One of the benefits of being a franchisee is having the franchisor market your business for you. Most franchisees pay an annual amount into the business’s marketing budget to pay for national or regional campaigns.
This is great on a national level, but you can still market yourself locally to build your business profile in your market. Try some of the following steps low-cost to get your business name known in your community:
- Think local – get contact details for your local media (newspapers, magazines, websites, radio, newsletters, TV stations) and tell them about your business’s grand opening, new product line or new service. Local media always like local stories so make sure you promote the local angle prominently.
- Competitions – give away something of value to your customers.
- Sponsorship – build your name in the community by sponsoring the local sports team or club.
- Be an expert – use the knowledge you have in your industry to position yourself as an expert by writing for an industry or franchising magazine, website or newsletter, speaking at events and information sessions or publishing your own blog or e-book.
- Network – find out about your industry associations and networking groups, as well as complementary groups, and become a member. All you need is your business card and a willingness to talk about your business.
- Don’t forget your existing customers – keep in regular contact with your customers via newsletters and take note of your regulars so you can make them feel special whenever they walk through your door.
- Word of mouth – an often forgotten marketing method, but the one that I think is the most valuable. If someone is happy with your product or service ask them to tell their friends.
All these tips involve some research on your part, but very little (or no) money. They are a great way to get your name out there and get customers clambering for your product or service.
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