How to Sell an Unknown Brand and Build a Market

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How to Sell an Unknown Brand and Build a Market

One of the biggest rules in franchising is to not oversaturate a market. If there are already 10 pizza shops in town, chances are you don’t need another pizza shop. No matter how unique its premise may be or how many thousands of toppings can be served – to most, pizza is pizza. The same goes for any other type of business, whether a restaurant, cleaning service, or you spend your days delivering bouncy houses to kid birthday parties. If there’s too much competition, you simply won’t be able to thrive. Which means less profit (if any) and no room for business growth.

However, the opposite can also hold true. If a brand or concept is completely unknown, it might be hard to drum up business. Or convince folks that your business is something they need to contribute to. Of course, in a perfect world, your potential business options would fall somewhere in between. Where there’s a market available for [fill in the blank], and future shoppers are familiar with their work, and will be immediately enlisting their help.

In reality, very few of those ventures actually exist.

Instead, it’s best to weigh your options. Competing with an established market offers little margin for success. While introducing an unknown concept offers far more room for growth. Even the option to branch out into multiple locations.

Getting Started

Once you’ve gotten the logistics all into place, it’s time to start marketing your brand, even before it’s up and running. Post flyers, take out radio ads, TV slots, host social media accounts. Whatever marketing tactics you can get your hands on early, do it. There are even plenty of budget-friendly options. Or if you prefer, reach out through a local marketing company for access to their reach and expertise.

Next, within these efforts, it’s time to show customers why they need you. Address problems, show convenience, explain how the concept has worked in other areas, and so on. This can be customized within each industry, but should show your venture in the best light possible.

Announcements should also list opening dates or any promotions for new customers. If it’s to draw them in, it’s your job to let them know about it, and how it will be beneficial.

Once Underway

After you’ve been open for a few weeks, it’s time to switch up your tone. Rather than trying to get customers to come in for the first time (though that’s still on your radar, too, and always will be), you want them to keep coming in. Perhaps even trying additional services.

With these ventures, you can offer rewards or discounts for repeat visits. Free coffee with their fifth oil change. A 20% discount for referring a friend. Five bucks off gas if they book a second appointment. And so on.

Another place to look, however, is with your happiest of shoppers. Here you have a wealth of tools that are just waiting to be tapped into. If customers are willing to be quoted (generally online – whether through a website or social media) or write up a review, offer them a free service. There are also friend incentives, for anyone who refers, provide a deal of some kind. These are some easy, yet effective ways to encourage word of mouth. And over time, it’s a pattern that will repeat all on its own.

With a little effort and a brand that does exactly what it’s supposed to – satisfy its customers and fulfill a need – franchisees from all over can gain ground in a new market. Follow the above for ongoing and efficient ways to spread the word. Not only are these methods proven, they’re a budget-friendly way to add sales … well before you even open your doors.

  • Author: Jason Hightower
  • Date: September 04, 2015
  • Category: General Franchise Information
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