Question

Topic: Advertising/PR

Generating Leads For Franchise Sales

Posted by Anonymous on 1/4/2012 at 1:44 PM ET 250 Points
How can I advertise to generate leads for franchise sales? We are trying to do some localized advertising to sell franchises. We are looking for wealthy entrepreneurs who often shelter themselves from salespeople. What kind of creative advertising can we do to break through the clutter?
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RESPONSES

  • Posted on 1/4/2012 at 4:53 PM Accepted
    Where? Can you define your target audience a little better? "Wealthy entrepreneurs" isn't a particularly useful definition. How wealthy? Where do they live? What identifies them as entrepreneurs?

    If you're going to advertise, you need to have a good fix on your target audience. What do they read? How did they acquire their wealth? What are their goals? What are their unmet needs? Why do they need you (if they're already wealthy)?

    It sounds like you have a solution to an ill-defined problem. That's backwards from a marketing perspective.
  • Posted by Sally on 1/4/2012 at 7:16 PM Accepted
    Eric, are you looking for wealthy entrepreneurs to be franchise owners or backers? If someone is wealthy and entrepreneurial, why would they want a franchise?

    What type of franchise is it - retail(restaurant? store?), professional services? Each requires a different owner skillset and preference.

    I would look at the franchise itself first. If there are ones currently in operation, I would interview those owners. If a new franchise getting started, I might suggest doing some primary market research to determine the USP and what attracts or doesn''t attract.
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