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How Franchises Can Handle The Debt Crisis

Today’s debt crisis looms large for franchises since it heightens the uncertainty of the nation’s current dismal lending abilities. CNBC.com recently reported on how franchises are surviving and thriving during this economic emergency.

The size of the franchise often determines the challenges it faces, with small companies worried about basic survival and large brands concerned about government scrutiny as they expand. One example is Dunkin’ Donuts who is moving forward with plans to take the company public. While going public will certainly help raise funds, it can also make it more challenging for their franchisees to secure credit.

Focus Brands views itself as a large company comprised of smaller companies. This best-of-both-worlds attitude has led the brand to go into a major growth mode despite the debt situation. They expect to do about 500 franchise deals internationally, in addition to approximately 500 domestically. As a result, the company is now hiring staff at a rapid rate to support its growth.

“There's less competition because no one else is growing,” said Focus Brands CEO Russ Umphenour. “We can find great candidates for the positions that are available right now.”

Focus Brands attributes much of its success to loyalty, which has been their reward for focusing on keeping their core customers and has resulted in positive same-store sales for six consecutive years. The company has also tried to turn the negatives into positives, such as by taking advantage of lower real estate and construction costs to revamp its image and stimulate growth.

Franchises large and small could learn from the company’s positive attitude and spirit of resourcefulness that is keeping its brand growing and going strong.

MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. MDG Advertising handles creative, media buying , and interactive marketing for Coverall, one of the world’s leading commercial-cleaning franchising companies, with a global network of more than 90 support centers and 9,000 franchisees.

Our core capabilities include franchise branding campaigns, advertising, creative, digital marketing, media planning and buying, public relations, Web design and development, email marketing, direct mail, video marketing, social media marketing and SEO. To view MDG’s portfolio, click here. For more information, email MDG, call 561-338-7797 or log on to www.mdgadvertising.com.

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