Don’t Mix the Consumer and Franchisee Candidate Message Together

Published on March 06, 2017

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The challenges of two marketing messages as a franchisor (one to consumer, one to franchise investor). How most franchisors try to replicate the consumer messages to attract investors (and fail)

Franchisors: Don’t Mix the Consumer and Franchisee Candidate Message Together

In their zeal to attract and recruit prospective franchisees some franchisors will use the ingredients of their consumer marketing message in their marketing to attract prospective franchisees. This is the wrong approach to recruit prospective franchisees since their motivation for investing in a franchise is far more complex than the expectations of a consumer. Although market demand for a franchise product or service is an important consideration for the franchise investor it shouldn’t divert the major focus of the message, namely, why the franchise represents a good investment for the prospective franchisee.

For example, some franchisors will emphasize the attributes of the product or service as justification for someone to invest in the franchise. This in no way is intended to diminish the importance of the franchise product and the market opportunity but rather it should be part of a much more focused message. The reasons a consumer purchases a product are totally different compared to the reasons why an individual would invest in a franchise.

The consumer marketing message should emphasize quality, value and an emotional component.

For example, some franchises in the Children’s Service Franchise Category tend to emphasize the benefits the franchise service provides to children and their family in their franchisee marketing. However, the emphasis should be on the benefits and opportunity the franchise offers a franchisee. Therefore, a comprehensive Financial Performance Representation in Item 19 as part of the message directed to candidate will have more appeal than duplicating the same message for consumers.
Prospective franchisees will be drawn to a franchise opportunity with a message that includes:

  • The market opportunity
  • Earnings potential
  • Financial opportunity
  • Franchise support
  • Performance indicators

These are the items that a prospective franchisee is interested in and emphasizing the benefits that appeal to a consumer is the wrong message for a franchisee.


About the Author: Ed Teixeira
Ed Teixeira is a recognized franchise expert with over 35 years experience in the franchise industry. He has served as a corporate executive for franchise firms in the retail, manufacturing, healthcare and technology industries and was a franchisee of a multi-million dollar home healthcare franchise. Ed is the author of Franchising From the Inside Out and The Franchise Buyers Manual. He has participated in the CEO Magazine Roundtable Meetings with business leaders from around the country and spoke at a number of venues including the International Franchise Expo and the Chinese Franchise Association in Shanghai, China. Over the course of his career, Ed has been involved with over 1,000 franchise locations and launched franchise concepts from existing business models. Ed can be contacted at 631-246-5782 or ed.teixeira@franchisegrade.com.
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