| August 2006 Report Franchise Advertising Portal Comparison |
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It is that time of year again when marketing budgets are being discussed and plans for the 2007 fiscal year are getting drawn up. The franchise industry as a whole has really stepped up its focus on using the Internet effectively for lead generation so it has become a permanent line item in the budget. As our June report identified, there has been a somewhat dramatic shift in lead generation strategy. While previous years have seen an almost sole reliance on the 3rd party Internet portals, franchisors are now focusing more resources on internal search engine marketing (SEM) efforts. The importance of the advertising portals cannot be overstated though. The portals are an important part of an overall branding strategy that builds awareness and educates prospects on your position in the industry. The need for positioning is driven by the pure volume of concepts on the market, some with significant differences and others with more subtle differences. As a result, the effective use of the portal categories can help educate prospects on both your strengths and unique value propositions. If you are depending on the advertising portals as part of your strategy, then you certainly have the ongoing question of where to advertise. Which portals are delivering the volume and quality of leads that will meet your needs? The FranchiseBenchmark Industry Insight reporting series is based on data collected from the 200+ franchisors and business opportunities that utilize the eMaximation sales lead management system. The eMaximation system processes over 70,000 leads per month for brands across all industries and sectors, across all price points, and geographic boundaries. Our May report listed the Top 10 portals based on lead flow, number of franchisors, click through rates, and application rates. Based on feedback from readers, the August report provides two different Top 20 lists - one for U.S. domestic leads and one for international leads. Using the ranking criteria described above, the first list details the Top 20 portals based on leads generated for U.S. domestic sales. The second list is based on leads generated for international sales. Note: Each tier is provided in alphabetical order because of statistically insignificant variances within each bracket. For more information about these reports or to make requests for future issues, please contact us at franchisebenchmark@emaxdemo.com. |
Domestic U.S. Leads (Listed Alphabetically By Tier) Top 20 Franchise Portals* International Leads (non-U.S.) (Listed Alphabetically By Tier)
* FranchiseBenchmark and eMaximation make no guarantee that the websites will perform in the future as they have performed historically. Note: not all franchise websites serve all our clients in the same category level or capacity.
Previous Issues May 2006 - Top Ten Portals June 2006 - Lead Flow Trends |
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