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What are the most effective ways to market a franchise to an older demographic?

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Franchising is a popular and profitable business model, but it also requires effective marketing strategies to attract and retain customers. One of the key segments that franchise owners should target is the older demographic, which includes baby boomers and seniors. This group has significant spending power, loyalty, and preferences that can benefit your franchise. However, marketing to them also poses some challenges and opportunities that you need to consider. In this article, we will share some of the most effective ways to market a franchise to an older demographic.

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A.J. Velázquez

Trusted International business, Human Enterprise, Latin America Consultant & Veteran Advocate

1 Understand their needs and values

The first step to market a franchise to an older demographic is to understand their needs and values. This means doing your research, listening to their feedback, and segmenting them based on their interests, lifestyles, and behaviors. Older customers are not a homogenous group, and they have different motivations, goals, and pain points. For example, some may value convenience, quality, and service, while others may seek novelty, adventure, and socialization. By understanding their needs and values, you can tailor your marketing messages, offers, and channels to appeal to them.

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A.J. Velázquez

Trusted International business, Human Enterprise, Latin America Consultant & Veteran Advocate
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It is my experience that, when, presenting to an older demographic , it is important to understand where they are, and the nature of the franchise investment. In other words, the “why” as to the purchase of a franchise in this stage of their life. It could be a simple as, they want to purchase as an investment to pass onto their kids or grandkids. Or, an opportunity for them to create jobs for a younger generation. Or need to continue developing a legacy for others to follow. The answers and reasons are varied, but ultimately is about understanding who they are, where they came from, And what they wanna do for the future others.

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2 Use the right tone and language

The second step to market a franchise to an older demographic is to use the right tone and language. This means avoiding stereotypes, jargon, and slang that may alienate or offend them. Instead, use respectful, clear, and positive language that emphasizes the benefits and solutions that your franchise can provide. For example, instead of saying "our franchise is the best in the industry", you can say "our franchise can help you achieve your goals and dreams". Also, use testimonials, stories, and images that feature older customers and show how your franchise can improve their lives.

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A.J. Velázquez

Trusted International business, Human Enterprise, Latin America Consultant & Veteran Advocate
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This is vital when engaging in conversation. The fact is this demographic may not understand the nuances and vernacular of a postmodern and younger generation. We must use language that appeals to them. It needs to be understandable and relatable. It is a relational language approach to presenting an investment in a franchise. We have to make sure they understand what it is, and use examples that are familiar with them, franchises that have been around for over 60 years, and might’ve started when they were much younger. It has to be language that is relatable to them.

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3 Leverage multiple channels and formats

The third step to market a franchise to an older demographic is to leverage multiple channels and formats. This means using a mix of online and offline platforms that can reach them where they are and how they prefer. For example, you can use email, social media, blogs, podcasts, videos, webinars, and newsletters to communicate with them online. You can also use direct mail, flyers, brochures, newspapers, magazines, radio, TV, and events to communicate with them offline. However, make sure that your content is consistent, relevant, and engaging across all channels and formats.

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A.J. Velázquez

Trusted International business, Human Enterprise, Latin America Consultant & Veteran Advocate
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This aspect of the presentation can be tricky. An older demographic may or may not fully engaged in using multiple channels of communication. Now, this does not mean they are not currently using email, Internet, social media, etc. The older demographic is savvy and well educated. Technology platforms, channel communications and formats can be overwhelming at times. Yet, it is something they are very much interested in. So when presenting opportunities to an older generation, allowing them to understand that all these other channels are available to communicate and promote said franchise, it is very much appealing to them. They may not actively engage in this aspect, but they are very much interested in how it used for promotion.

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4 Offer incentives and rewards

The fourth step to market a franchise to an older demographic is to offer incentives and rewards. This means creating loyalty programs, discounts, coupons, referrals, free trials, and other perks that can encourage them to try, buy, and repeat your franchise. Older customers are more likely to be loyal and repeat customers if they feel valued, appreciated, and rewarded. For example, you can offer them a free consultation, a complimentary service, a gift card, or a loyalty card that can give them points or cash back for every purchase.

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5 Provide excellent customer service

The fifth step to market a franchise to an older demographic is to provide excellent customer service. This means being responsive, courteous, helpful, and professional at every touchpoint. Older customers are more likely to trust and recommend your franchise if they have a positive and memorable experience with your staff, products, and services. For example, you can train your staff to greet, listen, and assist them with their needs and questions. You can also follow up with them after the purchase, ask for their feedback, and address any issues or concerns.

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6 Showcase your social responsibility

The sixth step to market a franchise to an older demographic is to showcase your social responsibility. This means demonstrating how your franchise is contributing to the society, the environment, and the causes that they care about. Older customers are more likely to support and patronize your franchise if they see that you share their values and beliefs. For example, you can highlight how your franchise is supporting local charities, reducing waste, using eco-friendly materials, or promoting diversity and inclusion.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to market a franchise to an older demographic?

1

2

3

4

5

6

7

1 Understand their needs and values

2 Use the right tone and language

3 Leverage multiple channels and formats

4 Offer incentives and rewards

5 Provide excellent customer service

6 Showcase your social responsibility

7 Here’s what else to consider

Franchising

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What are the most effective ways to market a franchise to an older demographic?

1

2

3

4

5

6

7

1 Understand their needs and values

2 Use the right tone and language

3 Leverage multiple channels and formats

4 Offer incentives and rewards

5 Provide excellent customer service

6 Showcase your social responsibility

7 Here’s what else to consider

Franchising

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