Best practices for marketing franchise opportunities (ms & mj) 9 30 16 by iFranchise Group



About Us



Overview of Franchise Marketing



A Digitally-Integrated Approach

◦ ◦ ◦ ◦

◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦

Paradigm for Franchise Marketing Tools for Franchise Marketing Working with Brokers Diagnosing Sales and Marketing Problems Website Development Public Relations Social Media LinkedIn Branding Content Development Search Engine Optimization Pay-Per-Click Advertising Lead Generation



Mark Siebert, CEO, the iFranchise Group ◦ ◦ ◦ ◦



27 consultants across four functional specialties 500+ years of experience in franchising 98 of top 200 franchisors 200+ articles and 30+ years of consulting experience

Matthew Jonas, President, TopFire Media ◦ ◦ ◦ ◦

National recognized Public Relations Agency One of the nation’s premier digital media agencies One of the few with a franchise specific focus Both consumer and franchise lead generation practices



Will provide copy of presentation upon request



Lots of material to cover – so please hold questions until the end



More hands-on experience than any other firm ◦ ◦ ◦



27 consultants with more than 500 years of franchise experience Our consultants have worked with 98 out of the top 200 franchise companies worldwide Offices: Chicago, Los Angeles, Dallas, Toronto, Dubai, Jeddah

More “senior level” experience ◦

Former CEOs, CFOs, EVPs of two dozen major franchise companies 

◦ 

Adia (now Adecco), Armstrong Tile, Auntie Anne’s, Dunkin’ Donuts, LINE-X, Pearle Vision, McDonald’s, PIP Printing, Schlotzsky’s, Snap-on Tools, Snelling & Snelling, and other national brands

Experience with start-up and established franchise programs

Breadth across four functional areas ◦ ◦ ◦ ◦

Strategic Planning Quality Control Marketing Implementation and Organizational Development



More Data = Better Data (track 200,000+ leads)



Franchise Dynamics ◦ ◦ ◦ ◦ ◦



Nation’s premier franchise sales outsourcing firm Sold more than 2,000 franchises since 2010, making it “Top 10” each year 25 sales and marketing professionals who have collectively sold more than 7,000 franchises 400 additional years of franchise experience Former Senior Executives at Cendant, Chem-Dry, The Dwyer Group, LINE-X, Management Recruiters International, Ponderosa, TCBY, Ziebart, and other national brands

TopFire Media ◦ ◦ ◦

Nation’s first fully integrated media firm – SEO, PPC, Social, Blogging, PR, and Mobile Both brand/consumer focused and franchise lead generation Recent honors and awards:   

Best new agency (Ragan & PR Daily Ace Awards) Best Website Finalist (PR News) Best Media Relations Campaign Finalist (PR News)

A Fully Integrated Approach to Franchise Marketing & Sales

• • • • •

Primary Research Marketing Plans Brochures Videos Collateral

• • • • • •

Web Development Public Relations Social Media SEO Services Pay-Per-Click Lead Generation

Feedback Loop - 200,000 leads - 500/sales/year

• • • •

Media Placement Trade Shows Direct Contact Performance Monitoring • Reporting

Note: TopFire Media provides consumer marketing for franchisees, too

Average Franchisee Recruitment Budget (in thousands)

$225 $200 $175 $150 $125 $100 $75 $50 $25 $0

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

Source: Franchise Update

Franchisor Marketing Dollars by Media Percentage of total expenditures: 2010-2016

60%

Almost 60% of franchise lead spend is focused on digital media

50%

40%

30%

20%

10%

Internet

Print 2010

2011

Trade Show 2012

2013

Public Relations 2014

2015

Other

2016

Source: Franchise Update

Source of Franchise Leads by Media Percentage of total leads received: 2009-2014*

80%

And over 70% of franchise lead generation comes from digital media and PR

70% 60% 50% 40% 30% 20% 10% 0%

Internet

Print 2009

Referrals 2010

2011

Other 2012

Trade Show 2013

P.R.

2014

*(data not available after 2014)

Breakdown of Online Expenditures 2010-2015

70%

Unfortunately, many franchisors spend money in the wrong places where it is least effective

60%

50%

Note the emergence of remarketing

40%

30%

20%

10%

Online Portals

SEO

PPC

2010

2011

Social Media

2012

2013

Remarketing

2014

Other Bus. Media Sites

2015

Source: Franchise Update 10

Average Closing Costs (Media Dollars Per Sale)

$14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0

Source: Franchise Update

2008

2009

2010

2011

2012

2013

The Franchise Sales Pipeline Public Relations CPL = $250

Print Advertising CPL = $150

Trade Shows CPL = $100

Direct Mail CPL = $75

Internet Leads CPL = $25 - $75

Brokers Cost Per Sale = $15K - $24K

Referrals/ Unsolicited CPL = $0

Lead Generation Time Varies by Media

Median CPL: $62

Send Marketing Materials, Prequalify, Schedule Meetings

Meet With 3 â&#x20AC;&#x201C; 10% of Leads

Convert 15% - 20% of Completed CIRFs to Sales

Close 65% - 75% of Discovery Days

Initial Meetings with Candidates Further Qualify

Follow-up meetings, assist with business plan & secure financing

Award Franchise

Average 45 â&#x20AC;&#x201C; 90 Days Lead to Meeting Time to close can range from 30-90 days or more following the initial faceto-face meeting Total time to close: often 12-20 weeks Average Marketing Cost = $9,142 per sale Overall Expected Close Rate = 2%* *Disclaimer: Most recent close rates Annual Franchise Development Report from Franchise Update, Dec. 2014, differ from those shown here. We are using the more conservative number, from 2013, until this is determined to be a longer term trend.



Start locally, then regionally ◦ ◦ ◦ ◦ ◦



Cluster support More effective franchise advertising Consumer advertising economies Brand building Buying economies

Don’t expand faster than your support capability ◦ Quality control is key ◦ Nothing sells franchises as well as happy and successful franchisees ◦ Three-hour drive time

Different franchises require us to target different types of franchisees – affecting the media and message used for effective marketing. 

Identify your prospect as narrowly as possible. ◦ Survey competitors   

Background Hot buttons Media

◦ Survey franchises 



Are we selecting the right lead generation strategies? Is the advertising message appropriate for our targeted franchisee profile? Are we targeting the right prospects and using the right media based on our development strategy?

  

Franchise marketing is very different from consumer marketing Franchise marketing is highly regulated. Tools: ◦ Your web page should be your first concern ◦ A full-sized brochure is essential for credibility

◦ Develop a mini-brochure for the sake of economy ◦ Video - “the new brochure”



Be sure to have your attorney and registration states review all materials

May Represent 100 to 200 Franchisors

Contacts Suspects Prospects Opportunities Revenue

Local Leads

• • • • •

Attract Sell on “no-cost consultative” approach Pre-qualify Refer to 3 – 6 Franchisors Get paid regardless of which is bought

• • • • • • • • • • • • • • • •

Franchisor 1 Franchisor 2 Franchisor 3 Franchisor 4 Franchisor 5 Franchisor 6 Franchisor 7 Franchisor 8 Franchisor 9 Franchisor 10 Franchisor 11 Franchisor 12 Franchisor 13 Franchisor 14 … … 18



Increasingly more important in the franchise development process ◦ Level of professionalism and scrutiny has increased, driving out weaker, less legitimate players ◦ In 2000, 11% of new units came through brokers. Now it is more than 30%. ◦ 60% of all franchisors use brokers as part of their overall franchise development strategy ◦ 93% have made at least one placement with a broker network



Brokers do not replace the need for an internal sales force. Source: Franchise Update, iFranchise Group 2013.



Mostly a pay-for-performance ◦ Some charge a monthly retainer – $2K to $5K ◦ Commissions average $13K per ◦ Commissions on additional sales ◦ Multi-unit, ADA, area rep more ◦ Some system entrance fees - $20K ◦ Some advertising requirements

   

Negotiable for bigger brands Payout when funds clear Non-exclusive

Tend not to accept new franchisors

Diagnosing Sales Problems

Publicity

Brokers

Trade Shows

Direct Mail

Internet

HighLead lead costs Could indicate could problems indicate concept media selection problems Low conversions could indicate Face-to-Face/Discovery Day Could indicate In short, close analysis Poor marketing materials Sales problems of various media-specific -Urgency marketing and sales statistics Low conversions Few leads where -Setting Agenda can indicate could indicate Close could indicate -Closing Skills problems may exist, allowing poorof sales skills or lack broker for appropriate corrective action. poor validation confidence

Referral

12 weeks

Marketing and Sales Audit Process Sales Factor

Franchise Concept Itself

Potential Problems • • • • • •

High unit investment Financial performance Look and feel Franchise structure Value proposition Franchisee validation

Symptoms

Diagnosis

• • • • •

Bad/No P.R. Low unsolicited inquiries Losing sales to competitors Repeat objections not overcome Prospects go dark after validation

• • • • • • • • •

Evaluate design/construction model Comparative financial analysis Evaluate unit economics/ops Contract comparison Marketing comparison Phone interviews of franchisees Franchisee satisfaction surveys (web) Evaluate real estate portfolio Survey “lost” sales

Franchise Lead Generation

• • • • • •

Media Selection Media Mix Message Ad Spend Target Audience Timing

• • • • •

High lead costs Low close rates Message confusion Few qualified prospects Low quality lead sources predominate

• • • • •

Historical vs. norms Media specific analysis Performance vs. competitors Message vs. competitors Franchisee or competitor surveys

Franchise Marketing Materials

• • • • • •

Target Audience Materials Used Message Inadequate differentiation Design Quality Production Quality

• • • • • •

Bad/No P.R. Low unsolicited inquiries Losing sales to competitors Repeat objections not overcome Lose sales to market leader Low application rate

• • •

Review for best practices Message based on surveys Application rate vs. norms

• • • • • • •

Lead handling Follow up Effective Process Sales Skills Salesperson Motivation Sales Tools Staffing v. Goals

• • • • • • •

Low application rate Low discovery day rate Low close rate Long “time to close” Variances in salesperson close rates Un- or under-worked leads Few broker leads

• • • • • • • •

Historical vs. norms (close, speed, etc.) Salesperson vs. salesperson Historical vs. past performance Develop sales process map Mystery shop sales force Leads per salesman Sales per salesman Broker validation calls

Sales Process & Technique

Problem Resolution – Phase Two Sales Factor

Franchise Concept Itself

Confirmed Problem • • • • • • •

Unit investment Financial performance Look and feel Franchise structure Value proposition Franchisee validation Real estate model

Potential Solutions • • • • • • • •

Value engineer design and construction process Suspend sales and work on business model, support, franchisee training Retain design firm, consumer marketing firm, or PR firm as appropriate Revise franchise business structure Provide incremental value or reposition concept Communications plan, FAC, address survey-specific concerns Improve real estate process Develop third-party financing programs

Franchise Lead Generation

• • • • • •

Media Selection Media Mix Message Ad Spend Target Audience Timing

• • • • • •

Develop formal marketing plan based on survey results Alter marketing mix to focus on higher-quality lead sources Alter message based on survey results Increase advertising expenditure based on goals Optimize website and PPC campaigns Develop and measure benchmarks; rotate bottom 10% quarterly

Franchise Marketing Materials

• • • • • •

Target Audience Materials Used Message Inadequate differentiation Design Quality Production Quality

• • • • •

Rewrite, redesign, and reprint materials as appropriate Develop or revise standard sales correspondence Rewrite and redesign web pages as appropriate Add technology improvements (auto-responders, sales software, etc.) Develop additional promotional tools (video, etc.)

• • • • • • •

Lead handling Follow up Effective Process Sales Skills Salesperson motivation Sales Tools Staffing v. Goals

• • • • • • • •

Develop and map effective sales process Train sales staff and provide guidelines to non-sales staff Replace poor sales personnel Benchmark and measure performance Alter compensation Evaluate external resource opportunities (FSO, LQS, software solutions) Add sales professionals, support staff, or both Proactive broker programs

Sales Process & Technique



Everyone believes they have the solution to lead generation ◦ ◦ ◦ ◦ ◦



PR practitioners – credibility Ad agencies – predictability Social media firms – engagement Search engine optimizers – visibility Video houses – compelling storytelling

Messaging is not coordinated across media professionals. When your only tool is a hammer, every problem is a nail.



Most emerging franchise concepts do not have an unlimited marketing budget Circumstances are very different ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦



Goals Budgetary restrictions Geographic focus Concept Validation Profile of your franchisee Quality of existing websites and materials In-house resources and their capabilities Competitors

Need to allocate resources based on an an integrated lead generation strategy A canned approach will not work

Source: FranchiseUpdate.com

Your message is no longer centered on print media.

Instead, integrate all media around your website.



A focus on visual appeal alone can be a disaster



Too many websites lack ◦ ◦ ◦ ◦



Optimized content Mobile-friendly designs Organic traffic Substance over flash

Develop a plan to increase unique visitors, convert traffic, and improve franchise lead rates. ◦ Responsive design with mobile in mind ◦ Effective calls-to-action ◦ Longer amount of time spent on site



Public Relations as a next step ◦ ◦ ◦ ◦ ◦ ◦ ◦



Positions brand in marketplace Builds credibility Generates franchise sales leads Creates brand awareness Establishes thought leadership Amplifies marketing initiatives Validates your concept

By creating inbound links, PR also helps increase your SEO efforts



 

Consumer audits – accountable for predetermined increase over base levels Participation in digital activities, social media, and web traffic

Consistent increase of Facebook likes, Tweets, reposts, shares and links Event attendance (as scheduled) Analysis of PR spend vs. ROI •

  

Measure year-over-year increase in coverage and impressions

Inbound leads (typical close rate of 8% to 12%) Impression goals

Quantify positive, neutral content vs. negative content

“The best place to hide a dead body is on the second page of a Google Search.” 



75% of users never scroll past the first page of search results. There are over 170 million Google results for the word “franchise.” Google is more than 65% of all online search ◦ ◦ ◦



Google’s algorithm — a closely held secret The algorithm changes up to 500 times a year. Google’s goal: Deliver fresh and relevant content to the searcher

Ranking factors fall into four basic categories

◦ ◦ ◦ ◦

On-page coding On-page content Inbound link authority Social media signals

Assessment

Social Media

Develop Links

•

Google’s algorithm changes constantly.

•

It searches for “fresh” content.

•

It searches for “relevant” content.

•

Your competitors are optimizing while you are not – driving them to the top.

Coding

Content



Social media is important in its own right – Not just for SEO ◦ Defines the image of your franchise brand ◦

◦ ◦ ◦



Validates your business model   

76% of all internet users are now active on a social media 82% of the 30-49 year old bracket 65% of the 50-64 year old bracket

47% of people that follow a brand on Twitter are likely to visit that company’s website Pinterest has more than 100 million users (85% female) Instagram has 500 million monthly active users

Conversations ◦ ◦ ◦

Average person sees 3,000 ads a day Only 14% of people trust advertisements But 92% trust the recommendations of others

*http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014



Focus on a specific audience ◦ ◦ ◦ ◦



Enhance your presence ◦ ◦ ◦ ◦



Target groups Strategy development Visual branding Community development

Create engaging content Develop a plan Develop guidelines Execute

Listen and respond ◦ ◦ ◦ ◦ ◦

Hootsuite Social Mention Google Alerts Business Wire Wildfire



Largest network of professionals online ◦ ◦ ◦ ◦



More decision makers are on LinkedIn ◦



CEOs have an average of 930 connections

LinkedIn usage ◦

◦



450 million members 4 million business company pages 2.1 million LinkedIn groups 40% of users check LinkedIn daily

Highest among the 30-49 (32%) and 50-64 (26%) age groups Far above-average among those with a college degree (46%)

LinkedIn usage trends upward alongside household income (HHI) ◦ ◦

44% among those with HHI of at least $75k More than triple the rate for those with less that $30k in HHI (15%)

3737



Email marketing is not dead! Email marketing can be easily integrated into your marketing strategy and cause it to be more effective. Email marketing enhances the relationship of your business with its current or previous customers. ◦ ◦



Encourages customer loyalty and repeat business ROI can easily be tracked with less delay

With the growth of mobile and the future of mobile e-commerce, email marketing is just getting started… ◦ ◦

98% of prospects check their email at least once a day.

Email is the most popular activity on smartphones among users ages 25-46. Sources: statista.com, mailerlite.com, expresspigeon.com, 2015-2016

Industry Publications



Why it is so important ◦ ◦ ◦ ◦



Highly targeted marketing Google fields 1.2 trillion queries per year. Top 3 sponsored links account for 41.1% of the clicks. Poorly managed accounts drive up costs quickly.

Test-Refine-Test ◦ ◦ ◦ ◦ ◦ ◦ ◦

Keyword research (including negative keywords) Campaign development, budgeting, and bids Ad design and testing Build custom landing pages Ongoing PPC monitoring and management Google display retargeting advertising Google display advertising

We create Integrated Lead Generation Marketing plans tailored around your budget and goals! TopFire Media meets industry needs head-on with our fully integrated approach ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦

Lead Generation Website Development Search Engine Optimization Public Relations Social Media Management LinkedIn Optimization Email Marketing Content Marketing (Blogs) Pay-Per-Click Advertising

It never hurts to get a second set of expert eyes on your online marketing presence! ◦ ◦ ◦ ◦ ◦ ◦

Website SEO Rankings Social Media Channels LinkedIn Profile PPC Advertising Campaign Online Reputation

www.ifranchisegroup.com 708-957-2300

www.topfiremedia.com 708-249-1090

If you would like a copy of this presentation or a complimentary assessment, please provide us with your business card.