Whilst many people are taking a fresh approach to their careers, as a franchise, have you taken a fresh look at your marketing collateral, recently? Paul Clegg offers insightful tips to show you where you may need to think afresh.
If you’ve not written “New year: new you” in some form or another during January, are you even in marketing?! You may be good at shining a light on your franchise opportunity, but are you as good at shining a light internally? Often, brands will have created their marketing collateral in the early days, but is it still relevant? Does it still sound like your brand? Does it still represent your opportunity?
Alas, for some of you reading this, the answer will be something along the lines of, “Ohhh, I’ve not looked at it for a hundred years, give or take!” Trust me when I say, over the years, we’ve seen some beautiful, but sadly out-dated materials, at Coconut (not our clients’!!).
Why is it important to review?
Before we look at the what, it’s important to understand the why, in any business decision. So, I want to focus on the “why” behind taking some of your time, and focusing it into look at collateral you’ve been using successfully for years. Sure, it may be generating results for you, but maybe it can generate more, with a revision.
People who are watching your brand, start of doing it like a ninja… you don’t know they’re there! They’re hiding in the shadows, watching your every move, waiting for the right moment to reveal themselves to you. So, are you showing off who you are now? Or are you who you still were at the beginning of your franchise journey? Or even who you were pre-covid?
Many brands have changed over the last two years, and it’s important for your target audience to understand how you fit in today’s post-covid world. In fact, whilst we’re on the subject of your target… have they changed over the last two years? If so, have you updated your ideal franchisee persona, in line with who you’re aiming your marketing at? To showcase your franchisee opportunity as being the right option for the right person, your collateral needs to reflect them, as much as it does you.
So, what should you be taking a fresh look at?
Your target audience. Who are you actually trying to attract into your network? Has the kind of people who are joining your brand changed over the last year or two? If so, it’s important to update your target profile, to reflect this.
Your tone. Language is constantly changing, and how brands speak to their target audience is crucial. Too formal, and people switch off. Too down with the kids, and you won’t be taken seriously. In 2022, we’re going to see more of a “write how you speak” tone across brands, as they try to connect with and engage people in a more natural way.
Your website. How up-to-date is the information on your website? And I don’t just mean the franchise fee, and training outline. Do the images and content reflect who you are as a network, today? Can you update the quotes, and case studies on your site? Do the font, copy, and headlines work to your advantage, or are they a hindrance to someone trying to browse your site. I know – it’s a big job! But it is so crucial, as it’s often one of the first places your ninja audience will be checking you out.
Your social media profiles. Are you using your social media to the max, or have you just created a profile to add in key information, but it hasn’t been used in months? The other key place your ninjas will be watching you is through your social channels. If you’ve not posted for months, is your franchise even still operating? This is as true for your franchisees, in relation to their customer ninjas, as it is for your prospective franchisee ninjas.
Your marketing. From your GoogleAds, to retargeting ads, LinkedIn mail, to your keep warm emails, is there a correlation with language, imagery and tone, or are you different in all of these places? Does your marketing match you, today, in a post-covid world, or does it reflect who you were a couple of years ago.
Your collateral. The brochures you send out to prospective new franchisees, or documents they receive as they carry out due diligence into your franchise offering should be an accurate reflection of you and your brand. But it’s surprising how many franchisors forget to update these materials, especially given the importance of them in turning a lead into a franchisee.
Your imagery. I know not everyone is comfortable in front of the camera, but these days, it can’t be avoided. Use up-to-date photos to represent your franchise now. A photo will always speak a thousand words!
In Summary:
- It’s important to update your collateral, so you can help your target audience understand who you are in 2022, and what your franchise offers them.
- It’s important to review your target profile, to make sure you’re speaking to the right people – those you actually want within your network.
- It’s important your copy, tone of voice, imagery etc. are consistent at every touchpoint your ninja prospect may encounter you, if they’re to understand what your franchise truly offers them.
If you’re not sure how to go about any of this, or you’re struggling for time, it may be worth considering outsourcing this task, as it’s an important aspect of your marketing arsenal. If I, or any of the Coconut team can help, we’d love to. So, please do give me a call.
