Many franchisees of large companies believe that their franchisors are completely and totally responsible for their success. And most franchising companies have really successful marketing programs set up for their franchisees. However, I want you to consider something for a moment and that is all marketing regardless of the type of business changes slightly with regional variations and demographics. This is not to say that your franchisors marketing plan will not serve you, as it surely is proven and is a Great Start. But I want you to start thinking about your place in the community around you and think on the comment by politicians that all politics is local and to that point all marketing is too. Why? Well it is simple really, you see consumer buying behavior and the desires of the customer are not universal. Sure many of the aspects of needs of humans are similar; that is to say Maslows Hierarchy of needs right? But you must custom tailor your business to meet the needs and desires of your local community. So you need to join your Chamber of Commerce or two. You need to join a service club or two. You need to involve yourself in events and activities. You need to donate gift certificates, prizes and such to silent auctions. Ask your franchisor for a royalty discount, as it helps their brand name too. Each time you get your franchised business in a newspaper story send it to the Franchisor along with a write up of a simple outline of how you did this. Other franchisees with similar demographics will pick it up and do it and you will help them too and increase the brand name recognition for the whole company and this helps everyone in the system. Consider this in 2006. |
