Segmentation Plans for Franchising a Business

Franchisors are tasked with the responsibility of developing coherent marketing strategies that involve multiple channels across several franchise locations – all the while maintaining a consistent brand identity. Segmentation plans are developed for this purpose of effectually identifying each section of target the market. Segmentation plans for franchising a business is essentially a marketing concept that refers to a company’s plan for identifying each section of its target market. Businesses develop a segmentation strategy to appropriately categorise their customers and choose the best niches for their products and advertising. With so many moving parts in the industry you will need a comprehensive segmentation plan…and this is where Franchise Administration can assist!

A market segment can be based on almost any criteria, including demographics, customer behaviour, location, lifestyle, and personality. A good segmentation plan focuses on multiple, specific segments or overlapping segments that consider different combinations of variables.

All too often, franchisors can forget that each of their store locations will have differing characteristics (and even potential propositions). Undertaking catchment analysis and store segmentation can improve franchisee’s sales and marketing effectiveness by focusing resources and expenditure on the greatest possible ROI.

Behavioural segmentation is also a powerful tool to understand and target consumers in a franchised monopoly world. By analysing consumer buying patterns, companies can tailour their marketing strategies and offerings to specific groups of customers, maximising their chances of success.

Segmentation Plans for Franchising a Business are Developed to:

• Specify your marketing objectives;
• Define your target audience segments;
• Create a consistent brand playbook for your franchisees to follow;
• Prioritise marketing channels for each audience segment and franchise location;
• Prepare content ahead of the campaign launch;
• Automate content publication;
• Review each franchisee’s content to ensure that it is unique and market-optimised;
• Encourage franchisees to capitalise on content trends; and
• Evaluate analytics to fine-tune your marketing tactics.

For professional assistance on segmentation plans for franchising a business – Contact Us