Why You Should Consider Local Area Marketing

Why You Should Consider Local Area Marketing

Local area marketing (LAM) is the activities undertaken by franchisees to market and advertise within their local communities. Unfortunately, many franchisees choose to cap their marketing efforts at their contribution to their franchises national marketing fund, failing to realise the impact LAM can have on their business.

Whilst LAM can be vital to the success and growth of an individual franchise, franchisors often make it difficult for franchisees to feel as though they can undertake such activities, due to strict terms in their Franchise Agreements and a lack of support and guidelines. Often such agreements stipulate that franchisees must gain approval to conduct LAM, which isn’t without reason, as franchisors have worked hard to create and maintain a particular brand image. However, franchisees often find themselves lacking any guidance or materials to take the next step without potentially compromising the brands national image.

Nevertheless, LAM can be the element that makes or breaks an individual franchise, and franchisees should develop a plan to appeal to their local area and seek approval from their franchisor to launch it.

LAM has a wide range of benefits, including increased awareness, engagement and reach amongst the local community. It also aids in building customer loyalty and gaining repeat business. For franchisees, establishing a positive brand image within their local market is what will help the business survive long-term.

Often, especially with the rise in popularity of independent small business, consumers are turning away from the concept of large national chains, and feel driven to support local business. This is why it is key that franchisees are able to make this connection with their local community, and ensure that consumers can see they are one in the same.

Whilst LAM can be done through many channels, social media pages continue to prove the most popular form of community outreach. However, involvement in local events can be a highly effective awareness building tool, and sponsoring of local clubs and sporting teams can further cement customer relationships.

The good news is, LAM doesn’t just benefit the individual franchise, but can help build upon the reputation of the brand as a whole. Research by The Nieman Journalism Lab shows that social media posts targeted to smaller geographic locations are six times more successful than globally targeted posts. The high levels of success achieved through LAM suggests that franchisors should be taking action, encouraging their franchisees to invest in LAM, and providing the support and materials to help them do so in line with the national brand image.

In the start-up and expansion stage of a franchise, the majority of capital often goes to funding equipment and fit-outs, leaving very little capital left to invest in Local Area Marketing. If you’re starting your first franchise, or expanding to more locations, Cashflow It provides equipment financing so that you can channel your capital into marketing and advertising, to help grow your business.

Cashflow It provides various financial solutions, so if you want to hold onto your capital to invest in Local Area Marketing, apply online now. 

How to become a Multi-Site Franchisee

By Rachel Kurzyp

Your first franchise is booming and you’re now looking to become a multi-site franchisee, but where do you find the capital to fund your second site? And how do you ensure you don’t miss opportunities to expand your franchise?

Business

If you’re a successful franchisee looking to expand your brand by taking on another site, there are some preparations you must do before lenders will consider funding your future business. In terms of timing, it is important to have the first store running efficiently and profitably, according to Cashflow It Managing Director, James Scurr, as lenders will want evidence that you have a proven track record with your first store before taking on additional sites.

“Having an accountant prepare your financials to ensure they demonstrate a healthy profit will go a long way in securing funding for a second or third site”, says James. “This not only shows your ability to successfully run a business, but the profit derived from the existing store will help the lender assess the serviceability of the proposed lend on the second store”.

Often franchisees use all their available capital to fund their first store. This means they may miss out on opportunities to expand and become a multi-site franchisee. One way to ensure you can take advantage of opportunities when they become available is to have access to capital.

“At Cashflow It, we fund the fit-out and equipment costs for greenfield sites and we can also free up capital by funding the used equipment in the original store”, explains James. “We can also assist you by offering a sale and lease back of the original equipment to help free up important capital”.

Another viable option for franchisees is to have their franchise system accredited. “We have an accreditation program for franchise brands where franchisees are “pre-approved” for funding”, says James. “This approval is based on a per-store basis rather than per individual. So, a franchisee can have guaranteed access to funding multiple stores simply by completing an application form and providing a copy of their driver’s license”.

One of the benefits of using a specialised financial lender like Cashflow It is that many finance products offered are 100 percent tax deductible and are ‘off balance sheet’. “This is different from many other lender products where only the interest portion of the repayments can be considered a tax deduction”, explains James.

“The idea of multi-site ownership is that revenue and profit increase, which also means that the amount of tax paid also increases. But by funding your assets with Cashflow It, you can reduce the amount of tax paid”. The same goes for using funding ‘off balance sheet’. “By not displaying the finance on your balance sheet, franchisees will still have the ability to borrow from lenders”, says James.

Read more at www.franchisebuyer.com.au