Advertising and Digital Marketing for Companies

Just like any other company, franchises or  franchising  need to invest in publicity, whether online or offline. But  Franchise marketing has some particularities.

When becoming a franchisee , it is necessary to follow the creative line (publicity pieces) and the strategy defined by the franchisors, in order to offer unified communication between all units and the central.

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How does franchise marketing work?

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As we have already said, disclosure for franchises has some particularities. That happens  because the franchisor must maintain a unique language in all the channels it has, affirming the brand's positioning and identity.

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Let's imagine that a franchise does not have this standardization in its communication, so messages can be transmitted in the most  in various ways, as the franchisee deems most appropriate. It would be a mess, wouldn't it?

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In addition to standardization, these rules facilitate the recognition of the franchise as a unit of a larger brand, bringing credibility.

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There are some  franchising  in which the franchisee has a certain degree of freedom to work the parts on and offline, but these must be submitted for approval by the head office.

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Within marketing for franchises, we have two aspects: local marketing and global and institutional marketing.

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In the first case, generally  the franchisee is responsible for focusing on the local advertising part of the franchise.

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In global and institutional terms, the franchisor is responsible for using the advertising fund to promote the franchise as a whole. Regardless of location, the objective in this modality is to  strengthen the brand and generate visibility for all units at the same time.

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How to prepare actions for my franchise?

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The first step in developing marketing actions is to consult the franchisor and verify the existence of a marketing manual with the necessary information. In it you will find good practices that should be observed in the execution of actions.

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This guide normally contains all provisions on the use of logo, images, colors and formats that may  or not  be used.

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Another very important point  is to look in the franchise business plan  which is the defined target audience, as it is he who will direct to whom and in what way his actions should be carried out.

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How to use digital marketing for franchises?

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Nowadays, it is impossible to talk about marketing  not to mention digital. See some actions that  franchising  should develop for the online environment.

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WEBSITE CREATION

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First, you need to check with the franchisor if the site will be provided, but regardless of that, the existence of a page that talks about your unit is essential to ensure relevance in the digital environment.

Far beyond a simple business card, the site must contain all the information that customers are looking for; such as services offered, address and opening hours.

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CONTENT PREPARATION

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If you've done any kind of research on digital marketing, you're sure to  came across several articles advocating the importance of content development in online strategies.

Create a blog within  website and frequently feed it with content that your audience will be interested in, makes it easier for them to find and engage with your franchise. When they need your services, you will be the first to be remembered, in addition to conveying authority in your industry.

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USE OF SOCIAL NETWORKS

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Being present on social media is essential to help publicize your franchise, as it is through them that most people communicate  currently.

Be very careful when choosing the channel that your franchise will use, as it must match the profile of your target audience and never,  never, put someone with no experience in the area with just the habit of using Facebook  to manage your page.

Working on social networks is something very serious and must be carried out by qualified professionals!