How to Turn the 7 Stages of Franchise Education into Advertising Messages
In our previous article, we took a deep dive into the 7 Stages of Franchise Education. We also explored how creating marketing messages addressing the concerns of future franchise owners should vary as they progress through those stages.
As Fran Dev sales and marketing professionals, we must meet potential owners where they are in the process, whether that’s at the beginning states where they are just becoming exposed to franchising as a concept, or further down the funnel where they are reviewing FDDs and digging deep into everything your brand has to offer.
So how should your ads and messaging vary? Below is a look at sample ads, Wally’s Water Bottles. Wally’s has been using ads on Facebook to target potential owners throughout various stages of the franchise education journey.
7 Ads for 7 Stages
Stage 1: Understanding what franchising is.
Information Future Franchisees are Looking for:
This is the first step in the education process. Individuals searching for “how to start a business” or “own a business” are looking for guidance. They need to be educated on what a franchise is - remember, most Americans’ understanding of franchising is limited to McDonald’s or Subway.
At this stage, you want to entice searchers to explore franchising as the superior alternative to independent business ownership.
Stage 2: Why choose franchising?
Information Future Franchisees are Looking for:
Now that you’ve captured the attention of prospects who may not have been considering franchising, it’s time to explain why franchising offers a better alternative to independent business ownership. Understanding that franchising is less risky, offers a proven business model, training and support, and a ready-made customer base reinforces the message that franchising is superior.
Stage 3: What are franchising’s strengths?
Information Future Franchisees are Looking for:
As in-market prospects start to turn toward franchising as a viable business opportunity, explaining the collective power of franchising is essential. Understanding that replicating operations, maintaining consistency across locations, and building brand loyalty through uniform customer experiences benefits all owners is critical. The power of franchising and all the benefits that being part of a brand offers is your goal here.
Stage 4: How does franchising compare to starting or buying a business?
Information Future Franchisees are Looking for:
As future franchise owners progress through their research and investigation phase, they start to see franchising as a viable alternative, but they may not be convinced it’s right for them. They want to be the boss. Make the decisions. Be the leader.
At this point, it’s not uncommon for prospects to be concerned that franchise ownership isn’t going to give them the freedom to be the one in charge. Explaining that franchising provides a solid framework and foundation upon which you can build your business is the goal in Stage 4.
The true turning point for a future franchisee happens when they understand that franchising means being in business for yourself, without being in business by yourself. While buying a franchise comes with some brand and operational controls, the many benefits far outweigh any restrictions.
Stage 5: Preparing To Buy a Franchise Location
Information Future Franchisees are Looking for:
Now, fully committed to the idea of franchise ownership, in-market prospects will begin to speak with brand representatives and review the FDD. Questions regarding the brand’s operational systems, investment figures, and current franchisee satisfaction are all top of mind during this stage of the franchise journey.
Now is not the time to take the foot off the gas. Staying in front of your prospects as they investigate your brand—and others — is imperative.
Stage 6: Preparing a Franchisee Business Plan
Information Future Franchisees are Looking for:
This stage is when an in-market prospect transitions to an engaged prospect. They begin visiting Fan Dev sites and completing the due diligence necessary to demonstrate a readiness to own and operate a franchise location.
Now you really need to showcase your offering! This is when advertising should shift from a focus on the benefits of joining the industry to a focus on what your brand has to offer. Now is the time when you are competing against the other brands in your sector.
Stage 7: Investing in a Franchise
Once all questions have been answered, a new franchise owner is minted. They have completed a risk-benefit analysis, explored financing options, and understand all the ways the brand supports them as a location owner. They’ve also met all your selection criteria and are ready to open your brand’s newest location!
