The TWO MEN AND A TRUCK®/INTERNATIONAL, Inc. franchise development team spent last week in Anaheim, California, meeting with prospects and participating in the West Coast Franchise Expo. After a banner year for the brand which included expansion into Washington, D.C., Maryland and Virginia, we’re California dreaming. In reality, we were able to gain valuable market knowledge during our visit, and we walked away with new Cali connections and hundreds of local prospects who now recognize our unique business ownership opportunity. This reminded us of the importance of not just looking at a market in terms of dollars but also in terms of cultural fit. You can only assess this symbiosis by letting a market truly get to know your franchising brand. Here are the top three tips to successfully introducing your brand to a new market prospects.
- Get networked in a legitimate way: You can touch down in a market, attend some networking events, then jump back out with a few connections. However, you might want to consider memberships, more frequent trips, or a consistent presence in a market if you want your brand to be understood completely.
- Promote in a new Market with transparency: Did you ever buy a pair of shoes that didn’t fit well? Perhaps the style appealed to you, but you had the perception of scarcity so you squeezed your foot into a half-size too small or too big? When you’re marketing your brand in a new place, be transparent about the type of franchisee you’re seeking and the kind of opportunity the brand offers. Being in a new market is tough enough even with the right fit in a franchisee.
- Leverage any presence in the market: We’re happy to report that we landed in San Diego in 2012, plus we’ve been operating several locations in Northern California for years which are well known in their communities today. California is a big state, but we still have system team members in franchises who can aid in development efforts in order for the best candidates to end up as good neighbors.
In 2014 we plan to have the same success on the West Coast as we did this year on the East Coast, but this brand believes high-quality, long-term partners far outweigh quantity of candidates.
We felt very welcome in California and look forward to the new partners who will join us from the west as our system continues on its path of growth and success. For more information about our franchise opportunities visit our website.