Marketing Communication For Franchisors

Companies offering franchises for sale need to have the business savvy not only in

developing business models that can be replicated and run profitably. These firms must also have marketing as one of their core competencies in order to succeed in retailing businesses. For one thing, it is the responsibility of franchisors to extend marketing, promotion, and advertising resources to its franchisees. These can include a wide range of marketing communication materials, such as print advertisements, signage, and other branded materials. For effectiveness, these communication tools must maintain consistency in their messages and tone across the franchise areas. Having all these in place is definitely a challenging and time-consuming process.

The markets where franchisors operate are, more often than not, quite competitive. It is crucial that the franchise opportunities in various market territories are harnessed to their full potential. This can only be accomplished if prospective franchisees believe it is worth taking the risk on the offering of a franchisor and it has the capability to support growing the franchised business all the way.

To attract more franchisees, a company with a franchise for sale needs to maintain a highly effective advertising and marketing campaign. The target of such a campaign has to be identified in order to have focused messages and an effective reach. In this age of information technology and the Internet, it would be to the advantage of franchisors to create a website in order to establish an online presence. E-mail campaigns and online advertising are important tools too as adjuncts to traditional forms of marketing communication such as via print and radio-TV advertising. Leaflets, brochures and catalogs are added marketing media that have to be considered both to attract additional franchisees and to support existing franchise holders.

Access to professionals or agencies with excellent copywriting skills is therefore essential for businesses marketing franchise opportunities and promoting their existing franchisees. The services of a professional copywriter can also be accessed on a retainer basis, in addition to contracting an ad agency or having an in-house marketing department. An independent copywriter can serve as a fresh resource of ideas to craft marketing messages that tend to appear too corporate-sounding in the long haul.

Quite often, marketing communication becomes replete with industry buzzwords, jargons, and techno-babble that are elusive to mass-market audiences. A good copywriter with imagination and creativity should be able to craft messages in a more interesting fashion to capture the attention not only of possible franchisees. More importantly, their output can help generate the much-needed recall from the consumers or customers of products and services that the franchisors originated.

by: Moore Mike

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