Trends for 2016: Digital Marketing Insights For Your Franchise

1#WinLocal#GOFranchise2016

Trends for 2016: Digital Marketing Insights for Your Franchise

2#WinLocal#GOFranchise2016 2#WinLocal#GOFranchise2016

Speakers

Anya NowakowskiSenior Research Analyst

Lauren ReidDirector of Franchise

godigitalmarketing.com


#GOFranchise2016

Want to follow along on Twitter? Follow and ask questions at:


Agenda

• Introduction• Study findings & actionable tips

– Methodology– Topinsightsfromresearch– Whatdoesthislooklikeinaction– casestudy

• Recap

• Looking into 2016• Q&A


Major Trends in Digital Marketing in 2015

Introduction


What is “Mobilegeddon”?

On April 21, 2015, Google rolled out an update to its search algorithm that prioritizes mobile sites when users are searching from mobile devices.


Mobile has changed the consumer journey:

EXLNCIABRGRAMERICANBISTRO&BAR

FACEBOOK TABS S

Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook’s

website (391) minutes

DEALSSSSS

Consumers will spend $5.5 billion by 2016 on daily deals, flash sales

and other online discounts, up 53% from $3.6 billion this year

CLICK TO CALL LL

Leads generated from click to call campaigns are 12-15 times more

likely to convert than leads generated from website forms

LOCAL

50% of mobile searches are conducted in hopes of finding local results. 61% of those searches results in a sale

TWITTER

Twitter’s top mobile client is m.twitter.com (Twitter’s mobile website) with 14% of total users

CLICK TO EMAIL

Email has reared its head and is now a viable, most powerful mobile call to action

of all Internet activity in the U.S. originates from mobile devices60%


Consumer behavior has shifted

AverageTimeSpentperDaywithMajorMediabyUSAdults,2015hrs:mins

Otherconnecteddevices0:25

Mobile(nonvoice)2:51

Desktop/laptop**2:22

Digital

Digital5:38

Other*0:25

Print*0:21

Radio*1:27

TV*4:15

Totalperday=12hours4minutes

AverageTimeSpentperDaywithMajorMediabyUSAdults,2011- 2015hrs:mins andCAGR


Franchises Have Been Slow to Adapt to These Shifts


Mobile-FriendlyDesktop design that will render properly on mobile devices

Mobile-OptimizedNative mobile-user experience with buttons, larger fonts, etc.

Mobile-ResponsiveA single site created to respond to the functionality of the device it’s being viewed on

Are you getting left out?


After Mobilegeddon, nearly half of non-mobile optimized sites dropped in search rankings.


It’s a “Reachpocalypse” World

According to Social Ogilvy, organic reach on Facebook dropped to 6.15% in February

2014.


Study Findings & Actionable Insights

Major Trends in Franchise Digital Marketing


-4%

-3%

-2%

-1%

0%

1%

2%

3%

4%

5%

6%

2008 2009 2010 2011 2012 2013 2014 2015

FranchiseBusinessGrowthbyYear:January2015Forecast

Establishments Employment Output($billions) GDP($Billions)

Accelerating Growth for Franchised Businesses


Top Insights from Research

CentralizedMarketing

Investmentindigital

Variedsophistication

SearchingforROI


How we got there…

Sample Responses Responding Brands

• 72%non-food&service industries

• 46%ofbrandsweresmall(<50units)

• 10%ofbrandswerelarge(500+units)

383totalrespondents

• 189complete responsesfromuniquebrands

• 107partial responsesfromuniquebrands

• 7,500franchiseexecutives,CMOs,CEOs,COOs,MarketingDirectors

• Covering3,860franchisebrands



Investmentindigital


SearchingforROI

Finding #1


• Marketingwasn’tconsideredacorefunctionoffranchisors’businessoperationsuntilrecently

• Franchisesarenowrealizingtheimportanceofmarketingtowinthebattleformarketshare

Creating Efficiencies to Win the Battle for Market Share

Does Your Franchise System use Centralized Enterprise Software Tools to Manage any of the Following Operations?


• Howwellisyourcurrentmarketingsystemfunctioning?

• Doyourfranchiseesfeelliketheyneedmoreassistancefromthefranchisorlevel?

• Wouldyourfranchiseesbenefitfromamorecentralizeddeploymentofmarketingstrategies?

Assess your current efforts



Investmentindigital


SearchingforROI

Finding #2


Driven to Digital

Market saturation is putting more pressure on franchises to increase investment in marketing to stand out from their competitors


• Franchisesystemsareadoptingdigitalmarketingacrosstheboard

• Noteverychannelortacticisrightforeverybusiness

• Youneedtofindtherightmixofservicesforyouraudienceanddemographics

What does this mean for your franchise?



Investmentindigital


SearchingforROI

Finding #3


Where are your competitors?


• Mobiletacticsareleastcommonforfranchisorsandnotapriorityfortheirdigitalmarketingspend

• Allcustomersexpecttoseeyourbrand’spresenceonmobile,butfranchisesstillaren’tinvestinginthisspace

Moving Mobile to the Top


Three primary stages of digital marketing


• Whatworksforonefranchisemightnotworkforyours• It’simportanttofindtherightmixofsolutionsthat

complementsyourbusiness

Every franchise solution is different



Investmentindigital


SearchingforROI

Finding #4


Support from supplier of marketing solutions

Franchisee support and training

Seamless implementation

Other

Ease of use

Franchisee enthusiasm and engagement

Ability to manage and control system-wide consistency

Costs

Proof of return on investment (ROI)

0% 10% 20% 30% 40% 50%

Single Most Influential Factor in System's Decision to Deploy Marketing Programs

ROI Trumps All


4.0%

19.6%

28.6%

30.2%

34.7%

Other

Notatall

Franchisees tracktheirownmarketing

Brand-widedigitalmarketingandindividual…

Onlybrand-widedigitalmarketing

How?What?

Current franchise tracking methods


How to track ROI

Geofencing Conversiontrackingpixels

Digitalcoupons

Thereareanumberoftoolsandtacticsthatyoucanuse


Wine and Painting Class Franchise

Case Study


Search Advertising + Social Advertising

• Search Advertising:– 4corporatelocations,11franchiselocationsaddedoverthecourseofayear

• Social Advertising:– National,alllocations

• Goal: Drive prospects to purchase painting classes on their website– Actualclasspurchase=Conversion


Reach the Right Audience

• Women ages 35-55• Facebook Lookalike Audiences

Targeting

Targeted10-15milesaroundeachlocation

Location

Eachlocationhasitsownuniquetargetingmix


Campaign Results

• Search Advertising:– ConversionRate:4.84%– 1,232conversions

• Social Advertising– Grewfanbaseby6,240likes– $14.33– averagecostperconversion– 2,079conversions

Generatedatleast$125,818worthofsalesina1-yearperiod*Basedonminimum$38order


Study Findings & Actionable Insights

Looking to 2016


Get back on track

Define your target audience and understand how they use digital channels

Assess your current digital efforts

Develop your game plan and strategic approach


Develop Your Game Plan:

Define Your Goals

Research Your Market

Plot Your Presence

DefineYourMessage

CreateSharingOpportunities

Track,AnalyzeOptimize


Q & A


Resources

ResearchGet the full research: Franchising’s Take on Digital Marketing

E-BookAnd follow it up with an ebook: The Facebook Playbook for Franchisors

http://www.godigitalmarketing.com/resources/franchisings-take-on-digital-marketing/?utm_medium=social&utm_source=slideshare.com&utm_content=slideshare2015&utm_campaign=organic2015

http://www.godigitalmarketing.com/resources/facebook-playbook-franchisors-2/?utm_medium=social&utm_source=slideshare.com&utm_content=slideshare2015&utm_campaign=organic2015


Questions?

FRANdata is the only source of comprehensive information about franchising:• Fact-based research and analysis• World's largest database of franchise

information• Tracks and analyzes more than

3,500 brands in 30 sectors and 235 industries

• Manages SBA Franchise Registry

[email protected]

We inform and engage more than 90 million Americans every month.• For national brands and agencies,

G/O Digital delivers local digital activation at national scale with pushbutton simplicity.

• For local businesses, G/O Digital is a one-stop-shop for those looking to connect with consumers through digital marketing.

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Trends for 2016: Digital Marketing Insights For Your Franchise

Marketing

Transcript of Trends for 2016: Digital Marketing Insights For Your Franchise