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Feature Story:

Minimize Risks From Franchisee Email And Social Media »

By Cheng Cohen

Email is dominating business communications, and social media is replacing much of what previously was done through print advertising. By all appearances, these and other electronic communication tools will increase in both usage and importance.

As a result, franchisors should consider if, to what extent, and how they should control the use of these mediums by those associated with the brand. It is not uncommon, for instance, for franchisors to assign email addresses to their franchisees and require that those email accounts be used in the operation of the franchised unit. Franchisors may also permit or encourage franchisees to use social media in connection with the promotion and operation of their businesses.

But control or oversight over franchisees' assigned email accounts and social media communications can expose franchisors to liability...

Feature Story:

Lead Generation Success: Measure Results To Improve Performance »

By Steve Olson

Audit your advertising and increase results

What you don't know, you can't measure. And what you can't measure, you can't improve! Successful recruitment programs invest in marketing intelligence and monitoring tools to 1) determine their most productive selling sources; 2) create compelling, direct-response advertising for each media source selected; and 3) stay ahead of or in step with the competition.

Good news for you smart execs! Many franchise companies still don't track their marketing performance - which provides competitive advantages for those intelligent franchisors who do successfully monitor, measure, and modify their lead generation programs. By knowing where you are and where you want to go, you build the shortest road to get there...


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Tune Up Your Team    

Franchise Update Magazine »

Issue III, 2014


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