Grand Opening, Marketing &

Advertising

Prepared by Jun Yalong

 Introduction
 Generally the franchisor will provide
some suggestions and guidelines to the
franchisee for a grand opening. The
franchisee should look at these plans
and then develop their own personal
grand opening program. It is important
that the franchisee discuss the plan
with his franchisor.

Prepared by Jun Yalong

 Media may use to Publicizing the
Grand Opening
 Newspaper – the franchisee may
consider using the local daily
newspaper for a grand-opening
advertisement.
 Direct Mail – it is the vehicle to
promote grand opening and invite
people to come and try the products by
sending invitation thru mail.
Prepared by Jun Yalong
 Media may use to Publicizing the
Grand Opening
 Radio – If the franchisee choose radio
advertisements, then radio spot should
begin before the grand opening event.
 Television – is an expensive method of
disseminating information but still one
of the great advertising tools of our
economic system.

Prepared by Jun Yalong

Media may use to Publicizing the
Grand Opening
 Billboards – it can be a tremendous
tool in informing people about your
grand opening as well as a continuous
reminder to them of your store,
products, and location.

Prepared by Jun Yalong

 Signage
 In-store signage – People need to be
reminded at times where they are while
in the store.
 Exterior signage - signage may need to
be placed closer to the street so that
people will know that grand opening is
occurring for that particular store.
 Decor/ambiance – décor of the store is
going to set the spirit and feel of the
business.
Prepared by Jun Yalong
 Signage
 Extraordinary signage – some
franchise may use cold air balloons or
hot air balloons to draw customers into
their grand opening. These generally
contain the name of the store and the
dates of the grand opening.

Prepared by Jun Yalong

 Special Events
 Sweepstakes
 Lottery
 Skill Contests

Prepared by Jun Yalong

Marketing the Business

Prepared by Jun Yalong

 Brand Name Identification
 One of the great opportunities and
rights which the franchisee to use is the
franchisor’s trademark, trade secrets,
business systems, interior design,
which enhance the recognition of the
stores throughout the world.
 As the franchisor’s brand name
identification grows, the value that
your franchise increases.
Prepared by Jun Yalong
 Profiling Customers
 As the franchisor has developed a
profile for the best franchisees, a profile
should also be developed for the best
customers.
 The profile should consist of
demographic information, purchase
frequency of the best customers,
favorite products, brand usage, amount
spent, and profit potential.
Prepared by Jun Yalong
 Classifications Products/Services
Users
 Opinion Leaders – are those who
purchase a product first. These are
those individuals who purchase every
new product that comes out, and they
are the first one on the block to have
that product.

Prepared by Jun Yalong

 Classifications Products/Services
Users
 Early Majority – are those hear about
the product from others and then
decide that they want to try it.
 Mass Majority – are those who want
the product after hearing the everyone
else has used it and after it is perfected.

Prepared by Jun Yalong

 Classifications Products/Services
Users
 Laggards – are those who may never
buy this product and who simply do
not need such products for their
personal satisfaction or enjoyment. The
laggards are individuals who may be
influenced or brought to your way of
thinking.

Prepared by Jun Yalong

 Sales Promotion
 Sales Promotion – are exciting
activities where an incentive is offered
to induce the customer to purchase
particular goods or services.
 Sales promotion incentives often
include coupons, contest, premiums,
sweepstakes, and even free samples.

Prepared by Jun Yalong

 Selling
 Selling is both an art and science - an
art because it takes continuous practice
to stay within the lines and a science
because there are certain steps or
requirements to close the sale.
 Selling is the ability to get the
customer to make a buying decision.

Prepared by Jun Yalong

 Steps in the Selling Process
 Mission Statement – will introduce
you and your business to the customer.
 Probing – are simply designed to ask
questions of the individual to discover
their desires and wants.
 Listening – your staff members need to
be able to listen for accuracy as well as
to find out what the customer wants
and why. Prepared by Jun Yalong
 Steps in the Selling Process
 Supporting Benefit Statements – a
person will buy a product or service
because it is of personal benefit to
them. The idea behind a benefit
statement is to explain to person how
buying the product or service will
benefit them.

Prepared by Jun Yalong

 Steps in the Selling Process
 Closing – is when you move toward
allowing the customer to buy. Closing
is not manipulating – it is an
opportunity to allow the person to
make a positive decision.

Prepared by Jun Yalong

 Sales Playbook
 The sales playbook should simply
consists of the steps in the selling
process plus some written samples of
each.
 This allows all members of the
organization to review the sales ideas
periodically.

Prepared by Jun Yalong

 Knowledge is Power
 The problem that many franchisees do
not even know exists is that their
employees do not know the products or
services that they can sell.
 Some of the specifications and
features of specific products need to be
learned.

Prepared by Jun Yalong

 Honesty Pays
 Satisfying the customer’s wants and
desires is crucial, but at the same time,
you need to be honest about what you
can and cannot provide. Honestly
encourages trust and repeat business.

Prepared by Jun Yalong

 Be Positive
 People love positive people. Positive
words build bridges and negative words
may destroy those bridges.
 People often affiliate with others with
whom they have positive interactions.
People shy away from others after
negative interactions.

Prepared by Jun Yalong

Advertising and Public
Relations

Prepared by Jun Yalong

 Advertising
 Advertising – is generally viewed as
any form of paid communication where
the sponsor or company is identified.
 Advertising is initially used to help
develop brand awareness and build
successful brands and consumer
products.

Prepared by Jun Yalong

 Advertising to the Consumer
 Advertising affects all of our daily lives.
 Advertising influences many of our
purchases & helps us to make decisions
 Consumers turn to advertising for
both its information value as well as its
entertainment value.
 It does have the ability to develop and
change attitudes.
Prepared by Jun Yalong
 Goals of Advertising
 Provide information to the target
audience
 Persuade the target audience to like or
purchase your product.
 Remind the target audience about the
products and their benefits.

Prepared by Jun Yalong

Franchisor Requirements for Use of
Advertising Funds
 Most franchisors will require the
franchisee to pay from .5% to 4% of
gross sales as the franchisor’s
“Advertising Fee”.
 Advertising funds are generally used
for payment of media time, production
of media materials such as for radio,
newspaper, television or store level
materials. Prepared by Jun Yalong
Advertising Groups in Franchising
 Voluntary Advertising Committee –
which is formulated primarily from
volunteer franchisees who provide
advice and counsel to the franchisor for
advertising expenditures. This
advertising committee is often a
subcommittee of the franchisee
association.
Prepared by Jun Yalong
Advertising Groups in Franchising
 Voluntary Franchisee Cooperative
Advertising Association or Franchisee
Cooperative – it is organized for the
purpose of creating a specific team in a
specific area to help coordinate
advertising, marketing efforts and
programs to help maximize the
effective use of local advertising media.
Prepared by Jun Yalong
Franchisor Rights over Franchisees
Committees & Cooperative
 Most franchisors reserve the right to
establish the general standards and
guidelines for the operation of all
committees.
 No final decisions are generally made
about the spending of advertising
funds without the franchisors written
approval.
Prepared by Jun Yalong
 Public Relations
 Public Relations – is designed to help
to develop and maintain positive image
of the company.
 Public Relations usually help an
organization to communicate with the
customers, suppliers, government
officials, employees, and the
community in which the business is
located. Prepared by Jun Yalong
 Publicity
 Publicity – is generally the free
information about the company that is
printed in mass media as a news items.
 Another things that can be done with
publicity is to get copies from the
newspaper and frame them to place on
the walls in the business.

Prepared by Jun Yalong