PR and Franchise Launch
When you have invested in a business, you’ll be wanting to generate leads for potential clients as soon as possible. Inevitably there are costs from day one, and to avoid failure, you’ll need to ensure cash flow, growth and sustainability – so where do you start?
A PR launch will generate a buzz around your new business like no other marketing.
The Avanti Group (UK) Ltd work closely with The Bridge Marketing to provide our franchisees with a PR launch that boosts all other marketing activities and provides you with the kick start you need.
In addition to the work that we do on our franchisees’ marketing campaigns both regionally and nationally, we ask that you also proactively promote your business and seek out marketing and PR opportunities.
How do you go about making your content stand out from the crowd?
• Can you tie in with a regional angle – is there a local issue?
• Can you tie in with a human interest story?
• Do you have an exciting Corporate Social Responsibility policy in place that supports your local community?
Prepare for the media
Your goal is to be seen in the press, but if you are not prepared, you could miss deadlines.
The work starts before you wow the media with your pitch for an article, you need to have the groundwork in place. Having the bulk of work done will mean that all is needed are tweaks here and there. You need to consider that your wording and images do not conflict with each other – check that they offer a clear and strong brand message. Don’t forget to also check with the franchisor that the article meets brand standards.
We’ve all had that phone call offering us the opportunity to feature in an industry specific magazine, but the content is needed in an hour – again it is handy to have an article prepared so that should you have the budget for a ‘too good to miss’ opportunity, you won’t miss out.
Targeting your market
Did you know that 90% of people over the age of 15 still listen to radio every single day. So if you are offering a product or service with mass market appeal – such as accountancy, consider radio coverage. The Avanti Group (UK) Ltd already have a radio campaign in place with eurobeatradio.net, offering national coverage for us and our franchisees.
Print media still has a strong presence, and shouldn’t be ignored or neglected. Consider regional newspapers and magazines as well as online platforms.
Business Networking offers a word of mouth sales force like no other. The Avanti Group (UK) Ltd work with you to ensure each franchise has a networking group within their territory area. Here at head office, this is a proven part of our marketing mix – after all, people buy people. Before your networking launch, attend local networking groups to seek out opportunities and create a buzz for your business.
PR must haves
Above all, what are the essentials for ensuring your PR launch has all the elements needed for success?
• A clear structured plan with objectives, audience and a timeframe.
• Well written content – As an Avanti franchisee, if you are unsure of how to do this the team at the Bridge Marketing can help write your content for you.
• Generate interest in your event before, during and follow up after.
• KPIs – keeping record is a way of measuring the success of your campaigns. By measuring you can see what works and what wasted your marketing budget.
Hana Dickinson, Director at The Bridge Marketing, adds: ” When you’re building your brand and your profile in a new location, it’s important to consider what your customers need to understand about you, your expertise and the way that you work, to enable them to see the value in getting in touch. Interviews with the business owner, articles offering top tips on topical issues, and case studies with client quotes that demonstrate how you delight your customers are all worth preparing and refreshing regularly so you can pitch them to the media and keep your business top of mind in your target area.
“Most importantly don’t be afraid to get in touch with your favourite publications to build a mutually beneficial relationship. If you can demonstrate to them that you can respond quickly with a topical quote, or deliver well written content with eye-catching images on a regular basis, your chances of getting regular coverage are greatly increased.”