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Our executive team are experts in franchise development, franchise marketing, and small business. As such, our writings and articles about how to franchise a business or how to run a run a successful franchise development team are often published in leading industry magazines as well as other online knowledge bases. Some of those, such as Why Become a Franchisee, can be reproduced in full. Others are basically works-for-hire, and cannot be reproduced here in full, but our readers may find them of interest, so we decided to provide one page, with a synopsis of each article and a link. All of the articles linked on this page were written for Demand Studios.

Content Marketing in Lead Generation

The world is an ever-changing place, and communication continues to morph. nowhere is this truer than in the franchise sales department.  The franchise sales process has changed from a franchisor-directed, controlled process where the prospect primarily gets the information the franchisor wants when the franchisor wants to a buyer-directed internet research process where the franchisor must fight to even stay in the loop, let alone be at the helm. This changing landscape affects the entire sales process, and future articles will address the changes to the sales process. Today, however, we will look at the changes the franchisor must make to how marketing and lead procurement is done. Not everything in the lead procurement process will change. In order to get on the prospect’s radar, franchisors must have a strong presence where people are looking when they are considering a franchise opportunity.  Online add portals and franchise shows are still a must. The question is, what happens once they notice you? How does a franchisor control the conversation in the Information Age? The answer, in part, is content marketing. Content marketing allows a franchisor to control the conversation by serving up the content that the prospect finds during their due diligence process. By using a multi-channeled approach, including an online blog, press releases, social media, email campaigns, and portal and other advertisements, the franchisor can present a favorable and coherent story of your brand.
Social Media
If your brand has a social media presence already, then your franchise development can springboard off of that. After all, your customer base is already interested in your product, you should offer them your franchise product as well. In order to use social media to properly tell your franchise story, […]

Top Ten Guerrilla Marketing Tactics For Retailers

You may wonder why a website that is dedicated to franchising would cover a subject like guerrilla marketing? After all, what You hear it all the time, “Guerilla Marketing”. But what is it, really? Guerilla marketing is non-traditional marketing strategies which are typically low cost, unconventional, and often are typically localized in scope. Guerilla Marketing, in short, is the life-blood of small businesses. Through the proper application of an effective Guerilla Marketing plan, every person within your local market (within 3-5 miles of your retail location) should know about your store, what differentiates you from your competition, and how to reach you.

 

There are as many ideas about Guerilla Marketing as there are small business owners, and there are a lot of books on the subject, too (I  recommend Guerrilla Marketing by Jay Conrad Levinson). Obviously, every idea isn’t good, and even good ideas don’t work in all businesses or all markets. These ideas should work in most if not all retail stores, however.

 
Sign Spinner
Sign spinners visually engage traffic as they pass by your store. They help to raise awareness of the location of your store, and what products/services you offer. Sign spinners are most effective when they are close to an intersection, but, if that is not an option for you, get them on the road closest to your location. Here are some things to think about when you use sign spinners:

Not all spinners are created equal. Some sign spinners will sit out in front of your store and hold a sign. Others will actually spin the sign, dance, and truly engage the traffic in an entertaining manner. Watch your spinner in action, and if they don’t entertain you, they won’t entertain your customers.

Dress […]

Capitalizing on Your Facebook Following

I you read my last blog post, you now know how to get 1000 people to like your Facebook page in a year! That is 1000 people who shop in your store, and now you can market to them for free. Now what? What does capitalizing on your facebook following mean, and how do you do it? We all know that good content is the key to social media engagement, but what IS good content?
Good Content
Good content is content that your Facebook fans read and share. If you can get your fans to consistently share your content, your fan base will grow exponentially.   Here are some keys to good content.

Use images, but mix it up. Images are key to posts, but don’t use them every time. Most of your posts should have images or links, but don’t be afraid of an occasional text-only update.
KISS (Keep it Simple, Sir). Posts with less than 80 characters have a 27% higher rate of engagement, yet people often think they need to write a novella for an effective post. Keep it short, simple, and fun. Which brings us to
Make them laugh (or cry or go WOW). People love to share humor. Something that is truly funny is most likely to get shared. Barring that, a touching story, or something that they find interesting and think their friends will, too, is more likely to get shared.
Engage. Ask your customer’s questions. Have them vote for your next in store promotion or new product line. Ask them what their favorite one of your products is, how old they were when they first started using your products, or other interesting and industry-relevant questions.
Tell them what to do. […]

Make your Store Holiday Ready!

This article was featured in Small Business Opportunities Magazine, August 12th, 2013. See the original article here.
This article is slightly different than our normal; it has nothing to do with how to franchise a business. Though franchising is our primary expertise, our team has skills in other places, and our franchisors are able use those skills as they franchise their business.

 

The holiday season is coming at us faster than Santa’s sleigh. If you are not preparing now for the holiday season, you are already behind the times. Stores last year started the selling season earlier, kept later hours and offered better deals. Did you? As hard as it is to believe, each year many consumers start their holiday shopping before Halloween. This is even truer in difficult economies, as it allows families to spread the spending out over several months.  Not much in the way of advertising is done during this time, but you have to have merchandise on your shelves.

Maybe this is your first Holiday season, and you don’t know what to expect? Or maybe you are not happy with your store’s performance in Q4 of last year?  If so, use the suggestions in this article (and the rest of this guide) to boost sales and set some records this holiday season! Oh, and get your shopping done early, because you won’t have time for gift-buying this year!

Store Appearance Assessing your store’s appearance should be step one of your holiday plan. From the moment your customer sees your store from the street, it is talking to them.

Dirty, windows, too many posters or poorly designed assets, or a cluttered entrance tells your customer “this store is dirty and unprofessional” whereas a clean […]