“Franchise Today” Kicks Off Fourth Annual Franchise Legal Series

Houston, Texas – “Franchise Today” radio show begins its fourth annual “Franchise Legal” series this Thursday, April 11 and culminates with the IFA Symposium (May 5-7) recap on May 30. The eight-week series – double the content since its debut in 2010 – will deliver compelling insight from the perspective of leading legal minds within the franchising world.

“Each year we continue to expand the ‘Legal’ series based on growing listenership and the enthusiastic response from the franchising community,” said “Franchise Today” host Paul Segreto. “We are thrilled to have the opportunity to share the expertise of incredibly talented and well-respected leaders in the profession. The value they bring to our audience is immeasurable.”

Segreto and his guests will delve into the day-to-day legal issues facing franchisors as well as timely hot topics – private equity in franchising, social media legal considerations, franchise sales best practices (from a legal perspective), franchisor litigation issues, and international franchising challenges. “Listeners will walk away with a deeper understanding of legal matters and tangible advice and recommendations to help franchisors succeed in a competitive and litigious business environment,” said Segreto.

In line with presenting the franchise community with best practices and advice, the “Franchise Legal” series features an impressive lineup: Michael Laidhold of Plave Koch PLC, Lee Plave of Plave Koch PLC, Amy Cheng of Cheng Cohen LLC, Barry Heller of DLA Piper LLP, Mark Kirsch of Gray Plant Mooty LLP, Lane Fisher of Fisher Zucker LLC and Jonathan Redgrave of Redgrave LLP. Rounding out the two-month series with an IFA Legal Symposium Recap will be IFA’s Dean Heyl, director state government relations and public policy and tax counsel. Though several IFA staff members have contributed to “Franchise Today,” Heyl’s appearance marks the first time an IFA staff attorney will participate as part of the ‘Legal’ series.

Hosted by Paul Segreto, president and CEO of Franchise Foundry, the show’s newly expanded format is a series of multiple episodes with industry leaders, experts and key players sharing their unique perspectives on the chosen topic. This year’s series also included “Voices in Franchising” featuring IFA President and CEO Steve Caldeira and “Franchise Finance & Multi-Unit Franchising” in March. New to the “Franchise Today” lineup is a summer-long Franchisor Spotlight Series where some of the leading franchisors share best practices they’ve implemented for improved unit-economics and franchise growth. Additionally, Segreto is planning six to eight special event broadcasts throughout the year for a total of approximately 60 live shows in 2013.

For more information or to listen to live and archived shows, please visit http://www.blogtalkradio.com/franchisetodayshow.

Value-added Discussions – A Linkedin Best Practice

In a recent discussion within the LinkedIn Franchise Executives group a question was asked about how best to present products and services to group members. The question stemmed from a revision in group rules put in place to keep the group focused on its objectives of exchanging ideas, sharing information, and promoting best practices within franchising. By attempting to eliminate the clutter of self-promotion, MLM opportunities, and even franchise opportunities, revising the rules was seen as the most practical way to retain group members and increase participation.

Here’s the question and my response regarding value-added discussions…

Question: “Outlining some guidelines is an excellent way to embark and start bringing a format or platform to enhance value to the group, congratulations on your initiative.

Please tell us at what point information and value added discussions should be introduced to the group in your mind. I think anyone here is interested in gaining value and as well, sharing value, but it all sooner or later leads to developing new business, directly or indirectly, that is mutually beneficial. There is a fine line between “advertorials” and “value exchanges”. Are you able to define further what format, discussion or response you think would serve the reader and the writer (group members) best? “

Answer: “I believe value-added discussions can be introduced at anytime. However, I do believe it’s a social networking best practice to “earn the right” to do so by getting to know group members, participate in group discussions, and contribute to the same.

Then, based upon a perceived group or industry need, I suggest initiating a discussion about that need (or challenge / issue). Certainly, one can lead into presenting within the discussion details of their product and how it could satsify the need, address the challenge or resolve the issue. The key is not to immediately shove the product or service down members’ throats.

I believe what is often overlooked or ignored, is that group members, especially ones being sold to, have knowledge about franchising, are aware of the needs, challenges and issues the industry is facing, and may actually be aware of the companies providing services and products in the area of concern. What they may not be aware of is the person presenting a company’s products and services. And, people buy from people, right?

So, I recommend anyone with the objective of selling products and services be a person first, by developing relationships with group members. Then, be perceived as an expert in your field by sharing knowledge and experience through participation. I believe sales should follow…

As an added note, I believe the same process works within other social media including Facebook and Twitter, with platform appropriate modifications to plan.”

This post originally published January 2011.

Heavy-hitters in Franchising on Franchise Today in 2013

Media Contact: Sara Schulte, Fishman Public Relations, (847) 945-1300 ext. 256 or sschulte@fishmanpr.com
For Immediate Release

“Franchise Today” Announces 2013 Interview Schedule Featuring Heavy-Hitters in Franchising
Franchise radio show announces new format with in-depth, multi-part series

Houston, Texas – January 25, 2013 – “Franchise Today,” the franchise-focused radio show on Blogtalkradio.com, kicks off 2013 with a new multi-part series format featuring some of the most respected names in franchising. Following the recent merger between franchise development companies FranchisEssentials and Franchise Foundry, the platform is now a production of the latter and is poised to continue its growth within the industry.

Hosted by Paul Segreto, president and CEO of Franchise Foundry, the show’s newly expanded format continues to focus on presenting the franchise community with best practices and advice on various aspects of management and development. Each series of multiple episodes will feature industry leaders, experts and key players sharing their unique perspectives on the chosen topic. The first of nine themes centered on marketing and included guests such as CEO of PostNet Steve Greenbaum on promoting your brand, Jeremy LaDuque of ElementsLocal on the challenges and opportunities of online marketing, Steve Baxter of Satmetrix on the customer experience as a key marketing component and Sandy Lechner of SproutLoud on the brand management value proposition.

“Our goal with ‘Franchise Today’ is to help educate franchisors by providing volumes of information on the most pertinent issues in the industry,” said Segreto. “Over the past four years, we’ve been able to build a community of listeners both here and internationally that is hungry for knowledge and best practices. I’m excited to be part of a resource that can aid franchise professionals and create success at all levels.”

Upcoming Q1 series include February’s “Voices of Franchising” featuring IFA President and CEO Steve Caldeira, just days before the IFA convention, as well as Nancy Weingartner from Franchise Times; “Franchise Finance & Multi-Unit Franchising” in March; and the fourth annual “Franchise Legal Series” made up of eight parts culminating with the IFA Symposium recap for April and May. New to the Franchise Today lineup is a summer-long Franchisor Spotlight Series where some of the leading franchisors share best practices they’ve implemented for improved unit-economics and franchise growth. Additionally, Segreto is planning six to eight special event broadcasts throughout the year for a total of approximately 60 live shows in 2013.

For more information or to listen to live and archived shows, please visit http://www.blogtalkradio.com/franchisetodayshow.

About “Franchise Today”:

Hosted by industry veteran Paul Segreto, “Franchise Today” is a production of Franchise Foundry, a full-service franchise management and development company. The radio show has grown to thousands of listeners, including international, and focuses on sharing advice and best practices from the leaders of the franchise community. Segreto and his team’s goal is to educate franchise professionals and help franchisors succeed at all levels. The new format promises multi-part series throughout the year as well as several special event broadcasts. Franchise Foundry also co-produces FranSummit, a social media and digital marketing workshop. To listen to “Franchise Today” live or hear archived shows, visit http://www.blogtalkradio.com/franchisetodayshow.

True Social Media ROI – Relationship & Community Building

Certainly, return-on-investment (ROI) is important but too many miss the boat by trying to make social media a line-item on their financials. First, social media is not advertising. So to think there will be a definitive ROI based entirely upon revenue generated against dollars invested is absolutely off-base.

One needs to look at social media as the glue that can hold several key functions of the business together such as bringing the customer experience to marketing complete with sharing operations role in making the experience positively memorable, and letting the end-user know about its objectives. Complicated? No, but not without proper planning and a long-term vision. Further, social media is vehicle that transports information from one function to another – it’s a conduit.

Social media is the communications tool that should lend itself to truth, trust and transparency in establishing or strengthening the business relationship. Last, social media is the tool that enables a brand or business to earn the right to “ask” for business from customers, clients and investors alike as it provides the platform for them to virtually see how your business operates, how it communicates and how it is perceived. The key here is in establishing community. The necessary steps are relatively simple to follow… Share, Interact, Engage and then, only then have you earned the right for a Call-to-Action. Yes, that’s when the right has been earned.

It does take training for social media to be utilized effectively at any level. But even more so at the local level as franchisees typically cannot afford the luxury of adding human resources to handle their social media. So, training and guidance is paramount. As is open communication and interaction between franchisor and franchisee in managing and monitoring social media. Yes, working together with common goals and objectives, as should always be the case in the franchise relationship. This is just another component of what I believe should be the everyday goal of working towards a truly interdependent relationship. The same should be said about all relationships in a business [and franchise] environment – franchisor/franchisee, employer/employee, business/customer, etc… Yes, it should be the norm, and not the exception.

Let’s Get Together at IFA2013!

Let’s get together at the upcoming IFA Convention — either for business or to just meet and chat. Either way, let’s make the most of what is sure to be a great event.

I’m always excited to work with startup and emerging brands in franchising. The passion exhibited by founders is something that I truly cherish. To that end, my own passion is helping them achieve their goals.

With the IFA Convention just around the corner, I’m looking forward to sharing how Franchise Foundry can help franchisors:

• Improve system sales and unit-economics
• Strengthen franchisee relationships and communications
• Increase franchise interest and actual franchise sales
• Explore strategic or financial partnership for future opportunities

So, if you’re a franchisor with any of these objectives, we should meet in Vegas and explore the possibilities. I’m confident Franchise Foundry can help you achieve your goals. Of course, if you’d just like to get together for coffee or a drink and have a meaningful discussion about challenges franchisors are facing today, I certainly look forward to that as well. Or, maybe we should just exchange cards and agree to touch base after the convention? That works, too.

In any event, please contact me at psegreto@franchisefoundry.com. Let’s make the most of the IFA Convention experience… together!