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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this change in the marketplace where we're seeing a much more sophisticated investor coming into our industry where I do have to acknowledge 25 years ago, there was a lot of buying a job and we know some of that goes on.
But at the end of the day, I think the marketplace for prospective franchisees has become
really different.
You know, we've gone through segments of time where certain vehicles worked best as a way to develop candidates, and yet today we see candidates coming from a lot of new places, or maybe non-traditional places, and a lot better research being done, and of course social media is a huge piece of how candidates are looking at prospective franchisors to align with today.
Well, I'd give you a couple of things.
In the olden days, as my sons called them,
I hate to say it, but I lived, I guess, in the olden days.
We really used newspaper advertising and trade shows because there was no Internet.
Our business was relatively unsophisticated.
And, of course, the market for our buyer was different back then.
Probably the biggest change, Paul, we frankly have seen is in the way that we and our clients and other franchisors are using the Internet.
You know, even five, six years ago, our clients would spend up to 50% of their budget on lead generation, typically through the portals.
And I think most
today acknowledge those portals need to be a part of the mix.
But what we're seeing is our clients spending about the same amount of money, 46% of our average client spend is going to the Internet for lead generation.
But today it is almost all search engine optimization, pay-per-click,
unique franchise landing pages, pointers, and so forth as a way to develop leads.
The other thing that we see a lot of, and maybe this is along the lines of that same theme of the sophisticated investor, we have tremendous success often with direct mail, direct marketing programs that are targeted into communities where we'll go after operators that have the characteristics we want, but we know their concept is fully developed.
in a marketplace.
We'll again go at them with a non-competing concept, even though we're looking for those characteristics.
Showing 121–140 of 395 · page 7 of 20
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