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How to do marketing for franchising

Marketing for franchising represents a key element to guarantee the visibility and attractiveness of a commercial franchising business in its reference market. 

It is not limited to simple brand promotion, but involves a series of strategic activities aimed at strengthening the presence of the brand, attracting new users and retaining existing customers.

Marketing for a franchise can make the difference between a business that merely survives and one that thrives: strategies will also need to be adapted to the specific needs of the local market. Through targeted techniques such as online promotional activities, local campaigns and brand identity management, franchisors can create added value for their franchisees, offering them the tools necessary to thrive in the market.

There is a direct relationship between the adoption of a digital marketing franchising strategy and sales: according to the data released by HubSport, within the State of Sales Report study, over 90% of potential customers declare that they carry out research before speak to a company sales representative. This behavior highlights the importance of franchise marketing and how it can guide consumer decision-making, increasing conversions and the closing rate of sales.

Its importance is also confirmed by those involved in selling B2C or B2B services or products: according to HubSpot, over half of sales managers use the contents provided by marketing activities to conclude commercial negotiations.

In this guide, we will explore the main franchising marketing strategies that can significantly boost your business, illustrating how each can be implemented and adapted to maximize your return on investment.

Point 1. 96% of potential customers do research before speaking to a sales representative.

Point 2. According to a LinkedIn study, companies that use social selling are 51% more likely to reach their sales goals.

What Is franchise marketing?

Franchise marketing refers to all those promotional activities adopted by a brand that aims to increase its awareness and the profits of the individual affiliated units. The marketing plan for a franchise therefore includes brand awareness campaigns and advertising messages that consolidate the company’s identity on the market. In this way, a chain of stores spread internationally and distributed across multiple local locations manages to strengthen and maintain a common identity that reinforces the sense of belonging to the brand.

This activity therefore involves mutual collaboration between the company and its commercial partners, aimed at promoting the brand image and building customer loyalty. This coordinated approach is essential to building a strategy that produces benefits for both the parent company and its local units. We can therefore distinguish two types of franchising marketing:

    • Marketing for franchise development. It focuses on brand expansion with the aim of attracting new affiliates. The operational activities are therefore designed to attract potential partners and expand the commercial network in the main target markets. In this case, content production activities, promotion on social networks and advertising campaigns are used to consolidate the presence of the brand and attract entrepreneurs interested in opening new operational offices.
  • Operational franchise marketing. It focuses on the local activities of individual franchise units rather than on the visibility of the main brand. It is particularly useful for connecting each individual affiliated unit to the larger brand and for supporting local entrepreneurs when starting and running their own business. For example, a store chain could plan geo-localized campaigns that allow it to attract new customers interested in the company’s products or services or develop promotions that apply to all branches.

 

Marketing Strategies for franchising

Strategies for promoting commercial affiliate networks are fundamental to guarantee the visibility and development of each point of sale within the franchise catchment area. The launch of advertising campaigns allows entrepreneurs to make contact with new potential customers, measuring the impact of each activity on final sales. Let us discover the main marketing strategies for franchising.

  • Digital Activity. A solid online presence is essential for any business. The local store’s website must be well structured, easy to navigate and optimized for mobile devices. The use of social platforms also allows you to interact with the public, share updates and discounts by publishing engaging content. Affiliates can also benefit from the advantages deriving from sending newsletters, with which it is possible to keep customers updated on news, promotions and events.

Moreover, managing a blog can help showcase the company’s know-how and attract organic traffic: it is necessary to create an editorial plan that covers topics relevant to the target audience, using SEO techniques to improve positioning on search engines. Finally, it is essential to plan targeted advertising campaigns on Google Ads, Facebook Ads and other platforms, using advanced targeting tools to reach the desired audience interested in the company’s services.

  • Offline activities and events. Despite the importance of digital, offline activities continue to play a crucial role. Organizing local events, participating in sector fairs and creating community engagement initiatives can strengthen the connection with the territory and increase the visibility of your business. These occasions offer the opportunity to interact directly with customers, creating original shopping experiences and strengthening brand loyalty.

In addition to organizing events, the importance of other offline activities cannot be underestimated. Distributing promotional material such as flyers, brochures and branded gadgets at strategic points in the city can increase brand awareness in the local market. Sponsoring sporting events or participating in charitable initiatives can also improve the company’s reputation and create a positive image externally. Finally, establishing partnerships with other local businesses to launch joint offers and promotions can further broaden the company’s awareness in the local community.

  • Customer database management. An updated and well-managed database is essential to the success of any promotional activity. The collection and analysis of data relating to your target audience allows you to segment the public based on various parameters, allowing you to personalize communications and develop targeted offers that respond to the specific needs of each segment. Among the first elements to consider when marketing for franchising is the use of a CRM (Customer Relationship Management) system, with which to monitor all interactions with customers and identify cross-selling and up-selling opportunities.

In addition to managing your existing database, it is equally important to focus on lead generation. Generating new qualified contacts through different strategies, online or offline, ensures that the database is continuously enriched with new potential buyers, maintaining a constant flow of commercial opportunities and contributing to long-term business growth.

Strategic marketing activities for franchising allow entrepreneurs to seize all the opportunities offered by the commercial model chosen to start their business. Mail Boxes Etc. offers its partners a mix of online and offline activities designed to promote the brand and intercept new customers within their geographic market. A team of experts supports entrepreneurs by offering a wide range of digital tools and advertising materials, with which to promote services to SMEs and private individuals.

From the analysis of market data to the selection of the most suitable geographical area to start the new business, from interior design to brand identity consultancy, Mail Boxes Etc. will be by your side during the opening and management of your new business.

Discover the MBE marketing services  and start your own business.

Open a new MBE Center

Mail Boxes Etc./MBE Centres are operated by independent operators as franchisees, who operate under a franchise agreement under the brand name of MBE. Through its franchise network Mail Boxes Etc. provides support services for businesses and individuals. Logistics and shipping services represent the main services of MBE – enabled by MBE through contractual agreements concluded for the benefit of its franchisees with the main domestic and international express couriers - and other graphics and printing services - provided either directly or on the basis of agreements with large printing centres. The promotion of services for business and private customers is carried out in the framework of the business activity of each MBE franchise partner within and outside of the MBE Centres ("sales prospecting"). Each franchise partner is contractually obligated to perform such activities. Mail Boxes Etc. and MBE are registered trademarks used with permission of MBE Worldwide S.p.A. (All Rights Reserved). The services offered by the individual MBE Centres can vary depending upon the location. The material available on this Internet site, the information contained herein and any other relevant related data may not in any manner be copied, distributed, changed, republished, reproduced, downloaded or forwarded to third parties, without the expressed prior written authorisation of Mail Boxes Etc. (UK) Limited. We accept no responsibility with regard to the unauthorised use of the material available on this Internet site, the information and/or the data contained herein.