Presented by: Joe Mathews

Transcription

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2 Lead Generation Strategies and Improving Franchise Recruitment Presented by: Joe Mathews 2

3 Agenda Changes in franchise buying behavior Why your old winning formula is today s failed strategy

4 1950s-1990s Pre-Internet Salesperson controls all information Conversation primary mode of delivering information

5 1990s-2000s Early Internet Basic info available online (online brochures) Salesperson still main gatekeeperof information

6 2010 -on Social Media Self Directed Research Internet/franchise opportunity website is gatekeeper of information

7 7Franchise Buying Behavior Changes Old Paradigm Engagement Age 1. Franchise salesperson is the Franchise opportunity website is gatekeeper of the franchisors gatekeeper of information story 2. Franchisor-controlled Franchise buyer directed 3. Franchise candidate must talk Franchisor earns conversations by to franchise salesperson to hear publishing compelling content franchisors story 4. Franchise candidates easy to reach 5. Franchise Salesperson screens candidate for seriousness 6. Franchisorcontrolled franchise sales process 7. Less informed at point of contact Franchise candidates screen calls and are highly cautious Franchise candidate screens franchisor for worthiness. Franchisorfacilitated franchise buying process Highly informed at point of contact

8 Time on Website

9 Pages Read

10 Implications There are buyers and everyone else. Design websites and content for the buyer page websites/1200 words per page++ Video rich/infographics rich Deep research funnel Brand Journalism vs Advertising Copywriting Short form contact information request

11 Copywriting vs. Brand Journalism

12 Results Company Unique Visitor-to-lead ratio Menchie s 4.1% Marco s Pizza 6.2% Office Pride Janitorial 4.8% Team Logic IT 7.1% Huddle House 4.6% WIN Home Inspection 8.1% National Average 1.8%

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14 Lead Generation Strategies and Improving Franchise Recruitment Presented by: Eric Bell 14

15 Lead Generation Strategies and Improving Franchise Recruitment Success With Franchise Portals o Consider A Qualifier o Track, Track, Track okeep Control of The Process o Take Advantage of Pixel Tracking Options o Make Sure Portal Leads Are Being Called Quickly 15

16 Lead Generation Strategies and Improving Franchise Recruitment Presented by: Jania Bailey 16

17 Best Tips Do Not BURN bridges if you are turned down by a Broker Group. It may not be a fit now but it can be in the future. If you are turned down, ask what could change that decision. It may just be timing. If you are approved to work with a Broker group, understand that it is a commitment. Be prepared to attend their meetings, communicate regularly with the group, look for ways to stand out from the crowd. Good Broker Groups expect you to treat their leads like GOLD. These are pre-screened, qualified leads that require immediate attention. Keep the Broker Group informed of any changes in your system. They should hear from you before the grapevine. Do not treat Broker Groups as a necessary evil they are your partners. 17

18 Lead Generation Strategies and Improving Franchise Recruitment Presented by: Mike Mettler 18

19 Goal One Great Store Who What Where

20 Who - Franchise Candidate Matrix Acquire 1+ Stores Internal Supervisor Multi-Unit Operator Develop 5+ Stores Capital Acquire 1 Store Internal Manager Investor, Developer, Small Business Owner Develop 1 to 5 Stores Capability

21 What -DQ Grill & Chill Developed in 2001 Menu Size Investment 80%+ of New Store Growth Built to compete in major US markets

22 Where - Franchise Value Equation Brand Market

23 Where-DQ Available Markets Markets available across the US including the blue focus areas.

24 DQDevelopment Process Disciplined Approach =Results

25 DQ s US Industry Leading Performance US Same Store Sales (2 years) 2013 New Stores 9.8% US Remodeled Locations 2013 new store records DQ s FDD contains a detailed Item 19 with unit performance information

26 Lead Generation Strategies and Improving Franchise Recruitment Presented by: Charles Watson 26

27 Best Tips 1. Must have an effective CRM System 2. Immediate response to inquiries 3. Robust information for clients 4. Investigation process for clients 5. Assistance with real estate and financing 27