Franchise Sales: Content Marketing for Franchise Lead Generation

EMAIL

NURTURE CAMPAIGN FOR

FRANCHISE SALES

Background:

The company was looking to promote their

Hometown Stores and Outlets to multi-unit

franchisees within the restaurant segment

who might be looking to diversify their

portfolio.

To accomplish this, the company purchased

an email blast to go out to a proprietary list

of QSR Magazine subscribers.

The company asked the Fishman PR content

marketing team to design the email blast.

We saw an opportunity to increase the ROI

of the initiative.

The Idea:

Instead of creating a one-time ad that could

be easily ignored, we recommended

creating something the recipients would be

interested in receiving. Our team decided to

create an eBook titled, “Secrets to Becoming

a Franchise Empire Builder.”

The Process

eBlast: We created an eBlast advertising

the book that went out to 19k+ people.

We achieved an open rate of 33%.

The average is between 20% and 25%,

according to marketing research.

Landing Page: From the email, a recipient

is directed to click on the link that bounces

them to a landing page where they can

download the eBook that gives tips on

becoming a successful multi-unit

franchisee.

LANDING PAGEThe landing page highlighted the various

company opportunities available. In order to

access the eBook, potential leads were

required to enter their name and email.

3.5% of people clicked through to the

landing page. The average click through rate

is between 1.5% and 2.5%.

There was a 22% conversion rate of people

downloading the eBook. The best landing

page conversion rates is around 5% - the

average is more around 2.5%, according to

marketing research.

LANDING PAGEBy offering a piece of valuable content in

exchange for contact information, the

company was able to capture a percentage

of QSR’s proprietary email list to use for future

marketing efforts!

eBookThe eBook profiled Tony Lutfi, a The company

franchisee who has also invested in 300+

restaurant locations of varying brands.

We chose him because the target audience

could relate to Tony’s story. His success story

validated the company’s franchise

opportunity and acted as a trusted third

party testimonial.

The eBook featured:

• Tony’s career as a Franchise Empire

Builder

• Tony’s process for evaluating franchise

concepts

• Tony’s experience with the brand

Email Nurture Campaign: Email #1

This email was delivered 7 days after

someone downloaded the eBook. By

spacing out the communications, we

were able to keep the brand top of

mind, without annoying the recipient

enough to unsubscribe from the

campaign.

The first email continued to introduce

the brand and provide information

about the industry and segment that

validated the franchise opportunity.

Email #2The second email was delivered 14

days after someone downloaded the

eBook from the landing page.

The content of the email worked to

counteract many of the misconceptions

a potential franchisee may have

surrounding the brand.

Again, the email works to keep the

brand top of mind and nurtures the

lead.

Email #3Email three was delivered 21 days after

the eBook was downloaded from the

landing page.

It worked to personalize the brand by

highlighting successful franchisees.

Email #4Email four was the last email in our

nurturing campaign and was sent out

28 days after an individual downloaded

the eBook from the landing page.

This email focused on the iconic brand

of the company and emphasized the

emotional attachment that consumers

have for the brand. It relied heavily on a

final call to action, which was for the

recipient to call the Director of

Franchise Business Development.

Results

Four units were sold as a result of the strategic content marketing campaign. A new lead generated

by the campaign invested in a Sears Hometown Store. By leveraging the interest of a fresh lead from

the campaign, a three-unit deal with an existing Sears Hometown & Outlet Stores (SHOS) franchisee

was closed after months of inaction. The Director of Franchise Sales informed the franchisee first and

he quickly pulled the trigger, purchasing all three Sears Outlet Stores.

Overall, the email marketing campaign was a success. While it resulted in the sale of a unit and played

a key role in closing three deals with an existing lead, it also generated several new leads among

prospects interested in the various franchise opportunities. 50% of the leads were from qualified

candidates, who the client is still in talks with today. Besides the leads, a great aspect of this campaign

is that the content can be repurposed indefinitely.

Sold a Sears Hometown Store Unit

Closed a Multi-Unit Deal that had Been on Hold

Generated a Greater Percentage of Qualified Leads