Franchisor Marketing

Welcome to Part 5, the final installment of the Franchise Marketing series:  Justin Queen’s Top 5 Mistakes Franchisors Make with Internet Marketing

Mistake #5:  Franchisors Don’t Stay in Touch.  

Most franchisors focus on a hard sell system.  If your prospect is not ready to buy in the near future, they are disregarded as a “cold” lead.  Buying a franchise is a huge investment and a significant risk to most entrepreneurs.  Most prospects need to finance their new franchise, and there is a lot on the line for their financial future.  Most franchisors neglect to realize that email marketing can be a great way to keep in touch with colder prospects over time, making them more likely to call as they get closer to buying into a concept.  For instance, you would get more mileage out of educating lukewarm prospects with information that would ease their fears about the restaurant industry, over time, than simply have the your sales guy harass them for a purchase decision every 3 months.  Email marketing can also analyze what your prospects are interested in and how they like to be communicated with.  Everything can be tracked; even how many prospects opened the email, who they were, and how many times.  A recent DMA study indicated that email marketing returns $57.25 for every dollar spent.  Stay interested in your prospects concerns and they will stay interested in you.

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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.