Growing a franchise is no easy task. These 8 steps will tilt the scales in your favor
Reach as many people as you can. Reach enough people to make a difference in your sales.
Research shows that reach is the most closely correlated variable with growth.
Segment your customers. Different people go to your store for different reasons. Just make sure that the segments are meaningful and real. And that they’re big enough to affect your sales. Then use real research to create relevant messages for each segment.
Generate Trial. If they don’t know what you sell, they won’t become buyers.
Give your customers a reason to try your product.
And make sure you tell them where to go.
Create lookalikes so you can expand your base significantly.
Advertise continuously. People make buying decisions all the time. Make sure you reach them as they are making those buying decisions.
Research shows that the most immediate impression prior to the buying decision is the most effective.
Remarket constantly. Get them from non-customers to light customers. Then to occasional customers. Then to heavy customers. They will be your best ambassadors.
Pay attention to reviews. Reward great word of mouth. Answer reviews promptly. Address problems immediately. Thank good reviews. Reward frequent buyers. A loyalty program might be a good idea if the volume is right.
Hire the right people. When everyone has access to every tool, the people you hire are your only difference.
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