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.
As iFranchise Group CEO Mark Siebert explains in this recent Franchise Times article, Franchisors can use their state-of-the-art training programs to set themselves apart in a crowded franchise marketplace.
Franchisors can assume that any franchise sales candidates will be comparing numerous concepts, and all those concepts will boast about the support provided. When we consult with franchisors, we encourage them to develop a support system so they can say with confidence that no one else has a system like this.
It starts with an operations manual . A Franchise Operations Manual incorporates information essential to the initial and ongoing operations of a franchise and serves several very important functions in a franchise system. During the sales process it demonstrates your expertise and the depth of your systems. Operations Manuals created by professional consultants include modern graphics, vibrant illustrations and step-by-step directions in an easy to follow and visually appealing format.
In addition to the Franchise Operations Manual, Franchisors can set themselves apart with formalized training programs which could include online learning management systems with videos, apps, mapping tools and franchisee-facing intranets. Some franchisors create dedicated classrooms or mock storefronts. Franchisors need to always keep in mind how they will be able to demonstrate the value of these tools during the franchise sales process.
Committing the proper resources to developing best-in-class training and support not only helps in the franchise sales process, but it helps to improve the odds of franchisee success.
As iFranchise Group CEO Mark Siebert explains in this recent Franchise Times article, franchisors can take some tips from the crafty magician by presenting the brand’s strengths while downplaying perceived weaknesses.
The words a franchisor uses in its branding are the basis of the magic. While all messaging needs to be honest – and comply with franchise law -the carefully crafted message will tell your brand’s story in a captivating way. You’ll focus on the critical details of the franchise opportunity, tell your company’s history, reflect your values and mission. All of which should lead the prospective franchisee to want to learn more and be a part of your story.
This article goes on to reflect what iFranchise Group’s franchise consultants advise in terms of language nuances and preferences for phrases like:
*The investing in a franchise instead of simply buying a franchise
*Referring to sales personnel as Franchise Development Officers instead of Salesmen
*The awarding of a franchise instead of being sold a franchise
Like the magician, Franchisors need to be aware of the non-verbal cues they convey. Visual cues like the cutting-edge graphic design of your website and printed or electronic brochures help to set the stage. And like the great magicians, be sure to paint your franchisee into your brand’s picture, so they will want to be a part of the story you tell for the future.
As iFranchise Group CEO Mark Siebert explains in this recent Franchise Times article, from a franchise marketer’s perspective, it is important to remember that the franchise buying process starts with pain.
Franchise marketers must do a good job of reading and understanding a franchise prospect’s emotions and how those emotions play into the franchise buying decision. The franchisor must create a unique value proposition for prospective franchisees that solves some emotional need.
The franchise marketing and sales teams need to find and resolve that pain for the right prospect.
To do this, marketing and sales need to work hand in hand to provide the franchise buyer with a vision of what their future could be like if they would be willing to make a few changes.
So what we really have is a two-part process: creating unique value proposition and the communication of that differentiated message in a way that eases the prospect’s pain.
And while your first reaction here might be to punt this individualized messaging over to the sales team, the savvy marketer will embrace the individuality of emotional needs rather than running from them. But in order to do that, once you define what makes you unique as a company, you must make sure that you have a sound understanding of your target prospect.
Financial gain is a key motivator for many franchise prospects, but not necessarily the only motivator. When it comes to emotional marketing, one needs to understand why money is a motivator for your particular prospect. Some studies have shown that money falls behind other motivations in a franchise purchase, such as “general independence” and “being their own boss” and coming in only slightly higher than “doing something they love.”
In his recent article for Franchise Times iFranchise Group CEO Mark Siebert predicts content and mobile will continue to bring home wins for franchise marketing.
The world was shocked last year when Italy, the world’s most decorated soccer team, failed to qualify for the 2018 FIFA World Cup. If history is any indicator, we can expect some unpredictable results in the upcoming winter Olympics as well. For Franchisors spending carefully budgeted marketing funds to attract the best franchise candidates, surprises are not fun and games.
iFranchise Group predicts a marketing strategy focused on carefully-crafted content and marketing campaigns to attract mobile-dependent millennials will continue to dominate in 2018.
While franchisors want predictable marketing results, sales and marketing must look forward as well. We encourage our franchise development clients to take a cautious approach but to maintain an openness to new and cutting-edge marketing options, while carefully measuring results and adjusting accordingly. Some franchisors, for example. are experimenting with the use of virtual reality as a way to reach new audiences, some even in a trade show format. The Franchise Consulting Company, for example, has recently launched the Great American Franchise Expo, a VR tradeshow allowing prospective franchisees to walk the virtual trade show floor through the use of a headset.
For the year ahead, franchise marketers are also testing interactive content such as online quizzes, infographics, and listicles. Franchise consultants will continue to to stress the importance of social signals and their relationship to search engine optimization. As Mark notes in the article, one or more of these trends may emerge as marketing champions in 2018.
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.
In his recent article for Franchise Times, Mark Siebert describes a schooled approach to franchise marketing:
- Stock up on dedicated franchise marketing materials.
- Create multiple landing pages to target different audiences.
- Order short print runs to allow for multiple brochures targeted to multiple audiences.
- Narrow the targeted market to allow franchisors to better service new franchisees by clustering support and consumer advertising.
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.