3 Franchise PR Tactics to Boost Qualified Leads in 2020

man shaking hands on franchise dealLeads: Every franchisor wants them, but not every franchisor gets enough qualified ones that translate into sales. If you’re projecting your growth for 2020, now is the time to consider how public relations can help you achieve your goals.

As a top 10 franchise public relations agency, we’ve helped many franchises achieve their lead goals over the years. Here are three tactics we use with our clients:

 

1.    Earned media placement

As noted in one of our previous blogs on franchise public relations:

“What makes public relations different [to marketing and advertising] is that the strategy revolves around convincing trusted third party sources (journalists, reporters, etc.) to tell their audience about your business, without paying them to do so. We in business call this earned media.

By obtaining earned media mentions through public relations, you’re able to improve the image of your brand in a way that no paid message can.”

Earned media placement is one of the quickest ways to gain attention of franchise leads in general. Those who do their homework on a franchise often first look to Google and other third-party sources to learn about your company. So in addition to more general awareness, earned media coverage helps give you added exposure by placing your franchise brand in front of more discerning (read: serious) prospects.

2.    Speaking engagements

Speaking to groups of interested prospects is a great way to generate exposure and lure qualified leads. We encourage and work with our clients to think beyond franchise-specific engagements, though, as often there are niche industry shows and events that cater to their exact prospect profile. Those prospects often have never considered franchising before, so there’s a greater opportunity to connect with qualified leads with less competition than a typical franchise event.

3.    Roadshow/Local market development

Strategically placed events in target markets can go a long way in generating exposure and developing qualified leads. These can come in the form of one-off events or a series of stops (aka a roadshow), and they have the power to show, not just tell, prospects first-hand who you are and why they should consider your franchise as their next business investment. There are a variety of pre- and post-show PR promotions that can be done to help enhance visibility for an even greater impact. If you’re looking to secure a new territory quickly, you’ll be hard-pressed to find a better use of resources.

If you’re a franchise looking for more qualified leads in 2020, these are just a few of the tactics you need to employ. Want to learn how a full-service franchise PR agency can help? Contact Ripley PR or give us a call today at (865) 977-1973.

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