Going local, saying no puts rhyme and reason into franchising plan

In this edition of Franchise Times, iFranchise Group CEO Mark Siebert discusses the benefits of a local franchise expansion strategy.

Going local, saying no puts rhyme and reason into franchising plan

There is nothing more exciting for a franchisor than knowing prospects are clamoring to represent the brand. The question to ask is why? Is it because there is a reputation for unprecedented home office support and training? An impressive leadership team? Successful franchisees praising the brand? In this article Siebert explains how the retail concept of shopping local can apply to franchise expansion strategies as well.

Successful franchisors make the grade because they are accessible to their franchisees. From a close distance a franchisor can  nurture and help groom the future leaders and ambassadors of their brand – especially in the beginning of their franchise journey. Fear of losing a potential sale and misunderstanding their role in the franchise support function may lead franchisors to market more broadly than they should.

In this article, Siebert reminds us that franchise prospects are not finite. Find out what he means by referring to them as a “manufactured resource,” and learn how a compelling marketing message can actually help create franchise candidates. . Siebert offers real life, hands-on tools to help you create local franchise marketing campaigns to capture leads where you want them.

How should you target your SEO approach? What’s the best way to use social media? Are print advertising and direct contact marketing still worth your time and money? It’s all here to help the franchisor see the benefits of local marketing, before launching coast to coast. Follow Siebert as he helps keep franchisors focused on regional marketing strategies with tips on how to successfully market to prospective franchisees on a local level.

Who’s driving the bus in the new year?

In this recent article for Franchise Times, iFranchise Group CEO Mark Siebert explains why he believes 2019 will be the year of user-generated content.

Who’s Driving the Bus in the New Year?

Last year for the first time, digital advertising dollars soared past television ad spend by nearly $20 billion. For marketers, this isn’t unexpected. They know that social media has taken over as the key path to their target audiences, who are showing up digitally each day in record numbers – 80% of Americans are on Facebook, a third of the country on Instagram. Traditionally, marketing campaigns drive messaging to the masses, but in a new world of likes, tweets and ‘grams, marketers aren’t in the driver’s seat anymore. But franchise consultants will remind Franchisors they are still able to navigate the wheel.

This article explores the changing dynamic between messenger and message recipient in the world of franchise marketing, and why franchisors should lean in and “listen” to what is going on online. Unlike television or radio ads, social media creates a path for two-way communication, good and bad, and both with the possibility of achieving a positive, lead-generating outcome. The fact is, marketers can learn a lot from social media behavior and benefit from it in a way they never could through other media messaging.

What is user-generated content anyway? Why should franchise marketers embrace it rather than distance themselves?

Here Siebert offers concrete examples of why it is more important than ever for franchise marketers to use the power of social media to connect with its audience in real time, and in a way that breaks through the massive amount of noise created by everyone else in the space.