Is this how to stand out?
To fully take advantage of the franchise business model, franchisees need to follow and use the marketing systems that have been laid out before them. These systems, (when they are at their best) can make a franchise brand stand out…..and clobber the non-franchise business competition.
Which begs this question;
Do you want to be the one doing the clobbering, or do you want to get clobbered?
As a local franchise owner, your goal should be to dominate your market area. Hopefully, the franchisor that you’ve chosen to align yourself with has an amazing local marketing system in place that can help you do just that. (Part of your franchise research should have included lots of discussions centered around local marketing.) They should have the ability to set up a great local website–or allow you to contract with someone who can. Their offline marketing should be dynamic, and possibly include things like direct mail and traditional print ads, when applicable.
There’s one more thing that’s not included with your complete franchise package. You. That’s right, you’re the face of the business, locally. You have the power within you to be a game-changer in your market. There are a couple of things that you can do to up the ante a bit. And clobber your competition. After all, you’re in this, (business ownership) to win, right?
One of them according to my friend, Chris Brogan, is confidence. He wrote as much in a post on personal branding;
“Confidence. One word. That’s it. If you can learn to nurture your confidence, you will accomplish FAR more than with any piece of software, nifty logo, or perfect slogan. You will do more through empowering your belief in yourself than through ANY other possible tool or method or strategy.” Read the rest of Chris Brogan’s post.
Interesting. Cool software. Nifty logo’s. Perfect slogans. Sounds like a 1st cousin to franchising, doesn’t it.
Recently, Chris dragged me out of bed, and posed a question to me about local franchise marketing. It’s what this post is all about…
The bottom line is this; even if you’re someone who’s bought into a franchise because of the built-in branding, along with some excellent systems that you’re able to use to maximum advantage, there’s still plenty of room for you. Questions?
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