The offering of great marketing materials will make your franchise concept stand out to new prospects in a very visible way.
One aspect of the potential new franchisee’s buying decision that some franchisors are too quick to downplay is the role of new store marketing support. Outstanding marketing support can make your franchise concept rise above your competition in a very visible and value-added way.
Here are 8 things to consider as you develop marketing materials that will surely attract a new franchisee’s attention.
1. Don’t forget the little guy
Be sure to have a variety of marketing materials available to your franchisees for their new stores. Your :30 TV spot, :60 radio spot, full-page print ads and 14’ x 48’ outdoor executions may all be outstanding, but if your franchisee can’t use any of them, due to high production or media costs, it becomes quickly frustrating for them.
Having a wide selection of smaller formatted materials, independent graphic and photographic elements in a variety of sizes, as well as basics as simple as logos/taglines, will be much appreciated and receive wider use.
2. Make your materials readily available and easy to access
Make sure you have a system of delivery that’s easy to understand, easy to review and quick to access. Most marketing materials today are best provided through password-protected digital access via a dedicated website.
Turnkey web delivery systems are readily available at a fairly low cost and are improving faster than it will take me to finish this article.
3. Provide clear and helpful instructions
Be sure to make it clear to your new franchisees what each marketing piece was designed to do (and how it should be used).
It may be obvious to you or those creating them, but you don’t want that call from an angry franchisee who provided a small-space ad file to the outdoor company or bought a 30-second radio campaign when the only ones you provide are 60-seconds in length.
Some simple explanation and direction goes a long way with someone new to marketing and can avert big headaches for you and your staff.
4. Provide timely updates
Nothing is more frustrating to a new franchisee who’s bought into your marketing plan than rarely or never seeing available marketing materials updated. Worse, the absence of new marketing materials may be read as the franchise being directionally indecisive or even failing.
5. Offer promotional and holiday ideas
One easy way to keep things fresh for your new franchisees is to offer a few seasonal or holiday-oriented promotion ideas. Back these ideas with a few graphics and/or photography and you’ll be seen as a real advocate in your dedication to their ongoing success.
6. Provide clear contact information
Provide clear information on who to contact if your new franchisees have questions about the materials or are having problems acquiring them. This seems simple and obvious, but you’d be surprised by how often providing this type of support is overlooked.
7. To charge or not to charge?
Should you charge your franchisees for marketing materials or not? Because of widely available digital delivery systems, you are now primarily only dealing with the cost to develop your base materials. In this competitive franchise environment, the offering of quality marketing materials has truly become a franchisor’s cost of doing business. If your TV and/or radio involve specific tagging or customization, you should offer those services at a nominal cost to your franchisees.
8. Ask for input and be open to feedback
When it concerns the use of the marketing materials you are providing for new store openings, the franchisees are the ones on the front lines who can provide invaluable input and feedback. Have an open mind and it can be a truly collaborative effort that is successful on many levels.
You have a great, new franchise concept. Don’t shortchange the importance of supplying your franchisees with marketing materials. That type of support can be one of the most visible, value-added reasons for your potential prospects to choose your franchise over a competing concept.