Sally Butters of Coconut Creatives talks us through planning for 2014:
“As the New Year approaches, so does the most important time of year to focus on franchise recruitment. The long summer holidays are over and many people will begin to consider a new career or business venture in the New Year so here are my top five tips for preparation for a successful 2014.
- Work your existing leads effectively. As mentioned in last month’s blog, keeping your leads ‘warm’ and keeping your franchise at the forefront of a prospect’s mind throughout their decision-making process is key to converting them into franchisees. Sending your prospect database monthly newsletters and updates will significantly improve your conversion rates.”
Tags: business planning, franchise a business, franchise business, franchise development, franchise growth, franchise information, Franchise Marketing, franchise recruitment, franchise research, franchise suppliers, franchise tips, franchisees, franchises, franchising, franchising in the uk, franchisors, sally anne butters
Sarah Cook of Coconut Creatives talks about the importance of keeping your prospective franchisee leads warm:
“The busy autumn period is fast approaching after the quiet summer months. Everyone has returned from their summer holidays and it’s time for you to reengage those leads who may have gone quiet or who have pushed your franchise to the back of their minds whilst relaxing over the summer.
Once you have gained a substantial leads database, while it is important to continue gaining leads, it is also essential that you keep existing leads engaged in order to improve your conversion rates. It can take prospective franchisees around three to six months, on average, to decide whether or not to invest in your franchise.”
Tags: business planning, franchise business, franchise development, franchise growth, franchise information, Franchise Marketing, franchise recruitment, franchise success, franchise suppliers, franchise tips, franchisees, franchising, franchising in the uk, franchisors, Sarah Cook
Many thousands of pounds will be spent at the NFE in 2013 on generating franchise buyer leads by franchisors.
So how can you maximise return from the NFE this year?
Below I’ve outlined 8 suggestions that can help you extract maximum value. We will be exhibiting at the NFE on Stand B55 so do come over. We are meeting franchisors at the event to discuss strategies and services to increase franchise sales success.
To book an appointment e-mail firstname.lastname@example.org
1. Integrate your marketing message on-line and off-line
More than ever before people are doing their research online. Making your message and stand details clear via the use of dedicated industry websites as well as your own site is very important. Enabling prospects to do their homework before attending the NFE is key as a positioning and footfall driving strategy. Keep your copy up to date with an events calendar. Make it as easy as possible for people to meet you. Yes, franchise recruitment is about selection, however you do need to sell the reasons to meet and where that can done.
2. Get the right people to your stand
There has been much marketing of this event and that will clearly grab the attention of people considering their futures in self employment. Thousands of people will attend the NFE so how can your presence stand out from the crowd?
3. Work your databases
Circumstances change. A dormant lead in your data files may have gone nowhere last year however life moves on and things change. Send out a mailing to your database and invite them to come along and meet you. Offer a free ticket if they call you. By dong this you are offering a value exchange – re-contact and personal data update in exchange for a free ticket to meet you and visit the event. By doing this you’ve kick-started the relationship again before the event.
4. Use social media
Share your plans with your contacts in Twitter, LinkedIn, Facebook and Pinterest. You can share notifications with links to webpages that give more details about your stand and invitations to visit you on stand. Set expectations – what’s on offer when they do visit you and what will they gain?
5. Stand out from the crowd
By offering something more than simply exhibiting you may increase your profile. Public speaking and participating in advisory forums where possible are a great way to raise your profile and drive people over to your stand.
6. On stand
Be aware that people visit the NFE and approach your stand because they want to be ethically lead into a better future. Their primary goal is not to collect brochures and leaflets (or at least is should not be). My suggestion is to ask them what brought them to the event. In that way you get them talking about themselves and their aspirations. This is far more interesting to the prospect that listening to a sales pitch. Once people have opened up to you and you have listened they are far more disposed to hearing what you have to say. Make sure all personnel on your stand are well trained and understand the objectives of the day and are rehearsed in how you want your stand visitors to be handled.
7. Set out the journey
When people visit an exhibition they are information rich and commitment poor. An exhibition may be the first or interim step in many more that need to be taken on both sides in the decision making process. When you engage with people on-stand, help them understand who you are, who you want and what the benefits are to both parties. It’s also useful to set out a journey plan of steps for the potential to become reality. For this reason have post-exhibition events set up. If you do this, make sure you promote the events to the people you meet. By doing this, you offer baby steps of commitment to the prospect.
8. Let’s talk
Our focus is your recruitment success. We will be exhibiting and speaking the at NFE. Stand B55 and speaking at 1.15pm on Friday in Theatre 6.
NB – We are meeting franchisors over coffee during the NFE to discuss their recruitment needs and would like to speak to you.
Contact me now for an appointment by e-mail (email@example.com) or call the office on 023 8027 5710.
Select Your Franchise provide:
Franchise recruitment system reviews
Training and mentoring in franchisee recruitment
Tags: British Franchise Association, business planning, franchise, franchise a business, franchise business, franchise development, Franchise exhibitions, franchise growth, franchise information, Franchise Marketing, franchise news, franchise recruitment, franchise research, franchise suppliers, franchise tips, franchisees, franchises, franchising, franchising in the uk, franchisors, National franchise exhibition, nick strong