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The first test of a good ‘dealer wanted’ ad is no doubt its ‘attention grabbing’ strength among the prospects. The second test is the ad’s ability to coax the stronger ones among them to respond to the proposition being made. In the present times, with more brands crowding the marketplace, the premium on dealers’ shelf space is increasing exponentially; It needs a well- thought out and well-written dealer ad to bring in the right response. The communication must put across the proposition forcefully; while many companies give ‘dealer wanted’ ads, only a few do a good job of it. Cited below are a few effective ‘dealer wanted’ ads.
| Nanz ‘Dealer wanted’ Ad | |
| An Invitation to be a NANZ franchisee | |
| Open your own NANZ Lobill Store for the customers in your area, if you have… Premises with an area of 1,000 sq. ft or more in a well-located commercial market near a residential complex of potential customers (ground floor preferred). Your business standards are high and you have the motivation and ambition to recognize the growing potential of retailing. | If you are financially strong and ready for financial investments upwards of Rs. 25 lakh. Franchisees of leading petrol/service stations who are willing to add on convenience stores of an area of about 1000 sq.ft. are also invited to apply. Parking space for vehicles preferred. |
The Nanz ad: The Nanz ad is another example. The Nanz Lobill chain stores were to be run by franchisees. The approach of Escorts Nanz in this regard could be understood from the ads put out by them towards locating prospective franchisees.
