Many franchisees want to expand their customer base and they have indeed, already marketed to everything within their franchise exclusive territory, and their trade zone. Still, they notice that there are outlying areas that are in no one’s official franchisee territory and they would like to draw some of those customers into their store. Whereas, this makes sense to get more customers, it really is far easier to increase the amount of customers coming into your store from areas that are closer to your store.
You will get more bang for your buck with your marketing and advertising than you will if you try to you spend money to draw customers from further distances. The goal is to thicken your customer base within your franchisee exclusive territory. To do this, you need to set up a referral program, and some form of discounts for your current solid and loyal customer base that refers new clientele to you. Perhaps give them coupons to give to friends where they can put their name on the back.
And this should concentrate on a 3 mile or less radius because those customers obviously drive by your store and have seen the sign even if they have yet to come in. They are already familiar with your company and it is much easier to get them to come in and buy something.
Of course, once they do, from then on it is just up to good customer service to get them to come back and to become part of your army of referring clientele. Please consider concentrating on thickening your customer base within a 3 mile radius of your location before you go and spend vast amounts of money to draw people from great distances.
