How to promote your business

When you buy into a franchise you are buying into a business system, a proven brand and on-going business support. Nigel Toplis provides some top tips to help a franchisee promote their business 

• Networking
  Here the primary purpose of all attendees is to a) meet new people and b) gain referrals into new business.However, it is not simply about turning up, doing a ‘spin', giving out a few business cards and having a bacon sandwich! Like all good marketing you need to work at it - make it a rule to get at least three referrals from each meeting.

• Mailing
  Local awareness and local exposure is essential if you are to grow the brand in your own territory - so regular mailings (postcards for example) to existing, lapsed and prospective customers is a must.

• Walkabout
  There is nothing like ‘walking your patch' and ‘smelling out' those prospective customers - then walking in, introducing yourself, finding out who your right contact might be then leaving something branded behind (pen/notepad, etc) and saying you will give them a call - and putting them on your mailing list.

• Email marketing
  Simple and cheap because you will have already collected email addresses on your walkabout, so it's easy to implement every month and a great way of getting your brand in front of customers and keeping some kind of contact.

• Referrals
  We did some research a few years ago and 90 per cent of existing customers said they would happily refer their good suppliers if asked! So, if you are doing business with one part of the business ask if they can give you a name of someone to contact in another part of the business.

• Get personal
  One of the best ways of gaining impact with customers/prospects - getting noticed - standing out from the crowd - is to market directly to the customers by way of a personalised product.

As human beings we love being made to feel special - so if we are sent something with our own name and/or something personalised to an event close to our hearts we feel closer to that supplier.

As a franchisee you will have bought into a system - use it! However, do not think that marketing your business is solely down to the franchisor - it isn't. If you take these ideas and work with the franchisor then you will maximise the value of your marketing activity!

Nigel Toplis
Previously chairman of the bfa, Nigel Toplis is managing director of three franchise brands in the UK.

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