It was once believed that PR didn’t generate franchise leads and it was placed at the nicety not necessity end of the franchise marketing spectrum. Then franchisors started getting smart with how they reviewed their lead sources.
In today’s consumer-savvy marketplace, more and more franchisors tell us that brochures, flyers and online listings just aren’t cutting it when it comes to engaging quality prospects and that great storytelling is the key to improving their lead conversion ratios.
PR is now considered one of the most effective franchise recruitment tools. So, how can you utilise it to your advantage?
- Be everywhere they look: it is well known that a prospect needs to see your brand at least seven times before they will engage with you and in the case of buying a business, this is likely to be much higher. Regular, positive PR ensures that no matter what the media channel, a consistent brand message that supports your USPs can always be found. When a prospect is ready to make a decision, you’ll be first in line.
- Set yourself as the expert: contributing to or producing your own bespoke expert editorial pieces is a great way to set yourself apart from your competitors. Giving non-salesy, valuable advice will cement you as the industry expert in the eyes of your prospects. And let’s face it, who are they more likely to buy from?
- Recommendations: only 14% of consumers trust advertisements. Trust in peer recommendation on the other hand tops a staggering 90%. Don’t think this trend is limited to consumer products and services. Your franchise needs to be represented by your prospects’ peers in the form of case studies and PR with strong testimonials.
As you’ve no doubt experienced for yourselves, online leads are down and something else is driving those all-important enquiries. That something else is the trust, credibility and brand awareness generated by a comprehensive and strategic PR campaign for your franchise opportunity.
Look for the great stories in your network and find a way to tell them in an engaging and newsworthy way. Understanding what matters to your ideal prospects and how to communicate with them will significantly boost your recruitment efforts.
Contact us to find out more about using PR to rev up your franchise recruitment.