Joe Caruso

speaker

4,639 appearances 52 recordings 1 series first heard May 2010 last heard Oct 2012

Joe Caruso’s voice in public audio — every appearance, attributed to the second.

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Franchise Today · Social Media - A Biblical Perspective [REPLAY] · 21 Dec 2011 podcast

So what they lack is is a focus on who they want to get to. voice-verified

And when you have a technology that allows you to pinpoint people in a geography voice-verified

pinpoint people even in a specific uh uh profession, uh pinpoint people where they hang out and talk about the topics that are interesting to them. voice-verified

Um, it should be relatively easy, but you first and foremost have to know what the profile is. voice-verified

And I think that is is shining a bright light on franchisers saying, Geez, we we really have to do some remedial work voice-verified

in terms of what uh voice-verified

Um voice-verified

kind of franchisees we're looking for. voice-verified

And maybe we oughta start with looking at who do we have? voice-verified

Uh uh all of what Lon's saying is is are are absolute truths and uh uh any franchise executive that that chooses to ignore it does it at their own peril. voice-verified

Uh a and at the same time what it what he said brings to mind is voice-verified

is once you find out what your profile is uh or or your profiles of of prospective franchisees are, it enables you to to serve up content that engages them. voice-verified

And one of the things that uh I discovered doing a a research project when I was chief development officer at a at a at a franchise or voice-verified

was that voice-verified

Once we determine who the profiles were or what the profiles were and who the people were voice-verified

uh we were able to uncover a latent affinity voice-verified

And social media is one of the perfect w the most perfect tools that I know of to be able to engage within a particular group, a cohort group, and and tell them about what you're doing and have engaging stories about or engaging articles about what your business is about and they will begin to see themselves, you know, that's something that I could do. voice-verified

It wasn't something in the forefront of their mind. voice-verified

They weren't thinking I could be a franchisee of XYZ brand, but when they found out more about it and what the attributes were and maybe who some of the other franchisees were and what their backgrounds are, um, they will, you know, discover they'll self select voice-verified

And that latent affinity will be uncovered. voice-verified

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