Iimpawu zokuthengisa kunye nezinto zokuthengisa
Abafelisi bahamba kwimigudu enkulu kunye neendleko zokuphuhlisa igama lemveliso okanye inkonzo yabo, ukudala ubunikazi okanye "ubuntu bentengiso" egameni, nokuqinisekisa ukuba ukhuselwe ngokomthetho. Ngenxa yempilo ye-franchise system, kubalulekile ke ukuba i-franchisees isebenzise uphawu lokuthengisa oluvunyiweyo ngokungqinelana nezikhokelo ezisesikweni se-franchisor.
Ukusetyenziswa kakubi kweempawu zorhwebo kunokulimaza uphawu kunye nokuphazamisa ilungelo lokuthengwa kwe-franchisee. Abafelisi baxhaphaza ngokubonelela ngezobugcisa (umzekelo, iiposos) kuma-franchisees kwifomathi yekhompyutheni kunye nemfuneko yokuba ubugcisa abukwazi ukuphinda buyiswe kwakhona okanye buguqulwe nganoma iyiphi indlela.
Ngokuqhelekileyo, iinkqubo zokurhweba i-franchise zibonelela ngee-franchisees kunye nokuthengiswa okuthe ngqo kunye nezixhobo zokuthengisa ukuze zilungele ukusetyenziswa kwe-franchisee. Kwiinkqubo apho i-franchisees inokwenza izinto zawo, imvume evela kwi-franchisor iyafuneka phambi kokuba izinto zingasetyenziswa.
I-Franchisor Marketing
Abaninzi bama-franchisors banesicwangciso esicacisiweyo sokurhweba kwindawo yokuthengisa. Isicwangciso sesizwe ngokubanzi siquka iiprogram zokupapasha, ukuthengiswa ngethelevishini kunye nomsakazo, ukuthengiswa kwe-intanethi, imidiya yoluntu, ubudlelwane boluntu, kunye nemizamo yeposi ngokuthe ngqo; Ngoko ke, ukuqatshelwa kweentengiso kusekwa ngokubanzi, kwaye i-franchisees inenzuzo kulo mlinganiso.
Inkqubo yentengiso yeprogram (ebizwa ngokuba yi-brand fund) inceda ekuxhaseni le migudu yonxibelelwano.
Abafowunde abangalawulwa ukuthengisa kumgangatho wesizwe kaninzi banikezela inkcazo yee-franchisees ukuba zilandele ukulungiselela isicwangciso sabo sokuthengisa kwinqanaba lendawo.
I-Franchisee Marketing
Kuqhelekile ukuba i-franchisor ifune ukuqala "ukuvulwa okukhulu" okanye "ukuthengiswa kwemakethe" ukuthengiswa, kunye nesicwangciso sonyaka sokuthengisa, singeniswe yi-franchisee ukuze sivunywe kunye / okanye senziwe ngokubambisana ne-franchisor. Ixesha lokungeniswa kweemarike ngokubanzi liqala iiveki ezimbalwa ngaphambi kokuvulwa kwendawo entsha ye-franchise kwaye ingahlala iinyanga ezintandathu emva kokuvula.
Ukongeza kwintengiso yelizwe lika-franchisor, ama-franchisees avumelekile ukuba enze amanyathelo okuthengisa athile, ngaphakathi kwemimiselo ethile. Ukuvunyelwa kwi-franchisor ngokuqhelekileyo kuyimfuneko ngaphambi kokuqhubeka nesicwangciso sendawo. Abaninzi bama-franchisor banemfuno yokuthengisa kunye nokuthengiswa kwendawo apho i-franchisee kufuneka ichithe ipesenti ethile yokuthengiswa kwayo ngokuthe ngqo kwintengiso, kwaye inikezele ubungqina bentengiso leyo kwi-franchisor ngonyaka.
Ukuphanda uMqhudelwano kunye nokuchonga uMThengi oThagethiweyo
Ukwenza inkqubo efanelekileyo yokukhangisa nokukhuthaza, kufuneka wenze umsebenzi wesikolo sakho.
Izinto ezibini eziphambili eziza kuchaphazela ukucwangcisa kwakho kukuncintisana kwakho kunye noluntu lwabantu abajoliswe kwiprofayili yenkxaso yabathengi. Kukho imibuzo emininzi yokuphendula malunga nekhishini lakho ekujoliswe kuyo:
- Ngubani okhuphiswano, kwaye zingaphi iincutshu zikhona kwindawo ejoliswe kuyo?
Ziziphi iintlobo zeenkonzo abazinikela ngazo, kwaye yintoni isakhiwo sazo sexabiso?
Ziziphi amandla kunye nobuthathaka?
Ukuthengiswa komncintiswano wakho, kwaye ziziphi iindlela?
Ziziphi iintlobo zabaxhasi kwindawo yakho, kwaye zivela phi - umzekelo, ngaba ziindawo ezinkulu zokuhlala okanye iindawo ezinkulu zoshishino okanye iofisi ezikufutshane?
Ziziphi iimfuno ezithile kwiqela ngalinye labaxhasi? Ziziphi iingxaki eziqhelekileyo kubathengi bakho?
Ukudala nokwenza iSicwangciso soThengiso
Izicwangciso zentengiso zinokuba nzima kakhulu, kodwa ziyizinyathelo eziphambili, ugcine engqondweni "5 Ps" yokuthengisa (umveliso, indawo, intengiso, ukukhushulwa kunye nokupapashwa):
- Ukuqokelela Ulwazi
- Cwangcisa eli phulo
- Phunyezwa le phulo
- Ukuphonononga nokuvavanya iziphumo
Iinqununu zeMidiya ozoyiqwalasela
- Ukukhangisa nge-Web (ukuthengiswa kweenjini zenzuliso, ukukhangisa kwenethiwekhi, ukukhangela injini yokukhangela ukukhangisa kwiphepha)
- I-imeyile ngqo (iincwadana, iiflaya)
- Ukuthengiswa kweendaba zoluntu (Facebook, Twitter, Google+, LinkedIn, Instagram, YouTube, Pinterest)
- IRadio kunye neThelevishini
- Ukuprinta (ipapasho zeempapasho, iimpapasho zeemagazini
- Ukukhangisa kwangaphandle (amabhodi amabhodi, ii-posters)
- Ukuthengiswa kweentengiso (ukukhuthaza ukuhanjiswa, ukuthatha inxaxheba kwiziganeko zoluntu kunye neziganeko zothando, ukunxibelelana, ukuxhasa iziganeko zendawo)
- Ukuphakanyiswa kunye neengcali (amakhuphoni, ukukhushulwa kwamanani)
Izaziso kwiiWebhsayithi kunye neMedia Media
Ngenxa yokukhawuleza apho ulwazi kwi-intanethi nakumajelo asekuhlaleni angasasazeka, akuqhelekanga ukuba ama-franchisor asebenzise ukulawula okuqinileyo kwi-intanethi kunye nokuthengiswa kwe-media. IiFranchisees zivaliwe ukudala iiwebhusayithi zazo; Kunoko, ama-franchiseors ashicilela ulwazi lwe-franchisee kwiwebhusayithi ye-franchise system. Ukuba i-franchisee ivunyelwe ukudala i-website yabo, ngokuqhelekileyo kufuneka idibanise kwisiza esiphezulu.
Ukudala Ukunyaniseka kwabaThengi kunye neeReferrals
Igama elihle eliphuma kumakhasimende akho linye yeendlela ezinamandla kakhulu zokuthengisa i-franchise yakho. Kubalulekile ukugcina isiseko sabathengi abathembekileyo. Ukunyaniseka kunye neenkqubo zokuvuza zivame ukusebenza kakuhle. Ukukhushulwa okukhethekileyo kunye namakhuphoni nazo zindlela eziqhelekileyo zokugcina amakhasimende abuyayo.
Ekugqibeleni, ukuhanjiswa kuhlale kuyincandelo ebalulekileyo yepakethe yokuthengisa. Ukudluliselwa kwakhona kungatshintshana nabanye abanikazi boshishino okanye ngabaxhasi abakhona. Inkqubo yokukhuthaza abantu abakhona ababhekiselele abathengi abatsha yindlela eyaziwayo yokufumana ukuhanjiswa.