To win over buyers in today’s increasingly competitive franchise market, it’s all about the money.

The past two years have seen many franchisors humbled as their systems got smaller. After growing by more than 40 percent between 2001 and 2008, the number of franchise units dropped by nearly 4 percent between 2008 and 2009, and just barely grew at all in 2010, according to a 2011 report from PricewaterhouseCoopers for the International Franchise Association.

Still, some franchise companies are bucking this trend. They are experiencing rapid growth in spite of the down market and the obvious challenges that exist. What’s their secret? They either have powerful brands or a compelling value proposition driving their growth.

Over the last two to three years, companies like Subway, McDonalds and 7-Eleven haven’t had any trouble attracting buyers because their brand names are so strong and well known. Being part of a brand with virtually 100 percent top of mind awareness with consumers gives potential buyers confidence and security.

Without a famous brand name to rely on, however, a franchise company desiring rapid growth in today’s market must have the numbers on their side — in a big way. In fact, the money side of the business has become even more important than the product or service the business offers. That’s why we see rapid growth in companies as diverse as Vanguard Cleaning Systems or Tutor Doctor learning centers or HOODZ commercial grease cleaning services.

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With the cost of paid advertising and promotion getting higher every year, having a PR strategy is a must for most businesses. PR doesn’t end with a press release or a grand opening event. The secret to great PR is having solid marketing content that can be used on a consistent basis, like promotional videos, testimonials and even mini clips of awards or accomplishments. Let’s face it, PR marketing is an ongoing effort and video marketing works for your company 24/7.

Using web video as a communication tool can extend the reach of business news or promotions. Most business owners already know that video can help improve search engine results for a company but web video also adds a dynamic element to PR activities by creating a more personal company image, reaching a wider audience, and encouraging customer interaction.

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