by Sam Christopher Lim
SVP for Marketing and Strategy, Francorp Philippines
For the past five years, marketers are targeting Millennials. This generation, born between 1982 and 2004 (age: 15 to 34), is the focus of marketers. In the Philippines, more than one third or more than 32.2 million are Millennials. Millennials chose franchising to jumpstart their career because they cannot find the right job after graduation or the job market does not favor them.
As of October 2016, the country’s unemployment rate is still at 4.7 percent. Of the total unemployed, 77.7 percent are Millennials. Franchising still remains a viable alternative to employment or starting a business from scratch.
Before, owning and running a franchise was reserved for retirees and Overseas Filipino Workers (OFWs). Now, Philippine Franchise Association (PFA) reveals a shift. Over the past five years, the attendees of PFA’s Franchise Asia were mostly 16 to 25 years of age who use Facebook as their major source of franchising information.
Tips on how to market your franchise to the Millennials are shown below:
1. Go social, but still stay present in multiple channels.
According to market insights firm Nielsen, Millennials are the top smartphone users. Develop digital marketing and social media campaigns which directly targets smartphone users. Mobile and social media are not the only channels of marketing. Provide a seamless experience to customers regardless of the channel or device.
Through the company’s physical store or website or social media accounts, customers should be able to engage the company through mobile, catalogues and/or brochures. In-store advertising serves as backdrops for photos and #OOTDs (outfit of the day), while some memes are shared through social media if they are funny or catchy enough.
2. Invest in youthful and graphics-driven materials.
Create content which is easy to consume and visually appealing. Eye-catching graphics with minimal text will draw Millennials. Infographics may also catch their attention because they contain useful information and/or trivia about the franchise.
You can inject a touch of travel or you can also tap prevailing cultural messages like #hugot provided they’re related to your franchise. Engage young bloggers and vloggers (video bloggers) who will create compelling content and market your franchise.
3. Highlight other benefits of owning a franchise.
The franchise should be packaged not only as a financial investment but one which benefits the social good. The franchise becomes more appealing if it advocates a good cause like the environment or it supports sectoral livelihood.
Package the franchise as a learning investment. Franchising will train franchisees in management, sales, and marketing. Franchising is hands-on Master’s in Business Administration (MBA), and so, it pays for itself.
4. Inject hard data into your marketing.
Thanks to the Internet, Millennials can easily find the numbers to back up any claim. Don’t just say: “the franchise has quick returns on investment.” Use a simple and visually-appealing computation. Don’t just say: “It is the number one franchise in the Philippines.” Explain its basis like annual gross sales or number of nationwide outlets/franchisees.