The top eight stories you probably didn’t need to know in franchising this week.
1. Frantastic: We all know that the most powerful marketing campaigns are those that engage their audience and make a true connection. But is Ikea’s latest ad taking its quest for engagement too far? We’ll let you be the judge. The brand rolled out a new print ad, and they’re asking women to pee on it. Seriously. The twist is that if you’re pregnant, peeing on the ad will reveal a special discounted price on cribs. Worth it? Maybe. Let us know what you think on Facebook.
2. Franlebrity: Our newest Franlebrity has a lot of great advice to share for franchisees looking to step up their marketing game as they open new locations. Chris Turpin, Vice President of Franchise Operations for Nekter Juice Bar, says that getting your product in people’s hands and partnering with other local businesses is a great way to boost your visibility. Turpin told 1851, “Tell people where you are. Simply unlocking the doors doesn’t build awareness, you have to get into the community and talk about your location.”
3. Frash Money: Last week, we mentioned that cities and states across the country raised their minimum wages at the start of the new year. Now, brands are finding ways to offset those hikes. Red Robin, for example, announced that the brand is going to be cutting the bus boy position from its restaurants. 1851 Publisher Nick Powills spoke to Fox Business about that decision, saying that from a business standpoint, it’s a smart move. He said, “The interesting thing about the minimum wage hike is that those that made the decisions to do it, did it on behalf of the employee … when intentions are good, and you can’t appease everybody, someone is going to eventually be on the short [end of the] stick.”
4. Frant of the Week: In his latest column for 1851, Nick Powills explores how to create an “Undercover Boss” moment in your advertising. The show is so valuable for lead generation because it places an emotional message about a brand in front of a stadium-sized audience who is engaged in the story. The story is what hooks consumers, and it’s up to brands—along with the agencies behind them—to find those human-interest stories and tie them into their branding and messaging.
5. Franch Forward: Are you thinking about Franching Forward by becoming a franchisee? Before you take that leap, you want to be sure that you have what it takes. And to make that call, 1851 has you covered. We spoke with franchisors to find out what makes people bad franchisees. If your qualities include not being a hard worker, rule follower or people person, you may want to find another career. But if you’re confident that you have what it takes after reading the full list, let the discovery process begin!
6. Fran Funny: Why did the woman dump her marketer boyfriend? Lack of engagement.
7. Franspiration: “I don’t care how profitable a business is, if you’re not passionate, it’s not going to be a good fit.” – Theresa Huszka, Senior Consultant at MSA Worldwide
8. Franemies vs. Frands: Whether it’s your Franemy or your Frand, you can’t ignore the power of Amazon’s Alexa or Google Home. Voice connection is already playing a huge role in consumers’ lives across the country, and it’s only going to become a better Frand going forward. That’s why this week’s Consumer Electronics Show (CES) is focusing heavily on the importance of connected devices and how brands can use the technology to their advantage.