In his recent article for Franchise Times iFranchise Group CEO Mark Siebert predicts content and mobile will continue to bring home wins for franchise marketing.
The world was shocked last year when Italy, the world’s most decorated soccer team, failed to qualify for the 2018 FIFA World Cup. If history is any indicator, we can expect some unpredictable results in the upcoming winter Olympics as well. For Franchisors spending carefully budgeted marketing funds to attract the best franchise candidates, surprises are not fun and games.
iFranchise Group predicts a marketing strategy focused on carefully-crafted content and marketing campaigns to attract mobile-dependent millennials will continue to dominate in 2018.
While franchisors want predictable marketing results, sales and marketing must look forward as well. We encourage our franchise development clients to take a cautious approach but to maintain an openness to new and cutting-edge marketing options, while carefully measuring results and adjusting accordingly. Some franchisors, for example. are experimenting with the use of virtual reality as a way to reach new audiences, some even in a trade show format. The Franchise Consulting Company, for example, has recently launched the Great American Franchise Expo, a VR tradeshow allowing prospective franchisees to walk the virtual trade show floor through the use of a headset.
For the year ahead, franchise marketers are also testing interactive content such as online quizzes, infographics, and listicles. Franchise consultants will continue to to stress the importance of social signals and their relationship to search engine optimization. As Mark notes in the article, one or more of these trends may emerge as marketing champions in 2018.