When to Race, When to Slow Down

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.

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