How does advertising work in terms of franchising?
Long ago (in a land not so far away), I had the privilege of heading up the marketing department for a major U.S. franchisor. Yes, it was pre-Internet, and the world of advertising was totally different from today. With 17 salespeople spread around the country and about $40,000/month in advertising funds, the goal was to plaster both national and local publications with copy, and attend multiple trade show in the hope that the right people (meaning financially qualified and interested in our concept) would request information. That’s how it “used” to be done.
Today’s world is totally different – and, in my opinion, it has changed for the best. First, everyone has a website, and if you are smart about employing that technology, the playing field is greatly leveled. Second, the electronic age has done a lot to reduce communication snags and time delays, as well as reduce the number of boots on the ground required to interact with prospects. Third, there are franchise advertising portals almost too numerous to count (and growing seemingly monthly). And forth, there has been a huge increase in the number of “franchise brokers”, often found under the title of franchise consultant, a phenomenon that has both its good and bad points.
On the downside, (as far as the individual franchisor may be concerned), the number of individual franchised brands has also skyrocketed, so it is quite possible to be lost in the crowd.