Integrated Franchise Marketing & Development

Integrating technology with traditional strategies for effective franchise marketing and lead generation… a practical plan for future franchise growth, and in some cases, future survival.

The days of promoting franchise concepts and brands primarily through static, expensive, two-dimensional advertising are rapidly becoming things of the past. Sure, franchising has experienced a great run and will most likely remain the backbone of small business. However, as we continue to recover from a period of economic uncertainty franchisors must continue to explore and utilize more effective methods and processes in marketing franchise opportunities, products and services as franchise growth objectives continue to be on the forefront of franchisors’ minds in the United States and abroad.

Franchise marketing and development efforts, for both today and tomorrow, must be technologically advanced to attract a more sophisticated, educated (and cautious) franchise candidate and consumer than the franchise industry has ever seen before. A trend that is evolving as an increasing number of transitioning, highly-skilled and educated business professionals and corporate executives explore franchising as a career alternative while already successful street-smart entrepreneurs investigate franchising, perhaps for the first time, as part of their diversification and expansion strategies. As well, value-conscious consumers are spending more and more time researching information online before making a purchase, and not only for the best value. Customer reviews, consumer reports, community involvement and professional affiliation are also being considered.

In addition, today’s franchise marketing and development efforts must be an integration of new technology and traditional strategies, creating what I refer to as Integrated Franchise Marketing (IFM). It’s a comprehensive approach to achieving multiple goals and objectives within startup, emerging and mature franchise organizations. IFM directs its focus on creating or improving brand awareness for the franchise organization at local, regional and national levels, driving revenue for franchisees, and generating genuine interest in the franchise concept itself.

The fact is, candidates and consumers alike, are embracing Social Media and complementing technologies in Mobile Marketing, as a way of researching information and exploring opportunities…including today and tomorrow’s franchise brands, products and services. From this diligent research they will make buying decisions, and will network with others and share the information they’ve accumulated along with their experience with the company they’ve chosen to invest in or do business with. Basically, with an organization they’ve grown to trust!

This article was previously posted on this site October 2011.

What is it that I do? – A personal reflection heading into the IFA Convention

“What is it that I do?” This is a question that I have been asked repeatedly over the past few years while attending various IFA Conventions and other franchise related events. And, it’s one that I just love answering! But, it also makes me reflect upon what it is that I do.. and why?

Actually, the reason is quite simple. Franchise failure makes me sick. Let me say that again. Franchise failure makes me sick… regardless of the cause!

The reason I do what I do is to help franchise organizations succeed at all levels. I know that’s a lofty proposition, but it’s true. It’s what I’ve dedicated myself to as I have recovered from a near-catastrophic experience ten or so years ago as a once-successful multi-unit franchisee that took his eye off the ball and subsequently failed. Certainly, it would be easy to reflect upon what that experience did to me. But there are other things to consider as how such experiences can affect entire franchise organizations. There could be collateral damage, and at times, a ripple affect.

Of course, I do what I do to earn a living and provide for my family. But I could do that in a host of different industries or business environments. Instead, I chose to put the bad experience aside and focus on how I can help others within franchising. Not only to avoid the mistakes I’ve made, but to focus on best practices that lend towards franchise success at levels.

With extensive experience and success in franchise management, marketing and development, and in training franchisees and franchise staff alike, gained in the various positions I have held for franchisors, I have focused my attention on making a difference in franchise organizations in these key areas. Sure, many know me from my almost incessant social media activity, but I’m just embracing what I believe to be a tremendous technology and communications tool that when utilized effectively and coupled with best practices, will contribute to franchise success at all levels.

So, that’s what I do. Thanks for asking!

A Look Back at IFA Conventions – Many Fond Memories Shared!

A couple of years ago, I started a discussion on the IFA Linkedin group about the then upcoming IFA Convention. I inquired as to who would be attending the event, and what they were hoping to bring back to their franchise organizations. Many franchise professionals shared their reasons for attending which ranged from seeing old faces to building relationships to improving franchise sales to learning more about social media. All great reasons. But one response in particular really shined through. It was a response from franchise veteran, Michael Seid.

Reflecting back, I know many smiled as I did when reading his response. Actually, it was his personal recollection of how IFA Conventions have evolved since the first convention some 25 years ago, and his reference to people and events that made it special.

Well, as this year’s IFA Convention quickly approaches, I thought it might be inspiring and thought-provoking to revisit Michael’s response and share it once again. Enjoy!

“1985 was in Miami if I recall and that was not my first so it may be longer than [25 years]. If I recall the attendance at my first convention was measured in the hundreds – not like we have now in the thousands. It was a much different association – we have come a long way with programming and content and member services. A lot of the founders were still around. I just got a great biography of Joe Francis from The Barbers who was very active years ago. If you did not know Joe you missed a great man – really a fine individual who went out of his way to give guidance to anyone who asked for his help. His son is still very active in the IFA. It’s a great quick read if you have not seen the book. Joe is gone 15 or more years.

The culture of the IFA has not changed. You can still corner an experienced member as a new comer and they seem always to be thrilled to mentor and give advice. I remember asking Fred DeLuca a question when I was new in the association and he spent two or more hours giving me his advice. That has not changed at all as most members today will do the same for a new comer.

Looking back at what has changed – No franchisees back then. That was a major difference Steve Lynn and Jim Bugg made that happen). No PAC to speak of (Sid Feltenstein changed that). No franchise appreciation day (Bernie Browning‘s idea). No Education Foundation only an education committee (I think Sid Feltenstein is also responsible for that). No thought of diversity or minorities in franchising (Ron Harrison). No VetFran (Don Dwyer‘s idea during the first gulf war). No Second Tuesdays (if it was not Lane Fisher and Scott Lehr then they were responsible for making it grow as it has). Who would have thought we would be looking at using franchising to provide products and services to the poor in the emerging markets and yet today we have the Social Sector Franchising task force. No CFE (John Reynolds). No one would have thought of a franchisee ever being chairman (Steve Siegel was the first and Doc Cohen the second). No franchisees or suppliers forum leadership on the board (Joyce Mazero if I recall was the first Counsel of Suppliers chair on the board and Jeff Kolton was the second – although we had no vote then. Supplier membership on the Executive Committee did not exist (I had that privilege when I was supplier chair to be the first because of Gary Charlwood).

I remember the IFA chair years ago saying that he would never let a mattress salesman (his word for suppliers) ever being on the board. Suppliers got a board vote when Gary Charlwood was chairman). No suppliers elected to the board in their own name for six years (I was privileged to be the first and Lane Fisher the second). No women as chairman (Joanne Shaw was the first and Dina Dwyer the second). No major investment in research (Mike Isakson). I think Jim Amos when he was chair actually creating the first IFA long range strategic plan. When Don DeBolt became president of the IFA we were near bankrupt and look at the great financial condition we are in now (Russ Frith as Treasurer did an amazing job). We did a lousy job in lobbying years ago and now we have a huge public affairs team. We dealt with Coble and LaFalce holding hearings on relationship laws in Congress and those days are gone.

Yes a lot has changed over the years. We owe a debt to a lot of some very smart folks who were in the leadership back then who kept adding great elements to make the association better. Along the way we had some who were less than stellar also but for the most part, we have been fortunate by those who chose to be in the leadership. Lets not forget the amazing job Debbie Moss has done in growing and professionalizing the convention supported by a really professional team of staff.

Still with all of the change, growth and the better financial condition of the association, the culture of the IFA has not really changed. I expect that many of the members/leaders from years ago who have not been active in the IFA will be at the 50th anniversary. Some of them will be surprised and pleased how far we have come.”

It’s time again for the IFA Annual Convention. Will you be attending?

Whenever I think about a franchise event and consider attending the same, I ask myself a series of questions – What am I hoping to achieve by attending this particular event? Is the event relevant to the services I offer? Are my current clients, and potential clients, attending the event? And, what are the (real) costs involved in attending the event?

I’m sure most everyone within the franchise community faces similar questions, either of themselves, or by senior executives. So, how do we receive the most benefit from attending a particular franchise event… and in this case, franchising’s most important event!

An article posted on Social Media B2B about networking at B2B Conferences and Tradeshows provides some great tips. I’m certain franchise professionals will find these tips most useful when attending many of the upcoming franchise events. I know I will.

12 Networking Tips for B2B Conferences
By Amanda O’Brien

Before the Conference

1. Use LinkedIn (and Facebook) to find people attending your conference – You can search for your conferences in the Events section (of both) and see who in your network is attending. LinkedIn Groups are also a great place to find people who are attending the same conference as you. Start a discussion in a group and make a plan to connect in person while you are there.

2. Find the Twitter Hashtag for the event – Many events now have a Twitter hashtag for their event so people can follow the stream of content being tweeted out about their event. If there isn’t a hastag, make one and alert your network about it. IFA Convention hastag is #IFA2012.

3. Download mobile apps on your smartphone to collect contact information – Doing the ‘business card shuffle’ is stale. Most people I know have a whole drawer, cup, bowl, trashcan et al. of business cards from meetings and conferences. Find a better way to connect. Perhaps their business phone number isn’t what you need but you would connect better if you could get their Instant Messenger name, Twitter name or Google Buzz/Wave information. IFA2012 App

I like to use Evernote for taking notes on the go (think: taking a photo of someone with an audio note of your conversation highlights). A fun way to exchange all of your contact information is with the Bump application. With a simple physical bump of your phone to the person you want to connect with, you can swap all of your contact information. Never underestimate the power of LinkedIn as they also have a great app to collect data on-the-go.

4. Tell your network you are going and find out what they want to know more about – Let your customers and network know you are attending this conference and ask them if there is anything they want you to make sure you bring back with you. Post a blog, a tweet or update your Facebook fans and you may get some great ideas from them on which sessions you should attend or who you should talk to.

During the Conference

5. Try using Twitter DMs versus email – When we all leave for a conference, we set up a vacation email. Why? Because we don’t plan on (or want to be held accountable) for checking our email while we are on-the-go. If you want to send someone a message, try sending them a direct message on Twitter for a faster response.

6. Get content for later – Too many people are trying to “live document” events. Save your energy and make a plan to collect information for later. Use a sound or video recorder to capture an impromptu interview and save it for when you get back. Edit your content to make it have one quick point and share it with your network.

If you make a good connection with a thought leader in your industry get their contact information and make a plan to contact them later. Ask to interview them later, after the conference, via email or over the phone.

7. Be a part of the experience – We have probably all seen those people who are documenting every minute of an event either by live blogging, tweeting or recording it. You will get more out of your experience (and the dollars it took to get you there), if you spend your time being a part of the experience, meeting people and listening to speakers then you will documenting the whole process. Take home key points and relationships, not mountains of text, tweets, audio and video footage.

A Few Other Tips

8. Have a plan – There is so much content at conferences. Research speakers beforehand, if you can, and make a list of what you cannot miss and what you will fit in if you can. Set up meetings with business partners and potential clients before you go so you don’t get sidetracked.

9. Go with the flow – Yes you should have a plan, but you also need to leave some of your days up to chance and opportunity. You can’t do everything, so leave yourself some breaks in your days. Some of the best experiences I have had with conferences have been small groups meeting to the side of the conference or unplanned dinners with people I have met.

10. BYOP (Bring Your Own Power) – Bring your cell phone charger and computer power cord with you wherever you go. Want to make friends real fast? Bring a power strip with you and share the juice with your neighbors.

11. Make breakfast and dinner plans – Conferences keep you pretty busy all afternoon. Make plans with people you want some face time with before and after the sessions. I like to meet people for breakfast. Dinner can be tough after a long day.

12. Be friendly – This should go without saying but be friendly to everyone you meet or sit next to. You never know who is a professional blogger, your next sales lead, a Twitter celebrity or your next best friend.

Originally posted on this site January 2010 & January 2011.

The Focus on Franchise Marketing is Local, Local, Local!

Local appears to be the common denominator in all discussions about marketing in franchise circles. From mobile marketing to social media to software solutions, the discussion always seems to comes back to “local.”. We have even seen Google’s continued shift to complete emphasis on local which has created what appears to be a whole new segment of marketing, local marketing, complete with its own strategies, methodology and tools.

The following is a guest post by Chris Anderson, Co-founder at Empowerkit. Chris enjoys sharing his perspective, insight, and experience whenever and wherever he can as is apparent by his active participation in various franchise LinkedIn groups.

5 Local Online Marketing Support Mistakes Franchisors Should Avoid

Bringing in new franchisees is how franchise systems grow and maintain financial stability, especially early on, and it’s what most franchisors lose sleep over more than anything. But to maintain steady growth, corporate support to existing franchisees plays an essential role – from marketing and advertising, to operations and ongoing training.

All too often, though, franchise support takes a backseat to sales, leaving franchisees feeling alienated from the franchisor and disenfranchised (pardon the pun).

One thing in particular which franchisees are desperately seeking guidance on is online marketing. More specifically, how they can make sure they’re staying competitive online, attracting as many local customers as possible, and generating leads to grow their sales.

Here are 5 common blunders to avoid in franchise local online marketing support:

1. Static Local Websites

Many franchisors, early in the growth process, publish basic landing pages for franchise locations with very little unique local content, and no easy way for the franchisee to make updates. This results in poor search rankings, pathetic conversion rates, and upset franchisees that often go rogue and create their own sites.

What should you do?

Provide a system like Empowerkit, where franchisees can easily make updates to their own websites, within the brand and content controls you set and can oversee at corporate.  Make sure the system is flexible and can adapt with your changing needs over time.

2. No Business Listings

Franchisees generally don’t know the first thing about submitting and maintaining their business listings on Google Places, Bing, Yahoo, Yelp, Yellow Pages, and other sites. So, if you don’t give them instructions and best practices, or provide an automated solution, then guess what…there are no business listings for your locations! Complete, comprehensive business listings are a key traffic driver and lead generation source, so don’t make this mistake.

What should you do?

First off, lead by example. Make sure your corporate listing is complete and consistently listed in all of the main search engines and directories. Next, decide whether to engage a specialized vendor, utilize an automated service, and/or provide documentation and best practices.

3. Ignoring Social Media

Whether you love it or hate it, social media is here to stay, and franchisees in almost every industry are trying to figure it out. Franchisors who ignore social media are finding themselves chasing down compliance issues, and seeing dozens of disparate profiles and pages that are poorly managed. Translation – a nightmare for your branding. Worse, they’re missing a great opportunity to gain a competitive edge. Don’t let this be you!

What should you do?

Don’t fight social media, embrace it. It’s the only communication channel that let’s a business directly interact with customers and other stakeholders, which is valuable any type of business. Develop a strategy with defined goals at the local level, layout any necessary policy guidelines, and train franchisees on best practices. Consider working with an outside consultant initially, and remain flexible to adapt your strategy based on results and changing trends.

4. No Attention to Lead Generation Optimization
It’s easy to get lost in what to focus on when it comes to local online marketing, and lose sight of the performance metric that matters the most – lead generation (particularly for service-based franchises). Generating leads is a science, which can always be optimized to bring in more, better qualified prospective customers. In most cases, though, franchisees have little more than a Contact Us page or their phone number and email on their website, and research shows this will produce the lowest possible lead generation results.

What should you do?

Have at least two compelling calls-to-action with connected lead captures on each page of your local websites. One for prospects that are just browsing (i.e. “Free Download: Top Tips for X,  Y, Z”) and the other for those who are “sales ready” (i.e. “Schedule a Free Consultation”). Have analytics events set up that track conversion rates, so that you can test and optimize the different lead generation variables over time to continually increase conversions.

5. No Content Marketing Strategy

What’s becoming key to all online marketing efforts is a sound content strategy. That is, understanding what types of content can be created at corporate and the local level to offer customers relevant, valuable answers to their questions, and solutions to their problems, which should directly relate to the franchise’s products and services. Value driven content is what should fuel the ongoing local website updates (and lead capture CTA’s), social media profiles, online ads, and it’s what has the greatest impact on SEO.

What should you do?

Think long and hard about your brand’s culture, story, strengths, and competitive advantages. Then brainstorm your target customers top questions and frustrations as they relate to solutions that your products and services offer. Come up with ideas for content that can address these questions in a compelling way, and that will help amplify your brand online. It may be through blog posts, videos, photos, webinars, or other content, but the point is that you put a strategy in place and start implementing it through your local online marketing efforts.

These are just five common mistakes that franchisors make. Please share other pitfalls to avoid, and let us know if you have any questions!