Reaching Franchise Candidates on Facebook

18 Oct

Facebook Reach


Are you using Facebook to sell Franchises?

For nearly all Franchise Development executives with whom I’ve spoken this year, the answer is “Sure!”  Less than 2 two years ago, the answer was, “Why?”

I have recently spoken to several groups about Social Media and Franchising including the International Franchise Association Convention 2016 FLDC in Atlanta, and IFA’s Women’s Franchise Network in Chicago.  At these events, the subject that attendees keep coming back to is Facebook Custom Audience Targeting for franchise development.

Custom Audience Targeting allows you to upload a database of email addresses and then serve up Facebook ads to only those people. While Facebook won’t open the floodgate of targeting your prospects by name, it will match the person’s email address from your list to a Facebook user profile.

Here are step-by-step instructions on uploading your email list to Facebook Custom Audience Targeting.


An Easy Touchpoint for Your Prospects

While consumer marketers have been taking advantage of this capability for nearly as long as there have been ads on Facebook, many franchise marketers have not yet discovered it. Most franchisors are focused on creating awareness with larger audiences based on demographics. They’re missing an easy touchpoint with their leads and candidates who could be engaged in a place where they are easy to reach.

And REACHING them is what it’s really all about! This isn’t about finding people who you never knew existed. It’s about not discovering a whole new species of humanoid who wants to be a franchisee. This is about getting in front of your candidates where they already live.

The average American adult spends nearly 7 hours per week on Facebook. Insert yourself and your brand into those hours among the political memes, game highlights, family photos, and cat videos.


Multiple Stages, Multiple Messages

If your email database is updated and well-managed, you can serve messages appropriate for every stage in your sales funnel. One message may be great for an old lead that faded away a while back. A very different message may fit a candidate further along in the pipeline. The more narrowed-down your target audience, the more relevant your message, and the more efficient your ad spend!


A Unique Marketing Opportunity for Franchising

Franchise Development is different than other Business-To-Business sales types in that prospects and leads use their home or personal email addresses on whatever submission forms brought those email addresses into your database. This is perfect for Facebook Customer Audience Targeting, as most people sign up with Facebook using their personal email address.  Selling other business services can be challenging using this method, as most B2B sales pros have prospects’ work email addresses, not the ones that match Facebook’s database. In this way, as in many other ways, Fran Dev is much more like B2C selling in the digital world.

#TBT #Vinyl The Beatles At The Hollywood Bowl, 1977 / 2016

13 Oct

the beatles live at the hollywood bowl

the beatles at the hollywood bowl

The Beatles
(Live) At The Hollywood Bowl
Capital Records / Apple Records
Recorded: 1964-1965
Vinyl release: 1977
Digital release: 2016

Usually I go for the vinyl version of any record, but in this case the digital re-release is far superior in audio quality and has several extra tracks.

But reproducing the original cover would have been cool instead of the new cover tying the album to the new Ron Howard documentary, Eight Days A Week.

Social Media Marketing: Beyond the Basics

3 Oct

IFA Women's Franchise Network


Chicago! Social Media! Franchising! 

If you’re a marketing pro in Chicago, join us October 13 for an evening of discussion about building social media marketing campaigns for global brands and local customers.

I’m pleased to be on this panel with some top level local talent including:


Thursday, October 13
5:30 – 7:30 PM

No Limit Agency
1 Prudential Plaza
130 East Randolph
Suite 1950

Register Now!
Cost: $20

Thanks to Cheng Cohen and The International Franchise Association for organizing this event which is sponsored by No Limit Agency!

No Limit Agecny


Managing Social Media’s Role in Franchise Sales

19 Sep

facebook and franchising

I’m looking forward to moderating an all-star panel discussing Social Media in Franchise Sales. At the 2016 Franchise Leadership and Development Conference in Atlanta on September 29, we will dive deep into best social media practices for franchise marketing and sales executives. From Franchise Update:

What is Social Media’s role in franchisee recruitment to generate leads, provide validation, get people talking about your brand? This session will help you understand the options and opportunities Social Media offers to help grow your brand.

Facilitator: Jack Monson, Director, Digital Strategy, Qiigo

Panelists: Aaron Goldberg, VP, Franchise Development, ZIPS Franchising; Paul Pickett, CDO, Wild Birds Unlimited; Philip Schram, CDO, Buffalo Wings & Rings

Register Now!

aaron goldberg


Aaron Goldberg
VP, Franchise Development
ZIPS Franchising


philip schram


Philip Schram
Chief Development Officer
Buffalo Wings & Rings


paul pickett


Paul Pickett
Chief Development Officer
Wild Birds Unlimited


jack monson


Jack Monson
Director of Digital Strategy






TBT Vinyl: Talking Heads, Stop Making Sense, 1984

15 Sep



Talking Heads
Stop Making Sense
Sire Records


Great live band made a great live album. That is all.






TBT Vinyl: Rush, Signals, 1982

8 Sep

Rush Signals

Mercury Records


Rush meets MTV! 


Rush Signals Back Cover

Rush Signals Label

Post Every Day on All of Your Facebook Pages

6 Sep

Facebook log eyes


In the presentation titled 9 Social Media Best Practices for Franchisors, the practice that is most challenging for some marketers is also my favorite:
Post Every Day on All of Your Facebook Pages.

Few argue with the value of good, regular content flowing to their fans’ newsfeeds. And, in case consumers seek and discover your page on their own, my observation is that having a page with nothing new on it in the past two weeks looks like you’re out of business.

But some marketers are challenged by this daunting daily task looming over their content calendars. The reluctance may be caused by a feeling that daily posts are too much for their fans and that it’s just too hard to produce.


Too much? No.

With today’s painfully low organic reach, your risk of overserving content to a fan is nonexistent. When only 1% to 10% of your organic posts is actually seen by your fans, your daily posts will rarely hit their news feeds once each week.

Tell any fans who think you post too often the same thing I would tell radio listeners 20 years ago, when they would call my station and complain, “You played that same Pearl Jam song yesterday at 8am and then again at 10pm!” I would respond, “You’re right. THANKS for listening so much! Let me send you a t-shirt!” They may have been an irritated listener (or more likely, one who just wanted to show they caught a perceived flaw). But, to me we had someone who was engaged and listening for 14 straight hours! Now if only they had an Arbitron ratings diary…


Too hard? No.

Posting this much can be hard. It’s especially hard if it’s in addition to your current marketing workload or job description (whatever that is). But being too hard is no longer a reason to not do something. I frequently tell friends and groups with whom I speak that it’s now okay to ignore anyone who gives the excuse of not improving because it’s too hard. They will be soon gone from their current position and will no longer block you.


Exceptions? Yes.

Are there days when you shouldn’t post at least once? Yes, but it has less to do with the quantity of posts, and more about special occasions when your content is best throttled back. See these suggestions on days to skip posting.

TBT Vinyl: Cheap Trick, In Color, 1977

1 Sep

Cheap Trick In Color Album Cover

Cheap Trick
In Color
Epic Records

My favorite Trick studio album.


Cheap Trick And In Black and White Back Cover

Cheap Trick In Color Epic Label

Cheap Trick In Color Gatefold

TBT Vinyl: Rolling Stones, Tattoo You, 1981

25 Aug

Rolling Stones Tattoo You Cover

Rolling Stones
Tattoo You
Rolling Stones Records

Tattoo You was released 35 years ago today. This was my first Stones record; it’s still my favorite.

Rolling Stones Tattoo You Back Cover


Rolling Stones Tattoo You Label

TBT Vinyl: Pink Floyd, Dark Side of The Moon, 1973

4 Aug


Pink Floyd
The Dark Side of the Moon
Harvest Records

Perhaps more than any other album, Dark Side has been re-issued, re-mastered, and re-packaged. Re-releases include Ultradisc, Gold CD, Anniversary edition, Boxed Set,  and 180 Gram Vinyl version.

This is the original 1973 LP version and it’s perfect as it is.




%d bloggers like this: