Local area marketing is a franchisee’s responsibility, so it makes sense to get guidance on how best to maximise marketing performance. Rachel Walters has some suggestions on what to look for.
Marketing is seen by many as a dark art: you invest money, time and creativity into touting your business but it can be difficult to understand and measure its success. Of course as a franchisee you will be in the happy position of tapping into the tried and tested methods recommended by the franchisor and fellow franchisees, something an individual business owner can’t do.
However, it’s very important to track and test local area marketing (LAM) campaigns so you know what works for you and what doesn’t.
Brochure drops and direct mail are a cost-effective, targeted form of advertising. Ensure you include a clear call to action, and an offer that allows you to track that particular campaign, such as ‘bring this brochure in for a 10 percent discount/free drink’or ‘buy 2 get 1 free when you mention this brochure’.
Failure to do this means you’ll have no way to monitor the success of your campaign. Put an expiry date on the offer so you can change them around and aren’t beholden to the same offer in three years’ time.
There are horror stories of brochure distribution companies delivering to the wrong suburb or skipping important streets. By doing test distribution in small areas and monitoring the response, you can track the success of your distributor and your message. You’ll also discover which local areas have the highest concentration of customers. Pay attention to the timing of your campaign; school holidays are generally a bad time for mail, because when families return home to a large pile they’re less likely to pay attention to your message.
Get digital
One of the most measurable forms of marketing is online. Local search is an important tool, and although you pay for your presence on a site, you generally only pay per click. Take time to think about all the different key words related to your product or service to ensure you maximise your coverage.
If you have access to your own database, consider writing a blog or tweeting special offers; the only cost is your time.
Don’t think your product is anything to write about? Take Feather and Bone, the sustainable butcher, as an example: this weekly blog regularly has readers in stitches of laughter and is a great way to promote the business. Not only that, people place orders for meat using a link in the blog itself, so they know exactly how much business it generates.
Most blog sites will allow you to view all the data related to your page, so you can track what kind of content keeps people engaged. There are some great free online tools such as HootSuite and Google Alerts that help you track the success of your digital marketing efforts.
Digital marketing presents so many great opportunities we recommend you take a course to gain an understanding of the opportunities and risks involved.
The best kind of advertising is often generated through positive word of mouth. Happy customers aside, a good way to generate this is through sponsorship of a local team or event.
Choose your sponsorship carefully to ensure alignment with your target market, and negotiate to maximise your presence. Consider well-positioned banners, verbal acknowledgement in speeches, online display of your logo and co-branded collateral. Once again, ensure you have an offer that lets you track success, for example: Tigers supporters get 10 percent off our great coffee! Keep in mind, sponsorship can also be gained through in-kind arrangements. Think about how your product or service may benefit the organiser and leverage this instead of your hard-earned money.
Finally, although this isn’t measurable, here’s a tip: a branded car, or even a well-presented branded bicycle parked strategically and driven around town gives great local coverage. Make sure you include the business address and contact details. Franchisees who adopt this tactic frequently report locals commenting on their new ‘fleet’ – it’s amazing how one vehicle seen in several places can leave this impression.
There are many ways to market within the local area, even within the confines of a franchise agreement. Be creative and always consider how you’ll measure its impact before investing your time and money.
Rachel Walters is education and professional development manager, ADMA. ADMA Education provides comprehensive marketing courses. For more information visit www.adma.com.au/education