Do your marketing efforts answer the question: “Why should I do business with you?”
Are you seeking marketing guidance? The March magazine includes usable steps from AdGeo Pres. Charles Austin about the significance of utilizing the right message first. “Your franchise’s message is the foundation on which all marketing efforts are built,” writes Austin. “It sums up your value proposition − the overarching benefit you provide to your customers. A good message platform resonates with customers and potential customers and answers the question, why should I do business with you?”
Austin also recommends that multi-unit franchisees take advantage of their franchisor’s experience “whenever it is available.”
The next important step Austin offers involves measuring your marketing spend. “First, you can determine which marketing activities are most successful and redirect resources from nonperforming tactics to those that are showing strong returns. Second, when creating new campaigns, you can draw upon previously measured results to make better decisions the first time through. Third, you can use the data gleaned from marketing results to improve business operations.”
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