{"id":559,"date":"2013-02-16T15:52:12","date_gmt":"2013-02-16T15:52:12","guid":{"rendered":"http:\/\/thefranchisemaker.com\/learningcenter\/?p=559"},"modified":"2023-02-24T18:39:51","modified_gmt":"2023-02-24T18:39:51","slug":"franchise-marketing-collateral-is-essential-for-franchising-expansion-why-you-need-it-and-how-to-do-it-well","status":"publish","type":"post","link":"https:\/\/www.thefranchisemaker.com\/learningcenter\/franchise-marketing-collateral-is-essential-for-franchising-expansion-why-you-need-it-and-how-to-do-it-well\/","title":{"rendered":"Franchisor and Franchise Marketing Collateral"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000000;\">The Franchise Maker\u00a0has a team of\u00a0graphic designers\u00a0who create franchise marketing collateral pieces.\u00a0 Lets hear what they have to say.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Good franchise marketing collateral pieces should be doing the selling for you. Oftentimes strong franchise marketing collateral will not only sell effectively for you, it may even have the potential of selling BETTER than you. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><em><strong>So what does it take to\u00a0have great franchise marketing collateral?<\/strong>\u00a0\u00a0 Here<\/em> are some crucial elements to consider:<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>1. First things first, in franchising, information is key; set out to clearly define your franchise opportunity for your prospective franchisee!<\/strong><\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span style=\"color: #000000;\"><em><strong>Who are you?<\/strong><\/em> At its most basic level, this question asks what your business name is, the industry you are involved in, and where people can find you (your contact information). Going a little deeper, this also means defining what core beliefs you stand for.<\/span><\/li>\n<li><span style=\"color: #000000;\"><em><strong>What do you do?<\/strong><\/em> This would be the products you sell or the services your business provides. Basically, the \u201cwho you are\u201d and the \u201cwhat you do\u201d could also double as a mission statement for your company. Tell a story, how and why you started this business.<\/span><\/li>\n<li><span style=\"color: #000000;\"><em><strong>How does that benefit me?<\/strong><\/em> Just like a superior resume, you\u2019ll need to clearly communicate what benefits the prospective franchisee will gain by owning one of your franchises. However, great care must be taken to define benefits in terms the prospect understands and cares about. Remember, it\u2019s not about you.<\/span><\/li>\n<li><span style=\"color: #000000;\"><em><strong>Why should I choose your franchise compared to all other franchises out there?<\/strong><\/em> What is your USP; your unique sales proposition? This is your main argument as to why they should choose to invest their time and money with you. Have you created a new niche or at least redefined one? Is your franchise\u2019s product\/service demonstratively better somehow? Are you more qualified? Are the products\/services your franchise model provides a better value? (And remember to back up your claims rather than use empty, vacuous words like \u201cbetter value\u201d or \u201chigher quality.&#8221;)<\/span><\/li>\n<li><span style=\"color: #000000;\"><em><strong>What do I do now? <\/strong><\/em>Simply put: make sure to have a strong, clear call to action. Don\u2019t do all the legwork and then\u2014by omission of a call to action\u2014effectively say to your prospect, \u201cThanks for reading about us!\u201d You need to lead them through your franchise qualification process (see article: \u201c<a href=\"https:\/\/www.thefranchisemaker.com\/learningcenter\/identifying-the-perfect-franchisee\/\" target=\"_blank\" rel=\"noopener noreferrer\">Identifying the Perfect Franchisee<\/a>\u201d). Tell them how to contact you and tell them to do it NOW. Even better, incentivize them to contact you within a given period of time.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">In the end, if you can\u2019t clearly, succinctly and convincingly describe the \u201cwho, what and why\u201d of what makes your franchise so great, then how do you expect your prospective franchisee to know?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>2. Formatting\u2014Know your prospect\u2019s preference, then deliver the message correctly!<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Do you know how entrepreneurs like to receive franchise information? Is it via e-mail, presentation, direct mail or hard copy brochure? Also, how is the information you need to communicate best presented? Since there are a multitude of formats you can choose from in presenting \u201ccollateral\u201d materials to your prospective franchisees, make sure to know the one that is best for your target and for your information.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">In the case of e-mail, perhaps the best way to send your collateral would be via attached PDF document or via e-mailable \u201cnewsletter\u201d format. As such, your collateral will need to be formatted and designed very differently than if you were to have a hard copy brochure. Information flows differently in each format\u2014a person reads a hard copy brochure in a much different way than they do an electronic file.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Furthermore, there are positives and downsides to consider for both electronic documents and for hard copy formats:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span style=\"color: #000000;\"><em><strong>Hard copy brochures<\/strong><\/em>\u2014Hard copy brochures lend a great deal of legitimacy to a company. Slick hard copy documents that are designed well give a sense of success. They can be touched and held. A reader will look at it multiple times in one sitting. However, they are less adaptable and you have to mail them, which is much slower in the electronic age.<\/span><\/li>\n<li><span style=\"color: #000000;\"><em><strong>E-mailable Documents<\/strong><\/em>\u2014E-mailable documents are quick; a prospect asks for more information, you can give it to them instantly. They are also more malleable; if some of your information has changed, you can change the electronic file quickly and cheaply vs. reprinting all new documents. However, they do not have the tangible aspect that a hard copy brings.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">The point is: consider your target, consider your information and needs, then format and deliver your collateral accordingly.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>3. Design to be remembered!<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Whatever format you choose to present your franchise opportunity, make sure the information is \u201cdressed for success.\u201d Strong information presented in a weak design will likewise be weakened. Remember, people are visual, and they do make decisions based on first impressions. If you develop a mediocre looking piece of collateral, be prepared to be viewed as, well&#8230; mediocre.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">On the other hand, if you dress your franchise information up to look its best, then prospective franchisees will see you as being successful. Furthermore, they will know that you take a great deal of pride in your business concept and will be more likely to believe that you\u2019ll do everything it takes to make it succeed.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">While the previous information is not meant to be a complete guide to franchise marketing collateral, these points offer some basics guidelines for getting starting. Think through these basic components and see what you come up with. Keep in mind, The Franchise Maker has graphic designers who can create such franchise marketing collateral for you. \u00a0In the end, franchise marketing collateral may be your only pass for entry into your prospective franchisee\u2019s mind!<\/span><\/p>\n<p>If you have not started the franchise process yet, <a href=\"https:\/\/www.thefranchisemaker.com\/how-to-franchise\">review our steps to franchise a business<\/a>.<\/p>\n<p><a href=\"https:\/\/www.thefranchisemaker.com\/about-us\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-1972 size-full\" src=\"https:\/\/www.thefranchisemaker.com\/learningcenter\/wp-content\/uploads\/2007\/12\/BBB-Torch-Award-Emblem-2.jpg\" alt=\"\" width=\"294\" height=\"85\" \/><\/a><\/p>\n<ul>\n<li><a href=\"https:\/\/www.thefranchisemaker.com\/learningcenter\/franchise-legal-problems-due-to-sales-misrepresentations\/\" target=\"_blank\" rel=\"noopener noreferrer\">Franchise Legal Problems Due to Sales Misrepresentations<\/a><\/li>\n<li><a href=\"https:\/\/www.thefranchisemaker.com\/learningcenter\/franchise-fees-and-royalties-made-easy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Franchise Fees and Royalties Made Easy<\/a><\/li>\n<li><a href=\"https:\/\/www.thefranchisemaker.com\/learningcenter\/franchise-documents-can-i-just-switch-out-my-name\/\" target=\"_blank\" rel=\"noopener noreferrer\">Franchise Documents: Can I Just Switch Out My Name<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"The Franchise Maker\u00a0has a team of\u00a0graphic designers\u00a0who create franchise marketing collateral pieces.\u00a0 Lets hear what they have to say.\u00a0\u00a0 Good franchise marketing collateral pieces should be doing the selling for you. Oftentimes strong franchise marketing collateral will not only sell effectively for you, it may even have the potential of selling BETTER than you. So&#8230; ","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-559","post","type-post","status-publish","format-standard","hentry","category-how-to-franchise","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Franchisor and Franchise Marketing Collateral<\/title>\n<meta name=\"description\" content=\"Franchise marketing collateral is essential when franchising your business. 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