Creative Narrative, Original Messaging offer Powerful Marketing for Unique Franchises

The ability to create one’s own narrative and develop original messaging can be a powerful tool in marketing a business.

By Paul Lyons

What comes to mind when you hear the words beef jerky? Is it former pro wrestler Randy “Macho Man” Savage yelling “Need a little excitement? Snap into a Slim Jim!” in a series of wild commercials for Slim Jim snacks in the late ‘90’s? Although the spots garnered mainstream attention for the company, they created a misconception of what beef jerky is to most consumers. If people don’t have the correct impression of the product, they are certainly not aware of the many types of franchises, varieties and benefits of the product.

Today there are a number of highly successful companies that produce, market and sell beef jerky throughout the country. Unlike some franchises that serve burgers, pizza or chicken sandwiches, those who produce beef jerky are considered to be in a specialized market. How do some of these franchises take a niche product or service and make it into a successful venture? There are many ways.

Establish Your Identity and Embrace It

According to the International Franchise Association’s 2015 Franchise Business Economic Outlook prepared by IHS Economics, there are more than 780,000 franchise establishments in the United States. Not all of these franchisees can be McDonald’s or Marriott. There are plenty of smaller, lesser known franchises that offer valuable and desired services to consumers. They will need to develop a successful business model, be creative in establishing their brand and effectively market to a select audience.

Regardless of which industry sector your business is in, it is important to establish a distinct brand identity. What is your company about and what do you offer? What is the story behind your concept? Why are you the best and how will consumers remember you?

The Beef Jerky Outlet Experience

At the Beef Jerky Outlet, we love the opportunity to tell our story. A decade ago my business partner, Scott Parker, and I noticed the growing popularity of beef jerky and thought we could take advantage of it. After operating a few individual stores and a product distribution company, we opened our first franchise store in 2010. Five years later, the company 43 open locations and another 65 scheduled to open across the United States.

The franchise concept has taken off with the increased demands of consumers throughout the country for beef jerky products. IRI, a Chicago-based market research firm, reported sales of jerky jumped 46 percent from 2009 to 2013, catapulting it to a $1.24 billion industry. Beef jerky is also one of the fastest growing segments of the snack food industry, as it appeals to consumers’ desire for lightweight, high-protein foods. It is popular among runners, weight lifters and hikers as people look for foods that are high in protein and low in calories, carbohydrates and fat.

The business model for our franchise is simple, yet effective. We find the highest quality USDA approved beef and make the jerky in small batches to ensure freshness. In addition to beef jerky we offer more than 200 varieties and sizes of the product, which include exotics such as venison, ostrich and buffalo, with flavors such as honey barbecue, teriyaki and Three Beer Rub. Finally, we make the experience fun by developing new products and giving away free samples.

There are Markets for Specialty Franchises

The story behind our franchise is just one of thousands from franchises that may appear to operate below the radar of larger, mainstream businesses. Here are some other examples of unique franchises that have successfully carved their own niches within a specialized industry sector:

• Any Lab Test Now is the first direct access lab testing services company that allows consumers and businesses to manage their health via hundreds of clinical lab, DNA, and drug and alcohol tests. As the medical care industry changes, the franchise empowers patients to take control of their health on their own terms and schedules. This company gives patients the option to get their health questions answered without having to make a doctor’s appointment and at a cost that is more affordable.
• NTY Franchise Company is the parent company of five unique re-sale based brands that focus on women's designer fashion, children's apparel and accessories, furniture/household goods, electronic sales and repair, and clothing for teens and young adults. Its franchise model is designed to sell gently used goods at 70 percent off the new retail price. NTY Franchise brands are attractive, as they save customers money and pay sellers cash on the spot for items they are no longer using. 
• Creative Colors repairs and restores leather, vinyl, plastic and fabric upholstery at a fraction of the replacement costs. As an industry leader in on-site repair and restoration, the franchise saves customers 90 percent on replacement and upholstering fees. It fulfills an essential need by repairing old or worn items, and their retailers and customers are impressed by what they can accomplish for a small percentage of the costs.

These are three different franchises with varying services. Each has been successful in taking its service directly to the consumer and showing how they can benefit. While each unique franchise can take its own path to success, all have used many of these techniques to create their own identity.

Taking Your Franchise to the Consumer and Engaging their Support

When a franchise has a great new product or service to offer and believes there is a strong potential audience available, what is next? With the proliferation of brands in today’s marketplace, consumers are more willing to try new options. Franchises can capture fresh audiences by offering something new or different. Part of that is the product or service they offer, and part is how they market and promote the business to consumers.

One of the most important factors franchises offering specific products and services need to consider is how to take their business directly to the consumer. Advertising is obviously a good option, but many smaller franchises have limited budgets, especially when getting their operations up and running. There are many online search engines that such companies can use to be easily found by people searching for a particular product or service. Developing a strong SEO program is essential to reach potential customers.

Unique service or product franchises may face greater initial challenges to ingrain themselves in consumers’ minds, but that is not necessarily a bad thing. They have the opportunity to craft their business’ identity and successfully reach audiences that don’t have preconceived thoughts. The ability to create one’s own narrative and develop original messaging can be a powerful tool in marketing a business.

Franchises currently have the ability to connect with customers more than ever before. Our company frequently uses social media to engage with followers and promote our products. Earlier this year, we held a contest to name our newest flavor and the response through our social media was overwhelming. Customers can strongly identify with brands and feel more connected to the growth and development a company.

Whether it be through social media or consistent sales, another advantage franchises have is through customer loyalty, by offering a specific service or product that few other companies can provide. If it is done well, people will return because only that franchise can give them exactly what they want. Very few major chains and big box stores truly strike a chord with their customers. Their success comes from convenience and availability, but they rarely create the same passionate following as some smaller franchises.

Specialized franchises are positioned to have greater success than ever before. They have the ability to compete against larger franchises by crafting their own narratives, reaching more people through online searches and social media and actively developing loyal followers. We’ve been able to thrive by capitalizing on the growing popularity of our product, marketing it in a fun and interesting way, and creating a passionate following for our brand. Other franchises can chart their courses to success through many of the same methods while tailoring a specific approach through their business offerings and audience needs.

Paul Lyons is the co-founder of the Beef Jerky Outlet. Find him at fransocial.franchise.org.