Welcome to FranConnection’16. This year’s conference comes at an interesting time. The franchising industry growth rate continues to outpace that of the general economy, driving demand for existing franchisors and new concepts. Simultaneously, the regulatory environment is changing, which may negatively impact growth. Market dynamics such as these present opportunities and challenges.
Articles and best practices insights from FranConnect: the leading in franchise management software.
FranConnection’16: What the Franchise C-Suite Needs to Know About Digital Marketing Across the Brand
Digital marketing, data analytics, and automation – the world is rapidly changing, and in our always on, always connected world, marketing is a key challenge for franchise leadership. In all probability , you started your business with a handful of employees at one or two local locations. At that time, your role included CEO, marketing director, sales executive, operations director, and accountant. And, as your franchise continued to grow and as technology constantly changes how we live, work and play, the dynamics between franchisor and franchisee, brands and consumers, have transformed.
In our globally competitive marketplace, franchisors are in a fierce battle for unit share and simply can’t afford to execute at a level that is equal to or worse than their competitors. Yet, many franchise leaders continue to face execution challenges that is related to not knowing precisely where a sales candidate is in the sales funnel, how long they have been stuck in that stage, and how to move them forward. I see franchisors with foundational issues in which they are unaware that sales directors are failing to return phone calls on a timely basis – there is a lack of relevant content to send as part of a campaign based on the stage of the sales process they are in, and an inattention to properly qualifying candidates and improving response rates.
May 18-20, 2016 at the Gaylord National Resort and Convention Center at National Harbor, Maryland
All franchising conferences are not created the same. Some focus specifically on development, while others cater to consumer marketing, financing or emphasize specific industry verticals. And while all these conferences provide tremendous benefits to attendees, the team at FranConnect decided it was time for something more. Something that strikes the right balance between thought leadership and inspirational content with hands-on, interactive learning that could help fill the gap between knowing and doing across the entire franchise lifecycle.