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The Transformation of Global Franchise Group
In 2014, Global Franchise Group Was Ready To Make Some Major Changes to
Franchise Development.
The Entire Landscape of Franchise Development had Changed…But We Had
Not….
Our Goal Was To Completely Revamp Our Franchise Development Process.
After Many Brainstorming Sessions, Meetings With Team Members and Franchisees, We Determined There
Were Five Key Strategic Initiatives We Wanted To Accomplish…
Our Five Key Strategic Initiatives Were1. Rebuild Relationships by Helping Our Existing Owners Expand
Their Businesses
2. Revamp Our Sales Process to be Franchise Sales Driven vs Real Estate Driven
3. Find Innovative Ways to Market and Sell to Today’s Consumer
4. Find Non-Traditional Avenues to Grow our Business
5. Develop Incentive Programs to Incentivize These New Strategies
Helping Our Existing Owners Expand Their Businesses
We Asked Our Owners What
They Needed to Grow.
Here is What We Learned.
They Wanted:
Lower Fees
Better Incentives
New Avenues of Growth
Better Development Support
Plan:
• Incentive Programs: We introduced
incentives for (New Markets, Current Markets,
Co-Branding Opportunities, and Owner
Referrals)
• Development Agreements: To encourage
multi-unit growth, we lowered our fees for
those interested in area develop agreements.
Allowing Owners to “lockdown” markets they
chose while also paying a smaller upfront fee.
• Development Support: Development fees
allow us to be proactive in real estate and
construction activities.
So Here’s What We Did:Outcome:
• Long-Term Pipeline: With more area
development agreements, we were able
to turn our “year-to-year” pipeline into a
“3-5 year” growth pipeline
• Sustained Growth: Our incentive
programs allowed us to focus franchise
growth in target markets allowing us to
allocate resources to real estate
development more efficiently.
• Build Trust: It was key that everybody
had skin in the game.
We aligned our awarding process across all four brands.
We made our franchise fee the same for all brands
Incentive programs were made available to all four brands
We Included Operations in the approval process
We focused on “Consistency”
Our Next Area of Focus Was Our Sales Strategy
Revamping Our Sales Process
• One of our core strategies was changing our methodology from a
real estate driven awarding process to a sales driven awarding
process.
• Our goal was to have franchisees sign development agreements
for markets before real estate was secured.
• The big advantage of this strategy is that when ideal locations
become available, we have franchisees in place ready to take
them. Ending the headache of losing prime real estate and
straining landlord relationships.
Don’t Put The Cart Before the Horse
Having Learned What Our Owners Needed along with
Developing a New Sales Strategy, We Needed to
Revolutionize the Way We Marketed to our Prospects, So
We Did…
Our Switch To Inbound Marketing
Instead of buying ads, buying email lists,
or cold calling, inbound marketing focuses
on creating educational content that pulls
people toward your website where they
can learn more about what you sell on
their own accord.
WHAT IS INBOUND MARKETING?
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.
Understand what
content pulls your
buyers through the
sales funnel, and
use that context to
personalize your
marketing at scale.
Get found by
qualified leads online
with content (website
pages, blog articles,
social messages)
optimized for search
and social media.
Inbound Marketing
in a Nutshell:
Market with a Magnet, not a Sledgehammer.
THE PHILOSOPHY:
WHY INBOUND WORKS
Inbound marketing is a philosophy
based on the truth that consumers buy
differently today than they did 10 years
ago.
INBOUND AS A PHILOSOPHY.
PRE-INTERNET.
• Buyer: Relatively uninformed.
• Buyer Journey: Linear.
• Marketing Playbook:
Interrupt (cold calls and
advertising).
THINK ABOUT IT.
TODAY.
• Buyer: Well-informed.
• Buyer Journey: Fluid and
random. Starts with Google.
• Marketing Playbook:
Thought leadership through
content creation.
By aligning the content you publish with
your customer’s interests, you can earn
permission to market to prospects that you
can convert into leads, close into
customers, and delight to the point they
come promoters of your brand.
THAT’S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION.
The inbound philosophy is backed
by a methodology that helps brands
attract, convert, close, and delight
visitors, leads and customers
through a variety of channels such
as social media, blogging, SEO,
landing pages, forms, and email.
THE HOW.
There are Several Major Themes of Inbound, Permission-Based Marketing.
Let’s talk About Them.
CONTENT CREATION• You create targeted content that answers your customer's basic questions and needs, and you share that
content far and wide.
LIFECYCLE MARKETING• You recognize that people go through stages as they interact with your company, and that each stage
requires different marketing actions.
PERSONALIZATION & CONTEXT• As you learn more about your leads over time, you can better personalize your messages to their specific
needs.
A MULTI-CHANNEL PRESENCE• Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel
where they want to interact with you.
INTEGRATION• Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on
publishing the right content in the right place at the right time.
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-Action
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Trust The Process
Tools to attract strangers to your site
include:
• Blogging
• Social Media
• Keyword Optimization
• Site Pages
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
Blog
Social Media
Keywords
Pages
Attract
Strangers Visitors
Tools to convert visitors into leads
include:
• Calls-to-Action
• Landing Pages
• Forms
• Contacts Database
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
Calls-to-Action
Landing Pages
Forms
Contacts
Convert
Visitors Leads
Tools to close leads into customers
include:
• Lead Scoring
• Marketing Automation
• Closed-Loop Reporting
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
Workflows
Lead Scoring
CRM Integrations
Close
Leads Customers
Tools to delight your customers
include:
• Smart Calls-to-Action
• Social Media
• Email and Marketing Automation
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Social Media
Smart-Calls-to-Action
Workflows
Delight
Customers Promoters
• Building trust, not skepticism among
your prospects.
• Being loved, not ignored by your
customers.
• Outsmarting, not outspending your
competitors.
IN SUMMARY, INBOUND MARKETING IS ABOUT ...
New Growth Strategies
Part of our New Strategy Was Identifying New Channels of Growth for our Franchisees
Malls
AirportsCollege
CampusesMilitary Bases
Sporting Arenas
The Mall Landscape was Changing Rapidly. Increasing Rent in Malls Forced us to Weigh New Options for Growth Outside of Malls.
We Identified Alternative Venues To Offer Our Owners New Formats to Grow Their Business
So How Did We Drive Franchisees to These New Areas of
Development?
Incentive Programs
We Offered Four Incentive Programs for New and Existing Franchisees
New Market Incentive
(Incentives New Franchisees)
Current Market Incentive(Incentivizes Existing
Owners Opening New Stores)
Referral Incentive(Incentivizes Existing Owners For Brining In
New Owners)
Co-Branding Incentive(Incentives for New and Existing Owners to Build Co-Branded Locations)
Incentive offers exist to help drive our key development initiatives. Remember, we want to be a magnet, not a sledgehammer.
So How Has This Strategy Benefited Global Franchise
Group?
Through Our Marketing Efforts, We’ve Increased Our Website Traffic Substantially.
In 2014, we were averaging 1,000 visitors
per month.
In March 2017, we saw over 23,000 visitors.
1,000 Visitors 23,196 Visitors
More Visitors
More Potential Leads
From Inception, We’ve Seen Incredible Increases in Leads Generated. We Stopped Using Portals in 2014.
In 2014 we generated under 500 non-portal leads
In 2016, we generated over 2,500 non-portal leads.
For 2017, we are trending to generate over 3,000non-
portal leads
500 2,500 3,000+
We Also Saw Our Quality of Leads Increase
In 2014, we saw an average of 27% qualified leads.
We are now averaging nearly 50% qualified
leads.
27% 49%
What Happened To Our Franchise Awards?
2014
2015
201643 Awards65 Awards
99 Awards
130% Increase Since 2014
QUESTIONS?
THANK YOU.
SourcesHubspot.com
