Robert Stidham
speaker
395 appearances
1 recordings
1 series
first heard Jun 2013
last heard Jun 2013
Robert Stidham’s voice in public audio — every appearance, attributed to the second.
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Appearances
Of course not.
In the real
we find is that buying a franchise is an emotional decision.
And my point is in the messaging, as you think about that construct, you have to deal with what's logical.
And a lot of that information on the industry and the segmentation and the category and maybe that industry's association, all the objective stuff you can get to online, I think that the disconnect is then tying that back
emotional part
which is what do your franchisees have to say about you not only on the phone but in the digital world?
whether you're doing a Google search, maybe looking for articles on the company, or looking at Yelp ratings on individual franchisees as part of this process, or maybe following an industry blog.
How do you make that fit together?
And candidly, as you know, not easy.
But I think the point of failure is often those decisions reside in terms of what's the voice, what's the messaging, what's the execution of our strategy resides with a single person.
And our experience is generally that
If you can get a group of key stakeholders together with some form of a marketing professional, and certainly we have some great consultants in our industry.
There are great marketing resources out there.
You need to have somebody who's professional come in and be the honest broker or arbiter of, hey, this is good, this is bad, because, of course, in our own environments, we tend to get wrapped up.
in our own view of the world and how our business fits in.
But again, this goes back to that theme.
From my standpoint, I think branding is part of the marketing effort.
And if you don't have the ability to articulate who you are, what you are, what you do, and so forth in the marketplace, what's your real unique value proposition?
to the prospective franchisee.
Showing 181–200 of 395 · page 10 of 20
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