Choosing the right marketing media and the frequency to communicate your message is key to building your BRAND in the eyes of potential franchise candidates.
Where to start? May we suggest with your BRAND STORY. Storytelling is a method, not a “selling” tool, which builds strong relationships with your candidates. Your story identifies what your BRAND passions are and becomes the foundation for all of your future content that will entice a candidate to join your team.
When telling your BRAND story, utilize several different marketing channels to reach your ideal candidate(s). Be sure to target the right markets you desire for your various available franchise models. Your marketing channels might include:
- A Website with a strong franchising portal that allows candidates to explore various franchising models (new, conversions, co-branding, international).
- Online Marketing that target and finds your ideal candidate. Such as Pay-Per-Click campaigns, Geo-targeting.
- Retargeting campaigns for all candidates who visit your portal but do not complete information forms online.
- CRM systems — drip campaigns to keep candidates informed for when they are ready to pursue your opportunity.
- Use Social Media as a communications tool to deliver development messages.
- Tradeshow Marketing Strategy — booth packages, broker packages, print marketing collateral (in- store and trade), development of an engagement plan, post- event follow-up to final post-mortem debrief.
- A Public Relations Strategy to convey your development messages about new market opportunities, new deals sold – all of these PR messages will drive leads to your website portal.
As with any plan of action, it needs to be flexible while keeping the overall BRAND message clear. If you need assistance with your BRAND story, developing your marketing channels or any aspect of your messaging, we would love to work with you!
Please contact us at info@crakerjak.ca
