Tag Archives: franchising

Storytelling and Franchising: Keeping It Simple.

15 May

Multi-Unit Franchising

 

Franchise Update Media hosted another spectacular Multi-Unit Franchising Conference recently in Las Vegas. This is one of my favorite annual business conferences due the diverse backgrounds, skill sets, and interests of the attendees.

The final day included a fantastic session discussing issues impacting small business owners. The International Franchise Association’s Matt Haller moderated the panel which included Catherine Monson of FASTSIGNS, Matthew Patinkin of Double P Corp, Ron Feldman of ApplePie Capital, and IFA Chair Shelly Sun of BrightStar Care. This “A-Team” of business leaders offered their candid insights on many subjects, but the prevailing topic was the National Labor Relations Board and its 2015 ruling on the joint employer standard.

It occurs to me that such non-elected policy makers, as well as some elected officials, journalists, and activists are dreadfully uneducated about the ownership of a franchised business. This leads to the general public being uninformed and in many cases purposefully misinformed.

If we want to correct this, we need tell the story of franchising in simple terms —  so simple, in fact, that a politician and maybe even a journalist could understand.

Here are my two suggestions to properly and simply communicate the role of a franchisee:

1. The Franchisee Is a Customer of the Franchisor

There’s no clearer argument than showing that a franchisee is a customer of the franchisors and not an employee or middle-manager. There are many things small business owners must purchase in order to open their doors. The purchase from the franchisor is just one of those things.

As an example, let’s use a home services franchise brand such as a plumbing, landscaping, or cleaning franchise. There are several things you need to buy If you want to own one of these businesses including:

A) The Franchise.
B) A Truck.

If you buy a Ford F150 for your business, does this mean The Ford Motor Company is a joint employer of your staff?

Of course not. The car brand from whom you purchased your truck is not in charge of your employees.  Also, the plumbing brand from whom you purchased your franchise is not in charge of your employees.

 

2. Not Franchisees. Owners.

While some franchise systems may have specific language that they can or can’t use in some agreements, in general discussions we should refer to owners as owners.

If we, as an industry, had used this terminology more often in recent years, the anti-business Washington bureaucrats, lobbyists, and activists may have targeted a different industry. They would have perpetrated their schemes on a business sector without owners.

 

 

Podcasting as Content Marketing

8 Dec

 

Franchising World Cover

 
Here’s my recent article in Franchising World magazine exploring the Podcast as a form of Content Marketing. Included are the benefits of podcasting, some tips to get started, and a program guide for some of my favorite industry podcasts. 

Social Media Driving Local Store Traffic for Franchises

25 Apr

 

I am sharing this presentation of best practices in using social media, specifically Facebook, to drive local traffic to local retail stores, restaurants, and outlets. 

 

This is part of Engage121 and our clients’ ongoing work not only to grow clients’ communities and engage new customers, but also to generate new consumer leads. This is done via our successful formula of engaging organic posts and advertising placement!

 

Social Channels Driving Business for Franchisors

12 Jan

  IFA FranTech


I am excited to share a bit of a preview of one panel at this year’s IFA FranTech. This is the 4th annual event (formerly FranCamp) focusing on Marketing and Technology for Franchises. 

I am even more excited to be moderating a panel of Franchisors including Paul Segreto, CEO of Franchise Source Brands International, and Gina Svendsen, Director of Marketing of Scooter’s Coffee.

We will discuss the most successful social media channels that franchisors and franchisees are using to:

  • Market their brand to consumers
  • Drive traffic to franchisees
  • Engage with potential customers
  • Acquire leads in these channels

 

If you’re looking for a conference to hear self-described “experts” drone on and on about how cool they are, then this is not the session for you. 

No PowerPoints. No phony stories about how Harvard Business School was holding them back. No sales pitches.

This will be an open discussion with CEOs and CMOs chatting with you about what’s working for them in social media and what’s not.

See you in Denver!

 

 

Senator Marco Rubio to Address IFA

26 Aug

Marco Rubio

The International Franchise Association has just announced that Senator Marco Rubio of Florida will join an impressive lineup of keynote speakers at the IFA Public Affairs Conference in Washington, DC on September 17.

Mr. Rubio represents a new generation of political leader who will be moving our country forward and is also very hard to cast in a predefined label. Like Rand Paul and Ted Cruz, Mr. Rubio is a post-label politician; they’re pro-business and economically conservative, but they are by no means part of the old establishment when it comes to other issues.

I don’t know if Marco Rubio will be president someday (we can’t get that lucky) but it’s a sure thing that he will be a leader on many issues that affect American business, especially franchises and small business owners. From taxes to jobs to immigration reform to healthcare, Mr. Rubio will be a constant voice of reason and logic for decades to come.

If you’re a member of the IFA, you can register for the event now and sign up to meet with your member of Congress to discuss these important issues as well!

  

5 Things to Prepare for IFA 2013

31 Jan

2013IFAlogo

The International Franchise Association’s annual convention returns to Las Vegas in February 16 – 20. As you get ready for the show, here’s a list of gear you’ll want to remember.

What to bring:

1. Business cards. Yes, we still use those. No one really wants to tap phones to exchange contact information because that’s just weird.

2. Hand sanitizer. You really don’t want this flu bug that’s taking people out of work for a week at a time. It’s killing our economy faster than Obamacare, which is ironic.

Stop by the Engage121 booth in the exhibit hall. We’ll have plenty to share. In fact, let’s all bathe in the stuff.

3. A pen. Because, no, I don’t have an extra pen. You would probably just get flu germs on it.

4. Your power cords. A colleague of mine forgot his and headed off to find the Apple Store in Las Vegas during the 2011 IFA. We’re still waiting for him to return.

5. All of the cash you plan on using. Nothing good happens after going to an ATM in a Las Vegas casino.
  

A few things to do before the show:

1. Download the IFA Mobile App

2. RSVP to the IFA Tweetup on Saturday 2/16

3. Sign up for The IFA’s new social network, FranSocial

4. Like Engage121 on Facebook. The Engage121 team will be posting live updates all week during the show.

5. Get a flu shot! (see above)

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The Tasti D-Lite Way

27 Aug

I am really enjoying this great new book by James Amos and BJ Emerson about Social Media Marketing. The Tasti D-Lite Way is hot off the press and definitely worth a look by all marketers.

Tasti D-Lite
To say it’s a book about social media in the franchise industry only tells part of the story!

This book isn’t just a Franchise system. It’s a true American business success story about how to build a brand.

It’s not just about Social Media. It’s about creating a culture, a product, a team, and stories your customers want to share. As we often have discussed, social media is just the channel where those stories are shared. Do yourself a favor and steal as many ideas from Jim and BJ as you can!

  

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