As a franchisor, aside from giving your existing franchisees everything they need to succeed, your main task is to continue recruiting high-quality franchisees. In order to do this, you need to understand how recruitment works, your franchisees and their decision-making processes and how these should fit with your sales process. Your recruitment marketing and sales system are essential for speeding up your network growth so let’s have a look at how you put them both into place!
A strategic marketing communications plan will be the key to your success when trying to recruit more franchisees to your network. However, in order to create a marketing plan, you must first understand who your franchisees are, where they come from and what motivated them to join your network. Tapping into exactly why your franchisees decided to invest in your opportunity is KEY to creating a strategic marketing plan.
Franchisee profiling is one of the best ways to get a full understanding of your franchise network. Talk to your best franchisees and find out more about where they came from and what motivated them. From this research, you should be able to pull together 2-3 perfect franchisee profiles. You will find that there are common themes that emerge from this research and these will then fuel your marketing messages. For example, if the majority of your franchisees said they wanted a more flexible working life, you know that this is something that must feature in your recruitment marketing. Whatever messaging you choose, ensure that it is consistent across everything you put out there.
When putting your marketing plan together, it is important to think about where your franchisees might find out information about you. Ten years ago, franchisees might have seen a magazine or newspaper advert, liked the sound of your opportunity and then contacted you straight away. However, the advent of the internet changed the way franchisees now make decision! Now, franchisees might see your brand advertised but they will go online to find out as much about you as they can before they contact you for more information or to take the next steps. This is a major factor to consider when marketing your franchise opportunity. You need to make sure that you have a range of activities taking place so that your prospects can complete as much research as possible. PR pieces, case studies, social media activities, printed collateral, your website and print advertising should all be included in your budget to help you get maximum coverage. You don’t want your prospects to move onto your competitors if they can’t find any information about you! Keeping up with the way franchisees research your opportunity and the places that they go to research you will really help you to speed up your network growth.
Another major factor to consider when putting your marketing plan together is setting objectives. So, how many franchisees do you want to recruit in the next 12 months? By setting SMART (specific, measurable, achievable, realistic and timely) objectives you ensure that you and your team stay on track. These objectives will also help you with budgeting and planning because you can work backwards from the number of franchisees you’re looking for, to leads needed per month to achieve that, how many leads each marketing activity should bring in and how many it actually brings in.
Once you have a strategic marketing plan in place, think about how each activity will fit into your sales process. How much information do you give to prospects at each stage of the process? What type of information are you going to give them? For your marketing plan to work effectively, you also need to have an effective and well-thought out sales process too. Once you have those prospects hooked in, it’s now a matter of converting them. Too much information and you could put them off, too little and you might lose them to your competitors. Really think about where your marketing activities fit into each stage of your recruitment process and the type of collateral you should be sending out. You might not believe it but giving out the right information at the right time will really help you to keep converting those franchisees.
If you’re looking to speed up your network growth, think about the above factors and make sure you’re not making the same mistakes. If you need help with your marketing strategy, please contact us on 01725 511 673 or email@example.com
If your advertising isn’t working, stop doing it right now! Many brands lose so much money on ineffective advertising so our Founder, Sarah Carlile, has been sharing her tips to help you make sure that your advertising helps you to get the very best results.
You should use marketing collateral throughout the recruitment process to support your sales process and tell your prospects more about your brand and how your franchise opportunity can benefit them. Marketing collateral should make your sales process easier and more efficient so ensure that everything you send out has a clear call to action to guide your prospects through to the next stage of your recruitment process.
Throughout the decision making process, your prospects will constantly be comparing you to your competitors so it is essential that you make a good first impression. Your marketing collateral, both online and offline, should be of a high standard because it is usually the first time your prospects will encounter your brand. Your collateral is your chance to wow your prospects with your opportunity and show them how much they could achieve as part of your network.
By the time prospects receive hard copies of your collateral, they will have researched your franchise, visited your website and clicked through to request more information. It is important to think of your website as part of your collateral because it will often be the very first encounter that prospects have with your brand. Make sure it is easy to read and navigate and that your contact details are easy to find so that prospects can easily request more information.
Having a clear, concise and consistent message across all of your collateral will give you the best possible chance of generating good quality leads. It is essential that your collateral displays your franchise in the best possible light to increase your chances of converting those all-important franchisees. To create your messaging, you should research your top performing franchises to help you find out what motivates them and why they decided to buy your franchise. By gaining a clear understanding of your perfect franchisees, you can use this knowledge to recruit more of them. This will also help you to determine the tone of voice and language used throughout your collateral to appeal to your target audience.
In addition to the copy within your collateral, you should also think about the imagery you use because this will affect the way prospects react to your collateral. A picture paints a thousand words so make sure your imagery matches the content on the page and is relevant to help emphasise your messaging.
Your prospects want to know exactly how your franchise opportunity will benefit them so make sure your marketing collateral explains about your franchise opportunity whilst keeping your messaging, brand values and target audience in mind. This will help you to increase the number of franchisees you recruit.
Contact us to find out more about how Coconut Creatives could help you to perfect your marketing collateral on 01725 511 673 or firstname.lastname@example.org.
At Coconut Creatives, we see so many franchisors making the same mistakes with their marketing time and time again. They spend thousands of pounds per year on their recruitment marketing but find that it just isn’t effective and they’re not recruiting the franchisees they need. Here are just some of the mistakes we see franchisors making on a daily basis and how you can avoid making the same mistakes.
Not understanding your target audience
This is one of the top mistakes made by so many franchisors. When we ask them who they’re looking to target with their marketing efforts, they have no idea! They throw money at a variety of marketing campaigns without knowing exactly who they are targeting. The first step in any marketing strategy is to understand who your target franchisees are. Who do you want more of in your network? Spend time profiling your top performing franchisees and collate 2-3 perfect franchisee profiles. Once you have this information, you will have a much better idea about their decision making processes and how they came to join your network. Knowing this will help you to form your marketing messages and where to target.
Not planning your marketing strategy
Another huge mistake that many franchisors make is not drawing up a marketing plan or having any sort of strategy in place before they start allocating their budget. Putting together a marketing plan will not only help you to work out a budget for the next 6-12 months, it will save money in the long run. The information you have gained from researching your network will help you to form the marketing plan by forcing you to think about the places you will target, how often and the messaging you want to get across.
Part of forming a marketing strategy is tracking and measuring your return on investment. How will you know if your marketing activity is effective if you do not track and measure it? Tracking could include directing prospects to a landing page so that you know exactly which marketing activity led them to you and will, eventually, help you to determine how many prospects you converted to franchisees in the long run.
Seeing marketing as an expense
Marketing should be seen as an investment and not an expense. If you start to believe that every marketing activity you do is an expense, you will start to see it as something that needs to be cut if it doesn’t work and, by doing this, you are setting yourself up to fail. Marketing is a process and it requires regular and consistent investment to help you increase your visibility and make sure that your prospects are finding out about your franchise opportunity. Some marketing activities can take a while to build traction so it is important that you don’t stop them before they’ve had a chance to be effective.
Marketing your franchise is essential if you want to keep recruiting franchisees so make sure that you have a yearly budget set aside for marketing – you will find that it is returned when you recruit those all-important franchisees.
Reviewing marketing activity
As part of the above, to ensure that you’re not losing time and money, you should review your marketing activity on a regular basis. Assess what’s working and what isn’t and cut the activity that’s not giving you a return on investment. By cutting out the activity that isn’t working you have more room in your budget to spend on the activities that are bringing in the most prospects. Is there a way to make certain activities more effective before you completely cut them?
Lack of content
In marketing, content is King. How can you expect prospects to find out more information about your franchise if they can’t find any information about you? Before they finally decide to contact you, prospects will have researched your franchise thoroughly and compared you to your competitors. If they can’t find anything, they will swiftly cross you off their list and move on to the next franchise. Produce regular PR pieces to shout about your achievements and the benefits of your franchise. Case studies and videos are also great ways to showcase your successful franchisees and ensure that when prospects search for you online, they have plenty of information to back up their decision to call you.
Next time you sit down to start any marketing activity, think about the above factors and make sure you’re not making the same mistakes. If you need help with your marketing strategy, please contact us on 01725 511 673 or email@example.com
Coconut Creatives is the leading, award-winning, bfa-accredited franchise marketing company. This year marks the 6th anniversary of the popular Coconut Franchise Recruitment Marketing Workshops (sponsored by RBS). These workshops have been adopted by almost 200 brands since 2010 and many are now QFP accredited by the bfa.
Coconut Creatives have partnered with Venture Marketing to offer exclusive at-cost places at their ‘How to Exhibit Effectively for Franchisee Recruitment’ workshop on 10th August for any franchise brands exhibiting at the 2016 National Franchise Exhibition (NEC, Birmingham).
Many franchisors attend the same shows each year but don’t make the most of them. As a franchisor you are in a room full of franchise brands competition for the attention and contact details of the same visitors. So it is important that you are noticed as a high-quality franchise opportunity.
Helen Wood from Venture Marketing Group will also be joining the Coconut Team and will be hosting a Q&A session on how to make the most of your exhibition package and taking questions from the floor.
Want to maximise your exposure during the shows you attend? Looking to make YOUR franchise stand out from the crowd? Want to find out more about effective follow-up tools that will turn your leads into franchisees?
If you answered yes to any of the above questions then the Coconut ‘How to Exhibit Effectively Workshop’ is for you. This workshop is open to everyone, whether you are exhibiting int he Autumn, or just looking to sharpen up on how to speak about your brand effectively.
At Coconut Creatives, we’re always looking to continue developing our services and team so that our clients continue to receive the very best service and to help us stay up-to-date within our industry. This month, our Coconuts will be embarking on a spot of Public Speaking training with Celia Delaney. Celia is an expert in delivering inspirational presentations and how to conduct yourself when speaking in public so we know that we’ll be receiving the very best advice from someone with a wealth of experience in effective public speaking.
We always tell our franchisors how important public speaking is for their business and for recruitment and we even offer some seminars on this very topic so we’re making sure that we practice what we preach! Our team speak at so many events and at our own workshops so we want to make sure that our technique is perfect and gain knowledge that we can pass on to our clients.
Not only will we be attending our own training, we will also be visiting the Head Offices of various franchisors to provide them with our expert training and advice. We will be spending time with their recruitment teams to help them learn more about ‘How to Market Your Franchise and Recruit for Network Growth’. Many franchisors are unsure about marketing techniques and how to get the most from their marketing strategy in order to recruit more franchisees. We provide them with up to the minute marketing strategy and techniques to ensure that they’re getting the most from their budgets.
“We have been asked by so many franchisors if we can visit their Head Offices to train their teams that throughout July, we will be travelling around the country, sharing our expert advice and knowledge. With over a decade of experience in the franchise sector, we know what it takes to stay ahead and continue effectively growing a franchise network. Many franchisors can hit a rut when it comes to their franchise recruitment marketing, so we’re here to ease some of the pain and share practical knowledge that has been tried and tested,” explains Paul Clegg. Managing Director.
To find out more about working with Coconut Creatives or attending one of our workshops in 2016, please contact us on 01725 511 673 or firstname.lastname@example.org