top ten marketing tips for emerging franchise brands

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919 Marketing Company Confidential. All Rights Reserved. 2017 [email protected] 919-557-7890 www.919marketing.com

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Top Ten Marketing Tips For Emerging Franchise Brands

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David ChapmanFounder, CEO 919 Marketing Company

PR and Social Media StrategistFranchise Industry Speaker


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919 Franchise Brand Experience

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1. Develop the Roadmap

2. Go from “I think” to “I know”

3. Target Audience Focus

4. Brand Positioning

5. Fewer Bigger Better

6. Brand Relevance

7. Brand Validation

8. Brand Management

9. Content Marketing

10. Measure and Refine

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Develop the Marketing Roadmap:

Create a market validated action plan with clearly defined goals that pinpoints where the money to build your business is most likely to come from.

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Develop the Marketing Roadmap:j

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Move From “I Think” to “I Know”:

Inexpensive data mining can ensure you identify your most likely franchise candidates and consumers

Examples:

Credit card purchases - Franchisee research

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Move From “I Think” to “I Know”:k

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Focus Resources on The Right Target Audiences:Smart marketers develop “Personas” of their most lucrative franchisee and customer profiles to focus

brand messaging and marketing resources

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Focus Resources on The Right Target Audiences:l

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Brand Development:Are you consistently telling a differentiated

and compelling brand story to your franchisees, franchise candidates and consumers?

You can’t differentiate what you can’t define.

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Brand Development:

Not only will effective branding drive market share and revenue goals, effective brand development can

increase shareholder value and is comparable to other intangible and tangible company assets.

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“Branding can be a painful process, particularly for cattle.”


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Fewer Bigger Better:There are dozens of marketing avenues. What

approaches can you afford? What can you win at?

Focus all resources on 3-5 marketing channels versus being a swiss army knife.

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Social and Digital Media Online Portals Paid Media Earned Media


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Brand Relevance:

Prospects don’t want more information, they want answers. Be transparent, be consultative and

educational versus the typical pushy brand centric sales pitch to zees and customers.

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Brand Validation:Franchisees are like spouses –

they can sing your praises or become painful and expensive to get rid of.

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Brand Validation:Third party validation enables franchise brands to

rise above the clutter and build national brand trust and affirmation.

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Hoda and Kathie Lee_Mom vs. Dad survey_HQ Video Quality for conference_5.21.15.mp4

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Proactively Manage the Brand:

Control the brand message or the franchisees will. Don’t go there - its painful to take back brand control.

Advertising – Social Media – Websites

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Proactively Manage the Brand:

Brand / Social Media guidelines

Syndicated advertising packages

Grand Opening programs

Direct Marketing campaigns

Seasonal Promotions

Corporate produced websites

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Proactively Manage the Brand:q


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Content Marketing:The right message to the right prospect - at the

right time - in the right channel - at the right time of the buying decision

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Corporate exiles Corporate exiles

Serial entrepreneur

Next career

Blue collar

Partners


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Measure and Refine:

Take advantage of free and low cost analytics to measure your marketing success.

Online research – Social Media – Google Analytics

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David Chapman

Founder and Senior Strategist

919 Marketing Company

[email protected]

919-459-8156


mailto:[email protected]