Starting a new franchise business is exciting, but it can also be a bit nerve-wracking. You’ve completed your training, set everything up, and your franchisor has emphasized the importance of following the model. Yet, amid the thrill of owning your own franchise, the challenge of achieving success is a concern, nothing is guaranteed, right?. One word that often causes anxiety for new franchisees is ‘marketing’ – seems complex and daunting. They often feel unprepared to understand how their actions will produce the desired results. However, mastering this aspect of business is crucial for sustainable growth.
Marketing encompasses a range of strategies, both online and offline, and requires a deep understanding that new franchisees often lack. Without prior experience, grasping the intricacies of effective marketing can seem overwhelming. To overcome this, franchisors must invest in comprehensive training programs. Workshops, online courses, and mentorship opportunities can help bridge the knowledge gap, empowering franchisees not only to understand the reasoning behind certain activities but also to make informed decisions and implement effective marketing strategies. Often, franchisees are simply told to follow marketing instructions without fully understanding the technical reasons behind them. Much of marketing success comes from understanding consumer behaviour and how they respond to marketing messages and activities.
Marketing is not a static field; it evolves with technological advancements and evolving consumer requirements. This constant evolution can be overwhelming for new franchisees, making them feel lost in a sea of continuous change. Franchisors can address this by providing ongoing support and resources. Regular updates, access to publications, and networking opportunities enable continuous learning, helping franchisees stay updated on trends and adapt their strategies effectively. It is important to recognise that franchisees must know the ‘why’ behind an activity.
For example , it’s not enough to be told ‘Deliver leaflets or brochures in your local area’. Franchisees must be trained, why, to who, how often and what to expect. Very often franchisees will give up after delivering 500 brochures complaining they haven’t had any results.
Financial constraints and limited human resources can hinder the implementation of robust marketing strategies. Some franchisees might choose DIY marketing solutions to cut costs, sacrificing quality for affordability. However, by leveraging the collective resources of the franchise network, franchisees can stretch their marketing budgets further and achieve greater impact.
Data-driven decision-making is crucial in marketing. Many new franchisees overlook the value of analytics, often thinking their business is too small to benefit from it. However, even the smallest data set can provide valuable insights. Without these insights, franchisees struggle to assess the effectiveness of their marketing initiatives, leading to uninformed decisions and wasted resources.
Franchisors should ensure that new franchisees are trained on the importance of data analysis and provided with access to analytics tools and training. By leveraging data to track campaign outcomes, franchisees can optimize their marketing efforts for maximum impact.
In today’s fast-paced world, patience is a rare commodity. However, effective marketing strategies require time to yield tangible results. Franchisees must resist the urge to pivot too quickly and instead commit to a long-term approach. It’s crucial for new franchisees to immerse themselves in the theory of marketing campaigns and understand how the human mind and buying processes work. Abandoning a strategy too early due to a lack of immediate results can lead to slow or no growth.
With the growth of digital marketing channels, some franchisees might underestimate the value of traditional marketing methods. Local networking, participating in events, and distributing offline collateral are often overlooked in favor of online alternatives perceived as more convenient. This is a significant mistake. Local community engagement remains as relevant as ever and complements online marketing, enhancing the opportunity to generate more inquiries.
By diversifying their marketing mix, franchisees can reach a broader audience and improve their overall lead generation efforts.
Wearing the hat of Marketing Manager, new franchisees face the challenge of understanding the complexities of successful marketing. However, within these challenges lie opportunities for sustainable business growth. With a commitment to learning, patience, and a willingness to seek guidance, franchisees can achieve success. By establishing strong support structures and dedicating themselves to ongoing education, franchisors can empower their franchisees to overcome marketing challenges, ensuring a path to growth and profitability in the Canadian market.
