As a franchisor, you are in the business of selling franchises. And you can’t sell a franchise, if you don’t have leads. So what can you do differently to grab the attention of your ideal franchisee? How do you make sure that they invest in your franchise, instead of your closest competitor?
Enter franchise public relations. With a strategic communication strategy that targets the right audience on the right communication platforms, you can create more awareness and generate quality leads to help grow your business.
Here are a few ways how franchise public relations can help to generate leads:
Target the right audiences on the right platforms
Any business has various audience segments it’s trying to reach. You can’t reach all your audiences with the exact same message on the exact same communication platforms. For example, if you sell plumbing franchises and want plumbers who are already in the industry to convert their businesses into a franchise, Facebook might be the ideal platform to get your message out there. But if you’re looking for an investor to buy multiple units, LinkedIn might be a better option to reach your ideal franchisee. The type of publications you target will also differ. Plumbers might read trade articles on their cell phones during the day, which they see in their Facebook feed, compared to the multi-unit investor who reads about your business in an article that a franchise magazine shared on LinkedIn. A strategic franchise public relations strategy will help you to reach the right audience segments on the right communication platforms.
Build awareness in local markets of new franchise locations
Each new franchise location is a great opportunity to generate news in local markets. Local newspapers and TV stations are usually interested in covering a story about new locations. Suddenly, there is an awareness of your franchise in the local markets, and a great way to generate more sales leads. At Ripley PR, we frequently see that proper media outreach in local markets to announce new franchise locations generate various leads.
Promote your Discovery Day for face-to-face contact
This has proven to be a successful tactic to generate quality leads. A strategic communication campaign to promote your discovery day in a local market helps to get the right people through the door. People attending these types of events are serious about investing in a franchise. They have various questions they want to ask and the best way to connect with them is face-to-face. It’s not the number of sales leads that count, but the quality of sales leads. And a well thought-through PR campaign can help you stand out in an over-crowded industry.
To learn more about ways franchise public relations can help you generate leads, contact Ripley PR.