommended that companies should use internet intelligently.
It would make more sense to go to west - adjoining north, rather than heading to extreme south. I have observed that south based stock market companies have not been able to penetrate into north India. Though it is recommended that all the 8 Ps be observed, the following 4 Ps demand extra consideration. When Indian IT training companies were looking at expanding internationally 12 years back, they had to translate books in local language like Chinese, Spanish etc. Without limiting the foregoing, everything on the Site is provided to you "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESSED OR IMPLIED. While franchisees should always receive approval from the franchisor before moving forward with a local marketing plan, they can still identify marketing franchise opportunities and present them to the franchisor. The white paper explores how multi-unit enterprises and franchises can monetize local online marketing and narrow the growing gap between corporate HQ and local retail locations. They have direct contact with the end customer and their buy-in is critical to the business. A Flexible and regularly updated plan is required, based on measurable results and metrics. Read on to learn how top consumer driven franchises (such as McDonald’s, Starbucks and Wendy’s) use social media marketing to engage customers and encourage growth. Facebook pages are often used as the main portal and other social media channels support the main page.
However, younger brands or concepts just beginning the franchising process must prioritize the development of a franchise marketing plan with the guidance of experienced marketing professionals. The 8 Ps can sometimes divert attention from the customer, but the framework they offer can be very useful in building the action plan. Other efficient media for a prospective franchisor is direct marketing tools like exhibitions.
It should also decide on expansion model, whether master franchise, multiple outlets or single outlet franchise.
While the Site uses reasonable efforts to include accurate and up to date information in the Site, the Site makes no warranties or representations as to its accuracy.
Make use of social networks, blog relations, micro blogging, social bookmarking and of course online videos.
Events such as fan powered charity drives or action oriented contests can help spark a growth in brand awareness.

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