If you thought running ads and posting on social media was enough to crush your grand opening, think again.
Sure, those tools are important (don’t worry—we’ll cover them in part three).
But there’s one strategy that separates the brands who win from the ones who wing it: Community Marketing.
Nothing, and I mean nothing, works like the franchisee’s presence with community marketing. Having the owner and face of the business front and center, building relationships and sharing their passion for the brand creates excitement, trust, and loyalty.
In this second part of our Grand Opening Blog Series, we’re diving into what makes community marketing so effective, how to execute it, and what tools franchisors can provide to help franchisees dominate their markets.
WHAT IS COMMUNITY MARKETING (AND WHY DOES IT WORK)?
Community marketing is all about showing up in real life to build genuine connections where people live, work, and play. Read: boots on the ground.
In today’s post-pandemic world, consumers crave authenticity. Ads might catch their eye, and social content may get a few likes, but personal connections create raving fans who come back again and again.
When franchisees work their 4x4x4—four miles around the location, four blocks walking distance, and within the four walls of the business—they create awareness, and they position themselves as the trusted, go-to option in their area.
MASTERING THE 4X4X4: COMMUNITY MARKETING THAT WORKS
Here’s the playbook we recommend for franchisees to dominate local marketing:
Commit to Community Events Weekly
Even before opening, franchisees can research and attend events within 4–10 miles of their future location. Attend at least one event per week and meet everyone you can at farmers markets, school fundraisers, fitness expos, the list goes on. If your audience is there, you should be too.
Forge Relationships With Local Businesses
Introduce yourself to businesses within four blocks of your location. Drop off branded swag, exchange business cards, and brainstorm ways to collaborate. This is a great opportunity to create social media giveaways with likeminded business owners to build your following and theirs.
Be a Walking Advertisement
Wherever you go, wear your logo—on shirts, hats, or jackets. Keep handouts like coupons, stickers, or flyers with you to give out at a moment’s notice. A quick visit with branded swag and an offer to collaborate can open the door to meaningful partnerships.
Build Your Guest List
Every conversation is an opportunity. Collect names, emails, and phone numbers everywhere you go. Use giveaways, QR codes, or event sign-ups to capture contact info and keep the conversation going.
COMMUNITY MARKETING IN ACTION: A SIMPLE TIP THAT WORKS EVERY TIME
One of my favorite strategies I’ve taught franchise brands, and one that WORKS every single time, is this:
At every local event, run an enter-to-win contest with one grand prize. The concept is simple, but the impact is huge.
Here’s how it works:
Collect names, emails, and phone numbers at your event as part of the contest entry
Announce the grand prize winner after the event, creating excitement and buzz
Then, here’s the difference maker: call every single person who entered and say, “Just for fun, we pulled a second name out of the hat, and it was YOU! We’ve created a second-place prize of [insert something valuable] and can’t wait to give it to you.”
My recommendation? Make the second-place prize something tied to your offerings, and something they can use immediately or get excited about experiencing once you open.
WHY THIS WORKS SO WELL:
The Grand Prize Winner Is Thrilled
You’ve made someone’s day, and they’re now emotionally connected to your brand.
Everyone Feels Like a Winner
Every person you met at the event gets a personal phone call and a meaningful connection to the brand.
You Build Real Relationships
Yes you are calling to tell them they won something, but also use the time to get to know them, what their needs are, talk about the opening and what you will be able to provide them.
It’s All About Value
By offering something useful and tied to your business, you’re showing people exactly why they should care about your brand from day one.
Want to take it a step further? Use those personal interactions either by phone, email, or text to offer value beyond the prize.
For example: if you’re a facial company calling second-place winners, take a moment to get to know her. Ask about her current skincare routine or her top concerns. Then, share a quick tip or piece of expert advice tailored to her needs.
This extra touch does a few powerful things:
She feels heard, valued, and grateful for the personalized help.
You’re positioning your brand as a trusted expert in the space, creating the foundation for a loyal, raving fan.
This strategy not only hooks every person you meet but also positions your brand as generous, engaging, and community-focused. We call that a win-win.
WANT MORE REAL-LIFE EXAMPLES?
I was a guest on Franchise Secrets three times this year talking about the nitty-gritty of grand openings, having a compelling hook, and community marketing.
Listen to the podcasts (or watch on YouTube!) for more insights and actionable tips:
🎧 The Grand Opening Playbook: Steps to a Successful Launch With Brooke Budke
🎧 The Franchise Marketing Blueprint: Proven Strategies for Growth With Brooke Budke
🎧 Expert Strategies for a Winning Franchise Grand Opening with Brooke Budke
HOW FRANCHISORS CAN SUPPORT COMMUNITY MARKETING
Here is where the franchisor comes in.
To set your franchisees up for success, you need to provide:
✔ Target Audience Profiles
Define 2–3 audiences most likely to become loyal customers. Identify where they live, work, and hang out, what brands the like and how they spend their time (and money!).
✔ Top 10 Community Marketing Ideas
Share events, workshops, and pop-up ideas that align with the brand.
✔ Partnership Opportunities
Identify 10 like-minded businesses to collaborate with, like gyms, schools, or daycare centers.
✔ Step-by-Step Training
Provide scripts, timelines, and real-world examples to guide franchisees.
✔ Irresistible Offers
Craft a deal so good it hooks customers immediately. For example: early access, Founder’s Club Rates, an annual discount, VIP perks, or value-adds.
✔ Promo Materials and Lead-Capture Tools
Equip franchisees with branded swag, QR codes, and sign-up sheets to make marketing seamless. I am a HUGE fan of ManyChat. Use my link to get started and convert your social media conversations into leads.
BIG QUESTIONS ABOUT COMMUNITY MARKETING
The two questions I hear most often are:
What do we do?
That’s where the Grand Opening Bundle comes in. Our strategy sessions help you create a tailored community marketing plan for your brand.
When do we do it?
Timing is key. Community marketing typically starts 90 days before opening. There is a stair-step approach we like to use, where the behaviors get more frequent as the opening draws closer. On one of our strategy sessions we’ll help you map out the exact timeline for maximum impact.
READY TO BUILD A COMMUNITY OF RAVING FANS?
The relationships your franchisees build before day one will set the tone for their success and the momentum of your brand.
If your team is tired of winging it and ready to win, the Grand Opening Bundle is your next step.
🎯 Here’s what you’ll unlock:
✔ Proven strategies for community marketing tailored to your brand
✔ Four 1:1, 1-hour strategy sessions to help you curate a custom strategy
✔ A 40-page Grand Opening Guide CANVA template ready for your customization
✔ A checklist to keep everything on track and implement it in your system
📧 Email Halle at Halle@themomentumbrands.com to secure priority booking.
Or, book a Q&A call with me to talk about how to simplify your openings and scale your success.
If the Grand Opening Bundle is only the beginning of what you need, we can also chat about our fractional CMO services.
The time to build momentum is now!
BB
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