FAQs

How does publicity translate into franchise leads?

An objective, third-party endorsement, such as a news article or feature story about a franchise concept is perceived by the public, including potential franchisees, to be significantly more credible than straight advertising because they know the information in the article wasn't something that the franchisee paid for. To the potential franchisee who reads (or views/listens if it's TV or radio publicity) - a positive news or feature story equals an objective endorsement of the franchise brand and the franchise opportunity.

Is PR a standard tool for franchise systems that seek to generate leads?

Consistently, surveys conducted by Franchise UPDATE show an increasing number of U.S. franchisors utilizing public relations as a significant recruiting tool. In fact, nearly 85 percent of franchisors who participated in the latest survey reported that they have either in-house, outside, or both types of public relations support that they use for branding and franchisee recruitment.

The reason for the increasing "buy-in" regarding PR for franchise organizations is clear. Franchisors recognize that when the press speaks positively about their organization or an individual franchisee, it's perhaps the most cost-effective and impactful endorsement possible of the franchise brand and the franchise opportunity.

How can PR work effectively in a specific market targeted for development?

On a targeted market basis, there is no substitute for effective, well-orchestrated and targeted public relations. One placement in the proper medium can literally sell out a market.

Nothing is as effective as the credibility and perceived endorsement your concept receives when the press speaks positively about you and/or your franchisees. One placement in the proper medium can literally sell out a market for you.

Can you provide any specific examples of how PR led to a franchise sale?

Several. In one case, Fishman PR generated an article for Wing Zone in the Dallas Morning News, in which Wing Zone was featured on the front page of the business section in a story that focused on the growing popularity of wings in the quick-service-restaurant industry. A carefully orchestrated, focused PR effort resulted in Wing Zone dominating the text and having the only photos. In addition to generating dozens of leads, the article also boosted business for local franchisees. Similarly, an article our agency placed focusing on a successful profile of a Wing Zone franchisee in Black Enterprise magazine (African Americans are a target audience for this franchise opportunity) directly resulted in the signing of three franchise deals.

In another example, articles that our agency pitched and placed for retail franchise Aaron's in local markets they are targeting for franchise development, followed up by small classified ads in local community newspapers, resulted in an outpouring of franchise leads. In one case, a franchise deal was sealed as a direct result of an interested franchise prospect who was "on the fence" having read the article in the local newspaper. An article that our agency secured for Aaron's in a community newspaper in Red Deer (Alberta, Canada) resulted in a complete sellout of the market (a six-unit deal). In another example, an article we secured for Batteries Plus in Syracuse, NY resulted in the franchise selling three units in the desired market.

Should I use PR on its own, or as a complementary tool in my marketing arsenal?

Public relations is an important piece of an overall marketing campaign. The bottom line is that public relations creates legitimacy. A favorable newspaper article or TV segment on the local or national level can create a long-lasting positive impact on your brand in the mind of a potential franchisee. Several of our clients who at first were skeptical about PR and lead generation have now gone on the record saying they believe that franchise brands are built from PR, and advertising is used to support the brand after PR has established it. Once that has been accomplished, you can use other forms of marketing to communicate that legitimacy, such as radio, TV, and print advertising.