Business challenges are pretty similar no matter what industry you are in, particularly when it comes to communication. It is an area that is easy to overlook.
This is why Franchise Council Australia hosted a panel on this topic at the 2019 National Franchise Convention on the Gold Coast.
The panel was called” Communicating with Franchisees” and Redback’s Head of Support Daniel Kim was invited to join and discuss the current issues facing franchisors and some strategies that are helping them gain breakthrough and engagement.
Daniel was joined by Amber Manning from Just Cuts Salons, Drew Eide from Jamaica Blue Cafe, and Evan Forster from Signarama.
There were some fantastic questions and discussions, and if you are looking to improve your business communications to your partners, stakeholders or franchisees these were the key takeaways:
Have a Strategy and Plan
Some businesses think if they have a major internal change that needs to be communicated, then one little email out to the stakeholders should be good enough. One little email can be missed. So it is important to know the methods and frequency you need to be sending out, to ensure your message is received and acted upon, if needed.
It is important to send your communications out at the same time each week or month. It builds the expectation from your audience and increases the chance of them opening and engaging with your content.
Your audience is now savvy to automated and “personalised” messages, so you need to be more careful when using these. You need to find a way to be more “human” in your ongoing comms.
Test the Right Timing
Always be split-testing the times that you send out your communications. It was fascinating to hear that some businesses wanted an email update on a Friday, so they could digest over the weekend. Some research says that Friday is the worst day to send an email, so it pays to ask your audience when they want to receive communications.
Leverage Multiple Channels
The best return-on-investment in your communications seems to be when using a variety of channels to reach your audience. You can choose from:
- Email Newsletters and Single Announcements/ Updates
- Teleconference or web conference meetings
- SMS/ Text messages to mobile phones
- Face-to-Face meetings and conferences
- Business event
- Paper mail, magazines, or newsletters
- Product Software/ Intranet popups
Overall, change is scary and hard, however if you prioritise your business communications and stay consistent in the repetition of your messaging, you have a better chance of achieving the engagement that you need.