Franchisor | No Limit

On Thursdays, I have been focusing on content management. For today, rather than going into the next step in managing your content, let’s take a step back and focus on something every franchisor is trying to master: Local Store Marketing.

Local store marketing, in many cases, can be the difference between a make and a break for your franchisees. Similar to the art of networking, local store marketing is all about building a connection with your community and maintaining it for better branding, better sales, and better image over the competition (the list goes on, and on, and on).

I was talking with the general manager of an Atlanta-based sports bar franchise last weekend at a bbq at my apartment and thought some of this insight would provide valuable to those trying to master the art of local store marketing.

“We have had some difficulties generating a buzz for our location,” he said. “There’s a new restaurant opening in our area, which will cause some difficulties for us, as well.”

“No it won’t,” I fire back.

“No?” he asks, puzzled.

“Absolutely not. You want more restaurants to take up empty real estate by you because it will drive traffic. Right now, your location is crap. It has no other pulls. Sure, you have a steady flow of customers during convention season (the location is in a convention center complex), but now, you have another anchor who can potentially introduce your brand to a whole new breed of customer – locals.”

“Interesting,” he said, obviously hooked.

“Now is your time to capture some of the local audience before that restaurant opens. If you ever needed to market your location, now is the time. Go to all businesses in the area and give them a free appetizer. You could even offer them a free, open bar happy hour from 5 p.m. to 6 p.m. Get them in the door, tell them they have to bring a minimum of 10 people for free beer and wings. The cost of product is worth it to have these people snack for an hour and then stick around for more drinks and food for the game. Now, just as important is what I call Social Store Marketing. Do you have a personal Web site?”

“No, just corporate.”

“Get permission to create a MySpace, Facebook, and blog page where you can connect with new and existing customers, inform them of specials – including your open bar happy hour party – and grow the brand locally. What will happen is you will have a foot ahead of the new restaurant opening because now you will be the local place to go. And you will be connecting with new customers who didn’t even know you had a location there. Plus, you are sports, they are not. Go eat dinner there and come for drinks at your bar. Figure out a way to connect their guests to your brand – picket your location on Friday nights. Hand out cards for the big Sunday game. Get in front of their audience.”

Sometimes giving to get is the simplest way to form the bonds. And now, local store marketing is not limited to just in-person – it can be done virtually, and should be done virtually to capture the widest range of customer.

Over the last year, I have been screwed by multiple franchises. Their customer service has been so rancid I have been left never to return. For instance, a well known automobile tire brand (Name withheld. I have bashed the situation plenty.) that guarantees they check your brakes upon every oil change, failed to check mine, and my car narrowly escaped a major accident. Their response: Not our problem. And outside of franchising, a cable provider missed two installation appointments. Their response: Not our problem, in addition to a hang up.

While businesses may have been able to get away with treating their customers and, in some situations, employees – their brand ambassadors – like crap in the past, no longer is that an option. The disgruntled used to rely on sending letters to the editor; or begging the consumer TV reporter to expose the situation. Now, the public can do it themselves. And when the employee bashes the public and the management – WATCH OUT.

As a communications guru, it is my job to gently push these stories upon my clients. You don’t !@#$ with the consumer. With blog sites; Social Media; Social Networking; etc.; etc. driving our world – make the mistake of pissing off the wrong person, and suddenly their exposure mission can turn to reality very quickly.

And news travels.

A site like “About My Job “ can trash their franchisee or manager in the click of a button. Editing not necessary. Censorship not allowed. Freedom of Speech in full effect. And you, as the franchisor can do little about it (I say little because you can optimize and hide, but, the consumer can create a grassroots campaign themselves.). Times are changing, which means brands must pay closer attention to the consumer and employees. Franchisees hold greater power, as well, as they can treat their staff however they desire. What this means for zors: It’s up to you to pick the right zee.

For Dominos Pizza, one employee wrote this:

“THE MANAGER–by far the worst position in the place…terrible..and here’s why..upper management is (BLEEP)..im convinced that they are just (BLEEP) (BLEEP)…there is only 2 smart upper managers that I know and unfortunately there intelligent opinions are washed out by all the other ones banter. AND THE FUNNIEST THING ABOUT UPPER MANAGEMENT…they take themselves so seriously…its just plain obnoxious really…”

Sure, you can make sure you treat your staff and customers like gold. This stuff will still post, though. It’s something to be aware of – and shows why testimonials are so much more powerful, as is the power of public relations (in the media and behind the counter). Just as a blog can help you, as a zor, establish brand content, the consumer can do the same. If the consumer enjoys your brand, look for increased sales. If they don’t, find a way to fix it.

Communications is taking a giant turn.