Franchising Secrets: Why Does Your Business Need a PR and Marketing Agency?

As you establish marketing goals for your franchise, you may ask yourself what are the essential elements to succeed? Many business owners believe they can do it themselves, but a lot of the details involved require a team of experts to thrive. 

Public relations (PR) and marketing are two different, but closely related fields that are essential for establishing a successful business. Public relations is the practice of managing and cultivating relationships between an organization and its stakeholders, employees, and the media. The primary goal of PR is to create a positive reputation for the company, manage crises, and build relationships with stakeholders. Conversely, marketing is the practice of promoting and selling products or services to customers. The primary goal is to generate interest in the company’s offerings and drive sales. Both PR and marketing are essential for a franchise because they help franchisors further establish the brand, build relationships with customers, and increase overall revenue.

Franchising is a unique business model that requires a strong network of relationships with customers in local communities. A well-executed PR and marketing strategy can help franchisors build trust, credibility, and loyalty with key stakeholders. By partnering with a PR/marketing agency that is experienced in working with franchising businesses, you can get a tailored strategy that aligns with the company goals and succeed in the market. Public relations and marketing agencies are external partners that work with businesses to develop and execute effective strategies to build the brand. These agencies have specialized knowledge in strategic communications such as email marketing, branding, social media, advertising, and media relations. 

Partnering with PR and marketing agencies is essential for both franchisors and franchisees. For the franchisor, it can help establish a strong brand in new markets, build relationships, and attract new franchisees. These agencies can also help establish brand guidelines, which are key to having consistent communication throughout all franchise locations. On the other hand, PR and marketing agencies are key elements for franchisees’ success as they can build awareness for new locations and provide 360 communication support. Franchisees often have limited resources and experience with PR and marketing, therefore, working with an agency can provide them access to experts with specialized skills and knowledge. Some benefits of utilizing agencies include direct access to expertise, saving time, and consistency in branding and messaging across all franchise locations. 

Now, let’s dive into some strategies that your PR and marketing agency can work on that will guarantee your franchise’s success.

/ Developing a Comprehensive Marketing Plan:

A marketing plan is a comprehensive document that outlines a company’s marketing strategy and tactics to achieve objectives. The plan outlines goals that will be used to build public relations, social media, and advertising initiatives. To stay on track, these plans typically include strategic timelines, which serve as a roadmap to ensure their efforts are focused and aligned with the business’ goals. Having a well-defined marketing plan is key to the success of a franchise. It helps franchisors to stay organized, visualize their goals, and measure their progress toward achieving those goals.

The marketing plan should include strategies for pre-opening, opening, and ongoing marketing efforts. Pre-opening PR and marketing strategies should focus on creating buzz and generating excitement for the upcoming opening. This can be through social media, press releases, and media placements, among others. Opening marketing strategies should be designed to drive traffic to the new location and generate revenue. For example, creating a launch event and inviting key stakeholders. Another key element of the marketing plan should be the ongoing efforts including building customer loyalty, driving revenue, and having a strong presence in the community.

/ Building a Strong Brand Identity and Online Presence:

When purchasing a franchise, your branding needs to be consistent with that of the company. Your agency can ensure tailored messages are on brand while catering to your target audience. 

In today’s digital age, establishing a strong online presence is crucial for success. This includes developing social media profiles, managing online reviews, creating a user-friendly and informative website, and managing overall reputation. Franchisors should work with a PR and marketing agency to ensure that their online presence is consistent with their brand identity and values.

/ Increasing Client Engagement:

Choosing the right PR and marketing agency is key to having successful outcomes for your franchise. With so many agencies to choose from, it can be overwhelming to determine which one is the best fit. However, below we provide some insightful tips to consider when selecting an agency: 

  1. Determine your franchise’s needs and objectives. This includes identifying your target audience, understanding your brand identity, and defining your marketing goals. For example, if you are interested in social media management, find an agency that has an extensive portfolio of that service. 
  2. Assess the agency’s expertise. When considering an agency, it’s crucial to consider their experience and expertise. This includes their clients and previous work. It is important to look for an agency that has experience with franchises or specializes in your franchise’s industry. Most importantly, it is essential to ask for a proven portfolio, which can be in the shape of case studies or testimonials. 
  3. Examine the agency’s strategy. All agencies have different approaches to marketing and PR, so you need to ensure their strategy and services align with your needs. For example, if you want to focus on public relations, you’ll want to look for an agency with extensive expertise in that area. 
  4. Ensure long-lasting partnerships. Lastly, it’s important to partner with an agency that is aligned with your franchise’s short-term and long-term goals. When deciding on an agency, go with one that is committed to helping you meet all of your objectives. Additionally, a good relationship with your agency will help you establish a strong and long-lasting partnership, which can lead to successful outcomes for many years.

Ultimately, a comprehensive PR and marketing plan provided by an agency is necessary for a successful franchise. They may assist your franchise in establishing a brand identity, building a strong online presence, and engaging with key stakeholders. In today’s highly competitive atmosphere, a PR and marketing agency can make a significant impact in helping your franchise stand out. We strongly encourage all franchisees to consider hiring an agency to help you grow your company. A PR and marketing agency is the first step to achieving great outcomes, regardless of whether you are a new or experienced franchise owner.