Tag Archives: franchise lead generation

Franchise Lead Generation as a PR Opportunity

Have you ever considered your franchise lead generation program as a PR opportunity? When selecting franchisees, you are not only interviewing them, but the potential franchisee is also making sure that your company is the right fit for them. If you want the most qualified
franchisees in your system than it is extremely important to handle your franchising program as another PR opportunity. You never know who else your potential franchisee is talking to. Perhaps the franchisee that you want in your system is also talking to another brand about franchising opportunities as well. What will set your company apart? It’s critical that you show the potential franchisee why your company is the best on all fronts. When you meet with them, dress up; show them that you take your company seriously. Always talk about why your brand is the best; avoid showing flaws off the bat and do not put other companies down. Once you have interest from a potential franchisee, manage that relationship. Communicate with them on a consistent basis in a professional manner, while aligning with your company’s values.

If you manage the relationship well, this franchisee will become a great brand ambassador for your company and will begin to share the same passion for the business as you do!

Thinking of your franchise lead generation program as another PR opportunity helps you create a better image for your company. What procedures do you have in place now to connect with potential franchisees? Do they get across the core values of your company? Each franchisee that you hire is an ambassador for your brand. The way they are treated and communicated with during this process will establish how they, in turn, convey the company image.

-Posted by Kristen Healey @kristenhealey

Brands Should Make New Year’s Resolutions

The economy is horrible. We all get it and sympathize with the fact that money just isn’t good. Everyone is in the same boat, but the smart franchisors are innovating. They are adding new marketing initiatives – hopefully becoming more virtual – and are adjusting the mold of their systems. The reason? Competitive advantage.

Brands are going to spend a lot of money on facelifts this year. No, not makeovers (makeovers are not always seen as positive in the public’s eye). Facelifts to the marketing schemes. Facelifts to menu boards, menu design and product launches. Facelifts to who is a qualified zee and who is the perfect zee for your system. Changes will happen. Changes will be forced to happen because of the economic climate.

The Obama campaign will rebrand and facelift America – the results are still yet to be seen. Franchisors will rebrand their concepts to be stronger – and better prepared for competition. What are you doing, as a franchisor, to keep your brand relevant?

The first question I ask brands: Are you virtual? Follow-up: Have you entered into Web 2.0 and utilized the tools in the World Wide Web for maintaining your brand image and appeal? These cost effective methods have instant ROI. YES, INSTANT ROI. If you are not using free technology (with the exception of the cost for time), then you are behind the boat. In fact, your boat is sinking.

In 2009, realize new technologies. Embrace them. Take some time out of your budget to know exactly what your competition is doing in the virtual universe.

And as you discover what’s out there – make your resolutions. Resolve to be better in 2009 – stronger, better, wiser, and everything that comes with those terms. 2009 is your chance to patch up the holes and deliver amazement for 2010 – the year experts are predicting will be a better year for our economy.

Happy New Year.