In this edition of Franchise Times, iFranchise Group CEO Mark Siebert explores the similarities between a good franchise marketing strategy and a winning game plan on the football field. The key element may surprise you!
A Game of Adjustments – When It’s Time to Tweak Your Selling Playbook
Once a franchise marketing plan for lead generation is in play, the focus is typically on the numbers. What’s working? Why or why not? And what do we need to do differently?
In this article, Siebert acknowledges the importance of data analysis, however reminds us that although an inward focus is essential, some business owners forget to watch the films of the opposing team. There is a reason NFL football players spend part of their practice week studying their upcoming competitor. Adjustments need to be made.
Observing the playbook of competitors in your industry is critical to any marketing strategy. Siebert lines up a list of tech tools designed to help do just that, giving you a jump on your own franchise marketing adjustments as you wade through analytics and next steps of your plan.
Further, Siebert offers solutions to prevent burning out your target audience. With some basic Marketing 101, he guides you through essential initial steps, by way of reach vs. frequency, A/B testing and the Rule of Seven, to assist you in assessing your next marketing moves.
Franchise marketing is a process of constant adjustments, but with an eye focused keenly on the opposing team, franchise businesses can score again and again.
