As a franchising operation, you’re well aware that your marketing budget is split between two target audiences.
On the one hand, if you want to grow, you need to boost your brand recognition so that you have a solid list of potential franchise owners. But you also have to ensure that your franchise owners are successful in their endeavors.
As a franchising operation, you probably already support your franchisees with a centralized customer service or accounting management platform. You might also provide some marketing assistance. But if you want your franchise owners to stand out in their communities so they can generate new leads, you need to consider a franchise public relations plan.
Building a Trustworthy Brand
Studies have shown that consumers trust earned media coverage far more than any advertising a franchise can pay for.
There is always a need to get your name out through marketing and advertising. But getting third-party mentions can help you build your brand as trustworthy and reliable.
For example, you run a window cleaning and repair franchise. The local media in one of your franchise owners’ cities may be doing an article on how the schools in their area look shabby and in disrepair.
Your franchise’s PR partner’s media relations team can offer your franchisee as an expert on how cleaning a school building’s exterior and replacing old and worn windows can give it a facelift. This can spark pride in the teachers and students.
Your local franchisee will be seen as a helpful and knowledgeable business owner. Customers want to do business with someone they trust and who they feel understands their needs.
Writing Compelling Content
Another way to help your franchisees stand out from their competitors is to position them in thought-provoking ways.
Getting the word out about your franchisee’s grand opening event is one thing. But telling their story to the community makes a far more interesting read. Let their potential customers in on the wonderful things they plan to do for the community or how their experience or interests will help make them essential to their clientele.
By providing your franchise owners with case studies, white papers and ebooks, you help them build their brands locally.
Engaging with the Community
Most of your franchisees live, work and play in the area where they own one of your franchise locations. As a result, they are invested in their communities.
Whether they are volunteering for a local nonprofit or providing a community event, an effective franchise PR strategy gets the message out.
With an effective franchise PR strategy, you help your franchisees get the word out about their charitable events. These actions build a relationship within their community that helps them grow the franchise brand.
It also generates new leads within their territories so they can expand their business.
With the holiday season fast approaching, now is the time to start helping your franchisees. Provide them with the ammunition they need to have a successful year-end and create new leads for 2025.
If you are ready to take your marketing plan to the next level and incorporate PR, it’s time to call Ripley PR at (865) 977-1973 or contact us online.
Ripley PR has earned a spot on Entrepreneur Magazine’s Best PR Agencies for Franchises for seven consecutive years. We understand franchising.
