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Top Ten Marketing Tips For Emerging Franchise Brands
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919 Marketing Company Confidential. All Rights Reserved. 2017 [email protected] 919-557-7890 www.919marketing.com
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919 Marketing Company Confidential. All Rights Reserved. 2017 [email protected] 919-557-7890 www.919marketing.com
David ChapmanFounder, CEO 919 Marketing Company
PR and Social Media StrategistFranchise Industry Speaker
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919 Franchise Brand Experience
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Top Ten Marketing Tips For Emerging Franchise Brands
1. Develop the Roadmap
2. Go from “I think” to “I know”
3. Target Audience Focus
4. Brand Positioning
5. Fewer Bigger Better
6. Brand Relevance
7. Brand Validation
8. Brand Management
9. Content Marketing
10. Measure and Refine
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Develop the Marketing Roadmap:
Create a market validated action plan with clearly defined goals that pinpoints where the money to build your business is most likely to come from.
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Top Ten Marketing Tips For Emerging Franchise Brands
Develop the Marketing Roadmap:j
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Top Ten Marketing Tips For Emerging Franchise Brands
Move From “I Think” to “I Know”:
Inexpensive data mining can ensure you identify your most likely franchise candidates and consumers
Examples:
Credit card purchases - Franchisee research
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Top Ten Marketing Tips For Emerging Franchise Brands
Move From “I Think” to “I Know”:k
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Focus Resources on The Right Target Audiences:Smart marketers develop “Personas” of their most lucrative franchisee and customer profiles to focus
brand messaging and marketing resources
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Top Ten Marketing Tips For Emerging Franchise Brands
Focus Resources on The Right Target Audiences:l
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Brand Development:Are you consistently telling a differentiated
and compelling brand story to your franchisees, franchise candidates and consumers?
You can’t differentiate what you can’t define.
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Brand Development:
Not only will effective branding drive market share and revenue goals, effective brand development can
increase shareholder value and is comparable to other intangible and tangible company assets.
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“Branding can be a painful process, particularly for cattle.”
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Fewer Bigger Better:There are dozens of marketing avenues. What
approaches can you afford? What can you win at?
Focus all resources on 3-5 marketing channels versus being a swiss army knife.
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Social and Digital Media Online Portals Paid Media Earned Media
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Brand Relevance:
Prospects don’t want more information, they want answers. Be transparent, be consultative and
educational versus the typical pushy brand centric sales pitch to zees and customers.
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Brand Validation:Franchisees are like spouses –
they can sing your praises or become painful and expensive to get rid of.
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Brand Validation:Third party validation enables franchise brands to
rise above the clutter and build national brand trust and affirmation.
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Proactively Manage the Brand:
Control the brand message or the franchisees will. Don’t go there - its painful to take back brand control.
Advertising – Social Media – Websites
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Proactively Manage the Brand:
Brand / Social Media guidelines
Syndicated advertising packages
Grand Opening programs
Direct Marketing campaigns
Seasonal Promotions
Corporate produced websites
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Proactively Manage the Brand:q
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Content Marketing:The right message to the right prospect - at the
right time - in the right channel - at the right time of the buying decision
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Corporate exiles Corporate exiles
Serial entrepreneur
Next career
Blue collar
Partners
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Measure and Refine:
Take advantage of free and low cost analytics to measure your marketing success.
Online research – Social Media – Google Analytics
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David Chapman
Founder and Senior Strategist
919 Marketing Company
919-459-8156
Top Ten Marketing Tips For Emerging Franchise Brands