A franchise marketing strategy is far from a one-size-fits-all franchisees situation. What’s the secret? Andrew Seraphin, Client Success Manager, & Ryan Chiasson, Business Development Manager, chat about the key pieces to success!

Andrew: We try not to look at the franchise and say, “Alright all the franchise locations are the same”. We try to really get in the weaves with them and say, “What makes it unique in your area?”.

 

The Secret to Building a Franchise Marketing Strategy
with Andrew Seraphin

 

Andrew: We know what your franchise is, but what is the nuance there? What can we do differently to mold to that? So for example, we worked with an ice cream location and we talked to one location that’s in New Orleans and another that is in New York state. The differences between the people that were coming into the stores were vastly different. In New Orleans, it was the French Quarter, people from Louisiana or Mississippi visiting for the weekend, etc. People just popping in. So we had to do more of a brand awareness play there because the people that were in that market at that specific time, may not know anything about them so we had to hit them with an awareness campaign fast, then a coupon or something to get them through the door. 

Whereas the location in New York were people who worked in hospitals and business office parks down the street. So you’re talking about trying to get people in during their lunch breaks on a hot sunny day versus tourists in New Orleans. Two completely different strategies had to be incorporated there for these locations and one of the points of pride that we have is that we do everything possible to accommodate that. We try to make sure that with every location, we take into account what the differences are and accommodate that through the ad campaigns.

 

Ryan: Yeah – absolutely! I think you hit the nail on the head there. Where the average person sees a franchise, they assume that the same model and best practices go inside to every location, when we know that’s not the case. Everywhere is different and it’s those necessary conversations from the very beginning that are really the big competitive difference.