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
And we'll invite them to take a look at a brand that we want to introduce to the market.
Again, other things that we find work particularly well.
I'm a huge fan of PR.
And of course, we have some great PR firms in the franchising space.
But last year, as an example, our average client got less than 4% of their leads by number of leads from public relations
and yet that accounted for nearly 13% of our sales.
So it's interesting that nothing beats the personal referral, but PR is having a big impact.
I'll give you one more, and that is with our clients, we see a lot of the use of what we call the silent salesman.
If you have a retail or restaurant operation, your best prospective franchisee may be somebody who's a customer today,
And frankly, increasingly, we find our clients are able to put up signage, do email out to customer loyalty members, simple as a napkin.
You know, I give Fred a lot of credit, Fred DeLuca from Subway, you know, been picking up those napkins for 25 years and
Twenty-five years ago, they said, you know, for franchise information, contact Doctors Associates, Milford, Connecticut,
their telephone number.
And here we are 25 years later, and it's a website, not a toll-free number, but they're still using those napkins to help drive leads through the door.
So in our world, we don't see one channel open.
representing a huge amount of our business.
By way of where we're getting leads that turn into sales, we look at about 12 channels, and the mix varies broadly by customer.
But in the final analysis, we are able to put together well-formed lead generation marketing programs and execute on those leads.
By way of comment, and I know you and I have talked about this personally, I think the biggest miss, particularly for an emerging franchisor,
is if they don't have the ability or they don't make the commitment to developing a well-thought-out, professionally developed lead generation program, even though often they're going to spend more money on lead generation over the course of a year than they're going to spend on meetings and events and conventions and travel and lots of other things in their organization.
Showing 141–160 of 395 · page 8 of 20
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