How getting on-message brings you buyers

 How getting on-message brings you buyers

All franchise marketing starts and ends with strategic messaging says Matthew Jonas

795,932. That’s the number of franchise establishments in the United States, representing more than 3,000 franchise brands. According to a reputable franchise source, 38 percent of the 200 largest U.S.-based franchise units are located outside of the United States, and over the last three years (2012 to 2015), these companies have collectively added four international units for every domestic unit opened.

It goes without saying: investors have a bevy of options when it comes to franchise opportunities. Which means reaching these investors with effective and strategic franchise marketing is paramount. There’s much to be said for the strategy and effectiveness of digital and public relations campaigns to reach the desired audience, but before even wading into the advertising and organic waters, a franchise brand’s ability to tell its story on a emotional and logical level comes first.

Developing a franchise brand’s story comes down to three specific tactics – messaging via strategic personas, differentiating your opportunity to stake a position, and considering how investors are shopping to capture the most relevant leads.

Getting persona(l)
Understanding who your potential franchise buyer is seems like a no-brainer, but far too often franchise brands don’t take the necessary time to paint the picture of who the ideal franchise lead is before letting the brush strokes fly. This often leads to disjointed messaging targeted at no-one in particular, with unqualified and overall poor lead generation as the result.

Creating your Mona Lisa starts with a detailed assessment of the profile, needs, goals, pain points and behaviors of the potential franchise buyer. That information is easily attainable if you’re an established franchise brand; just take a look at your own franchisees. What differentiates top performers from those whose performance is marginal or worse? What was the specific messaging when you targeted them? What made them take that next step? 

For emerging brands, those needs are identified through a combination of industry and competitive research, as well as an internal look at what drove you to start the business. Where does your passion derive from? What personality traits are right for your business? How have your existing locations been successful?

These questions, among others, work in conjunction to create a picture of the ideal franchisee and help franchise marketers develop messaging that influences potential franchise buyers on a logical and emotional level.

‘Me too’ isn’t a strategy

A burger is a burger. A gym is a gym. And, a spa is a spa. Right? Sure, as long as your franchise brand employs the “me too” strategy when it comes to crafting strategic message about the brand.

One thing is assured for franchise marketers: Upfront work to stake a position in the marketplace ensures that the messages about your brand/concept are controlled, rather than allowing competitors to speak on your behalf. All too often, companies assume that positioning is about their business or their product. Rather, think of positioning as the perception of the prospect, customer or investor. In other words, the way you describe and position your opportunity should be dictated by your potential franchise leads and prospects, not the features or expertise.

Think of the best ways to tout your ‘EST.’ Whether it be the biggEST, cheapEST, easiEST, quickEST or hottEST ‘something,’ making a huge push surrounding that differentiator is essential to standing out among an assuredly similar crowd. Here’s the problem – far too many franchise brands try to be the best for everyone, resulting in mediocre messaging across the board. Pick your route, and push the pedal down that road in a slow and controlled fashion.

Consider the shopping path

With more than 3,000 concepts to choose from, it should be pretty simple for a potential buyer to systematically analyze each on its growth potential, marketability and a whole host of other pros and cons, right? Likewise, quickly and easily narrowing the pool and making a decision based on the analysis should be a breeze, correct? The short answer, of course, is no.

Typically, most buyers will consider less than 20 opportunities, and likely focus their attention on a specific industry segment. So, it’s essential that you operate under the assumption that every buyer is looking for reasons to eliminate your concept from consideration, rather than searching for you specifically in the proverbial haystack. This means crafting a story that attracts serious candidates and not those just perusing. While that may sound harsh or counterintuitive, the goal should be to craft messaging that allows prospects to self-disqualify (like including investment details) but withholds enough information that requires the prospect to take action on something, like filling out a form on your franchise website. The likelihood that those folks will be top prospects is far higher in that they’ve chosen to further engage with your concept, the end goal for any global franchisor.


ABOUT THE AUTHOR
Matthew Jonas is the president of TopFire Media, an award-winning integrated public relations and digital marketing agency specializing in franchise marketing and consumer branding. Together with the leaders of iFranchise Group, Jonas established TopFire Media to provide a strategic and synchronized method for digital marketing in the franchise industry. As a digital marketing strategist with more than a decade of in-depth experience in SEO and PPC, social media publishing, conversion based marketing, inbound marketing, sales management, and online lead generation, Jonas has built a career dedicated to delivering an integrated marketing approach that achieves client success and long-term relationships. www.topfiremedia.com

Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 0800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button

WHAT DO WE USE YOUR INFORMATION FOR?

Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

HOW DO WE PROTECT YOUR INFORMATION?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.

DO WE USE COOKIES?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

DO WE DISCLOSE ANY INFORMATION TO OUTSIDE PARTIES?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

THIRD PARTY LINKS

Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.

CHILDRENS ONLINE PRIVACY PROTECTION ACT COMPLIANCE

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

ONLINE PRIVACY POLICY ONLY

This online privacy policy applies only to information collected through our website and not to information collected offline.

TERMS AND CONDITIONS

Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at globalfranchisemagazine.com/terms-conditions

YOUR CONSENT

By using our site, you consent to our online privacy policy.

CHANGES TO OUR PRIVACY POLICY

If we decide to change our privacy policy, we will post those changes on this page

CONTACTING US

If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: subscriptions@aceville.co.uk