{"id":48469,"date":"2025-01-22T09:15:03","date_gmt":"2025-01-22T14:15:03","guid":{"rendered":"https:\/\/www.thefranchiseking.com\/?p=48469"},"modified":"2025-08-25T10:34:03","modified_gmt":"2025-08-25T14:34:03","slug":"new-customer-acquisition-franchising","status":"publish","type":"post","link":"https:\/\/www.thefranchiseking.com\/new-customer-acquisition-franchising","title":{"rendered":"Franchisors: New Customer Acquisition Shouldn’t Be Your Only Focus"},"content":{"rendered":"\n
\"marketing<\/figure>\n\n\n\n

One of the biggest marketing<\/a> mistakes franchises make is solely focusing on new customer acquisition<\/strong>.<\/p>\n\n\n\n

In this post, I’m going to show you why this is a mistake, and how to better market to your existing customer base. <\/p>\n\n\n\n

Existing Customers Are Revenue Steady<\/h2>\n\n\n\n

While it\u2019s important to keep attracting new customers, maintaining customer loyalty with your existing customers is often essential to your success as a franchisor<\/a>. Let me break it down for you.<\/p>\n\n\n\n

A lot of companies rely on a steady stream of return customers to stay afloat. <\/p>\n\n\n\n

For instance, subscription-based companies meanwhile rely heavily on customers constantly renewing to maintain a steady income (think gyms<\/em>). <\/p>\n\n\n\n

Therefore, it\u2019s necessary to also focus some of your marketing on your existing customers – whether you\u2019re a restaurant, a residential cleaning brand or a lawn care franchise<\/a>.<\/p>\n\n\n\n

New Customer Acquisition: Understanding The Customer Lifecycle<\/h2>\n\n\n\n

Customers typically follow a lifecycle. And, there are lots of ways to break down this life cycle depending on the type of company you are focusing on. However, generally speaking, most customer lifecycles are made up of these three stages:<\/p>\n\n\n\n

1. New customers<\/strong><\/p>\n\n\n\n

These are customers who have never used your product or service before. <\/p>\n\n\n\n

And, most companies focus their marketing solely on these types of customers. On new customer acquisition. Big mistake.<\/p>\n\n\n\n

The way to break down this lifecycle is to turn it into a multi-stage process of creating brand awareness, converting into leads and finally encouraging payment. The sales funnel<\/a> is sometimes used to break down this process.<\/p>\n\n\n\n

2. Return customers<\/strong><\/p>\n\n\n\n

These are customers who have used your product or service before. <\/p>\n\n\n\n

Providing that you left a good impression, such customers can be encouraged to keep on buying your product or using your service by targeting them with marketing. Such marketing tends to be more customized to the individual. <\/p>\n\n\n\n

And in my experience, the more customized the offer, the better the chance it will produce revenue<\/a>.<\/p>\n\n\n\n

3. Churning customers<\/strong><\/p>\n\n\n\n

Churning customers are customers who decide to stop using a product or service. <\/p>\n\n\n\n

The reality is that eventually, many of your customers will stop buying your product or using your service. That is unless you also focus some of your marketing on preventing customer churn. How?<\/p>\n\n\n\n

By using \u2018win-back<\/em>\u2019 strategies. These strategizes make it possible to stop customers leaving and turning them back into repeat customers. <\/p>\n\n\n\n

All in all, focusing on all three stages is sometimes referred to as lifecycle marketing<\/a> and ultimately could be key to keeping your company growing and thriving.<\/p>\n\n\n\n

Does your franchise company produce lifestyle marketing programs for your franchisees? <\/p>\n\n\n\n

What Are Some Great Marketing Strategies for Encouraging Return Customers?<\/h2>\n\n\n\n

Most of us know some of the strategies for converting and acquiring new customers.<\/p>\n\n\n\n

But what are some good marketing strategies for maintaining return <\/em>customers? <\/p>\n\n\n\n

Below are three of the main strategies you should consider:<\/p>\n\n\n\n

1. Loyalty discounts<\/strong><\/p>\n\n\n\n

A popular strategy is to offer discounts to customers who keep coming back or keep renewing their subscription. <\/p>\n\n\n\n

This method of rewarding return customers provides a monetary incentive to stay loyal and discourages customers from shopping elsewhere for cheaper prices. Types of loyalty discounts include:<\/p>\n\n\n\n