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Published on: 7/1/2006
Last Visited: 3/9/2007
In this issue we continue our look at franchise marketing as we talk to Martin Greenbaum of Greenbaum Marketing Communications and Michael St Jacques of St Jacques Franchise Marketing.
Full service marketing for franchise development and consumer campaigns
Greenbaum Marketing Communications is a full service marketing and creative firm that specializes in the franchise industry.Company President, Martin Greenbaum, has many years of personal experience in franchising and says a significant portion of his firm's clientele is in the franchise industry."My roots are in franchising," says Greenbaum, "and my key focus has always been on the marketing and promotional sides.We always look at how we can not only increase franchise sales and lead generation, but also on the other side how we can help the owners develop unit revenue growth."
Currently, the firm is working with 16 franchise companies in different capacities.Greenbaum has also started working with FranNet to rebrand the organization."I assist franchisors with development and strengthening of their brand.I set strategy for many of them and determine where they should advertise, what online strategies work, and where they will get the best bang for the buck among the online portals," says Greenbaum.
"On the consumer side," says Greenbaum, "to spur consumer revenue growth, the franchisors often provide their franchisees with a standardized branded set of marketing tools and strategies.We take a look at those and redevelop them to enhance their effectiveness - make them stronger, clarify the message, and carry the brand over.We also develop new ideas to promote their business with other methods or tools that are cost effective."
Greenbaum points out that his firm is not a self-serving agency out to make money just for the firm."I put together programs that really meet the needs of the client - programs that make sense and are practical."Greenbaum says it's important to focus on growing revenues in a way that pays for itself."The problem is there are a lot of agencies out there that want to do TV campaigns, for example.I take a look and say ok, how much is it going to take to get the investment back?That is where a lot of people miss the boat.It's one thing to sell automobiles that have a ticket price of $30,000 or $40,000 each.But when you're selling a Subway sandwich, you have to know what's going to be cost effective, how it can be implemented on the local level, and how it will support the brand," asserts Greenbaum.
GreenbaumKeeping up with the timesThe key to successfully marketing a franchise brand, according to Greenbaum, is to develop a brand that is consistent with the times."The world changes and everything evolves," says Greenbaum."So we want to create a brand that really reflects the times.A brand is not only what the logo looks like, but what it totally represents.We want a brand to make a statement in the key messaging."Greenbaum says how that message is portrayed varies from brand to brand."First, the design and colors reflect the services.Then it's how they're positioned in the ads, where the ads are placed, what the key messaging of all the ads looks like, and how it's formed in the advertisement as well as in any of the collateral."And all the while, you must differentiate yourself from your competition, Greenbaum adds.
"Branding is not easy," asserts Greenbaum.
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In terms of helping to grow a system, Greenbaum says the key is to communicate what the franchise system is all about and focus on the benefits to the target market.He continues, "Usually we're talking about mid-America, helping those individuals become entrepreneurs within a proven system.Our target market is typically your average individual or family, the guy who has been working most of his life either in the corporate world or maybe unsuccessfully or even successfully in other businesses.We touch upon those hot points that will gain their interest, making sure to cover those emotional triggers that gain their attention and inspire them to act.So we're not just touching upon 'this is OUR business,' but rather we are painting that picture in our communications of why this might be great for YOU.In their mind, I want them to be able to see themselves in this business."
Contact Information: Greenbaum Marketing Communications, Martin Greenbaum, President, http://www.greenbaummarketing.com, (702) 898-8818.
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