In this edition of Franchise Times, iFranchise Group CEO Mark Siebert explores the similarities between a good franchise marketing strategy and a winning game plan on the football field. The key element may surprise you!
A Game of Adjustments – When It’s Time to Tweak Your Selling Playbook
Once a marketing plan for lead generation is in play, the focus is typically on the numbers. What’s working? Why or why not? And what do we need to do differently?
In this article, Siebert acknowledges the importance of data analysis, however reminds us that although an inward focus is essential, some business owners forget to watch the films of the opposing team. There is a reason NFL football players spend part of their practice week studying their upcoming competitor. Adjustments need to be made.
Observing the playbook of competitors in your industry is critical to any marketing strategy. Siebert lines up a list of tech tools designed to help do just that, giving you a jump on your own franchise marketing adjustments as you wade through analytics and next steps of your plan.
Further, Siebert offers solutions to prevent burning out your target audience. With some basic Marketing 101, he guides you through essential initial steps, by way of reach vs. frequency, A/B testing and the Rule of Seven, to assist you in assessing your next marketing moves.
Franchise marketing is a process of constant adjustments, but with an eye focused keenly on the opposing team, franchise businesses can score again and again.
In this Franchise Times article, iFranchise Group CEO Mark Siebert explains how franchise success comes from doing a lot of little things, the right way. By comparing the strategic planning for your business to a Halloween night of trick or treating, Siebert brings you full circle from the minute you turn your porch light on to the last piece of candy in your bag.
Tricks to get the treat…
There is no single trick to franchising sales success. The magic happens when step after strategic step moves the franchise marketing and sales plan forward.
The first component Siebert talks about is the franchise website, and how it serves as the “porch light” to your business. A high-quality franchise website welcomes prospects to your door to inquire about your business. It serves as the vehicle to generate leads, collect information, and pique interest about your brand. There is no more important introduction. If the porch light isn’t on (i.e., if Google doesn’t rank you), no one is coming to the door. In this article, Siebert breaks down exactly how your website should be performing for you.
Siebert also explores a second component – filling that trick or treat bag with qualified leads. When it comes to the leads generated, the key is to take quality over quantity. A highly qualified candidate stands a better chance of evolving into a successful franchisee, who turns into a champion for your brand. Learn why the right validation from existing franchisees in your system plays a crucial part of the recruiting process. Likewise, a negative validation by a poorly performing franchisee is like receiving broccoli on Halloween night.
This article teaches you how to focus on strategy, one piece of candy at a time.
As iFranchise Group CEO Mark Siebert explains in this recent article for BeTheBoss.com, the uniqueness of a franchise system can set it apart from the competition.
Don’t Be Afraid To Be Yourself
Based on close to three decades of franchise consulting experience and having met thousands of prospective franchisors, Siebert compares the lure of a unique franchise system to that of some of today’s previously unknown musical success stories. Like these new stories of stardom, successful franchisors need not fear what makes them different from the pack, but rather, need to connect with those who relate to them and who embrace what makes them different.
In this article, Siebert encourages those looking to franchise their business to see their differences as advantages to be emphasized. For example, the newness of a concept can claim its place as an innovator and trend-setter in the industry. iFranchise Group consultants often advise “me-too” is not an expansion strategy. Newer franchise systems do not need to apologize for being new to franchising. A franchisor’s recent entry onto the franchising scene makes them attractive because more territories are available and new franchisees can play an important role in setting the trajectory of the concept.
All companies looking to grow through franchising need to pay attention to concepting, strategic planning, messaging, marketing and franchise sales. But success isn’t limited to the big players.
By identifying its own unique value proposition and speaking to the right audience, a unique franchise can also have a star on franchising’s walk of fame.