6 Tips to Market Your Franchise Locally
When it comes to running a successful franchise, sometimes the best way to grow big is to think small—as in local. Curves franchisee Kimberley Rudd and Assisting Hands franchisee Richard Ueberfluss both operate successful franchises, but they have built their businesses by proactively reaching out and marketing their franchise to their local Chicago communities.
Rudd focuses on networking by participating in and setting up an information table at various events, including health fairs, block club conventions, information fairs, and breakfast events for seniors. Meanwhile, Ueberfluss has brought awareness to his franchise and established himself as a knowledgeable resource by reaching out to local senior housing staff and holding free seminars to teach health workers about home care.
By marketing their franchises locally, Rudd and Ueberfluss have been able to reach the key people needed to grow their businesses. “Being involved in these events has helped raise awareness for my franchise in many ways, simply by letting residents of this community know that we exist,” says Rudd. “Word of mouth is powerful, so the more people who know our address, the better.”
How can you put your franchise on the map of your local community? Follow these tips from Rudd, Ueberfluss, and Linda Duke, CEO of Duke Marketing LLC, a full-service marketing firm that specializes in working with franchise and multi-unit organizations.
6 ways to market your franchise locally
1. Get to know your three-mile radius
“Every business or school, apartment complex, large business, or employer—[learn about] all potential customers in the immediate trading area,” says Duke. “Then make sure they know you and your brand. Take samples, fliers, and a welcome basket to your immediate neighbors and potential business partners.”
2. Tap into other business owners by joining your local chamber of commerce
They may be potential clients or be able to refer you to potential clients.
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3. Get media attention by sending relevant news and information about your business to the local newspapers and TV stations.
4. Don’t be afraid to be nosy
“Listen to your customers and learn where they shop, worship, and play, and go to those places to learn if any offer events that you can be a part of,” says Rudd. “Be nosy and use the internet to help you snoop around to see what other businesses in your area are doing. Read who's blogging about your area and stay in the loop about events, no matter how small.”
5. Be a resource
By sharing his knowledge with his community, Ueberfluss has been able to establish himself as an expert and go-to person in his community.
6. Give back
“Find a local organization, cause, or school to give back time, effort, products, and money,” advises Duke. “Those companies that do good are becoming the choice of today's savvy consumers, and the next generation—X and Y—will look for brands that do good to patronize.”
For your franchise, choose a marketing tactic that works for you
Community involvement can come in all ways and forms. So find the method that works for you in order to make a big splash with your local marketing tactics.
RELATED: Buying a Franchise vs. an Independent Business: What Are the Pros and Cons?
About the Author
Sara Wilson is a freelance writer who specializes in issues related to small businesses. Contact her at wilson.sara@gmail.com.
