1851

Think about that statement. Just think. In a world of too many options, we ignore. If that&#8217;s the case and you are committed to identifying as many needles in the haystack as possible, are you being bizarre enough to catch their attention?
The <a href="http://www.ted.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=launch-part-1-godin-how-to-get-your-ideas-to-spread-1042" target="_blank" rel="nofollow" target="_blank">TED</a> talk above was filmed in 2003 &#8211; more than 10 years ago. The interesting fact is that many of his points are still relevant today. What that means is that for the 3.8 million people who have seen his Ted speech, many millions more have not learned, changed and adapted their ways.
Our world is full of the ordinary and those who can find a remarkable way to tell a story, promote a product, and inspire, are going to be the ones who are in the greatness club. For the unremarkable, good luck.
Typically, great ideas start because of some sort of unfilled hole. 1851 was no different. When we decided to create 1851, we did so because we saw a gap. Sure, there were content resources for franchising, but nothing that could fill our minds on a daily basis. Also, there was this shift occurring in franchise development. Feet could no longer be propped up on a desk as leads bled in from the portals. The world &#8211; the franchise world &#8211; was in need of a change. The problem was that when 2008 happened, everyone went into a panic and rather than panicking and coming up with innovative ideas, we curled up in a ball and hoped that the next portal would take shape &#8211; and fast.
Initially, 1851 was going to be a little <a href="http://www.entrepreneur.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=launch-part-1-godin-how-to-get-your-ideas-to-spread-1042" target="_blank" rel="nofollow" target="_blank">Entrepreneur</a> magazine blended with a portal. This way, we could educate, inform and inspire those interested in franchising with real, moving content on a daily basis. This way, when burger brand X didn&#8217;t work out, lawn care Y could.
That gap needed filling, but the gap was much wider than what we first anticipated.
When we launched in May of 2012, we took an important step to caulking the gap when we turned the invincible (a dream) into reality (a website). The gap within our gap was turning the website into a <a href="http://1851franchise.com/details/898/Why-traditional-franchise-lead-generation-no-longer-works" target="_blank">lead generator</a>. Somewhere along that vision, we realized that a lead generator wasn&#8217;t the solution. The prospect had gotten so much smarter and more committed to their due diligence. Thus, awareness was the key word. How could we create more awareness while spiking change?
We tried the print publication route &#8211; and boy was that fun. For two years, we printed an annual magazine. Problem one was that 1851 was a digital magazine. Could a print pub really drive people into our site? The answer was no, they were already there. Problem two was that print wasn&#8217;t the issue; it was access to daily information.
In September of 2013 I watched Godin&#8217;s video. On that day, I wrote down the word &#8220;remarkable&#8221; and let my calm mind drift toward solutions. I then wrote down every issue facing franchisors, especially when it came to development. 
<div style="margin: 0px 0px 0px 40px; border: none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; padding: 0px;">1.&nbsp; How could a singular tool offer PR, marketing, advertising, Social, and digital to a user?</div>
<div style="margin: 0px 0px 0px 40px; border: none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; padding: 0px;">2.&nbsp; How could we influence due diligence, in that we present the brand in the best light possible?</div>
<div style="margin: 0px 0px 0px 40px; border: none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; padding: 0px;">3.&nbsp; Could we make technology easy, in that the entire great buzz that would influence a brand would be distributed directly to other places, like Social and a website?</div>
<div style="margin: 0px 0px 0px 40px; border: none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; padding: 0px;">4.&nbsp; Was it possible to maximize the beauty of digital advertising, and present brands with a custom audience, in that they could just target the exact people they wanted in their growth markets and not the entire country?</div>
<blockquote style="margin: 0px 0px 0px 40px; border: none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; padding: 0px;">5.&nbsp; Could we make PR fluid, so that brands of all shapes and sizes could reap the benefits?</blockquote>
To be remarkable, it had to be a little out there. 1851 was out there, in that no one had ever done this before.&nbsp;
<div style="text-align: center;"><iframe width="560" height="315" src="https://www.youtube.com/embed/hQum-4coqa8" frameborder="0" allowfullscreen=""></iframe></div>
<div>&nbsp;</div>
<div style="text-align: left;">Now, comes the next stage of 1851 &#8211; and the proof is in the results.</div>
<div>I am a big business pessimist. I am always planning for the worst and hoping for the best. If I ran a franchise, I would most certainly have a corporate store that I could test theories and ideas with &#8211; to ensure the best shot at winning. With 1851, beginning in 2014, we went into testing. We took a brand that had struggled in 2013 &#8211; in that they spent $120,000 on franchise marketing and netted 40 leads of which 0 closed. In 2014, they awarded 13 locations. I would call that a good first step.</div>
While our idea has turned into fruition, now comes the challenging part. Can we get the ideas to spread?
With solutions to problems and armed with results, I believe we can. But, in order to sustain the new momentum, we must remain remarkable.
If you are ready to explore a full-service, cost efficient content marketing, custom publication with a custom audience that is social and has PR reach, let us know.

1851 Franchise

"In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff," says marketer and author Seth Godin in his inspirational TED talk.

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

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