Pay Per Click Marketing For Emerging Franchisors

In his recent article for Franchise Times, iFranchise Group CEO Mark Siebert describes a battlefield approach to Pay Per Click franchise marketing:

Franchisors may want to think about approaching pay per click advertising like a war general. Size up competing franchise systems by evaluating all of the strategies used in Pay-Per-Click (PPC) campaigns. Look for keyword phrases being bid on. Review landing pages and franchise advertising copy. Carefully develop a franchise marketing budget and test multiple campaigns simultaneously. Franchise sales success through winning PPC campaigns requires both great click-through rates and high capture rates.

Positioning a Franchise Launch

In his recent article for Franchise Times, Mark Siebert describes a schooled approach to franchise marketing:

  1. Stock up on dedicated franchise marketing materials.
  2. Create multiple landing pages to target different audiences.
  3. Order short print runs to allow for multiple brochures targeted to multiple audiences.
  4. Narrow the targeted market to allow franchisors to better service new franchisees by clustering support and consumer advertising.

When is a Franchisee Ready to Become a Multi-Unit Owner?

iFranchise Group President Dave Hood was recently a featured speaker and mentor at the National Multi-Unit Summit for the Franchise Relationships Institute. One of the topics he addressed was determining when a franchisee is ready to become a multi-unit franchisee.

This article was originally published on August 25, 2017 by Australia’s Inside Franchise Business.

 

For American Franchisors to Succeed Overseas, They Have to Be Open to Change

Sometimes the fastest way for a U.S. company to penetrate an international market is though a master franchise structure. This has wide-ranging implications for fee structure, the franchisee profile, marketing, training and support. Area development structures are also used. In any case, entering an international franchising market requires careful planning and strategy. Check out this recent Entrepreneur Magazine article which discusses some of the unique challenges and benefits of international franchising.

Lessons on Franchise Quality Control

Companies looking to franchise their business need to focus on quality control and consistency in setting up their franchise program.

When our franchise consultants speak with companies looking to franchise their business, we often hear that one of the factors holding them back, is fear that franchisees will stray from the quality standards related to the brand. Franchisors fear losing control. These fears fail to take into account the motivations franchisees have to conform to the franchise system. A highly developed confidential operations manual is one way of enforcing brand standards. It plays a key role in training franchisees and their managers.

The franchisor’s ongoing support (field visits, for example) will also play a crucial role in maintaining franchise brand standards.

iFranchise Group CEO Mark Siebert discussed this topic in a recent article published on BeTheBoss.com.

Opinion: Why Trump should be huge for the franchise industry

Originally posted on Crain’s Chicago Business, January 5, 2017

Opinion: Why Trump should be huge for the franchise industry
By: MARK SIEBERT

Whether or not you like him, are comfortable with his character, or agree with his stance on international trade, immigration, gun control and a host of social issues, President-elect Donald Trump almost certainly will be good for franchising.

The franchise industry as a whole continued to thrive during Barack Obama’s presidency, with average annual job growth of 2.6 percent over the last five years—nearly 20 percent higher than for all businesses, according to the International Franchise Association. Today, the nation’s almost 800,000 franchisees employ 9.1 million people, the association says. In Illinois alone, there are 29,000 franchised establishments with a total of 321,000 workers.

But the industry did so while overcoming some of the most significant obstacles that franchisers have faced since the Franchise Rule was instituted in 1979. In recent years, both franchisers and franchisees have been hampered by changes in the rules for overtime pay, the definition of joint employment, burdensome regulations and requirements for health insurance that could substantially alter their business economics.

Perhaps the biggest concern in the franchise community has been the National Labor Relation Board’s recent departure from the traditional interpretation of joint employment. Under the Obama administration, the NLRB broke from long-established precedent and ruled that a franchiser could be a “joint employer” of its franchisees’ employees even if it did not control their conditions of employment.

This move created fear in the franchise community, as it could impact the potential liability of franchisers for the actions of their independent contractor franchisees and their franchisees’ employees. Meanwhile, franchisees worried that their “joint employer” franchisers would exercise control over day-to-day operations and perhaps be forced to the union bargaining table—potentially compelling these formerly independent businesses to adopt wages and benefits they did not bargain for—putting them at a competitive disadvantage against their nonfranchised competitors.

As Trump begins replacing the NLRB’s members and its general counsel, we can anticipate a return to the more rational standard of “actual control” that previously existed, greatly reducing these concerns.

THERE’S MORE

Trump’s nomination of Andy Puzder as secretary of labor will further boost franchise growth. As chief executive of CKE Restaurants, which franchises most of its Hardee’s and Carl’s Jr. outlets, Puzder intimately understands the franchise business model and how issues such as joint employment, the new overtime threshold—the rule, put on hold by a federal judge, would require overtime pay to full-timers earning less than $47,476 a year—have hindered its growth. If confirmed, Puzder will work to roll back these ill-conceived initiatives.

Trump’s pick of Linda McMahon to head the overly bureaucratic Small Business Administration and its $124 billion loan portfolio is another encouraging sign, as the SBA has become increasingly difficult for franchisees to deal with in recent years. As former CEO of pro-wrestling’s WWE, an international licenser that started as a true small business, McMahon is well-suited to bring a much-needed streamlining to this organization.

Additionally, while it is too early to speculate on what modifications in the tax code and changes to the (un)Affordable Care Act will look like under President Trump, both should fuel significant expansion in franchising and small business more generally.

Ultimately, the best solution for higher wages is more jobs. As demand for employees rise, so too will the competition for the best employees. By eliminating the barriers faced by our country’s businesses, America’s greatest job creator will continue to drive job growth in 2017 and beyond.

Mark Siebert is CEO of iFranchise Group, a franchise consulting firm in Homewood.

 

Why a franchisor would make a good president | Employment relationships in franchising (radio interviews)

Mark Siebert joins Jim Blasingame to explain why a franchisor entrepreneur would naturally have the kinds of traits that would make that person a great president:

 


Here they discuss employment relationships in the franchising industry.

Mistakes Entrepreneurs Can Avoid (radio interview)

Mark Siebert talked to WTMJ radio’s Derrell Connor about how entrepreneurs can grow their business without spending their own money.

“For a lot of people, getting a franchise is sort of the American dream,” Siebert said. “They dream about owning their own business but they don’t want to go into business by themselves. If you’ve got a business and it’s successful and you’re looking to expand, franchising is the way to do it.”

Click here to listen to the whole interview.

Want To Franchise Your Business? There’s a Book for That. (radio interview)

In this radio interview with Steve Pomeranz of On the Money! Radio, Mark Siebert discusses his new book Franchise Your Business: The Guide to Employing the Greatest Growth Strategy Ever. As an expert in the business of franchising, Mark’s book lays down the strategy for determining if a particular company has what it takes to enter into the franchising arena.

Click here to read about and listen to the entire interview.