You know that customers mean everything to your new franchise. But what do you know about those customers? Who are they? What are they like? What are they thinking about? What will make them choose you over your competitors?
Knowing the answers to questions like these will make it easier to attract customers to your new franchise, but knowing how to get the answers can itself be a challenge.
Fortunately, we understand the importance of conducting franchise market research, and we know how to do it effectively. Here we’ll share our proven tips for learning more about your customer base and, in turn, improve your franchise marketing efforts.
Get Your Location’s Census Data
Whether you are marketing to an entire state, a specific city or a small town, it’s important to know the demographic makeup of that area. Fortunately, finding this information couldn’t be simpler.
If your franchise is located in the United States, you can log onto the U.S. Census Website; if you are in Canada, you can go to Statistics Canada. These sites provide a one-stop-shop for a plethora of data that can help you understand your customer base — average age, average income, the average number of people in a household, and a whole lot more. Take detailed notes, and pay particular attention to the information that is pertinent to your franchise.
For example, as the head of a residential-friendly dumpster rental company, a Bin There Dump That franchisee should find out how many single-family homes are in their area, as a high volume of single-family homes is a critical component of a good franchise territory. Additionally, if you live in a very diverse area, you may want to consider tailoring your marketing message to better resonate with people from different backgrounds and who speak different languages.
Get To Know Your Neighborhood Through Networking
Demographic data will give you a basic outline of your customer base. However, to get the full picture, you will need to interact with members of that base. Therefore, consider joining as many local professional organizations and networking groups as possible. Leverage these connections to keep your finger on the pulse of what’s happening in your community at all times, and take advantage of this perspective by being responsive to customer needs and by adapting to new trends or changes.
Find Out What People In Your Area Are Thinking About
Imagine being able to find out exactly what your customer base is thinking about in regards to the topics that matter most to you. With Google, you can do just that.
Google’s Keyword Planner allows you to see how many times people search for a particular word or phrase. Even better, it allows you to drill down into these results to a specific location — city, state, etc. — and provides data for related topics.
For example, if you are a florist franchise in Philadelphia, you can type in “flowers,” specify “Philadelphia” as your target area and get search results for 46 of the most popular phrases related to flowers in your area (e.g., “cheap flowers,” “flower delivery,” “order flowers online,” etc.).
This is a powerful tool that gives you unprecedented insight into your customers’ preferences. Based on this information, you can modify your website’s copy to target the more popular keywords and drive more traffic to your site. After all, building a great website is one of the best practices for franchise marketing. You can also offer a new product or service to take advantage of a rising trend in your area. Be sure to use the tool often and to closely compare data from week to week, month to month and year to year in order to stay ahead of changes in the market.
Focused Franchise Marketing — We Know Our Customer Base
At Bin There Dump That, we know our customers. They are homeowners and trusted contractors that want the very best in customer service. Of course, we help our franchisees tailor their marketing efforts to their specific local customers by offering ongoing guidance and franchise support. This unique combination of a commitment to our customers and a commitment to our franchisees is what ensures the satisfaction of both our clients and our franchise operators.
Now that you know how to research your customer base, we invite you to research us as well. Find out more about becoming a Bin There Dump That franchise operator by requesting your free franchise kit.
Images: Question marks, Screenshot