| February 2008 Report Franchise Advertising Portal Comparison |
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For those of you that attended the International Franchise Association's 48th Annual convention in Orlando earlier this week,
you saw an increased focus on the topic of lead quality this year. Lead generation was covered during the technology summit, breakout sessions, and round tables.
Discussions focused on category selection, pricing models, and franchisor response rates. In addition, issues like multi-submit forms, lead sharing, and faux portals were hot topics. Standardization of email lead formats was discussed at the IFA Technology Committee meeting and there is a growing awareness for the need to develop a portal certification program as a way of protecting franchisors from unscrupulous websites. Despite the list of complaints, just about every franchisor there was able to name at least three or four portals that were producing well and serving a critical role in their lead generation strategy. Franchisors also have a better understanding now of the impact that franchise portals have in driving traffic to franchisor corporate sites. With so much good information flowing during the 4 days of the convention, we thought it would be useful to recap the best practices that we heard from both franchisors and portals with regard to selecting and utilizing 3rd party advertising sources.
About FranchiseBenchmark The aggregate data compiled for the FranchiseBenchmark Industry Insight reports comes from the eMaximation sales and marketing technology solution that supports the franchise development efforts of more than 250 franchise and business opportunity brands. The data includes total lead flow, clients usage, financial qualifications, email click-through rates, online franchise application rates, unsubscribe rates, expansion, and retention. For more information about these reports or to make requests for future issues, please email us. To subscribe, please go to FranchiseBenchmark.com and complete the short signup form.
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