Top ten marketing tips for emerging franchise brands

1
919 Marketing Company Confidential. All Rights Reserved. 2017 dchapman@919marketing.com 919-557-7890 www.919marketing.com
1
Top Ten Marketing Tips
For Emerging Franchise Brands

2
2
David Chapman
Founder, CEO 919 Marketing Company
PR and Social Media Strategist
Franchise Industry Speaker

3
919 Franchise Brand Experience

4
4
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

5
5
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.
j

6
6
k
l
m
n
o
p
q
r
s
j
Develop the Marketing Roadmap:j

7
7
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
k

8
8
Move From “I Think” to “I Know”:k

9
9
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
l

10
10
Focus Resources on The Right Target Audiences:
l

11
11
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.
m

12
12
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.
m

13
13
“Branding can be a painful process,
particularly for cattle.”

14
14
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.
n

15
15
Social and Digital Media Online Portals Paid Media Earned Media

16

17

18

19
19
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.
o

20
20

21

22
22
Brand Validation:
Franchisees are like spouses –
they can sing your praises or become
painful and expensive to get rid of.
p

23
23
Brand Validation:
Third party validation enables franchise brands to
rise above the clutter and build national brand
trust and affirmation.
p

24

25
25
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
q

26
26
Brand / Social Media guidelines
Syndicated advertising packages
Grand Opening programs
Direct Marketing campaigns
Seasonal Promotions
Corporate produced websites
q

27
27
q

28
28
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
r
Corporate exiles Corporate exiles
Serial entrepreneur
Next career
Blue collar
Partners

29
29

30

31

32
32
Measure and Refine:
Take advantage of free and low cost analytics
to measure your marketing success.
Online research – Social Media – Google Analytics
s

33
33

34
34
David Chapman
Founder and Senior Strategist
919 Marketing Company
dchapman@919marketing.com
919-459-8156

Top ten marketing tips for emerging franchise brands

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Top ten marketing tips for emerging franchise brands