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 firstname.lastname@example.org