Dawn Kane - Hot Dish Advertising
At the IFA Convention, Hot Dish Advertising president Dawn Kane joined Franchise Direct’s Lillie Burroughs for a discussion about her company and franchise advertising.
Dawn describes Hot Dish Advertising as “a full service agency that specializes in the franchise community. We do both lead generation as well as consumer branding work.”
Dawn explains that operating an advertising company begins with developing a marketing plan for a company, then developing all the creative elements to go with that, be it ads for print or radio, website development and lead generation.
She singles out work with start-up franchises and small businesses as one of the most exciting elements of her profession.
“We work with a lot of start-up franchise companies. In fact, we’ve even named a few franchise companies. We love working with start-ups. We love with working with more mature brands.”
Internet advertising continues to be an essential avenue for franchise companies looking for quality leads, as Dawn admits, though she’s seen the industry radically change over the years.
“When we first started working in that space, there were a few portals out there. Then it just exploded over night. Many of them have gone away. The good ones are still around and I think they continue to generate very good leads for our clients.
For franchise organizations considering a utilizing an advertising agency to improve their branding, Dawn offers this bit of advice:
“Just understanding truly what your objectives are and be realistic about that. Then having an open dialogue with your client and the agency really helps to create a better relationship and then a better end product.”