mherman@franchise-law.com
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Growth, expansion, and global saturation are wins for any franchisor. However, a global presence requires certain best practices to facilitate hyper-local success, which should be summarized in the master franchise contract. Why? Because consumers are nowadays looking for local and independent businesses that will consistently give them a good experience.
Having a global presence means having many units to manage, and that’s where the help of a competent master franchisee is required. A master franchise contract regulates the working relationship between the transacting parties in a franchise, which is why it should be pretty drafted. But what are the strategies for helping a global brand maintain its local relationships?
Strategies to Help Global Brands Maintain Local Relationships
1. Communication
To succeed in international franchising, there should be consistent alignment in all aspects of a franchised business. In simple terms, a brand must represent itself well on all levels to be successful. Constant communication, repetitive communication, and restating key messages cannot be over-emphasized when maintaining consistency.
2. Streamlining Routine Processes and Systems
This involves focusing on the basics for seamless operations– always remember that your goal is to achieve simplicity and save time in the long run. Always go for innovative changes that align with your goals, the industry, and those that can be applied across multiple locations.
3. Automating the Business Systems
Research shows that automation is essential for the success of most businesses. Business automation can involve:
- POS system upgrades to email;
- SMS reminders for customers;
- Sales automation;
- Purchases automation and more.
Each location should have an independent face which will help promote its consistency. Also, automation should be personalized to fit the local market and maintain the existing relationships. Localized landing pages and dynamically built geo-relevant ads can help scale global campaigns and demonstrate local awareness.
4. Embracing Local Community as Part of Brand Identity
Good relationships with the local community are vital to businesses, particularly startups. Although your brand may be global, good local connections can be invaluable to your business operations. To nurture or cultivate such relationships, you should constantly be updated on local events and neighborhood affairs. You can join the Chamber of Commerce, participate in or initiate local campaigns, and engage nonprofits or other businesses for perfect results.
It is not about being seen. It is about building, establishing, or making the right connections with community members. Good relationships are cultivated when the needs and the vision of the community align with what accompanies offers, particularly in giving back to society. In other words, caring for the community plays a significant role in the global success of a business. Also, research shows that you’re likely to succeed when you have the support of the local community.
Businesses, specifically global brands, must strive to maintain their local relationships if they expect to achieve international success. With the strategies discussed in this article, it can be achieved.
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