Generating a buzz around your franchise launch

Since launching kids coding franchise, Code Ninjas, in 2016, the team has witnessed the launch of over 200 centres in the US, Canada and, as of two weeks ago, the UK.

Generating a buzz around your franchise launch

Since launching kids coding franchise, Code Ninjas, in
2016, the team has witnessed the launch of over 200 centres in the US, Canada
and, as of two weeks ago, the UK. Marty Flanagan, VP of Franchising, knows what
it takes to generate a sense of excitement in the weeks leading up to the
launch of a new business. 

July 2020 was a pivotal month for the Code Ninjas brand, as we opened two centres to the UK public – the first in Watford and the second in nearby Pinner. Now I come to think of it, 2020 has been a pivotal year for the brand as a whole.

Our plans for growth across the UK have always been based on replicating our rapid expansion in the US and, despite the obvious recent economic challenges, I’m proud to say we’ve met, if not surpassed, our goal. In fact, we almost doubled the size of our UK network during the three months of lockdown, with 16 in the pipeline in March increasing to over 30 in May. And that now means we have the launch of more than 30 locations to excitedly prepare for over the coming months.

Whilst my team and I are equally invested in the centres that have been up and running for four years as the locations that are a mere few weeks old, there’s always a certain level of intrigue surrounding a business launch. As the business owner, you will have likely spent months researching the demand for that product or service in your chosen location before launching, so sharing news of your arrival is like saying, “We’re here and can’t wait to meet you!” to your prospective customers. You’re the one creating the buzz.  

The standard process with our franchisees is to initially open their location to a small, select cross section of students – we call this the soft launch phase. Around the time of the soft launch, we work with franchisees to create a bespoke pre-launch package of awareness-building marketing and PR activity. This announces the imminent launch of the business to the local community, via targeted paid-for advertising, leaflet drops and pre-launch location signage.

We also retain a specialist PR agency that work closely with each franchisee’s target media to secure coverage. Journalists are often keen to hear about new businesses launching in the area, the person or people that will be running the show and, most importantly, what the new venture will contribute to the local economy and community. Despite the fact the business isn’t technically operational just yet, secured coverage in your target press will help gain momentum once launch day rolls around.

The soft launch phase generally lasts for around two weeks. Then it’s time to bring out the big guns; it’s time for the grand opening.  Traditionally speaking, this is the occasion for balloons, popping champagne and red carpets – but that isn’t always what a grand opening will look like. Perhaps your service operates in the B2B sector, so an event with a guest list and a branded sheet cake might be surplus to requirements. But launch day is always worth celebrating, so take a few snapshots with your team and recognise how far you’ve come, just to reach day one. Share the photos on social media, create a hashtag to commemorate the day and get people talking about you and your brand.

For our franchisees launching a centre, we will of course be working with them to organise the best launch party that the children in their area have ever seen. You name it, we’ll have it; the cake, the carpet and the balloons. This creates the perfect photo opportunity for journalists and a chance to capture sound-bites from your first customers, or in our case, ninjas.

There’s no science to generating a buzz around your franchise launch. It’s as simple as documenting and proactively sharing valuable and engaging content across multiple trusted platforms. In the digital age, there’s no excuse for a lacklustre launch. As long as you make sure the camera is fully charged, the rest will fall into place. 

ABOUT THE AUTHOR
Marty Flanagan
Marty Flanagan
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