Make the most of local marketing opportunities and tactics

Multi-unit franchisees with strong local marketing strategies are the key formula for successful franchise concepts. However, managing multiple sites and optimizing each one for maximum engagement and recognition is one of the toughest tasks a business owner faces.

Keys to successful local marketing include understanding the importance of demographics, community involvement, ad localization and brand consistency. It is important to implement local marketing and awareness campaigns. Franchisees passionate about their brand and connected to their community offer a personal touch.

Having worked with successful franchise brands during my career, I have had the pleasure of dealing with dedicated and dedicated multi-unit operators who are constantly looking to expand their portfolios. Operating multiple sites is hard work and requires the ability to scale the business quickly. Here are some ways to ensure your locations are making the most of local marketing opportunities and tactics:

The importance of demographics

Many people see an advertisement for exactly what it is, an advertisement. To help differentiate your business from others, you need to know your community and customer demographics.

As a down-to-earth franchisee who listens to the community, you have access to local insights that can be leveraged to provide a more relevant customer experience. Take the time to explore your region, find out who and where your customers are coming from, identify key opportunities and develop relationships within your business area. By knowing your community, you can better market to your customers.

The more targeted your demographics, the better you can speak to their emotions and get them to consider and ultimately buy from your brand. Demographics are an essential part of a marketing strategy because they allow you to identify certain characteristics, wants and needs of your target market. With the right demographics, you can see who your brand is most attracted to by age, location, gender, ethnicity, income, and hundreds of other variables.

Finding Success with Community Involvement

All individual franchises are small businesses and as an owner you are a pillar of the community. Taking the time to research community events and establish a presence in your area can be difficult. Think about the causes your customers will care about and focus on building a better community in the area.

Compare how the local marketing calendar aligns with the company’s marketing strategy and determine if there are areas you can highlight and promote locally. Also think about business-to-business marketing and look at public events your business can participate in, whether it’s participating in a street parade or sponsoring a local charity event. These engaging, creative and varied strategies are a great way to meet new clients, build your reputation as a valued member of the business community and foster strategic relationships with key local partners.

Being involved in your community is key to a smart marketing strategy. It has the power to have a positive impact on the functioning of your business and to differentiate you from your competitors. When you and your business engage with the community often and consistently, you ultimately become the face of the brand in your community. In addition to promoting your business, products and services, you increase the brand value of the franchise.

Locate ads and monitor traffic

Communicating effectively with consumers is a crucial step for all businesses. Whether it’s digital or broadcast media, direct mail or point-of-sale marketing materials, with the right planning, the right brand messaging to the right audience can help drive brand awareness and sales. .

With today’s technology, you can target a demographic with a targeted niche. Many social media and digital advertisements focus on distributing content to a specific audience through demographic, psychographic, and geographic trends to identify potential customers. These campaigns will include a localized aspect that can help entice customers to visit places near them.

Monitor customer traffic to find out where they are coming from and evaluate your communication efforts. Do customers use a specific coupon code from the advertisement listed on paid social advertising on Facebook? How many people clicked on the trackable link to get one buy one, get one? Understanding these analytics will help you determine if a marketing medium is effective by tracking reimbursement and ROI.

Find support from your franchisor to ensure brand consistency

Another benefit of being a franchisee is access to world-class marketing professionals, agencies, and support. Consult with your franchisor to find out how they can help you develop a winning local franchise marketing strategy. Particularly if you are new to multi-unit marketing, it is wise to take advantage of the franchisor’s expertise whenever it is available.

A good marketing campaign requires coordination between the franchisor and the franchisee. Whether it’s digital, radio, broadcast, or print, communicating brand-consistent messages across all marketing channels is critical. Most franchise brands have creative assets readily available, so there’s no need to spend time and money developing new content. By working with your franchisor, you ensure that your local marketing materials adhere to company messages, brand standards and existing copyrights and trademarks, which helps build an even stronger brand. at national scale. It’s a win-win for all.

Most franchisors can also offer public relations, social media, marketing, design, and digital initiatives to support your local campaigns. From generating publicity to exposure for your business grand opening, the franchisor can also provide valuable assets, resources and a team of experts who can help guide your local advertising campaigns.

Your local marketing may vary depending on the needs and demographics of your business area. Knowing your demographics and implementing a local personalized marketing strategy can go a long way in generating leads, converting them into sales, and building strong brands within your communities. By understanding your demographics, engaging with your community, localizing ads, and maintaining brand consistency, you’ll have the tools you need to run successful local franchise marketing campaigns.

Rob Elliot is Executive Vice President of Marketing at Hungry Howie’s.