Ways to approach marketing as a franchisee
Franchise marketing is the strategy employed by franchisors and franchisees to build, maintain and grow relationships with a customer base. Creative Colors International offers several components to its franchise marketing program.
Whether you’re weighing becoming a CCI franchisee or involved in a separate industry, consider these effective approaches to franchise marketing.
KEEP CONSISTENT
When producing marketing materials, franchisees should keep consistent with the styles and visual elements associated with the franchise, such as typeface, color schemes, logos, kerning, spacing, tone, etc.
Creative Colors International helps franchisees by supplying print ads, flyers, postcards, trifold brochures, presentation folders, interactive CD/DVD marketing, SEO guidance and more. CCI also offers vehicle graphics and uniforms to further a solidified brand identity, made available through the company’s marketing partners.
MAKE USE OF MARKETING FUND BENEFITS
Creative Colors International, like most franchises, has developed a collective marketing fund to benefit all invested in the brand.
One percent of each franchisee’s gross sales is allocated toward CCI’s marketing fund, used to create, develop, direct and prepare national or regional advertising and marketing materials. CCI franchisees also benefit from a National Accounts program, guidance from in-house business development managers and have access to trade show booths for industry-oriented events that are fully paid for through the fund.
STAY INFORMED OF INDUSTRY ADVANCEMENT
Franchisees help elevate brands to authority status, and it’s imperative to stay informed of new industry developments if a business aims to lead.
CCI is the ultimate leather repair franchise, exhibiting at various conventions, seminars and trade shows throughout the country, where new techniques, products, business leads and more are found. Franchisees benefit from business generated and new contacts at these events and through the addition of new national and regional accounts.
CREATE A BULK EMAIL CAMPAIGN
Building strong customer communication is critical for a business to thrive, and email continues to rank high as a reliable method for reaching audiences.
Though social media is somewhat reliant on users opting in through likes and follows, providing an email address is more of a commitment by the receiver, now a potential customer seeking direct communication from the business. Creating a bulk email campaign helps to directly link a franchisee with these potential customers who seek updates and news from a business.
According to email marketing firm Litmus, on average, email campaigns generate a $36 ROI for every dollar spent on marketing; that ratio is unrivaled by any other form of marketing, digital or otherwise.
CREATE DIALOG WITH THE CUSTOMER
Second only to in-person exchanges, social media is a popular channel for addressing customer complaints, according to Sprout Social, a social media management platform with the goal of cultivating authentic connection between businesses and customers.
Promptly acknowledging consumer issues through social media can turn a negative interaction into a potential growth opportunity. According to a Sprout Social report, when a customer has a positive interaction with a brand, 71% of people polled said they are more likely to buy from that brand. Often times, these positive interactions translate into greater online impressions (shares, links, posts highlighting the company etc.) and increased word-of-mouth brand awareness.
CURATE A STRONG WEB PRESENCE
Curated content is the collection and presentation of material created by others, often related to a specific topic or niche interest of value to consumers, in turn providing value to the sharer. curated content can establish the sharer as a thought leader. Such media can include blogs, articles, lists, podcasts, books, photos, newsletters, videos, interviews and more. For businesses, the sharing of curated content enhances online presence and shows audiences their best interests are in mind.
In constructing a content marketing calendar, curated content assists by filling gaps between the publishing of original material and reduces the cost of in-house production; this balanced offering of content spread across multiple channels diversifies and expands audience reach.
