Do you need a marketing strategy for your franchise business?

Marketing can often seem like a minefield and, before you know it, you can find yourself lost in the world of ‘touch points’ and ‘engagement’, leaving you a little bewildered and unsure how to reach your goals.

Both franchisors and franchisees will need a basic strategy or road map to help them get to where they want to be, but this doesn’t have to be complicated. Shane Tout, operations director at besley & copp, shares some thoughts to get you started.

Create a marketing calendar

Not all of us are marketing gurus, but we are quite good planners, so write down all of your important deadlines in your calendar. By doing so, you will feel less rushed and deliver a high-quality, coherent message to your consumers.

Joined-up thinking

In the digital age of social media and email, don’t forget to reach out to your audience with some quality printed material as well. Look at backing up a campaign with a promotional gift, for example, to catch the eye.

Test, review and adapt

If at first you don’t succeed, keep trying! Do your homework on your target audience and regularly review your strategy to ensure that you are on track to achieve your goals. If you are not getting the return, never be afraid to adapt your strategy. Look at running a few pilot campaigns side by side and monitor the responses.

Talk to people

Never be afraid to ask for advice. Even the most successful entrepreneurs need help with their marketing at times. You are not alone!

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