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Mar 21, 2022

Franchising: we don't sell a brand that we don't communicate

Investment has not "died" with the pandemic. Despite the uncertainty, or even because of it, the will to create new business opportunities remains present and impacts the market in a positive way. The pandemic has not killed the entrepreneurial spirit.

Take franchising, for example. In 2020, 159 openings were recorded and the area is expected to contribute 7% of GDP in 2021 - data on the last year should be known soon.

To what extent does communication have a place in this sector, helping franchisees to boost the visibility of their brands or supporting the relevance of this activity and its stakeholders on the market?

We all understand that resources can be limited when it comes to emerging brands or setting up new franchisees. But just as it is necessary to invest in an online presence and sales channel by creating a website or e-commerce platform, communication is crucial when it comes to publicizing the offer and telling a story.

Telling the brand's story and thus introducing it to more people through articles, blog posts, press releases, podcasts or other types of actions ensures a constant flow of information and the opportunity to contact potential customers and attract the best candidates, who are already familiar with the business and its positioning.

The issue facing franchising is shared by most brands on the market: gaining visibility and a reputation that translates into business. Being visible, with an original message and impactful actions, is the only way to grow, even if the brand is already recognized among the public. The competition is "lurking" and the public can always be captivated by options that they find more advantageous or interesting. Communication is, or should be, an ongoing concern, and thought of as a strategy.

The partnership between SayU Consulting and APF - Portuguese Franchising Association is a first step towards realizing a specific solution for this reality and strategically approaching communication. SayU Consulting brings to this challenge its experience in creating answers to gain a reputation for franchises and franchisees. This background and know-how is at the basis of the "GO360º>PR4Franchising" communication methodology, developed by the consultancy and designed to enable a structured communication response to the needs of franchises and franchisees. stakeholders in the sector and support its business goals.

Have you defined the role of communication as a lever for gaining visibility, reputation and more business? Ask us how.

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