In this Franchise Times article, iFranchise Group CEO Mark Siebert explains how influencer marketing is here to stay. Frankly, it has been here all along anyway. Siebert also shares his unique perspective growing up close to the Chicago political scene and the lessons it offered for his career in franchise consulting.
The court of public opinion…
Most franchise candidates have already set a goal to become business owners and are ready to begin the sales process. It’s here the first acts of influencing begin.
Influencer marketing is as old as government. Think about it, how long have candidates for public office been leaning on the opinions and endorsements of others to get themselves elected? It may seem like government and businesses are worlds apart, but this isn’t the case. In this article, Siebert tells you that everyone is watching, everywhere, all the time. It may sound sinister, but as far as franchise marketing is concerned, it means opportunity is all around us.
Franchise marketing recognizes that the prospective franchisee is not making the decision to buy alone. They are most certainly influenced by others like their spouse, their business associates, bankers, lawyers and suppliers, to name a few. And, of course, other franchisees in the system are influencers themselves. Whether your prospect is being influenced by the media, their banker, their spouse, or other franchisees, the bottom line comes down to trustworthiness. In this article, learn how to earn the trust of those who are influencing the candidates you want in your network.
In this Franchise Times article, iFranchise Group CEO Mark Siebert guides franchisors through the unique challenges and opportunities in marketing to international prospects looking to purchase franchises in the United States. While it isn’t appropriate for all franchise systems, for many it makes sense for franchisors to look outside of their own borders to find their next generation of successful franchise owners.
If marketing to international candidates feels right for a brand, franchisors will first need to understand the opportunities available for international candidates to own and operate franchises in the US. Two federal programs in particular, the E-2 and EB-5 visa programs are designed precisely for this type of prospect. The two programs differ greatly, and any franchisor will be smart to seek the guidance of a franchise attorney who specializes in this very field. In this article, Siebert talks with Angie Rupert, an E2 visa attorney out of Los Angeles for her expertise on the subject. Rupert notes there are savvy entrepreneurs seeking franchises in the US from a wide range of industries. While the process may seem daunting, with careful expert consultation, it need not be.
Marketing to international prospects
As with any marketing, iFranchise Group consultants advise franchisors to tailor their marketing strategies based on their audience. In addition to language considerations (don’t leave it to Google translate!) consideration must be given to the marketing avenues available. For example, social media options in China look very different from social media options in the US. Learn more from Siebert as he explains key elements to pitching international franchise candidates, in a way that compliments the visa programs available for candidates coming from different countries.
In this edition of Franchise Times, iFranchise Group CEO Mark Siebert reflects on the renowned fable about the Tortoise and the Hare, and how franchise marketers should keep this story in mind when planning their marketing strategies:
Life in the fast lane…or the slow one?
In the first part of the article, Siebert’s focus is on strategies that resemble the actions of the hare. What types of franchise marketing provide quick, real time data? In a world of instant gratification, it is no surprise that the marketing industry has caught on to where to find the speediest and most efficient feedback to help monitor and adjust their campaigns. As impatient as we are to reap the rewards of a new social media or email campaign, is it enough to be fast?
Next, Siebert relates marketing strategies to those of the hare. What other marketing methods, in addition to SEO, take time to nurture, and are they worth the wait? Franchise consultants crafting marketing plans know to include both short-term and long-term strategies for a well-rounded approach. In franchise marketing, SEO, PPC, social media, publication marketing, direct marketing, content marketing and trade shows all have their place in the race. And for all franchise marketing initiatives, it is vital to measure results and adjust campaigns accordingly. For example, talk to trade show prospects about their backgrounds and compare to the Franchisor’s targeted prospect and messaging.
The moral of the story may be that each franchise marketing campaign needs to adopt a lesson from both the tortoise and the hare, depending on the target audience and the long-term marketing goals. This article gives guidance to the marketer who is undecided about how to run the race.