Franchise businesses can range from small regional brands to giant brands recognized worldwide. However, because the public may often view these brands on a broader scale, they often overlook that each location is a locally owned business with a team from the community. As a result, franchise businesses may be perceived as more “corporate” and less authentic compared to other small businesses.

With 70% of consumers saying they want to exclusively shop with brands they perceive as authentic and 64% spending more with authentic brands, humanizing individual franchise locations and having customers get to know the people on their teams can be beneficial. That is where community engagement can help. Here are just a few ways engaging with the local community can be important to a franchise owner’s success.

BOOSTS LOCAL BRAND AWARENESS

When you invest in a franchise, many of the initial steps to building a business, such as creating brand recognition and establishing a business model, are taken care of. However, it can still require time and effort to let people in your area know that you have opened. While there are several ways to achieve this, community engagement can be an excellent starting strategy.

From participating in local events, fairs, or trade shows to sponsoring a sports team or supporting a community charity, the ways you engage with your community will look different depending on the area you’re in. Participating in the community, especially as early as you can upon opening, increases the visibility of your business and lets potential customers get to know you. Just your mere presence and the franchise logo on display can help.

If your franchise is already well-known, you can let potential customers know that you’ve opened and introduce them to who will be operating the franchise, while those unfamiliar with the brand can learn about the products and services you offer.

ENCOURAGES WORD-OF-MOUTH MARKETING

Engaging with your community should stem from a place of authenticity and a genuine desire to connect. When you can create a positive impression on current or potential customers, it can help increase the likelihood that they will let others know—a form of word-of-mouth marketing.

A 2021 international study by Nielsen found that 88% of people trust recommendations from people they know compared to other forms of advertising. By fostering connections through community engagement initiatives, you can extend your impact far beyond individual interactions within your store.

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BUILDS TRUST

If someone only knows your brand rather than you and your team specifically, they could have preconceived ideas or feel the business is disconnected from the community. Greater brand recognition does not correlate to greater trust, as recent findings indicate across many industries.

By engaging with your community on an ongoing basis, you can personally connect with them, tell them about your products and services, answer questions, showcase your values, help counteract any potential misconceptions, and more. This consistent interaction can allow people to get to know you and understand the value your franchise business brings to the community.

With consumer trust currently at a low, engaging in trust-building opportunities is essential, especially since 88% of adult consumers consider trust important when purchasing from a brand. Staying visible and active in your community can help demonstrate your commitment to its betterment and help your business build a positive and trustworthy reputation.

HELPS GARNER FEEDBACK & INSIGHT ON LOCAL NEEDS

Knowing what your customers want and how they feel about your business is not always easy. When days are busy, and you may not interact with customers as much as you’d like, community engagement opportunities can be a great way to do so.

Since 79% of consumers want brands to demonstrate that they understand and care about them before they consider making a purchase, getting to know who your customer base is can help you feel better connected while receiving valuable insight on how to grow your franchise.

FRANCHISE OPPORTUNITIES WITH DOGTOPIA

At Dogtopia, our franchisees are heavily involved with their communities, which includes supporting the Dogtopia Foundation. Not only can franchisees provide expert care for pups in their area, but there are several fundraising opportunities they take part in to support the Foundation’s worthy causes. The involvement at a local and broader level allows our franchisees to help make a difference.

If you are interested in bringing a Dogtopia to your community, find out how we stand out among other franchise opportunities and request more information today.