By Charles J. Bonfiglio, Tint World

Marketing is the engine driving the franchise industry.

It’s the fuel for franchise growth. With successful marketing efforts, franchisors can raise brand awareness and loyalty among consumers while reaching into new markets and connecting with future franchisees.

Technology and disruption are having an ongoing transformative impact on the details of marketing in today’s franchise industry. More and more potential owners are familiar with social media and its user generated content. Consumers and franchisees are increasingly sophisticated. Franchisors must find new ways to stand out in a crowded marketplace while delivering meaningful interactions. From a wider perspective, the fundamentals of franchise marketing remain the same. Here are a few ways franchisors can successfully apply the basic principles of franchise marketing in today’s evolving landscape.

Diversify

In today’s market, successful franchises must reach more than one demographic. Particularly in the franchise sector, exceptional new owners emerge from diverse backgrounds, each contributing a unique blend of skills and experiences to their roles.

Passion, drive and proven ability of working well with others outweigh specific industry experience or skills. Adapt your message to potential owners across multiple platforms and channels. Utilizing a multifaceted strategy allows you to connect with a broader spectrum of potential owners. You’re likely to discover great new partners outside traditional channels. Franchisors must find new ways to stand out in a crowded marketplace while delivering meaningful interactions.

Focus

While you want to reach a wide audience, it’s important to present each group with the right message. Franchisors must balance consumer marketing that raises brand awareness and enhances credibility with franchisee efforts designed to recruit new owners.

While there are many subgroups within those two broad audiences, few retail outlets or service providers succeed by selling a limited selection of specialty items to a small group of people. In consumer marketing, messaging must account for the different needs of customers as well as the different channels that are most effective with each one.

Additionally, local and regional markets can vary widely, based on geography, climate, population size and demographics. Tailoring your message to fit the market can give your franchise an edge over competitors with a one-size-fits-all approach.

Keep it Real

Authenticity is one of the most valuable elements of successful marketing. It always has been and probably always will be. It’s not just a trend.

Effective tools and technology, a presence on the latest channels and identifying the right audience — those are all important, too. But they won’t have full impact unless a real connection is made between your brand and your audience.

Potential franchisees are looking for brands that align with their values and goals. They want to know that investing in your franchise will be more than a transaction.

One way to keep your franchise marketing real and authentic is to include successful franchisees and corporate team members in your content. Testimonial videos and behind-the-scenes access reveal the people behind the brand and show what your company really stands for.

Stand Out

Rely on authentic, substantiated information and straightforward strategies to differentiate your brand from the rest of the market. Consistent performance and results are the best way to distinguish your company.

Before building your next marketing campaign, spend some time reflecting on the value your company offers franchise owners. How do you support their success? What are the values you and your team stand for? What do you offer that competitors don’t?

One way to keep your franchise marketing real and authentic is to include successful franchisees and corporate team members in your content.

When you’ve answered those questions, the messaging will follow. You will have an authentic brand to present to your audience, based on your business strengths. You’ll know what makes you different from the competition, and you’ll be in position to share that difference transparently with potential owners.

Finally, remember that you love your job. Tap into the passion that drives you to get up and go to work every morning, and make sure that energy is embedded in your marketing and messaging. Ultimately, marketing a great franchise means sharing all the fun, excitement and personal satisfaction that comes with the job. Once you have that down, the details take care of themselves.

Charles Bonfiglio is president and CEO of Tint World, an awardwinning franchised provider of automotive, residential, commercial and marine window tinting and security film services. With Automotive Styling Centers™ in the U.S. and abroad, each franchise location houses approximately 20 profit centers, ranging from in-store accessory installations to off-site sales and installation of residential, commercial and marine window tinting and security films. For more information about IFA franchisor member Tint World, please visit franchise.org/franchise-opportunities/tint-world.

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