Engaging future franchisees through Thought Leadership
While some franchises have long realised the benefits of thought leadership as a communications tactic, many still fail to embrace it.
Thought leadership can shape thinking around the nature of a franchise, reveal its corporate culture, and introduce new ideas to the industry that might be important to a franchise’s future. Ultimately, it can demonstrate that a franchise’s expertise is driven by a deep understanding of its own work and the sector.
It can also be used to support one of the most fundamental challenges for franchisors – attracting quality franchise recruits suitable for the next wave of growth. One of the key drivers in a person’s decision to purchase a franchise is their respect for the franchisor’s drive and passion for the business. Thought leadership provides an excellent way to help a brand engage and resonate with potential new franchisees by sharing its vision.
So how can thought leadership be deployed effectively to engage next gen franchising?
Fortunately Australia’s $128 billion franchising industry is extremely dynamic. With long-term trends forcing franchisors to plan for the future, they have the opportunity to demonstrate their appreciation of future economic challenges, rising above company-specific issues to provide industry or national leadership on broader topics and trends.
A growth strategy encouraging independent operators to join a franchise system might mean good thinking around the increasing costs and complexities associated with operating an independent business or how to embrace e-commerce in the current retail environment. If you’re targeting corporate career changers, thinking might involve insights into the reasons underpinning why a significant number of highly experienced corporate executives are turning to the franchising sector.
However, like most communication strategies thought leadership has its rules. Original, good thinking is critical. Using research will ensure it is not only original, but comprehensive and relevant to the target audience. Effective thought leadership also requires a commitment of time from the executive management team, and collaboration with a good PR team to ensure thinking not only resonates with your target audience but also has cut through in the current media landscape.
Ignite PR works with Australia’s leading franchise brands providing strategic communications advice leading to both increased brand awareness and improved franchise development. Contact us today.