Opening a new franchise location is exciting. But even if your company has a strong reputation in other markets, that recognition doesn’t automatically follow you into a new city.
Customers may not know the name. Local reporters may not understand what makes the business different. Community leaders may have no idea who’s behind the new location. 
That’s where franchise PR can help establish credibility before the new location opens. The right strategy can introduce your business to a new market and give people a reason to pay attention before the doors even open.
Make The Story Local
According to Lending Tree, a staggering 91% of consumers say they shop locally at least once a month; 57% do so every week.
There are usually multiple opportunities to build awareness ahead of opening day. A new owner joining the community or a longtime resident starting a new business can provide strong storytelling opportunities. Focusing on the “what” and “why” of the new local business opening is what reporters and their audience care about.
Starting early gives reporters time to learn about the business. It also gives potential customers more opportunities to recognize the name before they ever need your services.
National growth might matter to your company, but a local reporter wants to know what that growth means for their community.
The closer you can connect your opening to what’s happening in the community, the stronger the story becomes.
Introduce The People Behind The Business
People connect with people.
A new location becomes much more interesting when there’s a story behind the person running it. Maybe the owner grew up nearby. Perhaps they’re changing careers after years in another industry. They may have decided to open the business because they saw a need in their own community.
Those personal connections can help a new business feel local from day one.
They can also introduce the owner as a resource reporters may turn to for future stories.
Keep Building After Opening Day
Don’t be fooled into thinking the ribbon cutting is the finish line. Community involvement, hiring milestones, seasonal advice and trends can all provide opportunities to stay visible after the initial opening.
Over time, that consistent presence builds familiarity. And when customers eventually need your service, they’re much more likely to recognize a business they’ve already seen in their community.
Entering a new market takes more than opening the doors. A thoughtful franchise PR strategy can help you build awareness and become part of the community.
Ready to make your next market entry count? Our experienced team is ready to help, so let’s talk. Reach out to us online or call us at 865-977-1973 to see how Ripley PR can improve your market expansion strategy.
