| February 2007 Report Franchise Advertising Portal Comparison |
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Leading up to the IFA's 47th Annual Convention, there are more franchise brands than ever using the Internet as part of their franchise
development marketing strategy. Whereas 12 months ago, we heard mostly from established brands that were looking for insight
on the best lead sources, over the past year we have had an increasing number of subscribers from new brands. Conventions, seminars,
supplier marketing, and general word of mouth have resulted in earlier adoption of the Internet as a franchise marketing tool.
More than 600 people have subscribed to the FranchiseBenchmark Industry Insight reports over the past year demonstrating franchisors' need for business intelligence when making advertising decisions. Based on subscriber feedback and new report requests, this report includes the following analysis:
One benefit of Internet marketing is the improved speed of communication that can help identify qualified candidates faster and ultimately shorten your sales cycle. Effective use of targeted email campaigns, interactive marketing content, and online franchise applications will improve the results of your Internet advertising. To rate the effectiveness of your marketing, focus on are the number of days between the initial inquiry and the following activities:
Understanding the industry trends and baselines for these rates can help you gauge how effective your marketing process is for expanding brand awareness and interest. The first click-through statistic is based on the use of a series of "drip-feed" emails with trackable links that are sent to prospects during the days, weeks, and months following the initial inquiry. The completed franchise application statistic is based on the number of days it takes until a candidate completes an online franchise application (or confidential questionnaire). As you can see from this data, the majority of activity (greater than 80% in both cases) occurs in the first week after the initial inquiry. The key to using this data is to realize that more than 15% of candidates do not take the first step until over week after the initial inquiry. This demonstrates how critical it is for you to continue marketing to each and every prospect for the weeks and months following the initial request for information. You can find this FranchiseBenchmark data and franchise development data from other studies in the Franchise Lead Generation Annual Report published by Franchise Update Media Group and available on February 24th at the IFA Convention. Pre-order your report by February 28th and save $100. 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, and unsubscribe rates. 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. |
Domestic U.S. Leads (Listed Alphabetically By Tier) Top 10 Franchise Portals * Liquid Assets Greater than $500k (Listed Alphabetically)
* 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 August 2006 - Top 20 Portals |
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