A jewelry franchise, much like any other business, needs a solid, comprehensive marketing strategy. There is no denying that marketing is one of the primary driving forces in the modern business world, aside from finances and leadership, so there is a need for all franchisors to increase the demand for their franchise in the competitive market through online and offline marketing. To achieve this, you will need to create a marketing strategy that will propel the brand forward as a whole, but also boost the recognition of every jewelry franchise location.
There are numerous effective tactics you can incorporate into your plan, and all of them will be deeply rooted in inbound marketing – the kind that reels franchisors in and incentivizes them to take action. With that in mind, let’s take a closer look at the essential elements of a winning franchise marketing plan.
Build a Consistent Brand Identity
First things first: it’s important to note that every successful marketing plan begins with the creation of a brand. Concretely, you need to establish a strong brand identity for your franchise, one that your franchisees can capitalize on in their own local markets. In order for your brand identity to portray value and inspire potential franchisees to buy into your franchise, you will need to show that your brand is consistent across the board, and that it sends clear messages into the consumer market.
Customers love jewelry brands that they can identify with on an emotional level, brands that share their values and are portraying the same identity no matter the location, no matter the trends in the market. Here’s what you need to do:
- Define your brand’s core values
- Invest in franchisee training in order to successfully portray these values across your entire brand architecture – in every local market
- Build an engaging visual identity and make sure it’s being used by every franchisee
- Combine your brand’s values, messages, tone of voice, and visual identity into a marketing package that will appeal not only to the customers but potential franchisees as well
Boost Local Outlets With Content Marketing
Your existing franchisees are your biggest brand ambassadors, and you need to use them to boost your brand’s image in the competitive market. Particularly, you should leverage content marketing to boost the awareness and recognition of each and every one of your jewelry outlets. In turn, this marketing tactic will directly feed back into the main brand and improve its standing in the industry.
Be sure to craft a tailored content strategy for every local market in order for your franchise owners to engage with their local audience on a personal level. Use smart promotional strategies to boost the value of your content and drive people to your franchise websites. This will also attract the attention of prospective franchisees, once they see just how popular your brand has become. Use content marketing to educate them about your brand and support word of mouth in every community.
Use Word of Mouth Marketing to Your Advantage
Word of mouth is one of the most powerful marketing tools at your disposal, as there is nothing aspiring entrepreneurs and customers trust more than the words of their peers, their loved ones, and other authority figures in the industry. To boost word of mouth for your brand and attract new franchise opportunities in your region and beyond, you will need to educate with your content, prove your worth with your products and services, and create an appealing offer with the support and guidance for potential franchisees.
It’s not just about the popularity of your brand or your growth projections. Jewelry franchisees researching lucrative opportunities in your industry will inspect your brand as a whole, and they will pay special attention to how you treat your existing franchises and how much you invest in their success. You will need to prove yourself as a good boss and a leader to boost word of mouth marketing among potential franchisees.
Reach Out to Franchisees With Email Marketing
Email marketing is not only alive and kicking in this age of seamless global connectivity, but it has once more become one of the most powerful marketing tools in existence in recent years. Sending out emails to your potential franchisees is one of the best ways to establish a direct line of communication with them, and of course, nurture them until they decide to reach out and become a part of your brand.
To unlock the potential of your email marketing strategy as a franchise, you will once again need to use your existing franchisees. Be sure that every franchise owner creates their unique email content and CTAs, as well as their list of prospects they can send emails to. Schedule your email reach outs and make sure that not a single potential franchisee receives the same email twice, or you will lose them for good. Needless to say, every email copy should be tailored to the person, as personalization always wins the day.
Build Trust and Engagement on Social Media
And lastly, do invest in social media management and marketing. Not only do potential franchisees want to know how you’re doing in the social media realm in terms of engagement and conversions, but they also want to see how you handle customer communication and how each of your existing franchises execute their social strategies.
What’s more, keep in mind that potential franchisees don’t always know what they’re looking for, so placing a sponsored post on their news feed might just get you the exposure you need to bring them over to your landing page. Before long, applications will be flying into your inbox.
If you want to succeed as a jewelry franchisor, you need to build a network of outlets run by trusted entrepreneurs who share your vision, as well as your values. Attracting them to your website and store will require you to implement these marketing strategies across the franchise, so be sure to include them into your marketing plan as soon as possible.