Marketing 101 for Franchises

By: ActionCOACH Team

Marketing for franchises isn’t as complicated as you might think.

The marketing plan really has two objectives: build a strong brand so that you can recruit more customers. But building a strong brand is dependent upon the franchisor and franchisees sending a consistent and “on brand” message.

This is why franchisors in well-designed systems like ActionCOACH® set rules for the use of trademarks and brand standards, which are to be used in all marketing and advertising materials.

The plain truth is that misuse of trademarks or ignoring brand standards can damage the brand and also jeopardize the franchisee’s franchise.

There are franchisors which provide a ready-to-roll marketing plan, from Advertising to Social Media, which must be adhered to by the letter and is the same no matter where it is implemented. McDonald’s, for example, would be such a franchise. Not much room for creativity or personalization.

Working with a franchise that provides brand standards and support but allows you to create a local marketing plan for your franchise does require that you do homework to create an effective marketing plan. You have to know your target customer as a friend. Here are some questions you should ask yourself during the process:

Who is your competition?
What types of services do they offer?
What makes your service unique when compared with that of your competitors?
Where, geographically, can you find your customer base?
What are the specific needs and concerns of those customers? How can you fulfill them? They have a problem. You have a solution. That is where your advertising and marketing efforts should begin.

While you may need to create a localized marketing plan for your franchise, it is essential to maintain brand standards and reach out to the franchisor’s marketing department when you have questions. Often, the team at the corporate offices is more than happy to provide insights and aid when called upon.

Reason #1: Different styles and methods of business coaching don't work for everyone

It's important to be honest with yourself and conduct a realistic assessment when it comes to business coaching. Though business coaching can have many benefits, it might not work for everyone.

Every individual brings their own experiences and values to the coaching dynamic, so results will vary. Additionally, some individuals might need more than just a coach. They might also need specialised knowledge or communication strategies specific to their industry or target audience. Below are a few key factors to consider:

Reason #2: There is no clear focus or vision (talk about time dedication here too)

cIt's important to be honest with yourself and conduct a realistic assessment when it comes to business coaching. Though business coaching can have many benefits, it might not work for everyone.

Business coaching is an effective tool for developing a clearer focus and vision for growing your business. A good coach will help you to take a comprehensive look at your strengths, weaknesses, and available resources that can be used to reach those goals. They will also help you draw up action plans with step-by-step instructions to get there.

By providing honest feedback and being patient throughout the process, a business coach can make sure that you’re on the right track. This will enable you to set realistic milestones and tasks.

These tasks may need dedicated time outside of coaching sessions. For example, a coach might help a client develop a marketing strategy or implement new systems for managing employees. However, if the client does not have enough time to devote to these tasks outside of coaching sessions, progress will likely stall.

Both the coach and the client must have enough time available to reflect on past experiences, brainstorm new solutions, and test out different strategies. If either party is rushed or distracted during coaching sessions due to other commitments or obligations, they may struggle to fully engage in this process.

Effective business coaching also requires a commitment to regular meetings and ongoing communication. If either the coach or the client does not have enough time to dedicate to these meetings, progress may be slow or nonexistent.

It's important to recognise that business coaching is an ongoing process that takes time to yield results. While some clients may see improvements after just a few sessions with their coach. Others may need months or even years of consistent effort before they begin seeing real changes in their businesses.

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