Hiring The Right People
Many franchises - such as food, hospitality and...
For your franchise business to expand and grow, you need to find new franchisees in different territories and come up with a way to appeal to a wider demographic. Your marketing may need to adapt or become more inclusive to attract these new franchisees and customers, particularly if you want to move into previously untapped territories.
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Think locally
You will need to think locally. Learn about the people in the territory you wish to expand into. What do they like, and how are they culturally different from your existing demographic? What are their wants and needs? Look for topics and hashtags that are trending in their locality to understand what is important to them. This will help you decide whether this demographic has a need for your business and provide insight into whether or not to continue investigating this particular market, and it will also allow you to demonstrate that you are invested in their interests and form a positive brand association.
Consider forming a partnership with local organizations and influential individuals whose values align with your own. This modern marketing tactic can be immensely powerful in allowing you instant access to a wide range of potential customers who may have previously been unaware of your brand and its values.
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Be inclusive
It is easy to promote a consistent brand message, but if the people you wish to attract do not see themselves reflected in your marketing campaigns, they will quickly disengage. Entering new markets and widening your target demographic requires a clear focus on inclusivity. You must look for opportunities to reflect a wide range of cultures, lifestyles and identities in your marketing campaigns.
You should engage with your chosen community, be a visible presence at local events, and actively seek out opportunities to get your brand seen. You might consider sponsoring a local sports team, have a stall at local festivals, or run a competition on a local social media notice board. Find reasons to attend in-person events and strike up friendly conversations with locals. This targeted interaction will help potential franchisees and customers put a face to the brand name, become comfortable with the brand's presence in their community, and begin to trust it.
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Evolution is ongoing
Finally, be open to evolution. Trends and customer needs change, and your marketing tactics must keep pace if you want to remain viable. Communicate regularly with your existing franchisees, seek feedback from your franchisee and customer communities, read and respond to online reviews, and keep a close eye on performance statistics to ensure that you target your investment to maximize your returns.
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By focusing on these three areas, you will be well placed to enter new markets, grow your customer base and be resilient to changing market forces.
