Franchise Marketing

Sunday, March 21, 2010

Double Nomination For Prontaprint In Prestigious Franchise Marketing Awards

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Totalfranchise are proud to report that Prontaprint, Europe’s leading business design and print-on-demand specialist, has been highlighted as a major player within the Franchise industry after receiving a double nomination in this year’s prestigious Franchise Marketing Awards.

The awards are held in recognition of the sector’s most innovative and effective marketing campaigns for products, services and franchisee recruitment. Prontaprint has been named as a finalist in the Best Website and Best Franchisee Marketing Support categories following the successful implementation of its new brand identity and positioning.

Prontaprint hopes to scoop both accolades by demonstrating the strength of its intensive training and marketing support programme for new franchisees from initial induction through to on-going business support, and highlighting the benefits of its new integrated web solution launched last year – which has been commended and used as a case study by Microsoft.

Both are under-pinned by the roll-out of the company’s new brand positioning across its network of 150 centres in the UK and Ireland.

The company, which has also been recognised as a Business Superbrand for the seventh consecutive year this month, has undertaken a rigorous overhaul of its visual identity and development of enhanced business services and operating standards with a £3m brand repositioning programme which is set for completion this year.

Keith Davidson, Prontaprint’s Head of Marketing comments: "These nominations demonstrate the continued growth of the Prontaprint brand and the hard work that has gone into this development across the network. In a time of economic uncertainty, the franchise industry continues to thrive and we are proud to be recognised as a key player."

"2009 will see the completion of our brand positioning roll-out, ensuring that Prontaprint is the brand of choice for businesses across the UK and Ireland".

Winners of the Franchise Marketing Awards will be announced at an award’s dinner at the Marriott Grosvenor Square hotel, London on Friday 20th March 2009. Prontaprint is a previous winner of the Franchise Marketing Awards for Best Brand Management in 2008 and Best Overall Marketing in 2007.

To find out more about Prontaprint click here

(ArticlesBase SC #808430)

Laura Payne - About the Author:

Labels: franchise marketing, prestigious franchise marketing, prontaprint franchise marketing

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5 Tips For Small Business Consulting: Franchise Marketing Made Easy

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If you are an internal or external small business consultant for a franchise organization, you are constantly looking for ways to help your clients improve their marketing efforts in order to increase revenues.

The value of marketing efforts for franchises should be measured by both their cost-effectiveness and their results in terms of increased sales for the organization. Improved cost-effectiveness can be achieved by implementing better marketing systems.

Such systems need to be designed to minimize the time required by the corporate office to oversee the management of local franchisee marketing campaigns, while at the same time they need to contribute towards an increase in the corporate office's visibility into the campaigns and towards increased brand consistency across the organization.

Here are 5 tips for small business consulting franchise marketing made easy:

Tip #1: Unify your brand image across all franchise locations by using consistent collateral:

Fast-growing franchise organizations often find themselves quickly outgoing their own marketing systems that worked so well during the early stages of growth. The modus operandi for marketing within a franchise organization must necessarily change when the organization goes from 10 locations to 50 or more, but unfortunately many organizations fail to keep pace with their own growth.

One of the riskiest consequences of this type of rapid growth is the loss of control over the organization's brand image due to individual franchisees taking on the task of managing their own campaigns using inconsistent marketing collateral. Therefore, it is important to advise your client to find ways to unify the company's brand image across the entire organization.

Tip #2: Put the power of ordering direct mail and promotional goods directly into the hands of franchisees:

By letting individual franchisees control their own, independent direct mail campaigns, you give them the power to mail to whom they want, when they want. However, at the same time by doing so you may be giving up the economies of scale associated with centralizing your direct mail and promotional goods sourcing.

The best bet for your client's growing business, then, is for them to continue to empower their franchisees to remain in control of their own direct campaigns, but at the same time you need to help your client find to streamline the fulfillment of direct mail through a single source.

Tip #3: Contract directly with vendors at the corporate level in order to leverage volume buying opportunities:

By advising your client to contract directly with vendors who will fulfill promotional goods and print-related orders, you are helping your client to lower operational costs by giving them the ability to leverage volume buying opportunities.

Tip #4: Centralize mailing list generation for maximum quality control:

Many individual franchisees have very specific ideas about how and to whom they want to mail coupons and other offers. And, by all rights, they should retain control of this process. At the same time, franchisees tend to have varying degrees of aptitude for list management. And, often mailing list data that is locally sourced is of poor quality, full of errors and outdated.

By centralizing the generation of mailing lists but at the same time allowing franchisees to choose their list quantities and demographic selects, your client's organization will enjoy better ease of list generation and higher response rates.

Tip #5: Automate the entire ordering process to minimize the delays and errors associated with human interaction:

Finally, your client will also benefit from setting up an Internet-mediated, automated system that enables franchisees to execute customized direct mail and promotional goods campaigns the features only corporate-approved collateral.

Such a centralized system gives your client's corporate office full control and visibility into the ordering habits of individual franchisees, but it also safely leaves the decision-making authority about the specifics of each local campaign in the hands of franchisees.

When conducting small business consulting for franchise organizations in the area of marketing, it is important to advise your clients on how to improve the efficiency and cost-effectiveness of organization-wide marketing.

At the same time, your recommendations should find ways to empower franchisees at the local level to run their marketing campaigns on their own terms.

(ArticlesBase SC #485153)

Gene Adelson - About the Author:

Labels: business franchise marketing, consulting franchise marketing, franchise marketing

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Franchise Marketing: What Does the Franchisor Do?

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Deciding to join a franchise family is a great opportunity with many benefits. Many of these benefits you will not receive if choosing to open your own independent business.

You will receive training on the franchise system, you will be part of a big network that can provide assistance to you when needed, and you will be investing in a business that has a higher rate of success than an independently owned business.

But another great benefit you will receive is a marketing advantage! Not only would you be buying a well known name or brand, but should receive additional marketing for your franchise!

When you decided to purchase a franchise you will need to consider the marketing plan that the franchisor provides. A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer.

So, this is something that the franchisor will provide per your franchise contract with them. The marketing that the franchisor provides is a big reason why franchisors have a higher potential for success, so if you don't agree with the plan or there isn't one look for a different franchise.

Marketing for your franchise is an important facet to running your franchise successfully. You will want to ensure that your franchisor offers a great marketing plan that will help generate business for your franchise. The franchisor will have a fee that you will pay for marketing. Since, this is something that you will be paying for, so make sure you get the most for your money.

The marketing plan should cover such expenses as print advertisements, TV commercials, and direct mailings to both potential and existing customers. Also a good plan to look for is one that covers fees that you may pay for advertising agencies for in-house marketing.

You want to make sure that you are reaching any potential customers so you will need to have advertisement in as many different forms as possible. For example, if you only put a newspaper ad out, only the people who read that certain section of the paper will see your advertisement.

You will want to make sure that their plan is suited for what you are selling, and that it reaches out to a wide variety of people. You will be limiting your franchises success if your franchisor does not have a complete and effective marketing plan.

Another aspect to consider is whether the franchisor will listen to marketing suggestions from franchisees about future marketing. A good franchisor will, since this is a way to stay fresh with their marketing and gain many new ideas that can lead to successful for the whole franchise family.

Times are always changing so in order to keep up with them you do have to change a little. What worked 15 years ago, is most likely not what is going to work currently!

So, make sure that you find a franchisor that provides you with a great marketing plan, since that is what they are supposed to do to keep the entire franchise family successful!

(ArticlesBase SC #545679)

Samantha McCartney - About the Author:

Labels: franchise franchisor, franchise marketing, marketing franchise

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