According to Franchise Central, one of Australia’s leading franchise advisers, the impact a strong marketing campaign can have on the overall expansion of a franchise is often underrated.
Franchise Central managing director, Nickolas James, made the observation in a recent review of the Australian franchise recruitment market, saying that a well thought-out marketing campaign to attract the right franchisees can make all the difference to the development and expansion of a network.
“A good marketing campaign gets the attention of potential franchisees, gives them good reasons to find out more about the franchise and, importantly, makes sure enquiries are from the right people, for the right reasons, with the right expectations,” he said.
“Too many franchisors, agents and consultants make the mistake of trying to make a franchise sound like the perfect franchise for everyone, when they know there is no such thing. The result of such an approach is that you create a lot of traffic but end up with disappointed franchisees that had expectations the franchise did not live up to.
“This is very short-sighted, and in my opinion doesn’t help the franchisor or franchisee. It is important to invest in employing genuine marketing expertise, rather than leaving it to sales people to write advertising,” he said.
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5-May-2006