Franchising is a booming business model in Australia, clocking revenues worth $146 billion and employing over 500,000 people. The rapid rise of this business model has prompted enterprising individuals to start their hunt for franchises to buy. At the same time, Australian consumers have continued to shop more and more from their favourite franchises.
As the competition heats up, business owners must find strategies to help them stand out. Adoption of a marketing-first mindset can support the growth of your franchise brand. Responding to the evolution of consumer behaviour and marketing trends is the cornerstone for succeeding in this crowded market. Choosing appropriate marketing approaches can help you find more franchisees and customers, expanding your business and fuelling growth. Let's explore the top five tips that matter while devising your marketing plan.
Consolidation is the Key: A franchisor must design a uniform approach for system-wide success. The central management team has to create a consolidated marketing plan that can apply to every franchise operator under the unified brand name. Before you list your franchise business for sale, you must ascertain the brand identity that you will pass on to your franchisees. The first step to curating a holistic marketing strategy is to evaluate your business. This stage can help you unravel the crux of your brand identity so you can weave a cohesive story around the same.
Consistency Reigns Supreme: Once you design a consolidated approach, you must work on the consistent application of your marketing plan. A franchise business includes multiple franchisees across different geographical locations. Management of your brand assets in these places can often be a challenge. Developing a top-notch training program for your franchise operators is the solution to this issue. As a franchisor, you must organise regular training sessions and disseminate marketing materials to ensure uniformity in strategic performance. For example, if you have a cleaning franchise in Australia, you must establish lucid SoPs (Standard Operating Procedures) for every stage of client interactions. Routine training for adherence to these SoPs can go a long way in ensuring consistently positive customer experiences.
Localised Strategies are Crucial: While consolidated brand strategies are critical, a franchisor must also prioritise localised approaches. You should analyse the local requirements for each geographical region and create marketing approaches that target those nuances. Local SEO (search engine optimisation) can support online brand visibility and location-specific lead generations. Moreover, you can assist your franchisee owners in building a rapport with their local communities. Community co-creation activities can increase brand salience and loyalty in these areas.
Cooperation is Critical: A franchisor's job does not end with creating consolidated marketing plans. Instead, focus on gathering feedback from individual franchisees as well. Franchise operators can generate on-ground insights like product feedback or consumers' price sensitivity. You must cooperate with your franchisees to understand the market response and curate responsive strategies.
Digital Marketing is Essential for Success: Digital marketing practices are in vogue for transforming the path of Australian businesses. Mobile optimisation and voice search integration are the top trends that franchise owners must leverage for growth. Mobile indexing can help your brand's digital identity. Moreover, voice SEO will enable your business in tapping the growing trend of voice searches. Video marketing and optimisation will also prove critical across platforms like TikTok and Snapchat.
These tips can help every franchisor create a marketing blueprint to leverage the advantages of franchising in this promising market. If you want to find out more about franchises in top Australian cities; subscribe to the best franchise directory in Sydney today! This publication will help you crack trends in the franchise sector as they emerge across leading cities like Sydney, Melbourne, Brisbane, and more.
That personal disappointment fueled me.
To be perfectly honest, I’m pretty sure if I had made the Olympic team, I wouldn’t have left the sport with the hunger and desire necessary to start this business.
After leaving the sport, I realized my experience swimming at every level, from age-group swimming to international competition, gave me a unique perspective on everything that was wrong with swimming, especially at the entry point for most kids.
