Perhaps one of the most important elements in driving the success of your business or franchise venture is to market you business in the most effective manner to get high visibility of your company, products and services. While you may think a start up business will not have the capital available for a huge advertising campaign that involves national exposure on television, billboards etc, but PR can offer a cost-efficient and effective alternative…
One great aspect in investing in a franchise is the instant solid brand recognition you receive from the start. Your business will have been established within a consumer’s mind prior your investment in the franchise. However, in order for your franchise to succeed within its own exclusive territory, you need to gain promotion of your business with local people to make it truly successful.
Your first step in building a visible marketing business portfolio is to create awareness of your business within the local market place. And how do you achieve this? Gaining coverage in local media, whether it be press or radio or local TV, will help put your business ‘on the map’ and has the added advantage over advertising of being more likely to be read- and more likely to be believed!
If someone reads an editorial piece on how good your business service, products is, then they are more likely to trust this source, than a 30 second advertisement recorded on radio…In saying this, editorial coverage has also the added benefit of providing you with the opportunity to say more about your business, products and services than a short advertisement will allow.
So what makes a good PR story? The launch of your new business within the local market place is a good start. Thereafter you should announce:
- new business gains;
- achievements and awards;
- special deals;
- promotions and
- family, birthday and seasonal occasions.
A regular flow of newsworthy information will increase your business credibility and visibility in your locality and even outside of your local marketplace. This is a classic example of pull factor, whereby word of mouth can drive new customers to come looking for you. Once you have achieved this pull factor, your well on your way to business success and profitability…
Next make sure you send your story to the right place. It is important to find out the correct names of editors, writers, news reporters, radio editors who you will be contacting to promote your PR story. Keep your communications simple and to the point. Journalists do not what novels! They want snappy and short editorial pieces of news that is to the point, gives factual information and possibly a short bio of the business. Where possible include a photograph to illustrate your story too. As readers our eyes are drawn first to pictures in the pages of newspapers and magazines, and a good picture with your PR story should grab attention…
There are other forms of “PR” that falls under the banner heading of press releases, such as your business sponsorship of local sports events and charity events, supporting customers and clients can be an effective means in creating brand awareness and high visibility of your business. The principle of PR is based on fostering positive perceptions of your business through communication of information. What people feel and say about you- your customers, suppliers, business franchisees and franchisor, the wider community- will influence potential customers and make a real difference to your business success in the future.
In short, PR is not just about generating a “feel good factor” but in making a significant contribution to real business success for you and the franchise operation.
For more information on PR and marketing campaigns and incentives, please feel free to leave me a comment…
Aine Meade is a Website Editor for Franchise Direct, a leading Internet franchise advertising portal. Aine creates high quality franchise information for its international websites in the U.S., and Europe. Aine has a BA (First) in English and History; MA in Literature & Publishing; Diploma in Media Journalism and a Diploma in Marketing.