According to the International Franchise Association (IFA) there are many benefits associated with increasing the media profile of franchises on the internet, by implementing new web tools, such as Pod-casts, Blogs, and specially designed email newsletters. On-line marketing has become big business, and the most effective tool in targeting new customers.
Kimberley Halfey, marketing director of Two Men and a Truck, has noted how "Senior marketing executives from all industries have observed...more change in marketing in the last five years than in the last 30 years." An article in the June 20 issue of USA Today estimates that the "average adult consumer encounters 3,500 to 5,000 marketing messages per day–a huge increase from the 500 to 2,000 messages the average consumer experienced in the 1970s."This means that franchisors and new franchisees must seek innovative marketing methods to increase their productivity on-line.
At Franchise Direct we have consistently sought new innovative web avenues in which to promote franchisor’s profiles to existing and new customers respectively on-line.
Benefits of a Business Blog
Blogs started life as a web based publishing system for people who wanted to write and publish an on-line diary. The tool is essentially the same today as it was in the beginning of the blog diary. But the range of business possibilities is much greater nowadays.
New and existing franchisers and franchises can promote their company on-line through web portals such as Franchise Direct, and can interact with new and existing customers through Franchise Direct Blog, which has been specially designed for this purpose.
Benefits of Email Newsletters
Email newsletters are an effective user-friendly means of delivering mail to recipients interested in learning about the franchise industry, for a minimum cost. It is one of the cheapest and easiest ways of adding new customers to your website and viewing your company profile, and cheapest ways to maintain contact with existing customers.
Benefits of Pod-Casts
According to Kimberley Hafley, marketing director of franchise Two Men and a Truck Int, "Podcasts are another emerging media to watch. “Pod-casting” is seen like Blogs, as an inexpensive and user-friendly new distribution channel that has the potential to reach a large audience". At Franchise Direct, they have introduced innovative Video Blogs directly related to real life franchisees talking about their experiences as franchisees, in which users to the site can be informed verbally about new franchise and business opportunities.
Without a doubt, new media technology is increasing the on-line marketing profile of franchisors and franchisees, targeting new and existing customers in a highly effective and fun way, as opposed to traditional forms of print PR and advertising.