Why Franchisees in Tier‑2 and Tier‑3 Cities Look at Digital Marketing

Today, dig­i­tal mar­ket­ing is of para­mount impor­tance to any busi­ness mod­el- whether it is an estab­lished con­glom­er­ate or an emerg­ing busi­ness mod­el sim­i­lar to a fran­chise. The dig­i­tal pres­ence is some­thing that has become a basic neces­si­ty to make your pres­ence felt.

So whether it is your own achieve­ment and pro­file to be pre­sent­ed, your dig­i­tal roadmap should men­tion this clearly.

Smart Marketing

When it comes to mar­ket­ing your fran­chise busi­ness, whether or not a dig­i­tal pres­ence is required will depend entire­ly on your tar­get mar­ket. If you are liv­ing in a mar­ket which is already known to you or where you have a strong­hold, avoid invest­ing time and ener­gy in dig­i­tal marketing.

How­ev­er, if you are look­ing at remote­ly sell­ing your goods and ser­vices, which may not need a phys­i­cal dis­play and pres­ence, you may want to depend more on the dig­i­tal mar­ket­ing mod­els. This is a sce­nario that is preva­lent with Tier II and III city franchisees.

Franchisor Reach

It can be pos­si­ble that you might be sell­ing a prod­uct or ser­vice where the fran­chisor is not eas­i­ly phys­i­cal­ly acces­si­ble. He or she does not make fre­quent vis­its and can­not pro­vide you with men­tor­ing or train­ing sup­port. It is in such sit­u­a­tions that you should look to expand­ing your busi­ness range through dig­i­tal mar­ket­ing. It is a tool which does not need too much finan­cial invest­ment and cre­ates a pool of cus­tomers quick­ly. This kind of mar­ket­ing does not need great lead­er­ship qual­i­ties or man man­age­ment skills. If you can afford, out­sourc­ing your dig­i­tal mar­ket­ing needs is anoth­er way to increase your business.

Nature of Service or Brand

Need for low cost and high impact mar­ket­ing also depends on the kind of ser­vice of the brand you are rep­re­sent­ing. Some prod­ucts need more graph­i­cal rep­re­sen­ta­tion and pic­tures and words some­times do more mag­ic that dis­plays. Also, with the dig­i­tal mar­ket­ing mod­el, you can reach a huge cus­tomer base quick­ly, with­out restrict­ing your prod­uct to a select mar­ket which would be acces­si­ble only to the kiosk or shop you dis­play your prod­uct in.

Prod­ucts like gar­ments, bags and shoes can be eas­i­ly mar­ket­ed using tools like Insta­gram and Face­book. Own­er and Pro­pri­etor of cos­met­ic brand Gulnare shares, “Dig­i­tal mar­ket­ing is of para­mount impor­tance to our brand. While we are fol­low­ing a mod­el of sell­ing through our own web­site, we con­tin­ue to cre­ate inter­est and keep the flow of infor­ma­tion alive, with infor­ma­tive blog posts, Insta­gram offers and face­book posts. This is impor­tant to keep the cus­tomer informed and inter­est­ed,” admits Kar­ish­ma and Surya Uday Bedi, the brains behind the home­grown brand which is grad­u­al­ly choos­ing the fran­chise mod­el for their price­less beau­ty concoctions.

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