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Franchise Recruitment

Feature Story:

Reaching Your Ideal Candidates: Which Media To Use – And How Often? »

By Kerry Pipes

We asked Charles Watson, Chief Development Officer at Tropical Smoothie Café, how he chooses the right marketing media to reach his ideal candidates, and how often he communicates with them. Here's what he had to say.

When choosing the media vehicles for communicating with your target audience, it's important to have a clear definition of that audience. If you are targeting Millennials who tend to be heavy digital users, then digital tactics such as Facebook and retargeting ads may be the best way to reach them. If your ideal prospect is an older "Corporate America" executive looking for a career change, then national business media may be the best way to connect with these potential franchisees.

Also keep in mind whether or not you're targeting a single-unit or multi-unit owner, as they usually have drastically different behaviors...

Feature Story:

Communicating With Candidates: Finding The Right Media And Frequency »

By Kerry Pipes

We asked Mark Jameson, Executive Vice President, Franchise Support and Development at Fastsigns International, how he chooses the right marketing media to reach his ideal candidates, and how often he communicates with them. Here's what he had to say.

We believe in utilizing many different marketing channels to reach our candidates, and more importantly, in targeting those in the right markets and for the right category or model. Our brand relies on a strong public relations and digital marketing strategy to target and find the ideal candidates. With the help of a significant national TV buy, Fastsigns is lucky to have a strong brand presence that enables us to stay top of mind.

However, this is only a piece of how we communicate the franchise opportunity to candidates, so we must employ a variety of marketing strategies to attract the right candidates...

Feature Story:

Using Social Media To Attract Prospects And Validate Candidates »

Franchise Update

We asked Alex Samios, director of franchising at Dogtopia, how he uses social media to attract prospects and validate candidates. Here's what he had to say.

Social media is a regular function of our franchise development team. We use it to generate leads, nurture existing prospects, and validate that the franchise candidate is right for our brand.

Today's prospective franchisees want a self-directed approach - they don't want to feel as if a franchisor is trying to sell them on the concept. With this in mind, you need to adopt a softer, more subtle social media strategy for franchise sales - especially when posting franchise development-focused messaging on your brand's consumer social media accounts.

At Dogtopia, we keep our corporate Facebook, Twitter, and Instagram pages separate from those of our franchise owners, who all have their own individual accounts that are updated regularly...

Feature Story:

Building--and Keeping--a Great Sales And Development Team At Bar Louie »

By Kerry Pipes

We asked Jill Szymanski, director of franchise and real estate at Bar Louie, what the keys are to building, training, and retaining a great sales and development team at her brand. Here's what she had to say.

In building great teams, I always look back at teams I was fortunate to be a part of. When I was with Burger King in the '80s, we accomplished some seemingly insurmountable tasks in a relatively short time. What we did, how we did it, and what I learned in the process has carried with me to today. Through the years, the following time-tested principles, when implemented, usually translate into great results and happy people.

Feature Story:

Good News - February 2016 »

By Eddy Goldberg

The good news: Franchising is experiencing a remarkable growth phase - not only in unit count and system-wide revenue, but also in the number of new and emerging brands. The bad news: It's harder to keep up with all the good news! That's a nice problem to have - and why we've brought back our "Good News" roundup of selected news items on unit growth, investment and financial developments, international expansion news, refranchising, and milestones attained by franchisors large, medium, and small. Here's your chance to follow the leaders, every third Tuesday of the month.
So, if you’re not doing it already, send us your good news here.

New Units/Growth/Expansion

Feature Story:

Validation: The Key To Successful Development At Marco's Pizza »

By Kerry Pipes

We asked Cameron Cummins, vice president of franchise development at Marco's Pizza, to discuss the importance of franchisee validation - and how the brand uses it as a sales and development tool.

One of the first things we tell our potential franchisees is that we do not sell a franchise. Rather, we present a business opportunity and let prospects see if our opportunity and our culture are a match for them. The word "sales" does not appear anywhere in our Marco's vocabulary for the simple fact that we are not selling a franchise. We view franchisee validation not as a sales process, but as an exploration process.

The key to franchise development is that it's all about the validation. Prospects need to fully understand what they are deciding to get into...

Feature Story:

STAR Awards Website Best Practices: Bach To Rock »

By Helen Bond

Each year, Franchise Update Media honors the top performers in franchise sales and development at its STAR Awards dinner, a highlight of the annual Franchise Leadership & Development Conference, held this past Oct. 14-16 in Atlanta. The STAR Awards (Speaking To And Responding) recognize brands for overall development performance and in the key areas of franchisee recruitment, online sales follow-up, telephone responsiveness, website effectiveness, social media, and franchisee satisfaction.

STAR Award winners are chosen based on evaluations by a team of Franchise Update sales and lead generation experts. In 2015, Bach to Rock took home the honors for Best Website Practices. Their story is below. (Read about the #1 overall winner, Wild Birds Unlimited here...

Feature Story:

Good News - January 2016 »

By Eddy Goldberg

The good news: Franchising is experiencing a remarkable growth phase - not only in unit count and system-wide revenue, but also in the number of new and emerging brands. The bad news: It's harder to keep up with all the good news! That's a nice problem to have - and why we've brought back our "Good News" roundup of selected news items on unit growth, investment and financial developments, international expansion news, refranchising, and milestones attained by franchisors large, medium, and small. Here's your chance to follow the leaders, every third Tuesday of the month.
   So, if you're not doing it already, send us your good news here.


New Units/Growth/Expansion

Feature Story:

Sport Clips Takes Home 2nd Place STAR Award For Best Overall Performance »

By Helen Bond

Franchise Update Media honored the top performers in franchise sales and development at its STAR Awards dinner, a highlight of the annual Franchise Leadership & Development Conference, held this past Oct. 14-16 in Atlanta. The STAR Awards (Speaking To And Responding) recognize brands for overall development performance and in the key areas of franchisee recruitment, online sales follow-up, telephone responsiveness, website effectiveness, social media, and franchisee satisfaction.

STAR Award winners are chosen based on evaluations by a team of Franchise Update sales and lead generation experts. The Sport Clips team earned the #2 award for Best Overall Performance in 2015, as well as a 1st place STAR Award for Best Overall Prospect Responsiveness...

Feature Story:

Validations - The Key To Successful Recruitment At Painting With A Twist »

By Kerry Pipes

We asked Michael Powers, managing director at Painting with a Twist, to discuss the importance of franchisee validation--and how the brand uses it as a sales and development tool.

Unit franchise growth is the fuel that supplies life and sustainability to every franchisor's existence. Without significant annual unit growth, your brand and market share will eventually erode away while your growing competitors will gladly capture the excess and continue to grow their own brands. Simply put, you are either growing or dying. And in today's competitive franchise environment, the latter is not an option for any franchise organization.

Franchisee validation can heavily influence your development success, whether you're an emerging franchisor or a large established one...

Feature Story:

Good News Is Back! December 2015 »

By Eddy Goldberg

The good news: Franchising is experiencing a remarkable growth phase - not only in unit count and system-wide revenue, but also in the number of new and emerging brands. The bad news: It's harder to keep up with all the good news! That's a nice problem to have - and why we've brought back our "Good News" roundup of selected news items on unit growth, investment and financial developments, international expansion news, refranchising, and milestones attained by franchisors large, medium, and small. Here's your chance to follow the leaders, every third Tuesday of the month.
So, if you're not doing it already, send us your good news here.


New Units/Growth/Expansion

Former NFL Players To Open 14 Dunkin' Donuts in St...

Feature Story:

CMO Roundtable: Working With The Sales Team In Franchisee Lead Generation And Franchisee Recruitment »

Franchise Update

How closely do you work with the sales team in franchisee lead generation and franchisee recruitment?


Brian DeLong
Director of Marketing, Advertising, & PR
Goddard Systems Inc.
Twenty-first century learning skills--which include STEAM concepts (science, technology, engineering, arts, and mathematics) and the 4Cs (communication, collaboration, critical thinking, and creativity)--are at the foundation of The Goddard School's play-based learning program. At Goddard Systems, Inc. (GSI), we practice what we teach by continually assessing and learning from our past successes, opportunities, and challenges. Promoting the right culture for our brand begins here with our internal team. From recruitment through our unique support model, our focus on maintaining transparency and accountability extends to our franchisees...

Feature Story:

Integrating Technology Into Franchise Development At Chem-Dry »

By Kerry Pipes

We asked Doug Smith, vice president of franchise development at Chem-Dry, "What are you doing to integrate technologies for both your overall development strategies and into how you create a profile of your best prospects?" Here's what he had to say.

Chem-Dry uses inbound marketing strategies to help us connect with potential franchisees. Our online marketing strategy is designed to make significant information available to people researching franchise opportunities.

The foundation for Chem-Dry's recruitment strategy comes from our relationships with existing franchisees. We stay in contact with them throughout the year as we help them identify ways they can grow and improve their businesses. We then use what we learn to build an inbound marketing strategy designed to attract people who are likely to have success in our brand...

Feature Story:

CruiseOne: Integrating Technology Into The Sales Process »

By Kerry Pipes

We asked Tim Courtney, vice president of franchise development at CruiseOne, "What are you doing to integrate technologies for both your overall development strategies and into how you create a profile of your best prospects?" Here's what he had to say.

It's really incredible how much technology continues to evolve! There are so many tools available to assist franchisors with their development plans today, and at CruiseOne integrating technology is an essential part of our development strategy.

Feature Story:

Good News Is Back! »

By Eddy Goldberg

The good news: franchising is experiencing a remarkable growth phase - not only in unit count and system-wide revenue, but also in the number of new and emerging brands. The bad news: it's harder to keep up with all the good news! That's a nice problem to have - and why we're bringing back our "Good News" roundup of selected news items about unit growth, investment and financial developments, international expansion news, refranchising, and milestones attained by franchisors large, medium, and small. Here's your chance to follow the leaders, every third Tuesday of the month.
So if you're not doing it already, send us your good news here.

New Units/Growth/Expansion
Sun Holdings Acquires 84 Burger Kings in Texas; 20 more under contract
GPS Hospitality Buys 60 Burger Kings in Michigan
HomeVestors Adds 90 New Franchisees in the First 6 Months of 2015
Rita's Ice To Enter 60 C-Stores with 2 New Area Development Deals
Pie Five Pizza Inks Deal for 25 Restaurants in 3 States
Dog Haus Signs 20-Unit Deal in DFW Area
Financial/Investment
Tijuana Flats Lands PE Investment from AUA Private Equity Partners
Jack in the Box & Qdoba Report SSS Up 7%+ in Most Recent Quarter
Refranchising
Jamba's Refranchising Effort Gathers Steam; Expects 90% Franchisees by Year-End
International
Pure Barre To Open 1st Canadian Studio
Milestones
Zaxby's Reaches 700 Units with Charlotte Opening

Feature Story:

2015 AFDR Highlights: Franchisors Exceeding Goals »

By Eddy Goldberg

This newsletter continues to present highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned).

This week: franchisors exceeding goals.

As usual, the franchisors who exceeded their goals focus on the fundamentals - and on executing them at every level, every day, with every customer. Among this group of franchisors:

Feature Story:

2015 AFDR Highlights: Website Mystery Shopping & Social Presence »

By Eddy Goldberg

This newsletter continues to present highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned).

This week: website mystery shopping and social channel performance.

Process Peak conducted this portion of the mystery shopping, examining the websites of 147 franchise brands to evaluate how well they are using their online presence to grow their brand and manage their reputation.

Process Peak's Jon Carlston noted that franchisors are doing a "great job" of getting their websites to appear on Google's first search results page, but are not doing a great job using social channels as an additional way to promote their franchise opportunity...

Feature Story:

2015 AFDR Highlights: Website Response - Still Lacking »

By Eddy Goldberg

This newsletter continues to present highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned). This week: how franchisors franchisor website response to inquiries.

This portion of the AFDR's mystery shopping was conducted by Luis Zuniga, Mile Marker 10, who researched 140 brands by posing as a qualified buyer based on each brand's stated criteria. The results were not encouraging, by any stretch of the imagination.

Comparing this year's results with those of the three previous years finds mixed results.

Feature Story:

2015 AFDR Highlights: Measuring Cost Per Lead And Cost Per Sale »

By Eddy Goldberg

This newsletter is presenting an ongoing series of highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned). This week: measuring recruitment costs.

Tracking cost per lead and cost per sale have both been an inexplicably weak point for franchisors for years now. Also inexplicable in this high-tech, big data era, in 2014 the percentage of franchisors who track these two critical development metrics fell in comparison with previous years.

Feature Story:

2015 AFDR Highlights: Mobile Prospects Continue To Expand »

By Eddy Goldberg

This newsletter is presenting an ongoing series of highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned). This week: The Growth of Mobile Prospects Has Exploded.

The percentage of prospects making contact using their phones almost doubled from August 2013 to August 2014 (23 percent to 42 percent), according to research conducted by Landmark Interactive. Contact made using desktop computers fell from two-thirds (65 percent) in August 2013 to less than half (46 percent), mirroring the ongoing shift to the use of smartphones in everyday life. Tablet use held steady at 1 in 10 (12 percent). In August 2012, those numbers were 10 percent for phones, 8 percent for tablets, and 83 percent for desktops...


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Consumer Marketing: From four walls to the world    

Franchise Update Magazine

Issue II, 2016

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