Fire and security is a sector with the potential for a great deal of repeat business. But that doesn’t mean that marketing doesn’t matter. Virtually every franchise business needs a solid marketing strategy that builds brand awareness, attracts customers and distinguishes it from competitors.
But don’t assume that digital is always best. Yes, it’s hugely powerful. But actually, some of our franchisees have recently been observing that they’re finding some of the more ‘old-school’ methods of marketing are having a big impact for them too.
A well-rounded marketing approach that combines traditional and digital methods could help you reach more customers and ultimately lead to an even more profitable franchise business. Here are some of the options you might like to consider to help you market your franchise business as effectively as possible.
Don’t dismiss print!
Leaflets and direct mail may not be as commonly used as they once were, but they still can work extremely well for locally based franchise businesses.
A well-designed leaflet that highlights your services, special offers and contact details can capture attention in ways digital ads can’t. There’s a lot of research suggesting people tend to remember more of what they’re read if it’s on paper rather than on a screen. That can make leaflets with a clear call to action a good way to catch the eye of prospective customers.
Likewise we all tend to be bombarded with emails in our inboxes. So direct mail (like letters, postcards, and brochures) can be great options for drawing more attention to your franchise business and what it offers.
Consider cold calling
It might sound a bit daunting but, in our experience, polite and professional cold calling can sometimes deliver some really good results. In this digital age, that might sound a bit outdated. But in certain markets it’s actually a really effective tool to stand out against competitors who might not take the time to do it.
Cold calling lets you speak directly with potential customers and the decision-makers. Always be respectful of their time of course. But if they’re happy to have a brief chat, it provides an opportunity to not only communicate your franchise’s benefits but to establish a personal connection as well. Cold calling also gives you the flexibility to adapt your pitch based on their response. The more you can tailor your message to the potential customer’s particular needs then and there, the more of a positive response you’re likely to get.
Target local networking events
Another effective way to build personal connections is through in-person networking. Many business owners are moving towards doing all their marketing online only. So in many cases there’s an opportunity for franchise business owners who take the time to connect face-to-face with their potential customers.
A positive local reputation is hugely important and networking is a good way to build that. Joining relevant business networking organisations and trade groups is a good place to start. You can also attend local business events; if you have physical premises you could even offer to hold an event there to help raise even more awareness of your services.
Use the power of positive PR
Positive PR is a powerful asset for marketing a franchise business. It helps to increase local recognition for your brand and showcases your values through the support you offer to local communities and organisations. If you get involved with a local school perhaps, or support a charitable event or community activity, crafting a press release and sharing it through local media can help to enhance brand perception and generate goodwill.
But definitely don’t ditch digital!
We’re certainly not suggesting abandoning digital methods however! They’re a key part of a strong marketing strategy.
Digital marketing tactics include making sure you have an impactful website which looks professional, includes client testimonials and is easy to navigate so people can find clear information about what you offer. Make sure it’s optimised for search engines and is mobile-friendly too.
Social media marketing is also vital. It provides a way to connect with your audience in an informal way. By sharing tips, news updates and testimonials you can build trust and keep your business visible to potential customers. You can also use it to share your PR stories more widely. And if you aren’t doing it already, then it’s worth considering email marketing to nurture leads and maintain links with previous and current customers.
Would you like to learn more about our franchise opportunity?
In our experience a blend of digital and more traditional methods can yield great results when it comes to marketing. That’s why our head office team is continually supporting our franchisees with the creation of useful and informative marketing content that will appeal to potential and current customers, both on and offline.
If you’d like to know more about the franchise opportunity we offer and the excellent training and support that accompanies it then please don’t hesitate to get in touch with us.
