"Franchisors Overspend on Portal Advertising"
Published by Sean January 29th, 2007 in Advertising: Internet, Featured PostsWelcome to Part 4 of the Franchise Marketing series: Justin Queen’s Top 5 Mistakes Franchisors Make with Internet Marketing
Mistake #4: Franchisors Overspend on Portal Advertising.
Portal advertising has certainly established and maintained its credibility as a lead generation tool over the years. A major obstacle faced by franchisors that pay for portal advertising is that they are being displayed with a sea of concepts similar to theirs. Portal advertising should be budgeted into most e-marketing campaigns every year, but you will get a lot more mileage out of sending prospects directly to YOUR website where they can stay focused on the benefits of YOUR concept. Also, be cautious which portals that you may choose to engage. There has been a notorious problem with lead swapping with some major portals which have resulted in charging franchisors for leads that were never interested in their concept.
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Justin Queen is Founder of Blue Zeus Interactive Marketing.
Blu Zeus Interactive Marketing provides interactive marketing strategy, design, and development. Learn more at the BluZeus website.
I feel that Franchise advertising is more about finding someone who is ready (with adequate information) to make a franchise purchase vs. setting up an impulse buy or something along those lines.
I routinely look at new developments on http://www.franchisegator.com , and not so much because I want to secure more franchises but more so because I feel understanding what is being offered is the key to sucess. I could be bias but I really feel it has helped me in my pursuit!