Review of results of Franchise Solutions pay-per-click pilot program with progressive franchisor advertisers.

1. Giving Them (both) What They Want…
3,000+ Visitors Linked Directly to
Select Franchisor Websites
=?
Portal Myth Busters Series
Case Study #182
Portals 2.0?

2. Who are “They” and
What do They Want?
1. Prospective Franchise Buyers
(want the most info they can get
and to decide if/when/how to
engage)
2. Franchisors (want prospects to
interact with their ‘franchise sales’
websites to control the info-
exchange and sales process,
beginning with inquiry form
submission)
Portals 2.0?

3. Information Open
Season for Prospective
Franchisees
 Means portals are more relevant
today then ever, not the reverse!
 Research starts at directories Ready to
Engage…
(online, print, expos)
but How?
 Research continues at franchisor
websites
 Interest is validated (or killed) in
social/professional networks
 IF prospect chooses to use an
inquiry form to connect (or phone,
email, live chat), he/she is likely well
ZorFranchise.com
advanced beyond franchisor’s
presumed sales process starting
point!
Portals 2.0?

4. Portals… quality traffic
hasn’t left the building, it’s
just behaving differently
(and has been for years…)
THEN – Franchisors in Control
000’s of Portal Visitors
~10% (“Leads”)
Wait for Information
& Communication
from Franchisors
Portals 2.0?

5. Portals… quality traffic hasn’t left
the building, it’s just behaving
differently (and has been for years…)
NOW – Prospects in Control
000’s of Portal Visitors
~5% (“Leads”)
000’s ZorFranchise.com
*More/Better (?) “Leads”+
[Sales Presentation] [Commentary/Opinion]
Info-Rich Prospects Decide
if/when/how to Engage
Portals 2.0?

6. Test Program:
(Give them both what they want)
Enable direct click-out from select franchisor
Prospective Franchise
Buyers (want the most advertisers to their franchise sales websites.
info they can get and to So What Happened?
decide if/when/how to  3,000+ visitors linked direct to franchisor websites
engage)  61 total resulting leads (inquiry forms) submitted as
recorded by conversion tracking pixel placed on post-
Franchisors (want submission ‘Thank You’ pages
prospects to interact  Franchisors liked increased traffic to their sites but wanted
with their ‘franchise more leads (overall, franchisor sites converted visitors to
sales’ websites to leads at lower rate than portal-hosted profile pages)
control the info-
exchange and sales WHY? Today’s prospects are increasingly less likely to fill out an
process, beginning with inquiry form on ANY site! Portals and franchisor sites alike need
inquiry form submission) to rethink engagement methodology to start more
conversations and enable more quality connections.
Portals 2.0?

7. Test Program:
(Give them both what they want)
Enable direct click-out from select franchisor
Prospective Franchise
Buyers (want the most advertisers to their franchise sales websites.
info they can get and to
decide if/when/how to What about the other 97%+ of the 3,000+ visitors that
engage) chose not to “engage” (single option to submit an inquiry form) at the
franchisors’ webiste?
Franchisors (want  Would they have shared name/email (maybe even phone) in
prospects to interact exchange for access to a buyer’s guide video or franchisee
with their ‘franchise satisfaction survey results?
sales’ websites to  Would they have done a live chat with a development rep if
control the info- offered?
exchange and sales  Would they have posted a comment to the franchisor’s social
process, beginning with tech outlets (thereby allowing franchisor to initiate direct
inquiry form submission) communication through that channel)?
Portals 2.0?

8. It’s time to make engagement easier (and less processed?). Ok, so the
buyers have more control than they used to. We all need to adapt
our engagement process to start (and join) more conversations!
THEN NOW
Inquiry Form Search
Portal
Zor Site Information
Open
Controlled Season
Social Buzz
Info
Exchange
Inquiry Form
or
Chat/Email/txt/LI/Phone…?
Portals 2.0?

9. Portal Myth Busters Series
Case Study #182
Myth: Prospective franchise and business buyer use of online directories
(“portals”) has experienced significant decline.
Use hasn’t declined or eroded, but HOW prospects use online directories (and
now franchisor websites as well!) has changed.
For those paying attention, there is great opportunity here.
Portals 2.0?

10. We understand that you need improved franchise recruitment economics in
today’s new world development environment.
Franchise Solutions pioneered franchise sector online lead generation and
continues its quest to innovate on behalf of growth-oriented franchisors.
Let’s Talk About How We’re Innovating Today to Help You
Achieve Your Development Objectives!
800.898.4455 | sales@franchisesolutions.com | Advertising Info
Portals 2.0?