Working with limited resources, many small business owners don’t have the staff or equipment it takes to produce high-quality promotional materials, not to mention the expertise required to make sure their message reaches their target market.

Fortunately, small business owners can get help in marketing and promoting their products from the marketplace. Over the years, many competent companies have been created specifically to meet the promotional needs of small businesses. These companies survive based on their promotional know-how as well as their ability to efficiently produce printed materials such as banners, letterhead, and mailings.

As with other industries, some marketing and promotional companies have turned to franchising as a model for expansion. For prospective franchisees, there is a range of franchising options to choose from. Some franchises focus on printed materials while others specialize in conducting advertising campaigns or other marketing-related services.

Valpak Direct Marketing Systems is a wonderful example of a franchise with a solid track record in helping small businesses market their products. Based in Largo, Florida, Valpak has achieved its success by selling advertising space in direct mail packets that are sent to targeted businesses that might benefit from their clients’ products and services. Like other companies in the field, they have expanded their operation to include franchise locations across the U.S., and offer a great opportunity for budding entrepreneurs to get started in this growing industry.

Points to Consider

• Franchises that focus on providing services such as consulting or direct mail assistance can be launched with a relatively low initial investment. These opportunities are especially attractive to entrepreneurs who are just starting out or have limited resources to invest in the business.
• On the other hand, franchises that specialize in producing printed materials can require a significant amount of startup capital to purchase the necessary equipment and supplies. It’s not unusual for printing machines to cost tens (or sometimes hundreds) of thousands of dollars. The cost of this equipment is usually not included in the initial franchise fee. If cash is tight, check with your franchisor to see how much your startup equipment will cost before you make a commitment.

Franchise Opportunities

• Valpak Direct Marketing Systems. Valpak franchises sell advertising space in direct mail packets that are sent out to companies and individuals likely to be interested in their clients’ products. The company currently has more than 200 locations in North America.
• United Marketing Solutions. United Marketing is a multi-faceted franchisor that specializes in localized mass marketing services. The company provides a significant amount of support and service to its 40+ U.S.-based franchises.
• Our Town America. Franchising since 2004, Our Town America specializes in connecting local businesses with people who have recently moved into the community. In 2005, they reported 20+ locations and are aggressively seeking new franchisees.
• Proforma. Since 1978, Proforma has provided small- to medium-sized businesses with printed materials included business documents, forms, promotional products and more. The company currently has more than 600 locations in North America.

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