5 Things Successful POP Campaigns Have in Common. #1: GREAT COMMUNICATION PLAN

At BrandPOP, we always try to foster communication between the franchisor and the franchisee. At the beginning of each new promotion, it’s a good idea for your franchisees to understand:

• Dates the promotion will cover.

• POP Install and Removal Dates.

• Marketing support that will be provided for the promotion.

• Additional media that will be provided to support the campaign.

• What will be expected from the franchisee during the promotion.

Once you have decided on a yearly schedule of promotions, you will want to come up with creative ideas regarding communication with franchisees. Try hosting a kick-off conference call for all franchisees to discuss the promotion. Provide an open forum for franchisees to ask questions (creates buy-in from the franchisee). Finally, provide rationale notes, presentation slides, a schedule of promotional events, and a sneak peek of creative material.

Communication Take-Aways

• Franchisees value advanced communications and this makes the relationship with the franchisor stronger.

• It is important to have a single point of contact for franchisees to receive information from regarding the promotion and available to answer any questions.

• By themselves, Point of Purchase tools (window clings, banners, table tents, etc.) are highly effective for in-store promotions. When an emphasis on communication is added, POP becomes even more effective for little extra investment.