1851

2019 was a <a href="https://1851franchise.com/how-the-chicken-sandwich-wars-got-spicy-and-became-chickens-defining-moment-in-2019-2711626">big</a> <a href="https://1851franchise.com/taco-bell-hotel-rooms-sell-out-in-two-minutes-2710360">year</a> in <a href="https://1851franchise.com/popeyes-out-2019s-everyone-with-new-migos-menu-collab-2711798#franbuzz">franchising</a>, and 1851 Franchise published thousands of articles covering every aspect of the industry. Here are some of the lessons we learned along the way:<a href="https://1851franchise.com/nick-powills-treat-b2b-marketing-like-consumer-marketing-and-watch-winning-happen-2709413#most-recent">1. Treat B2B Marketing Like Consumer Marketing</a>In the franchise industry and beyond, consumer marketers have paved the way for how to spend money to focus a message on the user. B2C marketers understand call-to-actions and KPIs. Franchisors should keep the B2C approach to marketing in mind when <a href="https://1851franchise.com/attention-franchisors-consumer-and-franchise-development-marketing-spend-should-be-working-together-2711123#stories">developing their B2B strategy</a>, making consumer-facing adjustments that will hopefully help deliver the message of the brand to the right audience of franchise prospects, in the right places.<a href="https://1851franchise.com/nick-powills-how-to-better-understand-data-and-possible-growth-for-your-brand-2709510#most-recent">2. Data Can Be Deceiving When it Comes to the Competitive Set</a>Far too often, growth goals are set based on an unrealistic data set. When it comes to the competitive data set, franchisors need to be very wary of creating incorrect growth strategies based on that of their competition. For example, <a href="https://www.inc.com/joel-comm/4-ways-chick-fil-a-dominates-competition.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-top-10-things-we-learned-about-franchising-in-2019-2711933" target="_blank" rel="nofollow">Chick-fil-A is winning</a> because it doesn’t look at anyone as its competitor, while Burger King's marketing, on the other hand, is indicative of <a href="https://1851franchise.com/burger-king-s-1-tacos-smart-marketing-or-shiny-objects--2710463">a brand running scared</a>. When a brand ignores the competitive set, markets around their strengths and builds strong persona targeting—they win.<a href="https://1851franchise.com/nick-powills-your-leads-want-to-remain-incognito-2709838#most-recent">3. Allow Your Franchise Leads to Stay Incognito</a>Now, in the age of the internet, candidates want to go through the discovery process at their own pace. If leads want to remain incognito, <a href="https://1851franchise.com/how-to-build-a-great-franchise-development-website-1751">franchisors need to provide them with all the materials they want online</a>, including costs, advantages, comparisons and reviews. More than ever, it is vital that this information is made easily available over social media platforms, PR, development websites, etc.<a href="https://1851franchise.com/nick-powills-the-future-of-pr-will-be-this-2710048#most-recent">4. The Future of PR is Content Marketing</a>While PR used to be all about helping franchise brands get their messages out in any way possible, the future of PR is targeted content marketing. Now, PR is not about tons of placements, it’s about the right headlines that connect with the right personas. Just like franchise development, PR is now <a href="https://www.1851franchise.com/why-using-data-to-drive-your-franchise-development-and-marketing-budgets-will-make-or-break-your-brand-2711086">digital, data-based marketing</a>. It is this evolution where franchisors can do amazing things with fewer successes. For example, <a href="https://1851franchise.com/retweet-these-franchise-brands-are-doing-social-media-the-right-way-2710974#stories">the right approach to social media content</a> is proving to be one of the most <a href="https://1851franchise.com/does-social-media-impact-franchise-sales-2703201">powerful marketing tools available to franchise brands</a>.<a href="https://1851franchise.com/nick-powills-when-you-sell-franchises-you-overthink-it-2711195#most-recent">5. The Discovery Process Is Longer Than Ever</a>Today, the franchise candidate’s journey has changed drastically. While there are plenty of suppliers willing to sell leads, franchise development teams need to <a href="https://1851franchise.com/leads-what-should-you-expect-2706629">accept that quality leads take time to come to fruition</a>. Leads are not applications, and applications are not deals. Franchisors need to be there to answer a candidate’s questions because trust and comfortability are what sell franchises the best. More so than ever, prospects are in charge of the deal and the pace. Push them too hard and they will get scared.&nbsp;<a href="https://1851franchise.com/nick-powills-timing-could-change-your-approach-to-lead-qualifications-2711190#most-recent">6. The Right Response Could Be the Key to Successful Lead Qualification</a>Not all prospects are created equal—thus, <a href="https://1851franchise.com/understanding-the-digital-candidate-journey-for-franchise-sales-2709019#stories">franchisors shouldn’t treat them that way</a>. Those with money, who want a call, should be treated one way. Those without money, who are not ready to buy, should be treated another way. Those who are kind of qualified and ready to buy should be treated another way, too. Understand that different personas deserve a different type of engagement. Also, franchisors need to respond quickly to questions if they want to win over today’s franchise candidate.&nbsp;<a href="https://1851franchise.com/nick-powills-to-find-the-next-great-concept-dont-judge-all-books-by-the-same-cover-2710725#most-recent">7. To Find the Next Great Concept, Don’t Judge All Books by the Same Cover&nbsp;</a>Success in franchising, or any business, means going beyond the surface-level characteristics of an investment and taking serious risks. <a href="https://1851franchise.1851franchise.com/all-franchise-brands-are-not-created-equal-924?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-top-10-things-we-learned-about-franchising-in-2019-2711933" target="_blank" rel="nofollow">Just because brands align in a category doesn’t mean each brand is created equally</a>. The best buyers look at several things after picking a category—depth of leadership; depth of product; depth of investment; depth of territory availability; and depth of validation. Each of those categories creates similarities, yet due diligence is so vital in uncovering the right franchise opportunity.<a href="https://1851franchise.com/nick-powills-guaranteeing-leads-sets-relationships-up-for-failure-2710724#most-recent">8. Don’t Chase Leads, Chase Deals</a>Finding great leads is about quality over quantity. Today’s buyer takes their time, reads reviews and does their homework. They get ready to buy and then they decide when they buy. Instead of chasing cold leads, franchise brands should focus on growth. Since there is no one-size-fits-all plan for lead generation, brands need to prioritize their value proposition and be smart about the process, creating <a href="https://1851franchise.com/third-party-validation-how-to-avoid-the-fake-news-frenzy-2710729#stories">credibility, strong storytelling and validation</a>. This way, the right candidates will be drawn to the opportunity.&nbsp;<a href="https://1851franchise.com/nick-powills-your-future-will-matter-what-happens-in-an-employee-run-economy-2711194#most-recent">9. The Current Economy is an Employee-run Economy</a>The current economy is an employee-run economy—jobs are plentiful and therefore employees are controlling the process. This employee economy leads to several challenges for franchisors, franchisees and employees. For example, an economy in which the employee has the leverage leads to workplace ghosting, <a href="https://1851franchise.com/google-it-before-we-go-how-a-restaurant-s-website-can-make-or-break-sales-2710897">negative Glassdoor/Yelp reviews</a>, lack of differentiation for job applications and more.&nbsp;<a href="https://1851franchise.com/nick-powills-culture-eats-financial-gain-for-breakfast-then-spits-it-out-and-creates-it-2710726#most-recent">10. Put Culture First and The Rest Will Follow</a>Brand culture has a huge impact on the <a href="https://1851franchise.com/people-love-their-fast-food-the-qsr-industry-ranks-sixth-in-brand-intimacy-test-2710748">overall happiness and financial gain of a franchise system</a>. A clear vision and purpose creates happy franchisees and should be protected by a strong leadership team that understands the <a href="https://1851franchise.com/part-1-value-of-a-brand-culture-the-power-of-khakis-and-green-shirts-10399#stories">value of what they are doing</a>. Culture ends up being the most expensive threat to a business. For example, a bad culture at a restaurant and the customers are treated to a subpar experience. A subpar experience leads to neutral or negative reviews. A three-star rating leads to a limited chance of success. Financial gain, therefore, lives 99% in the culture.

The Top 10 Things We Learned About Franchising in 2019

1851 Franchise

1851 Franchise breaks down some of the year’s most valuable lessons from the wide world of franchising.

the-top-10-things-we-learned-about-franchising-in-2019

Atomic Wings

Milwaukee Business Journal: Atomic Wings Plans To Bring the Heat to Southeast Wisconsin

milwaukee-business-journal-atomic-wings-plans-to-bring-the-heat-to-southeast-wisconsin

Melting Pot

Melting Pot Showcases Fondue Fun and Franchise Opportunity on FOX & Friends

melting-pot-showcases-fondue-fun-and-franchise-opportunity-on-fox-friends

Right at Home

Leading In-Home Care Franchise Looks to Expand in Fort Wayne, Indiana

leading-in-home-care-franchise-looks-to-expand-in-fort-wayne-indiana

Why Melting Pot Is a Next-Level Upgrade for Existing Restaurant Operators

why-melting-pot-is-a-next-level-upgrade-for-existing-restaurant-operators

Sola Salons

Sola Salons: A Prime Multi-Unit Opportunity for Driven Entrepreneurs

sola-salons-a-prime-multi-unit-opportunity-for-driven-entrepreneurs

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

Login

facebook

instagram

twitter

linkedin

youtube

PopUp Bagels Launches National Franchise Expansion with New CEO Tory Bartlett Leading the Charge

popup-bagels-launches-national-franchise-expansion-with-new-ceo-tory-bartlett-leading-the-charge

CPK Franchising - California Pizza Kitchen - 1851 Franchise

California Pizza Kitchen Is Now Franchising in the U.S.

cpk-franchising-california-pizza-kitchen-united-states

California Voters Reject $18 Minimum Wage Increase

california-voters-reject-18-minimum-wage-increase

McDonald’s Commits $100 Million to Aid Franchisees and Rebuild Trust After E. Coli Outbreak

mcdonalds-commits-100-million-to-aid-franchisees-and-rebuild-trust-after-e-coli-outbreak

Blackstone Acquires Majority Stake in Jersey Mike's, Signaling Ambitious Growth Plans - 1851

Blackstone Acquires Majority Stake in Jersey Mike's, Signaling Ambitious Growth Plans

blackstone-acquires-majority-stake-in-jersey-mikes-signaling-ambitious-growth-plans

Globalization's Effect on Franchise Expansion

globalizations-effect-on-franchise-expansion

U.S. Navy Reservist Brings Pigtails & Crewcuts to Clarksville, Filling a Community Need

us-navy-reservist-brings-pigtails-crewcuts-to-clarksville-filling-a-community-need

The Top 10 Things We Learned About Franchising in 2019

MORE STORIES LIKE THIS