From leveraging data to networking with fellow franchisees, Marcus Blanks, a TruBlue franchisee in Orange County, shares some expert marketing tips for business owners.
As a franchisee, building brand awareness is one of the most important aspects of growing your business. Drawing from my years of experience in marketing for major brands like Old Spice, where I worked on the well-known “Smell Like a Man” campaign, I’ve learned that marketing is all about creating connections with your audience. While franchisees may not have the budget of a global brand, there are proven strategies we can apply at a local level to make an impact. Here are some of the key lessons I’ve learned over the years that can help you succeed in your local market.
Leverage Your Local Community
One of the most valuable things franchisees can do is build strong relationships within their local community. For national brands, the focus is often on mass marketing, but for franchisees, it’s all about building a presence locally. People want to support businesses that are active and involved in the community, and as a franchisee, you have a unique opportunity to create personal connections.
I always recommend starting by participating in local events and supporting community organizations. Whether it’s sponsoring a local sports team or participating in a charity fundraiser, these types of activities can raise your profile while also showing your commitment to the community.
Tip: Attend local business events, sponsor community activities or offer special promotions for teachers, veterans or first responders. Consistent involvement will help you build trust and recognition.
Be Consistent Across Multiple Platforms
Consistency is key when it comes to building brand awareness. It’s important to maintain a presence across multiple platforms to reach your audience where they are. In the digital age, this means you need to focus not just on traditional advertising like direct mail or community flyers, but also on social media, email marketing and online advertising.
When we launched campaigns at Old Spice, we used a multichannel approach to ensure the message reached consumers everywhere, from television to social media. As franchisees, we can do the same thing on a local level. Social media is especially valuable for building connections with your customers, sharing success stories and promoting your services.
Tip: Create a consistent content calendar for social media, posting regularly about your services, customer testimonials and community involvement. Combine that with local advertising strategies like direct mail or digital ads to reach a broader audience.
Define Your Unique Value Proposition
One of the biggest challenges for franchisees is standing out from the competition. With so many businesses offering similar services, it’s important to define what makes your franchise unique and communicate that clearly to your audience. During my time in corporate marketing, I learned the importance of a strong unique value proposition (UVP). This principle applies to franchises as well.
Take some time to identify what sets your franchise apart. Are you known for exceptional customer service? Do you offer specialized services that others don’t? Do you have deep connections to the local community? Once you’ve defined your UVP, make sure it’s central to all your marketing efforts.
Tip: Highlight your differentiators in all your marketing materials. For example, if your franchise specializes in senior home modifications or has a long history of community involvement, make sure those points are emphasized in your advertising, on your website and in your social media posts.
Create a Memorable Customer Experience
Marketing isn’t just about advertising; it’s also about creating an experience that customers will remember. This is something I learned while working on the Old Spice campaign. The ads were funny and memorable, but they also tapped into something deeper — they created a feeling that resonated with people. As franchisees, we can create that same feeling by providing exceptional service and going the extra mile for our customers.
Every touchpoint with your customer is an opportunity to reinforce your brand. Whether it’s through a follow-up call, a handwritten thank-you note, or simply showing up on time and delivering excellent work, creating a memorable experience will help you build a loyal customer base.
Tip: Make customer service a priority. Small gestures like sending a follow-up email after a job or offering referral discounts can make a big impact and help you build long-lasting relationships with your customers.
Use Data To Drive Your Strategy
One of the most valuable lessons I’ve learned in marketing is the importance of data. Whether you’re running a national campaign or a local one, it’s essential to track the performance of your marketing efforts and make adjustments based on what’s working. Franchisees should be doing the same thing on a local level. By tracking metrics like customer acquisition costs, conversion rates and the performance of your ads, you can optimize your marketing strategy and get the most out of your budget.
There are plenty of tools available that can help you track and analyze data, even for small businesses. Social media platforms like Facebook and Instagram offer built-in analytics, and tools like Google Analytics can provide valuable insights into how people are finding your website.
Tip: Regularly review the data from your marketing efforts to see what’s working and what isn’t. Experiment with different types of ads, messages or platforms, and adjust your strategy based on the results.
Collaborate with Fellow Franchisees
One of the great things about being part of a franchise is the built-in network of fellow franchisees. Don’t hesitate to collaborate with others in the franchise system to share ideas, strategies and best practices. What works for one franchisee in a particular market might work for you as well. By sharing insights and collaborating on marketing strategies, you can learn from each other’s successes and challenges.
Tip: Set up regular meetings or calls with other franchisees in your area or across the country to discuss what’s working and to brainstorm new ideas.
Be Authentic and Know Your Audience
Finally, authenticity is crucial in today’s marketing landscape. Customers are savvy and can quickly see through inauthentic or overly salesy messaging. In my experience, the best marketing campaigns are those that are genuine and speak directly to the needs and desires of the audience.
As a franchisee, it’s important to understand who your customers are and tailor your marketing efforts to them. Are you targeting busy families? Seniors? Small business owners? Knowing your audience will help you create marketing messages that resonate with them on a personal level.
Tip: Take the time to get to know your customers. Whether it’s through surveys, social media interactions or simply talking to them after a job, understanding your customers’ needs will help you create more effective and authentic marketing campaigns.
Final Thoughts
Marketing for franchisees doesn’t have to be complicated, but it does require thoughtfulness and consistency. By focusing on community involvement, building a strong local presence and delivering exceptional customer experiences, franchisees can create lasting brand awareness and grow their business. And remember, marketing is not a one-time effort; it’s an ongoing process of building relationships, tracking results and refining your strategy.
By applying these strategies, you can create a powerful marketing engine that helps you build your franchise and serve your community. After all, success in franchising is about much more than just running a business — it’s about becoming a trusted part of the local fabric.