The importance of hiring a marketing manager

Are you considering purchasing your own franchise business? Franchising can certainly be rewarding, both personally and financially – even more so if you know in advance the key employees you’ll need to hire to set yourself up for short-term and long-term success.

When starting your business, many personnel positions are obvious first priorities. You’ll definitely need frontline employees who interface directly with customers – which means cashiers for a retail store, waitresses for a restaurant, or movers and drivers for a moving company. General or operations managers are also evident priorities; these are the individuals who oversee daily operations and their roles are absolutely critical to your success.

Hiring a marketing manager is typically a lower priority on the franchisee’s to-do list. This position is typically thought of as a “someday” hire – someday when business is good, someday when revenue is flowing, or someday when the business is large enough to warrant employing a full-time marketing manager. Logical thinking, right? Think again. You may think it’s counterintuitive to spend a sizeable marketing manager salary when your business is just starting out and revenue is still a bit erratic– but this is actually when you need a marketing professional most. The fact is many operators can save themselves a heavy dose of headaches and ensure much better and faster brand awareness and lead generation (thus revenue) by hiring a marketing manager sooner rather than later.

Marketing managers solve the essential question, “What is happening outside of my building?” It’s the job of the operations team and management staff to see everything in the building and ensure the daily operations – employee scheduling, customer service issues, truck maintenance, and safety– run smoothly. Typically, especially during busy periods, that means marketing planning and execution gets pushed to the back burner again and again, to be handled when some free time finally becomes available. However, the fact is that in a thriving TWO MEN AND A TRUCK® franchise, free time is rare, and marketing is far too important to set aside until there’s free time. Marketing is an essential function of franchise operation, possibly one of the MOST important functions; after all, marketing drives customers and customers drive revenue. And what’s more important than driving revenue?

IFE A marketing manager will ensure your brand quickly establishes a local presence via networking events, grassroots marketing efforts, referral relationship building, and executing effective awareness advertising campaigns to increase brand awareness. Unlike a general manager who is challenged with juggling urgent operations, personnel, and customer service issues, a dedicated marketing manager can truly focus on promoting the brand. This includes focusing on building relationships within the community via cause marketing efforts, charity events, brand presence at popular hyper-local events such as fairs, festivals and parades, regular visits to potential referral sources, and presence at major local trade shows.

TWO MEN AND A TRUCK® has seen a recent system-wide increased focus on hiring marketing managers and coordinators. Currently nearly one-third of U.S. locations employ a marketing manager, coordinator, or sales and marketing manager. Dozens more employ marketing interns either as temporary summer positions or year-round. Some franchise operators were unsure where to even start when hiring a marketing manager, but the Home Office marketing team will assist in everything from creating a job description, phone-interviewing candidates, and creating a fair compensation plan for your region of the country.

Good luck in your search for the perfect franchise to suit your interests, skills, and background. We hope you’ll consider TWO MEN AND A TRUCK®. With 56 consecutive months of growth and still plenty of opportunity in high-potential markets, the Movers Who Care® could be the perfect franchise future for you!

Like what you hear about the TWO MEN AND A TRUCK® system? Be sure and check out twomenandatruckfranchising.com for franchise opportunities.

5 simple and effective tips for marketing your franchise

Marketing business salesWant to market your franchise location but not sure where to start? While it seems most people would consider themselves marketers, some marketing techniques may not be so straightforward. Depending on if you own a franchise with strict marketing rules, there are some easy and effective marketing tactics you can implement now which will usher in the leads!

Direct mail marketing. You arrive home from work and stroll to the mailbox to retrieve the mail. While sifting through your monthly bills, your eyes wander toward the coupons and postcards. Everybody loves a good coupon. Pair that with a visually appealing, one-message ad and you have a win-win situation. That direct mail postcard may linger on the kitchen table or counter while the consumer waits for the perfect opportunity to use it. Just be sure you’re message is aimed toward the appropriate demographics so that postcard lands in the proper consumer’s hand.

Social media. The social media world has evolved tremendously in just a few years since Facebook and Twitter’s inception. Nowadays, if you don’t have at least a Facebook page, you’re falling short of awesome. Start with creating an attractive Facebook page, complete with a unique, well-branded cover photo and profile photo showcasing your business. Fill in the About section completely with a blurb describing your business, your website URL and your address. Most importantly, post engaging content on a consistent basis! If you’re feeling really adventurous, throw in a Facebook contest to gain likes, or invest in a little Facebook advertising to garner additional traffic to your page.

Public relations. While most people shy away from local public relations for their business, it’s pretty simple and it’s free. If you aren’t well-versed in how to write a press release, do a little research online to learn how to construct a simple release. Press releases can be drafted to highlight various events or activities in which your franchise is involved including charity events, hiring news, franchise growth trends, or events your franchise will be hosting. Once you have your release drafted, research all the local media outlets including newspapers, magazines, broadcast news, and radio stations. Research each media outlet’s website to create a list of media contacts and newsroom emails. Send your press release to all the media contacts you’ve found. Follow up with your sources if necessary to see if they’re interested in running the story, then continue creating and establishing relationships with your contacts for future releases.

Online marketing. It may be a no-brainer, but having a website that showcases what your business offers is essential to secure your fair share of online leads. These days, people turn to the Internet to research a company and to find contact information or addresses. Like most consumer-faced advertising, it’s critical your website features photos which encompass what your business is all about, along with engaging and well-written content. Make it as easy as possible for potential customers to find a physical address for your location and a phone number in case they need to reach you. Add to that social icons if you have a Facebook or Twitter, or if you blog, so prospects can easily ascertain the additional engagement between your business and other customers.

Grassroots MarketingGrassroots marketing. This one is fun and easy to do. The first step is to create swag. By swag I mean creative and well-designed brochures or business cards for your business,  cool branded merchandise which people will actually wear or use (mugs, t shirts, bottle openers, pot holders, etc.), and other giveaways you can distribute. Depending on what your business concept are and to what audience you cater, think of places you might visit where you can leave behind these items for people to pick up, such as apartment complexes or the mall. If your business is sponsoring an event, pass out these items as well. Brainstorm other ways to get your name out there, such as renting a booth at local women’s expos, realtor trade expos, or bridal shows.  Join a local chamber and attend lunches or chamber-hosted events. Shake hands, pass out your business cards, and get traction in making a name for yourself in your community.

Having a franchisor who is invested in your success is vital. Knowing you can reach out to the marketing team for questions or assistance with any marketing tasks you’re considering is a key benefit to joining a proven system. TWO MEN AND A TRUCK®/International, Inc., has a solid marketing support system which assists franchises in a variety of areas to create brand awareness for the growing business.