MARKETING AND TECHNOLOGY: THE TRENDS THAT MAKE FRANCHISES SUCCESSFUL

By Bill McPherson, AlphaGraphics

Whether it’s the emergence of AI or the ongoing trend of private equity firms growing home service franchises, there are always new trends each year that pop up. For franchisors and their executive teams, it’s important to be aware of these trends and analyze which one’s work and which ones are just fads that will eventually fade away.

The marketing and technology sectors of a franchise are not different when it comes to trends. As technology advances, individuals try to find ways to utilize it to best suit their businesses. As we enter the final quarter of 2023, now is a great time to look at some of the trends that have helped franchises grow and build better experiences for franchisees and customers alike.

Marketing Trends

Marketing is a tool that every company must use regardless of whether they are a franchise or an independent business owner. It is an important aspect of both customer acquisition and brand growth. One trend that has been helpful for franchises across the board is the ability to resonate on a personal level with decision-makers. As a primary effect of the pandemic, people who are looking for goods and services want to be treated fairly while receiving quality products and services. By resonating with these decision-makers through loyalty programs, quality products and services and customized/branded solutions, the consumer is buying from you while also being treated is a positive manner.

By resonating with people’s needs and treating them with respect, it helps create a positive aura around your brand name.

 A good example of this, using AlphaGraphics, is the brand makeover contest our marketing team has developed. The winner of this contest receives a complete makeover. While this is great for the winning business, our franchisees also get highlighted with a full marketing campaign showcasing the impact they have on their community.

By resonating with people’s needs and treating them with respect, it helps create a positive aura around your brand name.

Customers are often making decisions and purchases on their phones, so it’s important to provide the necessary access for customers to utilize and reach your franchise.

 Embracing Technology

It is impossible to grow a franchise or independent business without embracing technology. In 2023, there were three major trends that I saw regarding technology resources. The first was customer relationship management. With interactions with customers being vital to growth, it’s important for CRMs to be efficient and intuitive.

Having a mobile interface and access is also an ongoing trend. Customers are often making decisions and purchases on their phones, so it’s important to provide the necessary access for customers to utilize and reach your franchise. Most franchises are making this change. To grow, you must make sure that you have a mobile interface and access.

The third biggest trend, and something that is popular in the news, is the use of ChatGPT. Companies are utilizing this technology for various business operations, and it’s an efficient way to reduce workflows. For example, franchises may use ChatGPT to craft messaging for social media or automatic replies for customer service problems.

Whether it’s the franchisee or a key person in the organization, having a person who embraces technology on your team can give you a leg up on the competition.

Technology and Marketing

Technology is always changing. As a direct result of e-commerce businesses like Amazon, decision-makers are wanting goods and services as quickly and easily as possible. This has forced franchises to think differently. Franchisors must embrace advancements in technology. Consumers will continue to search for companies that make access easy and use technology to deliver on demands quickly and efficiently. Entrepreneurs looking to join a franchise should make sure they select one that is a thought leader in their industry and technology.

Bill McPherson is the vice president of franchise development for PostNet, a global leader in high-quality printing and shipping solutions, and AlphaGraphics, a leading franchisor of printing and marketing solutions. With over 29 years of franchise leadership, he has led franchise development and real estate for B2B, B2C, retail and in-home senior care concepts. For more information about IFA franchisor member AlphaGraphics, please visit franchise.org/franchiseopportunities/alphagraphics-inc.