Just like any other small business owner, franchise owners also face unique challenges trying to figure out how to grow awareness about their brand, increasing Franchise sales, and building additional revenue sources. Advertising for business owners can seem daunting because there are so many choices and it can get expensive quickly, this is no different for franchises. Every year when I attend the International Franchise Expo I am always looking to uncover more of the unique challenges that franchises face so that in turn we may be able to provide a solution.
Often one of the biggest challenges that I find, is how to expand their business in sales or reach, as well as finding economical advertising that allows them to stay on track to reach these goals without putting a hole in their wallet. Trying to advertise a franchise can also carry with it additional, unique difficulties that other types of businesses may not face at all. There are many rules and regulations that must be followed so as not to encroach onto the territories of another franchisee. Often advertising on a larger national or regional scale can seem nearly impossible. One way to go about this is through online advertising. Sites that allow Franchise owners to list their opportunity on a reputable site along with other franchises so that possible Franchises can look for an opportunity suited for them based on factors like Interest level or start-up fees.
Print advertising allows advertisers the ability to stretch their budget in a way that not only allows them to advertise for a longer period of time but also targets specific markets or demographics and expands the reach of their advertising markets, which also improves the recognition and reputation of the advertiser.
Print advertising placed in credible and well-known publications lends its reputation to its advertisers.
When you think about products that advertise by including logos that say things like “as seen on ” or “find our ad in ” a respected publication or being promoted by a popular radio host. Most people like to feel like they are both ahead of the crowd but also making a decision that the crowd will support.
Print readers are “tuned in”
Looking at print advertising is a conscious choice. Most people set aside a specific time of day to go through their mail or to sit down with their favorite magazine or daily a paper. Because of this, it creates an atmosphere where they are open to what they see within the pages whether it is a news article or a new product. Paid subscriptions to the print editions of both magazines and newspaper publications continue to remain higher across the board than the digital versions.
Co-op Advertising for Franchise
Many types of advertising can leave an audience feeling overwhelmed or in the case of online advertising can frequently go ignored by the audience altogether because we have become so used to “tuning it out.” The competition among advertising venues is steep. There are so many types of advertising available and business owners have more variety to choose from. Traditional forms of advertising have seen a decrease in advertising dollars spent. This provides the benefit of running ads in a medium where there is less competition among the advertisers and more likely that the people looking for what you have to offer will have less clutter to sift through when it comes to seeing your ad.
Print advertising on a national or regional level also is a great way to spend Co-op dollars as it allows for a broad reach but low budget spend. Unlike For Regional and local opportunities, surprising to most people is that in some cases recognized publications do offer advertising opportunities for franchises that are not registered nationwide. “USA Today allows us to place regionally and nationally targeted franchise development campaigns to specific statewide regions including the Carolina’s, Ohio, Georgia, and Tennessee.” ( Blaine Young NaturaLawn of America)
For more info on How to effectively advertise a franchise with print advertising or other types of media, co-op advertising for the franchise, or regional franchise advertising check out these additional resources.