One of the big advantages of owning a Franchise is having a recognisable brand name behind you to support your marketing. Big brands are powerful and immediately build credibility for your business. They also help your message connect with your potential customer more effectively at every stage of their journey.

This customer journey has a number of touchpoints Some of these marketing opportunities will be taken care of by head office, but many, as you get closer to the decision or purchase point, rely on effective local area marketing activities.

local area marketing customer journey

Advertising

  • HO Marketing
  • Direct Mail
  • Outdoor
  • Press
  • Radio
  • Cinema
  • Social Media Ads

Findability

  • Location
  • Online Presence
  • Google Ads
  • SEO

Reputation

  • Online Reviews
  • Sponsorships
  • Networking

Conversion

  • In Store Experience
  • eCommerce Experience
  • Point of Sale

Advocacy

  • Retention
  • Online Reviews
  • Nuture Campaigns

After developing a marketing plan, the strength of a solid local strategy comes from consistency of activation in market. Your return on investment will be greater the longer you market locally, as the brand and your connection to it is compounded over time.

While each local area will have a unique media mix that their community responds to, there are a number of tested and effective methods that need to be considered. These include:

outdoor marketing

Outdoor

Signage, bus stops and other out of home

direct mail

Direct Mail

Mapping, print & distrubution costs

traditional media

Traditional Media

Local magazines & press, radio, cinema

sponsorships

Sponsorships

Local schools, sports clubs and community groups

Networking

Chambers, business groups, cross promomtion

retention

Retention

New client thanks, suprise & delight, life-cycle messaging

other franchise marketing

Other

Lead gen. competitions, casual / pop up leasing

And while local area marketing is important, it is equally important to align your local activities with the marketing efforts of your parent franchisor. Your head office has a team of marketing experts working hard for your success, and the franchise model itself is proof that marketing results are amplified when a local campaign leverages a national activation.

TALK TO US TODAY

The Marketing Lab specialises in local area marketing for franchise, licensed and multi-site businesses. Contact us today on 07 3088 3021 for an obligation free chat on how we might be able to help.