Finding the Best Franchise- Marketing Support

In my previous blog, I discussed the importance of evaluating a prospective franchisor by their franchise support. The first topic we covered was operations support.

This blog covers marketing support.

Franchise Marketing, or otherwise known as Local Store Marketing, or LSM - means “Let's Sell More”! Well it really doesn't stand for that; it means “Local Store Marketing”. It's the attitude one must possess to drive their franchise business forward.

As the legendary Tom Feltenstein, from Four Walls Marketing says: “If you don’t have new customer benefits, you won’t have any new customers”. A big part of marketing is creating a “perceived benefit” by utilizing your product. The National Marketing Team of your franchisor should set this strategy. It is up to you to implement this on a local level via LSM.

Marketing should be a part of your daily routine from the get-go. LSM is not distributing coupons. LSM is being involved in the community and giving back to the community that supports your business. If you distribute a coupon now and then, that is a tactic and should not be the focal part of your LSM.

Ask your perspective franchisor how they support you and getting involved with your community. Based on their current franchisees, what have they seen that is successful so you don’t have to reinvent the wheel?

You also should ask how often a marketing person from the franchisor will visit your business and help you with LSM. If they do not have anyone, that is a huge red flag!

Prior to signing a Franchise Agreement, ask the prospective franchisor how they help on a weekly basis to launch LSM. Realistically, 12 weeks prior to opening, you should start working on LSM. During your Due Diligence period while you are developing your Pro Forma P&L, you developed Sales Projections. The 12 weeks prior to opening will greatly enhance your ability to it your ability to achieve breakeven sales sooner than later.

You have one opportunity to make an impact with opening your business and you need to make the most of it. The first month of your business will determine your future sales. Again, you only have one chance to open with a bang, so talk with your perspective franchisor about the support they provide.

When developing your LSM plan prior to opening, you should consider several months of programs vs. a one-day Grand Opening blowout. LSM, again, is something that you must do on a daily basis. Doing one day Grand Opening completely contradicts your marketing program.

There are three main methods you need to be specific and intentional on developing to maximize your sales growth.

These three are: Transactions, Frequency and Average Check.

Ask your perspective franchisor what plans they have developed and ready to implement in the each of these areas.

1. Transactions simply means the number of “orders” you conduct on a daily basis.

2. Frequency can be defined as how often those orders are placed.

3. Average check is how much each of those orders cost.

A balanced marketing plan should hit on each of those three cylinders on a consistent basis and be mapped out on a calendar.

In my next blog, I'll talk about what you should look for in general support from your franchisor.

If you like this article and would like to discuss this further, feel free to reach out to me, Janice Charles, so we can talk further. I can be reached at 303-319-5186 or janice@thefranchiseconsultingcompany.com.