Everybody in the marketing world is talking about Donald Miller’s bestseller, “Building a StoryBrand.” But how can you apply the StoryBrand® process to franchises? First, you need to understand the basic premise: Miller says if your messaging isn’t clear, customers will tune it out rather than try to decipher it. So, he relies on a…
Sometimes you have to pause and go back to the basics. It’s not unusual for websites to get cluttered as the years go by with content and page additions, messaging updates, etc. In addition, your brand and offerings often evolve, as do search engines’ algorithms for serving up your site. You need to make sure…
We all know that in advertising it’s important to define your target before starting any marketing initiatives. The same holds true with digital campaigns for franchise marketing, particularly in how your target market relates to the content presented and where and how it is delivered. Before you launch a franchise marketing campaign, develop your target…
There was a time when franchise development teams purposely held some of their cards close to the vest, withholding specific and valuable information until later in the sales process. With increasing competition, a plethora of resources available across the internet, and consumers (potential franchisees in this case) wanting to make faster decisions based on easy-to-find…