Best Practices for Marketing Franchise Opportunities by iFranchise Group

Best Practices for Marketing Franchise Opportunities

Today’s Agenda ▪

About Us

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Best Practices of Franchise Marketing

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Best Practices in Digital Lead Generation

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What to Expect from Public Relations

− Developing Your Buyer Profile − Optimizing Your Franchise Development Website − Crafting the Right Message

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Conversion-Based Marketing SEO/SEM Strategy Selecting the Media Mix Measurement

Today’s Presenter ▪

Matthew Jonas, President, TopFire Media

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Record of success in the areas of franchising, technologies, start-ups, and online marketing strategies

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Nationally recognized public relations agency 20 years of online marketing experience One of the nation’s premier digital media agencies One of the few with a franchise-specific focus Author of a monthly column for Forbes and Global Franchise Enterprise has worked with 98 of top 200 franchisors

Copy of presentation can be provided upon request.

TopFire Media

Premier PR and Digital Media Agency Premier fully-integrated public relations and digital media agency specializing in franchise lead generation

Awards & Recognition – – – – – – – – – –

IFA & CFA Members Best New Agency (Ragan & PR Daily Ace Awards) PR Agency Elite – Mission: Fit to Own (PR News) Best Website Finalist (PR News) Best Media Relations Campaign Finalist (PR News) Best SEO Finalist (PR News) Google Premier Partner Google AdWords-Certified PRNews’ Social Media 2017 Finalist Forbes Agency Council (2018)

TopFire Media

Premier PR and Digital Media Agency Our Integrated Services:

▪ Pay-Per-Click Advertising

▪ Public Relations / Media Relations

▪ Programmatic Display

▪ Social Media Publishing

▪ Search Engine Marketing

▪ Search Engine Optimization

▪ Display & Remarketing Advertising

▪ Content Marketing

▪ Event Targeting / Geo-fencing

− Whitepapers

▪ Facebook Advertising

− Case Studies

▪ Gmail Advertising

− eBooks

▪ LinkedIn Advertising

▪ Third Party Email Marketing

▪ Website Design & Development

▪ Nurturing Email Campaigns

▪ Landing Page Development ▪ Social Media Advertising ®

Depth in Franchising Experience TopFire Media’s Ties to Leading Franchise Consulting Firm, iFranchise Group ▪ Executives and Board Members of TopFire Media include leading franchise consultants with experience across multiple functional areas − − − −

Strategic planning Quality control Implementation and organizational development Franchise marketing

▪ Executives with a combined 500+ years of experience − Former senior executives of 20+ major franchise companies, including Auntie Anne’s, LINE-X, Pearle Vision, McDonald’s, Snelling & Snelling, and other national brands

▪ Collaboration with 98 of the top 200 franchise companies worldwide

Fully Integrated Approach to Franchise Development & Marketing

• Strategic Planning • Primary Research • Operations & Training Documentation • Marketing Plans • Brochures • Full-length Video

• • • • • •

Website Development Digital Franchise Lead Generation SEO/SEM Services Public Relations Social Media Content Development

* TopFire Media Also Provides Hyper-Local Marketing Services for Franchisees

Integrated Solutions

Developing Your Buyer Profile What to research and how to understand who your buyer is? ▪ ▪ ▪ ▪

Demographic traits Where do they live online What motivates them Pain points

Developing Your Buyer Persona ▪ Attract – Buyer/Audience − − −

Search engine marketing PPC advertising in specific target markets Facebook / LinkedIn advertising

▪ Motivate – How do your buyers make decisions − − −

Personas Opportunity Blogs

▪ Convert – Call to Action − − − − −

Value proposition Whitepapers Industry research reports Videos Franchise marketing brochures

ATTRACT

MOTIVATE CONVERT ENGAGE

▪ Engage – Nurturing − − − −

Email marketing campaigns Direct mail LinkedIn connections Facebook followers

Optimizing Your Website ▪ Hub = Website − Clearing house for your marketing efforts − Capture leads − Identify value proposition

▪ Spokes = Channels − − − − − − −

Blogs – Content marketing Nurturing email campaigns Paid traffic Public relations / media room Organic traffic Social media integration Videos ®

Content is King ▪ Who is your audience?

− Attract users to your site − Solve the searchers’ questions − Communicate with your users

▪ Best Practices

− Content “above the fold” is more valuable

▪ “Hook” with industry statistics

− Why should franchisees join this particular industry? − What differentiates the concept? What niche do you occupy?

▪ Newsroom and/or blog content − Increase SEO − Demonstrate credibility − Create backlinks

Your Buyers’ Journeys ▪ Awareness Stage − − − − −

eBooks / eGuides Expert & Solution Oriented Whitepapers Editorial Content Videos Blog Posts

▪ Consideration Stage − − − −

Case Studies Reports Webinars / Webcasts Podcasts

▪ Decision Stage − Focused Content − Webinars

Crafting Your Message So buyers take notice and act: Make the message about the buyer, not about You First, we understand: – Target markets & audiences (location, age, income, career, how, and where information is consumed) Next, we strive to: – Provide solutions to problems – Explain benefits vs. features (What’s in it for the buyer?) – Differentiators (Why should they choose Your Concept?) – Offer examples & illustrate results (Current franchisees) – Build a call to action (form fill, submit email, share content)

Who? What? Where? When? Why? How?

Digital Media

Best Practices of Digital Marketing ▪ Competitive Analysis − We benchmark other companies in your industry − We look for industry news/buzz

▪ Identify / Confirm Target Audiences and Create Buyer Personas ▪ Build and Implement Custom Campaigns per Audience / Brand

Digital Marketing Strategy ▪ Use Content Development / Blog Writing to promote the brand and viability of growing business models ▪ Implement Paid Search Advertising to capture geo-targeted search traffic interested in relevant keywords ▪ Leverage Social Media Advertising to plant the idea of owning a franchise among target audiences predisposed to be interested based on filtering

Applying Best Practices in Digital Marketing ▪ Create a Digital Marketing Plan − − − −

Confirm your goals Conduct competitive research and analysis Understand your audience(s) Validate your position in the marketplace

▪ Define KPI’s and Measurement Methods − Start with a Baseline − Measure Past KPI’s − Evaluate per Channel

▪ Develop an Overarching Strategic & Tactical Plan

Abraham Lincoln once said: “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

− Focus on 4 or 5 main tactics − Learn your Buyers’ Buying Cycle − Create goal milestones to benchmark your progress

Media Mix

Franchisor Marketing Dollars by Media Percentage of Total Expenditures: 2015-2019

60%

Almost 60% of Franchise Lead Spend is Focused on Digital Media

50%

40%

30%

20%

10%

0% Internet/ Digital

Franchise Website

Social Media

2015

Direct Mail

2016

Trade Show

2017

Public Relations

2018

In Market Meetings

TV/Radio

Other

2019

ÂŽ

Breakdown of Expenditures on the Internet/Digital 2016-2019

70%

Unfortunately, many franchisors are spending their money in the wrong places where it is least effective

60%

50%

Note emergence of remarketing

40%

30%

20%

10%

0% Franchise Opportunity Sites

Other Business Media

PPC

SEO

Email Marketing

2016

2017

Social Remarketing/ Networking Target Trailing

2018

Social Media Advertising

Digital Asset Creative