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What marketing support is given to franchisees by the franchisor?
The type and amount of support will vary from franchisor to franchisor. At its simplest it may just be examples of adverts you are free to place in whichever media you choose, such as local papers and directories. These examples will be laid out in the operations manual and will probably have the typestyles and pantone numbers specified - this will almost certainly be the case if the franchisor’s logo is being used.Other franchisors will provide you with a central advertising booking service, which will advise you on the most appropriate local media for your product or service and enable you to get the best rates. They may even place the adverts for you and pay for it through the national marketing fund, which is also used for other forms of generic marketing once the network gets big enough.Above all else, franchisors should know better than anyone what sort of marketing works best for their franchisees. Sometimes the best support they can give is to stop you wasting your money on useless schemes and help you prepare an effective media plan and marketing budget for the local promotion of your business. This can include innovative ways of getting press coverage, opportunities for cost effective sponsorship of local groups or special arrangements for the print and delivery of leaflets to relevant households.
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