Market Planning

Growing your franchise brand to full market and media saturation requires a solid, effective plan. Market planning requires demographic research, mapping tools, and plenty of additional resources. One option for successful local and regional marketing is to engage third-party companies to help define and set your plan for each market you operate in.

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  • HigherMe
    HigherMe was founded by a former multi-unit franchisee to optimize the hiring process. Our technology ensures you're hiring better quality candidates, reduces turnover and saves time and money.
Big data is changing lead generation and the franchise sales process. Are you taking advantage or falling behind?
  • Jim Bender
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When we start working with a consulting client and tell them the first place we start is creating a customer service vision statement, they say, "The last thing we need is another statement. We have mission statements, purpose statements, and our employees can't even keep them straight."
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At Jersey Mike's Subs, inter-departmental cooperation using an integrated technology platform and a home-grown POS system continue to fuel growth.
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In 2011, RPM Pizza (the largest U.S. franchisee of Domino's Pizza) made major improvements in its speed-of-delivery service by improving its percentage of on-time pizza deliveries by 17 percent.
  • John DiJulius
  • 2,095
Pam Harper says she learned at an early age the commitment and tenacity it takes to run a small business. She drew inspiration and strength from observing her own parents toil to make their businesses succeed.
  • Kerry Pipes
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Marina MacDonald has worked in the hospitality industry for nearly three decades. Since November 2007, she's been with Red Roof Inn, the past year and a half as CMO.
  • Kerry Pipes
  • 1,644
As a franchise organization, there is no doubt your marketing department is focused on the Millennial audience as a potential customer base. You've read scores of articles describing the size of this generation, as well as their potential spending power in the coming years.
  • Dan Santy
  • 1,232
Doug Koegeboehn is a great example of the connection between ad agencies and franchise brands.
  • Kerry Pipes
  • 1,754
Diana Hovey says she came to know and love Corner Bakery Cafe over a cup of coffee at a unit in her neighborhood.
  • Kerry Pipes
  • 1,658
Insight is a new configuration of knowledge that breaks the existing pattern of thinking in an unexpected way.
  • Jack Mackey
  • 1,672
Consumer marketing changes constantly—no news there. Keeping up is another story. Tactics and thinking that were progressive and results-oriented yesterday are passé and ineffective today.
  • Kerry Pipes & Eddy Goldberg
  • 3,986
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Growing franchisee profitability usually requires growing the top line, as well as controlling costs. With no rising economic tide to lift all boats, the way to grow sales is to take share from the competition.
  • Jack Mackey
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According to the National Restaurant Association: 13 percent of all Americans have made a reservation using a smartphone or tablet in the past 30 days; 46 percent said they would do it if the establishment offered it;
  • Tom Epstein
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For the third consecutive year, FPN is reviewing the previous year's sales trends in the franchise space. While not encompassing all of franchising,
  • Tom Epstein
  • 1,446
Do you know how often consumers pass by your competitors' locations to visit you? Wouldn't it be great to know where and when consumers bypass your stores or restaurants to visit a competitor?
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  • 1,287
There has never been a time where the nature of commerce is changing as rapidly as it is today. Technology been moving at blazing speed, not only around mobile payments and tablet-based POS systems...
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A McKinsey Quarterly Report shows that positive word of mouth has more than twice the impact of traditional advertising.
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Technology in the mobile space is moving at blazing speed. Normally, franchise systems tend to run a bit behind the curve when it comes to new technology, but not so in the loyalty space.
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Franchisees are looking hard at how to recruit and retain Millennial employees.
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Jayson Pearl has more than 25 years of franchising experience on his resume. For the past year, he has led BrightStar Care as its chief brand officer.
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  • 3,368
Earlier this year, there was an inspiring celebration of the American Dream--and a tinge of sadness, too--as Hungry Howie's Pizza marked its 40th anniversary.
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Jayson Pearl has more than 25 years of franchising experience on his resume. For the past year he has led BrightStar Care as its chief brand officer.
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How do you keep a 75-year-old brand relevant? There is no single answer to that question.
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You've heard the buzz. You know they're out there. But are you still scratching your head trying to figure out what to do about Millennials?
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David Buckley is a busy marketing executive. He's responsible for development, planning, and execution of the consumer marketing strategies for not just one, but four retail chains under the Sears label.
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Wendy Odell Magus is in the driver's seat, a position she relishes--and excels at. With more than two decades in marketing, she understands both the consumer and franchise sides of marketing and communication
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If you and your franchisees are currently making a profit, let me remind you: There are people who are dedicating their lives to taking that profit away from you.
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Terri Snyder's 30 years of experience in foodservice marketing include stints with Pizza Hut, Domino's, and T.G.I. Friday's.
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Customer journey mapping is a hot topic for the leaders of franchise organizations.
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