m a r k e t i n g feature
MaxiMise
your
pulliNg
poteNtial
Franchisee recruitment is on the tip of
every franchisor’s tongue. What is the best
strategy? Which are the best websites?
What magazines or newspapers bring
the highest return and how do you get the
balance of marketing activities right for
your franchise? In our second marketing
feature, marketing specialist Sarah Dyer
explains the essential areas a franchisor
should consider when marketing towards
prospective franchisees
Without doubt, franchisee recruitment months. Ensure your plans are specific, recruitment campaign now. Ideally, use
is continually one of the main concerns measurable and timed. Once they have at least one recruitment website for a
for any franchisor. Unlike conventional been set, a plan to achieve them can minimum of three months to maximise
recruitment, franchisee recruitment be considered. This will then enable your impact.
depends not only on finding the right you to book your advertising and
person for the job, but also having organise your PR, which can save you The beauty with online advertising is
someone willing to invest a large sum money by allowing you to get better that it can be easily measured. You
of money in your franchise. Your deals and opportunities. can track click throughs and, budget
marketing technique, therefore, needs permitting, you can gather data from
to convince your potential franchisee Different methods of users who click through onto your site.
that you really are the one for them. marketing By assessing your online marketing
They need to feel happy and secure Online or offline? campaign in this way you can monitor
about investing in you. It is a great A solid mix of online and offline how effective it is in helping you achieve
challenge, but here is how you can advertising is a great way to build a your objectives.
begin to tackle franchisee recruitment, strong foundation for your franchisee
both confidently and convincingly. recruitment campaign. Offline opportunities also depend
on the budget available and amount
First step: Establish your As there are many different websites to of franchisees required. National
objectives choose from always look at how they are magazines targeting entrepreneurs
One of the best ways to begin is to currently performing against each other. are great for brand building and
decide realistically about what you The top performing website six months raising awareness of your campaign.
want to achieve over the next 12 ago might not be the best choice for your National newspapers cover franchising
Franchisor News | 21
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