Having decided where you want to sell franchises in the planning stage, and having drawn up a profile of your prospective franchisee, you must now determine how to get your message to these prospects. Some of the ways include media advertising, appearance at business opportunity and trade shows, seminars, direct mail and Internet advertising. You must also create the materials that will contain that message, including advertisements, a franchise brochure or DVD.
The Franchise Marketing Plan
Francorp will develop a comprehensive plan for generating franchise sales leads. This plan, based on an understanding of the Client’s expansion goals and the profile of the target franchise owner, will recommend specific marketing activities and will include appropriate creative materials— such as direct mail letters and copy and layout for franchise sales ads—that can be utilized in the franchise sales campaign. The Marketing Plan will incorporate specific media suggestions, a budget for the campaign, and a timetable for implementation. It will also contain useful information on topics such as legal constraints on franchise marketing, how to obtain publicity, and whether to conduct seminars and participate in trade shows. Copy for the ad and letter will be developed within the context of Francorp’s experience, with guidelines established by the Federal Trade Commission, and by various state regulatory agencies whose approval is required before any advertising materials can be used in connection with the offer of a franchise.
Francorp will develop copy and layout for a four-color brochure of approximately six to twelve pages, plus cover, designed to describe the Client’s franchise and to build enthusiasm among prospective franchisees. The brochure will describe in detail the distinctiveness of the concept, the benefits of the franchise program, and the market for its products and services.