Imagine for a minute you are done… yep you have worked hard to franchise your business. You have thought through every detail during the process of setting up a franchise for your business. Now, you are ready to tell prospective franchisees exactly why, out of a myriad of franchise opportunities, your franchise is the best. Given the chance you can rattle off a hundred facts to state your case to why someone should buy your franchise. Now one of the things you need to do in order to award franchises is provide them with compelling marketing pieces. This will start the franchise qualification process that you put applicants through before eventually meeting with them in person (learn about meeting your applicants in person known as a discovery day).
Like you, many of your potential franchisees are looking to be as efficient as possible with their time. This means NOT meeting you right away, which quite honestly is a good practice to determine if they are a good candidate before you invest the time to meet with them (read how to find ideal franchisees). Within their search for the right franchise opportunity, they will want (to use an old analogy) “to take a peak under the hood before buying the car”. They will want more information from you before giving you the chance to sell them.
A Suitable Stand-In
Most of the time you will not have the benefit of a face-to-face meeting right away. Even if you do, you will need information that can speak for you. The information about your franchise needs to be in a format that can be sent to potential franchisees to review. You will need to arm yourself with some good, strong franchise marketing collateral pieces. Your franchise marketing collateral must be easy to understand, informative, compelling, attractive, and actionable. Good franchise marketing collateral pieces should be doing the selling for you (see more on awarding franchises including franchise marketing collateral). In fact, it may even have the potential of selling BETTER than you. It will also free you up to generate more franchise leads.
The Action Plan
So what does it take to get great franchise marketing collateral? While the following information should not replace getting a good marketing professional to help you create your franchise marketing collateral, there are three fundamentals necessary when developing franchise marketing collateral.
- INFORMATION: In franchising, information is key; you must set out to clearly define your franchise opportunity for your prospective franchisee!
- FORMATTING: Know your prospect’s preference in obtaining information, then deliver it correctly!
- DESIGN: Whatever format you choose to present your franchise opportunity, make sure the information is “dressed for success” (check out our article for more on this topic). In the end, franchise marketing collateral may be your only boarding pass for entry into your prospective franchisee’s mind. Be sure to get your ticket and use it wisely! The process of setting up a franchise may venture into new territory for some, but it doesn’t have to be scary if you have a worthy guide.
At The Franchise Maker, we walk with you through every step of the franchise development process and beyond. And YES, we have graphic designers and can create franchise marketing collateral pieces for you (see who makes up our team including graphic designers). We have all the resources and support necessary for each phase of your franchise development. Call us directly at 1-877-615-5177 or contact us and we will be happy to answer your questions.
