2017 AFDR Highlights: Recruitment Spending – Where the Digital Money Goes

2017 AFDR Highlights: Recruitment Spending – Where the Digital Money Goes

This is the third in a series of highlights from the 2017 Annual Franchise Development Report (AFDR). The 2017 AFDR, unveiled in late September at the Franchise Leadership & Development Conference, is based on responses from 167 franchisors representing 60,989 units (51,789 franchised and 9,200 company-owned).

Participants in the survey consisted of franchisors that completed an extensive online questionnaire. Responses were aggregated and analyzed to produce a detailed look into the recruitment and development practices, budgets, and strategies of a wide cross-section of franchisors. The data and accompanying commentary and analysis provide the basis of the 2017 AFDR (ordering information is below).

This week: Recruitment spending: Where the digital money goes, by category.

We asked franchisors to break out their digital spending by category. Franchise opportunity sites, the largest category by far, accounted for one in three dollars in this category (33 percent), down slightly from 36 percent last year. Pay-per-click (PPC) remained steady at 18 percent, while SEO (12 percent) fell slightly from 15 percent last year. Together, PPC and SEO accounted for three in 10 dollars spent on digital (30 percent). Email marketing, social networking, and remarketing together accounted for about one in three dollars (28 percent) spent on digital marketing in 2016.

Where the Digital Monaey Goes

Next week: Top sales producers, by category, 2011–2016.

Ordering Information
The complete 2017 AFDR, with analysis and benchmarks, is available for $345. For ordering information, call Sharon Wilkinson at 800-289-4232 x202, email sales@franchiseupdatemedia, or click here.

Published: January 17th, 2017

Share this Feature

Comments:

comments powered by Disqus
Golden Corral
ADVERTISE
SPONSORED CONTENT

Franchisor Topics »

Premium Services

FranConnect Business Opportunity

FranConnect
FranConnect is the #1 provider of franchising solutions in the world with...

FranchiseGrade.com Business Opportunity

FranchiseGrade.com
Franchise Grade is The Authority on Franchising. Our proprietary Franchise...

Proven Match Business Opportunity

Proven Match
Proven Match provides science-based insights and screening tools to...

Silvercrest Advertising Business Opportunity

Silvercrest Advertising
Silvercrest Advertising has created a one-stop shop solution for all of...

Qiigo Inc. Business Opportunity

Qiigo Inc.
Qiigo unifies digital marketing for national brands and their locations,...

Konnect Business Opportunity

Konnect
Konnect is an agency with unmatched business acumen that provides public...

IMN Business Opportunity

IMN
IMN creates engaging and relevant lifestyle, entertainment, and industry...

919 Marketing Business Opportunity

919 Marketing
919 Marketing Co. is a national content marketing, PR and social media...


Franchise Update Magazine

A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.

Subscribe to Franchise Update Sales Report

A Franchise Update Media Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2017. All Rights Reserved.

In Loving Memory Of Timothy Gardner (1987-2014)