Franchise Advisory Board | Expert Franchising Advice for Franchise Leaders

Here's a chance to learn from a recognized thought leader in the franchise community, Gabriella Ferrara about:- How top franchise brands should be evaluating their branding strategy and creating better brand awareness- What should every franchise leadership team be asking about their target audience- How franchisors are innovating with their content strategies- Why more digital marketing executives are relaxing stringent spending rules - What are some of the KPIs every franchise system needs to monitor to continuously improve their marketing ROI

Jordan Choo of Kogneta Marketing, does a deep dive with us in this episode of The Advisory Board podcast. We discuss what closed loop marketing is, why it matters to franchise systems (or any business), and how to get started. Learn how you need to set up your data flow from your lead sources for attribution, your CRM for pushing data back, and your analytics platform for tracking true lead source ROI. Franchise systems that are implementing closed loop marketing are experiencing significant growth in sales, lead conversions, and marketing ROI, while in some cases, they're reducing their overall lead flow and sales overhead. Incredible stuff. Thanks for sharing, Jordan!

Join Linda Ballesteros, talk radio/podcast host, networking guru and owner of Mpower Franchise Consulting, to learn about the skills gap in franchise systems that causes frustration and performance issues with franchisees as they engage in local business development. Often, Franchisors have a clear definition of the ideal demographics for franchise owners, and they have not considered the psychographics needed for success. Accountants, technologists, and other successful entrepreneurs that purchase a franchise often lack the sales, business development, and networking know-how to generate new revenue, build referral partnerships, and scale their businesses. Learn from Linda as she shares insights to address these issues by knowing:- How to strategically network- How to craft an effective 30 second, 60 second, 2-minute, and 10-minute value statement to generate interest- Where to find the best groups to network and how to know if you need to exit one that's not meeting your needs- How to create your own networking group- How to work a room in a networking situation- How Zors can create more effective training programs to address regional needs in their business development plans

Join Ari Greenbaum, founder of conXpros, and Dave Hansen to dig into home services lead generation and lead follow-up best practices. Here are some of the key things to listen for:What are the trends and challenges in leadgen today for franchises and home service businesses?What are the most common challenges you see in lead follow-up in franchise and home service businesses?- Ineffective initial response- Poor/non-existent lead nurturing- No visibility into team effort- How to fix these issuesWhat are top-performing clients doing to improve lead conversion rates?- engaging leads immediately- following up 7 to 12 times with effective nurturing- using tools to automate their lead engagement and automation- Calling- TextingBest practices in HVAC, Plumbing, Roofing, Flooring, Windows, Carpet Cleaning and other home service companies.

Join Zack Fishman of Fishman PR in this episode of The Advisory Board, as he discusses how growing franchise brands are using PR strategy to sell more franchises, boost franchisee performance, and enhance overall brand performance. Learn from a second generation franchise PR wizard, as he dives into:Why should a franchise system care about PR? How does PR impact FranDev effortsWhat can PR do to enhance a Franchise Brand ValueHow do top brands improve Zee performance with effective PRHow does PR drive revenue and growth?What are some of the most effective components of PR today?What are some key PR strategies every brand needs to have?What's the best way to prepare for or get started with a PR strategy?

Joe Kenemore of Mailbox Power is back with deeper insights into how home service, personal service, and B2B service businesses can re-open closed markets, improve retention, build effective referral programs, launch win-back campaigns, and dramatically improve customer engagement with direct mail, gifting, and blended media campaigns. Enjoy!

With 25 years of franchise experience, Jason McReynolds of Franchise Metrics shares experience and insights into how franchisors can create and transform their culture to attract and keep the best franchisees. At the center of the culture discussion are a few key points:- How your franchise owners espouse your core values ultimately defines your culture- Franchisors need to exemplify, communicate, and reinforce these core values to give Zees guidance in How and Why to do things.- Zees that adhere to the core values tend to perform better - If you get a critical mass of Zees that adhere to the core values, it creates an aligned culture - Rebooting company culture takes dogged discipline and patience- Building and maintaining strong Zor/Zee relationships helps reinforce culture, improve performance, and increases new unit salesThere are a lot more nuggets in there. Enjoy learning from one of the best.

In this episode, Joe Kenemore, CEO of Mailbox Power, shares some timely and powerful insights into how to win new clients, retain existing ones, and build true customer loyalty. Especially in service industries, whether that be HVAC, Solar, Elderly Care, Pet Care, or any other kind of home service, successful businesses need to be remembered and trusted. They have to feel valued and receive value from your business. Gifting helps short circuit that process, and it provides a much higher engagement rate, longer staying power than digital media, and it cuts through the clutter of other messaging tools. Joe shares some experiences and best practices into how to optimize blended media campaigns that take advantage of the power of physical media (cards, gifts, post cards, food, etc.) and digital media (texting, calling, emails, landing pages, etc.). He also shares a couple of tips about how to best use gifting around the holidays and throughout the year to guarantee a higher customer loyalty and retention rate. This is definitely worth a listen. Enjoy!

Enjoy listening to Tom Parks of Premier Franchise Solutions as he dives deep into Franchise Selling best practices. Tom shares insights into the power of rapidly engaging all new leads to optimize lead contact rates. He shares his experience in boosting lead conversion rates focusing on best practices in follow up, setting appointments, and setting clear expectations. We also tackle a sensitive topic which isn't discussed a lot in FranDev, which is how to gracefully off-board a prospect that isn't a good fit. Tom shares a great example of how to do this as well. This episode is packed with great insights for internal FranDev teams as well as Franchise Brokers. Enjoy!