marketing a franchise

Pack-Outs for Your Print Marketing Campaigns

Businesses thrive on marketing campaigns–and what better way to market than signage? It’s visible, usually colorful, and meant to grab attention right away. What could go wrong with branded signage?

Unfortunately in franchises, a lot could go wrong. It’s often too easy for franchisees to create signs and other marketing materials that go off-brand. It might be a color, a font, or even a different offer. While it might not seem like a big problem, it can be devastating for campaigns. For example, if your food-based business needs to advertise a special deal or a new menu item, and one location doesn’t get the right signage, you could lose a lot of customers looking to participate in the offer!

Marketing campaigns and promotions hold no weight if your franchisees aren’t on the same page visually. But that is where Divvy steps in.

Pack-Outs for Your Promos

Divvy easily creates quality marketing materials our franchises need to promote their products effectively. We create print marketing shipments, referred to as pack-outs. You may also know them as:

  • Quarterly marketing build-outs
  • Promo packages
  • Marketing auto-shipments

In these shipments, we print any item you might need for your campaign. These could include flyers, cards and envelopes, apparel, window clings, store graphics, menus, displays, and more. One franchise might only need a shipment of window clings, while other campaigns require all of the above for a large-scale marketing promotion.

The best part about pack-outs is that each shipment arrives at each location simultaneously, with the exact same pieces and materials. Every franchisee will receive exactly what they need for their campaign. This saves each location from having off-brand signs, different offers, and unapproved images. Your campaign will run smoother than ever with every franchisee participating this way!

Shipping Your Pack-Outs

Though it may be easy to print all the necessary products, getting them organized and off to their destinations can be trickier. But not for Divvy! Getting those products to businesses like Port of Subs, Bahama Bucks, and others in a timely manner is where we really excel.

Divvy does not deliver your print collateral back to you (the franchisor) for you to ship. That would be a waste of your time! Instead, we send it out for you to every individual location, saving you time and stress–and making sure everything gets there in time for your promotion to begin.

 

How Pack-Outs Work

Franchises order their promotional items via our web to print storefronts and API. Divvy then prints every single product just the way you need it. Need one location to receive something different from the others? We can do that, too! We will then drop-ship each set directly to every location, meeting your time-sensitive needs.

Divvy has a great deal of experience doing this for large orders covering multiple stores. We help franchises meet their tight deadlines and pull off successful marketing campaigns and promotions by doing everything in one place, where others are at the mercy of multiple shops and their variable or unreliable deadlines. Divvy’s ability to perform these pack outs in one location and ship them out to each franchisee gives us the edge compared to our competitors.

Marketing a Franchise in Your Local Market

One of the benefits of buying a franchise is the inheritance of a strong, established brand with marketing support from an experienced corporate office. But even with the support from a franchise brand, marketing efforts that prove successful in one region or location may not work in another—which means customization and localization are extremely important.

At Divvy, we regularly consult with franchisors about providing franchisees with strongly branded marketing materials and tools, while also allowing for local customization. In many ways, corporate can and should provide a tool box, and maybe even a framework for a franchisees’ marketing, but the franchisee will find better success when they follow these marketing guidelines to help shape their own local franchise marketing:

1. Know your local market

Knowing your local market will allow you to communicate your message to them better. Say your franchise sells frozen yogurt and you’re located in a college town. You’re likely to find success through social media and mobile advertising.

If you’re running that same franchise in an old historic neighborhood with an older demographic, for example, you’ll want to test the effectiveness of print and other more traditional marketing efforts.

2. Build relationships with other local businesses and franchises

This may seem like an odd piece of advice, but other business owners have been in your shoes, trying to market and build their business within the same local area. Connecting with them on a personal basis can only bring you more valuable insight into your local market.

Your competitors may not be too keen on divulging demographic information, but other franchises or businesses in your area might be willing to shed some light on the marketing hurdles you face. Of course, knocking on doors to get a hold of the franchise owner may not work, but tapping into groups through LinkedIn or the Franchise Business Network [link to FBN Utah site] can help you reach the right people.

3. Track your efforts

You cannot measure the success of your efforts, or improve your marketing, if you don’t meticulously track your marketing efforts.

Something as simple as recording the time of day you post social content can shed light on the reach and effectiveness of your posts. If you’re making calls, record the time of day, amount of time spent on the phone, etc.

Once you’ve collected a significant amount of data, sit down with your team to discuss the information and look for behavioral trends or indicators that can help you adjust your messaging and delivery tactics.

If you could use help delivering customizable marketing collateral and tools to your franchises or business locations, please contact us. We can help.

 

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