Franchise Development - What is the new normal?
-
Upload
paul-segreto-cfe -
Category
Business
-
view
1.202 -
download
2
description
Transcript of Franchise Development - What is the new normal?
![Page 1: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/1.jpg)
Franchise Development – What is the New Normal? Presented by Paul Segreto
August 2, 2012
![Page 2: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/2.jpg)
Paul Segreto
• 25+ years franchise experience
• Franchise Executive • Multi-unit Franchisee • President FAC
• Consultant & Coach • President & CEO
franchisEssentials • President & CEO
Franchise Foundry
• Founder FranchisEssentials Media Group • Franchise Today – Internet
Radio Show • FranSummit – Virtual Training
Platform • Franchise Essentials Magazine • Personal Branding for Franchise
Professionals
• Active IFA Member & Advocate • Membership Committee • Technology Committee
![Page 3: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/3.jpg)
Let’s start at the beginning…
![Page 4: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/4.jpg)
Check out their eyes!
![Page 5: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/5.jpg)
Today’s franchise candidates are…
More educated
More sophisticated
More technologically advanced
…than ever before!
![Page 6: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/6.jpg)
Today’s franchise candidates are…
More educated
More sophisticated
More technologically advanced
More diligent
More cautious
More anxious
…than ever before!
![Page 7: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/7.jpg)
What does your franchise sales
process look like today?
Is it actually a process?
Is the target audience defined?
Is the process consistent with marketing messages?
Do sales representatives know and understand the messaging?
![Page 8: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/8.jpg)
![Page 9: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/9.jpg)
![Page 10: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/10.jpg)
Is the outlined and official
franchise sales process the actual process being used?
![Page 11: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/11.jpg)
Could your franchise sales process work better?
Is it time for a franchise sales process audit?
![Page 12: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/12.jpg)
![Page 13: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/13.jpg)
Integrate Social Media with Traditional Marketing
![Page 14: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/14.jpg)
Your franchise sales process must have continuity with
your online messaging.
![Page 15: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/15.jpg)
Franchise Social Media is about amplifying your recruitment messaging.
![Page 16: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/16.jpg)
Using Social Media to amplify an inconsistent message and incorrect or non-compliant content will lead to poor results or worse consequences…
![Page 17: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/17.jpg)
What you tweet, post, share, blog, YouTube, IM and discuss in the digital world you can never fully take back the message.
![Page 18: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/18.jpg)
Remember, in the digital world of Social Media, everything you say is for eternity…
![Page 19: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/19.jpg)
Social Media in typical business environments
![Page 20: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/20.jpg)
Social Media in Franchising
Candidate Franchise Sales Rep
Brand
![Page 21: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/21.jpg)
![Page 22: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/22.jpg)
![Page 23: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/23.jpg)
Getting started - Social Media e-IDEA™
• Explore
• Identify
• Develop
• Execute
• Analyze
![Page 24: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/24.jpg)
Social Media e-IDEA™
Exploring different aspects of Social Media – Including Social Networking and key social technology that creates excitement and brand awareness within your industry segment.
Identifying primary and secondary targets – Who will be targeted to purchase and/or visit your franchise locations? How deep do the target groups go and are there collateral groups that can be tapped?
Developing a Strategy and Plan of Action – Customized to specific targets in accordance with franchise development goals and objectives?
Executing the Plan – Putting the plan in motion including monitoring, managing the process including new content and updates. Keep it fresh!
Analyzing & Quantifying the Results – Is it working? Do you continue straight ahead or repeat the process from the beginning? What are actual results in franchise sales and system revenue?
![Page 25: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/25.jpg)
Social Media e-IDEA™
![Page 26: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/26.jpg)
Explore…
![Page 27: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/27.jpg)
Identify…
![Page 28: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/28.jpg)
Understanding Your Targets
• Know who they are – Based upon successful franchisees
– Based upon industry experience
– Based upon specific profession
– Based upon skills
• Know where they are – Based upon where they congregate online
– Based upon where they communicate online
– Based upon their interests
![Page 29: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/29.jpg)
![Page 30: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/30.jpg)
![Page 31: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/31.jpg)
![Page 32: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/32.jpg)
Develop…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity
![Page 33: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/33.jpg)
What are the objectives for using social media for franchise sales?
Increase leads? Keep leads and candidates engaged with your brand? Improve cost per lead and cost per sale? What about current franchisees?
![Page 34: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/34.jpg)
Execute…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity
![Page 35: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/35.jpg)
Candidates expect franchise companies to be Social Media savvy and for franchisors to be active in the digital world.
![Page 36: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/36.jpg)
![Page 37: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/37.jpg)
Today’s consumers & franchise candidates are…
More educated
More sophisticated
More technologically advanced
More diligent
More cautious
More anxious
…than ever before!
![Page 38: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/38.jpg)
![Page 40: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/40.jpg)
Integrated Franchise Marketing
![Page 41: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/41.jpg)
Cross-platform & Multi-tier
![Page 42: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/42.jpg)
Does that mean traditional marketing
should not be utilized?
Does that mean the franchise sales process should change?
![Page 43: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/43.jpg)
![Page 44: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/44.jpg)
Keeping Prospects Engaged
![Page 45: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/45.jpg)
Closing the Sale
![Page 46: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/46.jpg)
Keeping prospects engaged
![Page 47: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/47.jpg)
![Page 48: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/48.jpg)
Franchise sales requires a seamless transition!
Sales representatives must be aware of all online marketing messages
Sales representatives must be aware of all discussions regarding the brand
Sales representatives must be aware sales process may not be A to Z
Sales representatives must be aware franchise compliance still prevails
Sales representatives must be aware people still buy from people
THIS APPLIES TO BROKERS, TOO!
![Page 49: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/49.jpg)
![Page 50: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/50.jpg)
![Page 51: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/51.jpg)
![Page 52: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/52.jpg)
![Page 53: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/53.jpg)
Analyze & Quantify…
![Page 54: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/54.jpg)
Online Brand Management
Google profiles
Google alerts
Brand
Keywords
Per targets
Geo-specific
Online brand audits
Blogging Community
![Page 55: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/55.jpg)
Social Media Metrics
• Volume – The number of comments, blogs, posts, tweets, links, etc., about the brand, the competition, and the industry segment.
• Sentiment – The positive, negative, or indifferent consumer reaction to the brand or a topic, which can be measured by text analytics and natural-language processing.
• Emotion – The reasons that a consumer felt, good, bad, or indifferent that point how the company can resolve his / her problem or how the business can change and improve.
![Page 56: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/56.jpg)
Social Media Metrics
• Topic / Issue – The context (e.g., product, customer service, advertising, competitor, etc.) in which the brand is being discussed.
• Source – Where the conversation is occurring (e.g., Twitter, blog, discussion board).
• Author (Influencer) – The people talking about the brand and their social media impact (e.g. number of followers, readers, comments).
• Virality – The reach of the brand and relevant topics around the brand (e.g., how many people are reading, posting, linking, and sharing).
![Page 57: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/57.jpg)
![Page 58: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/58.jpg)
Before Changing Course…
![Page 59: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/59.jpg)
![Page 60: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/60.jpg)
Two different objectives
For local brand awareness and driving business to franchise units
For regional and national brand awareness and generating interest in franchise concept
Requires different strategies and plans.
However, they may feed off each other!
![Page 61: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/61.jpg)
Additional Benefit
Improving communications and information sharing at all levels of the franchise system
![Page 62: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/62.jpg)
Social Media & Franchise Sales 4 Common Steps
• Share
• Interact
• Engage
• Call-to-Action
![Page 63: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/63.jpg)
I’d love to hear from you!
![Page 64: Franchise Development - What is the new normal?](https://reader034.fdocuments.us/reader034/viewer/2022052315/54c0b7414a795963738b4581/html5/thumbnails/64.jpg)
Paul Segreto CONTACT ME
• 25+ years franchise experience
• Franchise Executive • Multi-unit Franchisee
• President FAC
• Consultant & Coach • President & CEO
franchisEssentials • President & CEO Franchise
Foundry
(832) 838-4822 [email protected]
• Founder FranchisEssentials Media Group • Franchise Today – Internet Radio
Show • FranSummit – Virtual Training
Platform • Franchise Essentials Magazine • Personal Branding for Franchise
Professionals
• Active IFA Member & Advocate • Membership Committee • Technology Committee
www.FMDpro.com www.FranchisEssentials.com