From Single Franchisee to Multi-Unit Franchisee: How Franchise Marketing Changed My Business

I never thought I’d be a franchisee. My background is in marketing, and I always assumed that I would use my skill set to help large businesses grow. But when I was laid off from my corporate job, I decided to take a leap of faith and purchase a single unit from a small franchisor. That was 10 years ago, and today I am a multi-unit franchisee with three successful businesses. Marketing has been integral to my success as a franchisee, and I’ve learned a lot of lessons along the way. 

Lesson #1: Marketing Is Key to a Successful Business 

I cannot stress enough how important marketing is to the success of any business, but especially a small business. When I first started out, I made the mistake of thinking that marketing was something that I could do on the side. I quickly learned that marketing must be given the attention it deserves because it is the bedrock of any successful business. From developing an initial brand strategy to creating marketing collateral to executing advertising campaigns, every aspect of my business is touched by marketing in some way. 

After my first year in business, I realized that if I wanted my business to survive, let alone thrive, I needed to hire a full-time marketing manager. This was one of the best decisions I ever made because it allowed me to focus on other aspects of running my business while having confidence that my marketing efforts were in good hands. 

Lesson #2: Know Your Target Market 

It seems like common sense, but you would be surprised how many businesses make the mistake of trying to appeal to everyone. The fact is, you can’t be everything to everyone. When you try to appeal to everyone, your message gets diluted and your target market gets confused. That’s why it’s so important to really take the time to get to know your target market. Who are they? What do they want? What do they need? What are their pain points? Once you have a good understanding of who your target market is, you can develop targeted marketing campaigns that speak directly to them. 

For example, when we launched our second location, we knew that we wanted to attract more families with young children. We also knew that these families were always looking for activities to keep their kids entertained on the weekends. So we developed a series of weekend events specifically for families with young children. These events helped us attract our target market and build relationships with these families that continue today. 

Lesson #3

Track Your Results. It’s important to understand that not all marketing efforts are created equal. Some marketing activities will generate more leads than others or result in higher conversion rates than others. That’s why it’s so important to track your results so that you can understand what’s working and what isn’t working. Then you can adjust your approach accordingly. 

There are a number of ways to track your results, but one of the most important things you can do is establish key performance indicators (KPIs) for your business. KPIs are specific metrics that you can use to measure whether or not you are achieving your desired results. For example, common KPIs for businesses include website traffic, conversion rate, lead generation rate, and customer lifetime value (CLV). Once you have established your KPIs, you can develop systems for tracking them on an ongoing basis so that you can course-correct them as needed.

Conclusion

If you’re considering taking your franchise marketing to the next level and becoming a multi-unit franchisee, I encourage you to go for it. Just know that your marketing efforts will need to change and evolve as you grow. Creating a strong personal brand is essential, but so is staying true to your values and understanding your target market. With a little bit of planning and reflection, you can create a marketing strategy for success as a multi-unit franchisee.

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