The word is out that franchisors nationwide are increasing their franchise marketing budgets, but the real story isn’t just about bigger budgets – it’s about where these marketing dollars are actually going. What are savvy franchisors betting on? Let’s dive into the expected marketing trends that are shaping the future of franchise development, and learn how you can get your growth strategy ahead of the curve.
Trend 1: Integrated Marketing Approach
When we focus on local franchise marketing, the following is the mantra of every marketer: don’t put all your eggs in one basket. This time-tested wisdom stresses the importance of diversifying marketing efforts, rather than concentrating the entire budget into a single campaign. While this approach is widely understood and implemented in B2C marketing, it proves equally vital in B2B contexts, particularly in franchise development.
An integrated marketing approach serves two crucial purposes. First, it maximizes brand visibility by reaching potential franchisees through multiple touch points. Second, and perhaps more importantly, it strengthens brand legitimacy through repeated exposure. This aligns with the Rule of 7, a marketing principle suggesting that consumers need to encounter a brand at least seven times before taking action. By implementing an integrated strategy, businesses create multiple opportunities for these meaningful brand interactions.
The key to sustainable franchise development lies in strategically distributing resources across various marketing channels. This includes balancing investments between digital and traditional marketing methods, while maintaining a mix of proven strategies and experimental approaches when resources allow. A comprehensive digital strategy typically encompasses paid advertising, SEO efforts, social media engagement, and press coverage, all of which should direct potential franchisees to a robust website that effectively communicates the brand story and investment opportunity.
Beyond digital efforts, a truly integrated franchise development strategy extends into the physical world. This includes leveraging influencer partnerships, establishing thought leadership in the industry, building strong broker networks, and engaging in face-to-face networking at conferences and talent scouting events. This multi-faceted approach ensures that the brand message reaches potential franchisees through every available channel, creating a cohesive and compelling narrative that drives healthy franchise growth.
Trend 2: Video, Video, Video
Video content continues to dominate going into 2025, with an overwhelming 91% of businesses already incorporating video into their marketing strategy, according to Wyzowl. The momentum shows no signs of slowing, as 68% of marketers who haven’t yet embraced video plan to start this year, indicating a clear acknowledgment of video’s growing importance in reaching and engaging audiences.
Short-form video, in particular, has developed into a powerful tool for connecting with consumers. A report by Firework states that 72% of consumers actively prefer watching videos over reading text when learning about products, highlighting a significant shift in content consumption behavior. The business case for short-form video is equally compelling, with the same report revealing that 31% of marketers cite these bite-sized videos as delivering the highest return on investment compared to other content formats.
The versatility of video content extends across multiple marketing channels, making it a cost-effective investment. The same video assets can be strategically deployed across your website to enhance user engagement, incorporated into digital advertising campaigns to capture attention, and integrated into traditional marketing materials. Furthermore, individual clips can be repurposed and combined in different ways to create fresh content, maximizing the value of your video investment while maintaining consistency in your message across all platforms.
The core of this content library is typically the Brand Story video, which weaves together your company’s history, mission, and vision in a compelling narrative that resonates with potential franchisees.
Testimonial videos featuring elated franchisees add credibility and authenticity by sharing real experiences and success stories, helping prospects envision their own potential within your system.
Educational content, such as explainer videos about proprietary tools, systems, or products, demonstrates your operational sophistication and support infrastructure.
Event highlight reels showcase the energy and community within your franchise network, while also leaving potential franchisees with a sense of FOMO (fear of missing out).
Day-in-the-Life videos following current franchisees provide practical insights into the business ownership experience and what a prospect can expect.
Each of these video types serves a specific purpose in your development strategy, working together to create a comprehensive picture of your franchise opportunity.
Maximizing Your Franchise Conference for Video Content
Your annual franchise conference or meetup presents an often overlooked opportunity to efficiently create multiple types of video content while maximizing your production budget. Whether you call it an annual conference, a summit, a masterclass, or a regular meetup for networking and idea sharing, this gathering of your entire franchise system creates the perfect environment to capture authentic moments, testimonials, and success stories all in one location. During the conference, you can film franchisee interviews and testimonials between sessions, capture dynamic training moments that showcase your support systems, and document the energy of your community during networking events. The conference setting naturally lends itself to filming leadership presentations, which can be repurposed into smaller clips for social media or development materials.
This strategic approach to conference filming not only reduces production costs by capturing multiple content types in one location but also ensures consistency in your messaging and brand presentation. The resulting content library can fuel your marketing efforts throughout the year, providing fresh, authentic material for franchise development, social media, and training purposes.
Trend 3: Non-Pushy Franchise Focused Website
Even during the rise of an AI-powered world, a solid website is still a make-or-break for businesses. Think of your website as an anchor for all your marketing efforts. It’s where people go to get the real scoop about your brand, figure out what kind of investment they’re looking at, and get an actual sense about what experience they can expect.
If you didn’t already know, web visitors make lightning-fast decisions about your site. Sources say on average it takes users less than a second to decide whether they’ll stick around or bounce. According to the folks at Sweor, a whopping 75% of people admit they judge a company’s credibility just by looking at their website design. That’s right – three out of four potential partners are sizing up your business based on their first glimpse of your site and what digital content your brand has to offer.
If you’re serious about growing your franchise, you need to do more than just throw some information on a webpage. Your website should tell your brand’s story in a way that clicks with potential franchisees. Skip the pushy sales tactics – we’re looking at you “Be Your Own Boss” ads – instead, give web users the meaningful insights they need to evaluate your franchise opportunity, such as cost breakdowns, educational content on training and support, a look at your franchise culture, and regular updates about what your brand is working on to help franchisees set and achieve new goals. Remember, these are savvy investors looking to make informed decisions about their future. They need substance, not a sales pitch.
Start a Conversation with a Pro
Interested in working with a professional in the franchise development marketing space? BizCom and Brand J have been helping to grow franchise brands nationwide for over 25 years. We’ve worked with over 500 brands and rely on proven strategies to reach your ideal audience. Fill out our form here to start a conversation with us. We look forward to learning more about your brand and how we can help you grow.
Q+A With Digital Marketing Intern Luke Swanson
Interview with Digital Marketing Intern
As the year ends, we say goodbye to our intern Luke Swanson and wish him the best of luck in his future pursuits! Here is what he had to say about his experience as our Digital Marketing Intern.
Why did you choose to intern with BizCom/Brand J?
I made a great connection with Scott about another opportunity, and when that fell through, he offered me this position. I accepted it because I was excited to have the opportunity to pursue something different than what I had been originally doing, and the prospect of having a new experience was exciting and definitely worthwhile in the end!
Has your view of franchising shifted during your internship?
I didn’t really think about how if you are investing in a franchise and opening your own business, that is entrepreneurship. Viewing it through that lens has really shifted my perception of what franchising truly is and how it effects business in our country.
What advice would you give to those entering the marketing field?
Be ready to learn a lot and be willing to learn. There is so much to what marketing is that goes beyond what you learn in a classroom, so embrace the opportunities you get to learn more about the field.
What was your favorite moment of your internship?
Finally getting to meet all of the BizCom and Brand J people at the BizCom 25th anniversary party! It was great meeting all of the people that I routinely communicated with online!
What do you think is the most valuable skill learned?
Communication is something that I really learned more about. Being a completely remote intern, being able to communicate through different mediums, whether it be email or Slack, is important, and I learned a lot about how to communicate effectively through those mediums.
Now for some fun questions…
What is your dream job?
Being a general manager of a baseball team!
Who is your favorite Jedi and why?
Luke Skywalker or Obi-Wan. These two were my first favorite growing up. Plus, Luke and I share a pretty cool name.
What is your most memorable marching band memory?
Senior day this year, or when my school beat our rival in the last time we were ever playing them. Either of those were my favorite memories.
Work with BizCom + Brand J
Interested in learning more about what we can do for your brand? Start a conversation with our team by filling out our form here. We look forward to hearing from you!
Why You Need To Film Your Franchise Conference
The Importance of Filming Your Franchise Conference
As we get closer to the end of the year, I hear the same question asked more and more: what is next for franchise marketing? While trends and solutions will always change and evolve, there is one concept that is increasing in popularity, and for several good reasons.
Franchise conferences, which include private, franchisor system-wide conferences and industry encompassing events for interested professionals at any level, are the highlight of the year for franchise owners or franchise professionals. These events bring together an entire community, offering a wealth of resources and opportunities. However, many entities have yet to realize the immense value of having a professional film crew present at these gatherings. And for those already filming these events, what do you do with this content? Let’s explore why capturing your franchise conference on film is crucial for maximizing your marketing efforts, benefiting long after the event concludes.
Franchise Conferences Bring People Together
Franchise conferences are filled with emotional high points that can energize and unite everyone involved. From the excitement of keynote speakers to the thrill of award ceremonies, these moments are not just memorable, but are essential to building strong emotional bonds within your franchise network or the greater franchising community. Capturing these moments on film allows others to share the excitement, not just with attendees, but with those who couldn’t make it, keeping the community spirit alive long after the event.
These conferences also serve as the perfect backdrop for showcasing culture. From candid moments during team-building exercises to franchise owners engaging in discussions about their growth stories, filming these events gives a vivid, authentic portrayal of the values, camaraderie, and collaborative environment that define your brand. These visual examples help reinforce your brand’s identity, which can be crucial in recruitment and engagement efforts.
Another powerful use of your conference footage is to spotlight storytelling—highlighting individual franchisees, franchisors, or other professionals and their journeys. This storytelling approach adds a personal touch, with testimonials that highlight the achievements and experiences of different people. It allows potential interested parties to see real, relatable faces behind the brand and imagine themselves in those shoes, thereby deepening the emotional connection with your brand.
Lastly, don’t forget to highlight your franchise conference’s “FOMO” (Fear of Missing Out) events—those unforgettable moments that attendees can’t stop talking about. By capturing these moments, you can use them to create compelling content that draws people to future events. These “FOMO” highlights can be shared to show the unique value and excitement your conference offers, ensuring that no one wants to miss the next one.
What Can You Do with Your Franchise Conference Content?
Event highlight videos
Creating event highlight videos is one of the most effective ways to maximize the value of your franchise conference content. These short, dynamic recaps capture the energy, excitement, and key moments from the event, allowing you to share the essence of the experience with a wider audience. Highlight videos are perfect for building buzz around your franchise and encouraging attendance at future events, as they vividly showcase what attendees can expect. Whether it’s clips from a motivational keynote, glimpses of networking opportunities, or fun activities, these videos help convey the impactful nature of your conferences and leave viewers wanting more.
Highlight videos are also ideal for internal communication. Sharing them with people who couldn’t attend in person keeps everyone engaged and informed about the latest happenings. It’s a way to make those who missed the event still feel like part of the community, ensuring that nobody feels left out. These videos celebrate your brand’s culture, success, and enthusiasm, helping to inspire and unite your franchise network even after the event concludes.
Organic Social Media Content
Social media content is a fantastic way to amplify your conference content to a broader audience, particularly on platforms like Instagram, TikTok, Facebook, and LinkedIn. Visual content like reels are now available on most all platforms, providing bite-sized, engaging glimpses into the excitement of your franchise conference, allowing viewers to quickly connect with your brand. By highlighting the most compelling and entertaining moments, such as a motivational speech, a fun breakout activity, or an exciting campaign or product launch, reels, and other forms of visual content, you can capture attention, generate likes, shares, and comments, and ultimately boost your brand’s visibility.
The beauty of using short form videos is that they’re designed to be quick and shareable, making it easy for your audience to spread your brand’s message organically. These short clips are also great for creating buzz around your brand—showcasing the culture, community, and energy that make your events unique. When viewers see these moments, it creates a sense of excitement and curiosity, driving them to learn more about the opportunities your organization offers.
Ad Content
Footage from your franchise conference can be a valuable asset when creating ad content. Advertisements that feature genuine, unscripted interactions and real people can be far more compelling than stock footage, traditional ads. By incorporating conference highlights—such as enthusiastic testimonials, clips of a lively audience, or engaging moments with franchise owners and professionals—your ads can communicate an authentic sense of energy and excitement that resonates with consumers.
Including real conference footage helps to tell the story of your brand in a way that feels organic and relatable. Potential entrepreneurs want to see the people behind the brand, the culture they’d be joining, and the enthusiasm that surrounds it. By showcasing these elements in your ad content, you create a narrative that attracts like-minded individuals who connect with your values and want to be a part of the vibrant community your brand represents.
Website Content
Conference videos and photography are ideal for enhancing your franchisor and consumer websites, making it more visually appealing and engaging for visitors. Visual content plays a significant role in making a first impression, and by incorporating footage from your franchise conference, you offer an authentic look into your brand’s community, values, and culture. Whether it’s a welcoming montage on your homepage, team photos in the “About Us” section, or a video highlighting success stories, this kind of content adds an inviting, human element to your website.
Using conference footage on your website also provides users with a deeper understanding of what your brand represents. Seeing real people interacting, building connections, and enjoying the experience helps create a sense of trust and relatability. It also reinforces the idea that your brand is more than just a business—it’s a supportive community that values collaboration, personal growth, and collective success.
Testimonials
Filming testimonials during your franchise conference allows you to capture the genuine enthusiasm and positivity that attendees often feel during these events. Conferences are full of high-energy moments, making them the perfect time to collect authentic, heartfelt endorsements from franchise owners who are inspired and motivated by the experience. These testimonials can highlight the achievements of franchisees, the support they receive from the brand, and the sense of community they feel, making them incredibly effective tools for attracting potential franchisees or future conference attendees.
These authentic testimonials can be used across various marketing channels—from your website to social media and advertising. Hearing real stories from successful franchisees provides a relatable perspective that resonates with prospects. It showcases the tangible benefits of joining your franchise and offers proof of the growth, satisfaction, and opportunities that others have experienced, helping to build trust and confidence in your brand.
Putting the Pieces Together
When it comes to filming your franchise conference, you really want to trust a pro. It’s tempting to go for the cheapest option, especially if you know a guy with a great portfolio, but that’s often a recipe for good content without a purpose. You need more than just someone with a camera – you need a team that gets what franchising is all about and understands your brand’s vibe.
Think about it: great footage is awesome, but it’s just the starting point. The real question is, what are you going to do with all that fantastic content? This is where working with a skilled digital marketing agency, like BizCom Associates and Brand J, comes in handy. We can help you figure out the smartest ways to use your conference footage, turning it into content that really works for your brand. We focus on making those moments count in your overall marketing strategy.
If your franchise conference is on the horizon and you haven’t yet hired a film crew, now is the time to act. If you’re interested in having a conversation with our team about filming your conference, or how to best utilize franchise conference content, fill out our form here. We look forward to learning more about your brand and how we can best tell your story.
Q+A With Ken Kanzaki, Charleys Philly Steaks
Serving Franchise Development Growth with Charleys Philly Steaks Franchise
Charleys Philly Steaks is forging ahead in the fast-casual dining world, and much of its momentum can be attributed to the dynamic leadership of Ken Kanzaki, the Director of Franchise Development. With over 15 years of experience in the franchise industry and four years with Charleys, Kanzaki has been a driving force behind the brand’s explosive growth. In this exclusive Q&A with Brand J, Kanzaki shares insights into Charleys’ rise in popularity, the unique appeal of the cheesesteak franchise model, and his personal journey from food finatic to franchise development expert.
Charleys has recently experienced an explosion of growth. Why do you think Charleys is such a hot franchise concept?
Kanzaki: We’ve been blessed with several worthwhile opportunities for growth. This comes from having happy franchisees, a model fit for expansion beyond the mall food-court (Strip-Centers, Walmart’s, Truck-Stops, and Free-Standing sites), and a Cheesesteak/Fries/Wings/Lemonade offering that foodies love.
In addition to that, cheesesteak franchises are fairly underrepresented among the vast QSR models out there today. This uniqueness helps our consumer and business offering stand out in a highly competitive market with burgers, deli-sandwiches, and pizza (to name a few).
Why do you think QSR franchises are among the most popular franchise concepts?
Kanzaki: My favorite way to put it is: People Gotta Eat. So the opportunity to start a friendship seems to always be there! And the business side relies on attracting and keeping customers. There’s an advantage to having a quick, delicious, and authentic offering that appeals to a broad base of hungry guests…especially if they’re craving a Cheesesteak. Business owners want a reliable and engaging conversation starter. For us in QSR, it’s food and people. People bond over food, and businesses thrive with happy customers. These are the elements that make QSR a popular choice for business ownership.
Charleys is approaching an astonishing 1000 locations. What will you and your team do to celebrate this achievement?
Kanzaki: We’re still fine-tuning the plans. I do know that it’s all hands on deck. The whole team will be celebrating with all our franchisees and operators. Whether it’s a franchisee’s first location, or a multi-unit owner’s 10th. It’s because of the hard work and dedication these franchisees and operators put in that makes this benchmark possible.
What has the relationship been like between Charleys Philly Steaks Franchise and Brand J?
Kanzaki: Brand J is our best supplier. The relationship is best described as highly responsive, committed, and reliable. I knew the founder and the team at Brand J prior to joining Charleys. After the first strategy meeting with my new home team, I knew exactly what we needed. Brand J had all the tools and advertising insights to get us launched for recruiting success. My prior experience, and professional wins with Brand J, made it an easy decision to call and line-up our kick-off strategy. We’ve set several company records with website visitors, conversions, and deals closed through our website. This is because Brand J listens to our needs and provides solutions through Creative Design, Written Content, SEO, and Reporting.
When Brand J and Charleys launched our recruitment strategy, our unit count was about 635 locations. Today, we’re at 850+ units and still growing. The recruitment efforts continue to be a crucial part of our growth strategies in underserved markets.
What are you most looking forward to in the future with Charleys Philly Steaks?
Kanzaki: As Charleys continues to grow, and franchisees achieve their dreams, I’m most looking forward to the uncontainable, genuine smile anyone will have from just from hearing the name Charleys…and then that will be followed by their stomachs growling from thinking about our delicious cheesesteaks!
Now for some fun questions…
What is your go to order at Charleys Philly Steaks?
Kanzaki: 2 Large Old School Cheesesteaks.
What passions do you have other than franchise development?
Kanzaki: Olympic weight lifting with an all time bench press record of 365 lbs. I also like cooking and blending recipes from different cultures (Example: Chinese Sausage + Shitake Mushroom + Sweet Rice = Tamale)
What is a fun fact people may not know about you?
Kanzaki: I’m truly the favorite son, but don’t tell my brother. I was a sushi chef for 10 years, before joining the franchise industry.
What Can Brand J Do for Your Brand?
Are you a franchise brand searching for the next steps to take your brand to the next level? Start a conversation with Brand J today to get started. We look forward to learning more about your brand and how we can help you reach your franchise development goals!
Franchising Is A-Changin’ The Latest Digital Marketing Tactics
Franchising Is A-Changin’ The Latest Digital Marketing Tactics Get Results
The way to market a franchise has changed once again. Marketing strategies and tactics are drastically different from what they were four years ago. Some successful tactics are even different than just one year ago.
Start with Who
Imagine your next five new franchisees.
None of them will be attending any franchise expos. None of them will be going to any online portals. None of them will be Googling your brand. They may not use Google at all.
How are you going to get their attention for your franchise opportunity?
Let’s think about what they will be doing. We know they will be scrolling on their phones all day and all night (just like the rest of us). This is good news! Create content to put in front of them on whichever platform they spend their time. Note: They may be thinking about the term “franchising,” but they are thinking about owning their own business. Keep that in mind as you create content that platforms want them to see.
Targeting and Copy
Who are you targeting and why?
Back in the “old days”—a year or so ago!—we spent a great deal of time managing and tweaking the audience targeting. Activity, geography, financials, and demographics made for a complex, multi-layered approach to ad management.
The most recent change on Meta’s platforms is the reduction in the need for this kind of complicated targeting. Meta’s AI tools and algorithm updates have allowed the platforms to serve up ads to people most likely to engage with those ads regardless of how the advertiser has set up targeting.
Now more than ever, good copy and good content are king. Let the content do the work. Stop overthinking the targeting and let Meta do its thing. Our team was initially skeptical about this, but we’ve seen great results already this year.
Quality/Quantity of Leads
Newer tactics, including content-based targeting, will lead to fewer but better leads. Everyone says they want quality over quantity until they see fewer leads. As you move to higher quality, be sure to manage the expectations of your sales team and the executive team. Remember, you would rather have 50 solid, qualified leads than 500 junk leads.
This also means your CPL will increase, and these expectations should be managed as well. The leader of our lead-generation team, Jason Weaver, often says, “Your cost per lead is going up. And that’s a good thing!”
There are a few brands that are looking for more leads to keep their salespeople busy. These brands won’t be growing this year or next. If you just want more leads, run some generic Facebook ads with a form fill, and you have enough lousy leads to make plenty of busy work for your sales crew.
LinkedIn Best Practices
The most important channel for your content is currently LinkedIn. Here are some updated tips to maximize your engagement with your next candidates:
Post daily. No exceptions!
Don’t use AI to write your post. Can you tell when a friend or colleague is using AI for a long LinkedIn post? I’ll bet you can. And I’ll bet your candidates can too. Be genuine.
Don’t use external links. This has been a best practice for a while, but links appear to be performing worse than ever.
Upload native videos. LinkedIn is becoming more like TikTok every day.
Short-form videos
Many franchise marketers are using short-form videos to get their executives in front of many potential candidates every day without a dollar in ad spend. To get started, record an executive from your brand and add captioning, animations, B-roll, and anything to which you have access.
Post those clips daily on all social channels. We recommend LinkedIn, TikTok, Reels for both Facebook and Instagram, X (formerly Twitter), and YouTube shorts. This works on two levels:
On the strategic level, it’s coming from a person, not just a brand. Candidates want to engage with a person, not a company.
On the tactical level, we’re giving the social media channels’ algorithms exactly what they want. They want short-form videos, and they want to show them to people who have watched similar videos.
The content here is advice from your executive, who is a thought leader. And that’s the key: TikTok especially is used for advice. YouTube is useful for people searching “how-to,” but TikTok is all about sharing advice that the audience doesn’t yet know it needs.
Regarding the frequency: You must post daily with no exceptions. The only way to rise above the increasing noise is to get louder. Some brands push pack on this but consider the world’s top content creators. Does Gary Vaynerchuk worry about being overexposed? No. Does Taylor Swift worry about people getting tired of hearing so many songs? No. Put out good content and put it out often.
Multi-unit, Multi-brand
Marketing to multi-unit, multi-brand owners (MUMBOs) is not a new phenomenon, but the numbers are skyrocketing. With the current economy and inflation, the efficiencies of combining expenses and managing costs across multiple units and brands will not be decreasing in the next year, if ever.
The digital marketing tactics discussed above, especially those for LinkedIn, will work even better in finding the right candidates for multi-unit opportunities. And unlike individual operators, these MUMBOs are repeatedly engaging with many brands’ content. Make sure yours is in front of them.
Start a Conversation
Ready to start a conversation with the Brand J team about digital marketing for your franchise brand? Fill out our form here, and we’ll be in touch!
Q+A With Digital Marketing Intern Pauline Jaye Rondubio
Pauline Jaye Rondubio, Our Digital Marketing Intern
As the new school year starts, we say goodbye to our summer interns and wish them the best of luck in their studies. Today we say goodbye to Digital Intern Pauline Jaye Rondubio, and wish her the best of luck in her future pursuits! Whether she finds a future home again with BizCom + Brand J, or she makes it big in the music marketing industry, we are proud to have spent this time with her. Here is what she had to say about her experience as our Digital Marketing Intern.
Why did you choose to intern with BizCom/Brand J?
I chose to intern with BizCom/Brand J to gain more experience in the Marketing and PR industry. Along with that, I was able to explore the franchising field that I have not looked into before going into this internship.
Has your view of franchising shifted during your internship?
My view of franchising has shifted from not knowing anything about franchising to understanding the concept and being able to follow along when sitting in on meetings with clients!
What advice would you give to those entering the marketing field?
I would advise people to learn new skills. Whether that be basic HTML code or communication skills, these can and will be useful when entering the marketing field.
What was your favorite moment of your internship?
My favorite moment of the internship was being able to sit in on meetings, and that goes for team meetings and meetings with clients. I had the opportunity to listen and gain knowledge from the team by listening to them plan content and review projects, and also to ask questions to the clients!
What do you think is the most valuable skill learned?
The most valuable skill I learned was critical thinking. Most of the time when publishing content on our client’s pages, the metadata would already be written, but sometimes it would exceed or not meet the word count limit, and I would have to think of a way to meet the limit.
Now for some fun questions…
What is your dream job?
My dream job is to work in marketing for a record label and be a part of a team to support and promote an artist!
What is your favorite book at the moment?
My favorite book at the moment is Normal People by Sally Rooney.
What are your top three music albums right now?
My top three albums I’m listening to right now are This Is How Tomorrow Moves by Beabadoobee, Charm by Clairo, and The Rise and Fall of a Midwest Princess by Chappell Roan!
Work with BizCom + Brand J
Interested in learning more about what we can do for your brand? Start a conversation with our team by filling out our form here. We look forward to hearing from you!
Telling the Story of Your Brand: Podcasts for Franchising
Q+A with President of Brand J, Jack Monson
The power of storytelling is a worldwide phenomenon, but storytelling takes many forms. Possibly the easiest and most personal, not to mention longest running, format of storytelling comes in the form of voice. Passing on stories through bedtime tales, fireside chats, or cautionary lessons is as human as breathing. It’s no surprise that Podcasts, the modern form of vocal storytelling, is a format that attracts millions of listeners every day. With an audience of that size, the opportunity arises for brands, such as franchise brands, to tell their story in the efforts of attracting the next best investor.
In this interview with President of Brand J, Jack Monson, who has been in radio since the 90s and podcasting since podcasting became a platform with an audience, he breaks down why podcasts are so special, especially in the world of franchise development.
How did you get into creating podcasts?
Monson: l hosted several radio shows in the 90s and 2000s. Podcasting is just the next step in evolution. It made sense to adapt to where the future of audio storytelling was going.
What interests people in podcasts?
Monson: Podcasts – specifically audio podcasts – have a unique position in reaching directly into the audience’s mind. There’s a special way that audio touches a listener’s imagination that no other content can do!
What role do you see podcasts playing in franchise development marketing?
Monson: Podcasts can effectively serve as a replacement for some validation calls. It’s a great way for candidates to hear from current franchisees and team members and have their questions answered anytime, any place. It is a lot easier to develop trust with a brand based on their actual voice and their words, over reading a transcript of what they said.
How can podcasts effectively reach and engage with potential franchisees?
Monson: One thing that many marketers miss is the user-friendly nature of audio podcasts. Great candidates are typically busy entrepreneurs who don’t have hours upon hours to binge-watch videos. But they will consume short audio podcasts while they are commuting, traveling, working out, or are on the job. Podcasts are unique in that they draw a more targeted audience, an audience that puts in the effort to tune in, which in turn, can convert that audience into a highly qualified lead.
Why should more franchise brands utilize podcasts as a marketing strategy?
Monson: The evergreen nature of podcasting works well with franchise development marketing. Don’t worry about being topical or trendy; focus on telling good stories of franchisees that will still be relevant if someone listens to this podcast two years from now!
What advice do you have for brands looking to incorporate podcasts into their franchise development marketing strategy?
Monson: Best advice: just start. Don’t wait for your brand’s podcast to be perfect (note, it never will be perfect). Get started now, and your second episode will be a bit better. And your third will be even better, etc.
Second, if you don’t know where to start, work with a professional. Make sure they have the right audio setup and are not using substandard equipment. Make sure who you work with has a trusted experience or portfolio of producing work similar to what you are looking for to represent your brand. For the best results, work with a professional or agency, like Brand J, with a background in producing Podcasts for the purpose of franchise development.
What trends or innovations do you anticipate in podcast marketing for franchise development?
Monson: Where is everything going? No one knows exactly, but as long as we’re working on all platforms and on all formats, we will know what is working best!
Make a Podcast with Brand J
Ready to start a conversation about creating a Podcast for your brand? We want to hear from you! Fill out our form here to start a conversation with our team. We look forward to learning more about your vision.
Q+A with Brand J Web Developer, Angela Moore
The Secrets of Franchise Web Development
Often the hardest role to fill in any digital advertising team, the web developer makes up the bones that keep the body moving. Your web developer does more than just build websites, they maintain all things websites and keep them running optimally, so that all lead generation efforts work in tandem with a website. Learn about the importance of a web developer, why the role is so unique, and how franchise web development is different in this eye-opening interview with the Brand J Web Developer, Angela Moore.
How long have you worked in web development, and what is your favorite part of web development?
Moore: I have worked in web development for over 8 years, holding different positions. I have been the lead web developer for Brand J for nearly 2 years now, and have launched a decent number of amazing websites.
When the concept of design used in the mockup phase starts to become noticeable and interactive within the staging phase, that is my favorite part of web development. Transitioning what was in the design to fully become a website is the challenge I take when developing a website, and I enjoy learning more as the technology used rapidly changes in the process.
How does web development for franchise development differ from other industries?
Moore: Web development in franchise development, or franchise marketing, differs in that lead generation is the top priority. Best practices of general web development are still needed, of course. These websites must integrate with the CRM so that the lead process has a smooth flow, and also have multiple places for CTAs or lead forms to be visible. The goal is to make it as easy and quick as possible for someone who is interested to begin the process towards connecting with the brand, so this is always paramount when we start a new web project, or revisit older projects to refresh.
Why do you think it is difficult to find the right developer for a marketing team?
Moore: I think it is difficult, because just like every marketing team is different, so are the developers. One may be more front-end focused, and this is great if the team would need them to work closely together with the designer or take on some design tasks. Another may be less able to assist with design tasks, but can expertly cover programming work, domain, and server tasks on the backend. Having a developer who knows both can be a great thing, but it depends on the team needs as well. The right developer really depends on the needs of the team, and if they can communicate and work well with others on the team.
What are the common challenges in fran dev web development?
Moore: It is challenging to work with various website and analytics related technologies. It takes learning what works well together and finding if they are all compatible, which can be a challenge to test and learn. Through testing and review that has been overcome, even as it is an ongoing process as we seek to stay current. I’m proud of our web development toolbox built up of the web development related technologies we use when building sites.
What is important for team leaders to know to help your web developer thrive?
Moore: It’s important for team leaders to share the main goal or purpose behind certain development tasks or projects. A list of tasks can be shared, but knowing a summary of what the client hopes to gain will help your developer as they complete them. And while we do find achievement in completing tasks, any positive feedback from the client that the team leader can pass on is valuable as well. Although web developers are often known for being a powerful behind-the-scenes entity that only appears when things break, like any working relationship, communication is key. Communicating client goals when starting a project or task helps mitigate confusion when we retreat to our corners of web development to get things done.
What trends do you see in fran dev web development, and how do you see them shaping the future?
Moore: One trend that has stayed relevant for some time is video. A background and a key brand story video are great ways to get the attention of site visitors. These elements also show as well as tell the story of the brand, and paired well with the key points of SEO driven content on page, help make the first page of a website eye-catching and quickly show visitors what they need to know.
I also see compliance as a trend, both in cookie tracking and ADA. While it does not yet impact all states in the United States, as more laws related to privacy online are passed, more cookie banners or form disclaimers will be seen across sites. ADA compliance is also gaining more attention. Sites need to be viewable and able to be understood by all users, and regulations relating to that are increasing as well.
How Can Brand J Help Your Brand?
Looking for a new franchise website? In need of developer changes to your existing website? Maybe you just want to discuss options of how we can improve your franchise development site? Whatever your wants and needs may be, Brand J is eager to hear them all. Fill out our form here to start a conversation with our team about what we can do for your brand today.
Franchise Video Marketing with Dan Wiley
Showcasing the Story behind the Brand with Dan Wiley
When it comes to engaging video content, Brand J has been leading the charge with our secret weapon: Dan Wiley. Since 2019, Dan has been showcasing his mastery of video skills with a focus on franchise development, telling the story of countless franchise brands. After years of showcasing the story behind a brand, Dan is stepping into the spotlight to share his expertise, as well as what is trending in franchise video marketing.
What types of videos have the best exposure, and why?
Wiley: When an entrepreneur is exploring your brand for their next (or first) franchise business, they’ll do whatever they can to discover the truth about how it will impact their life and their family. The best thing that you can do to win the attention and trust of desirable candidates is to show them the true stories of your passionate and driven franchisees.
The most successful videos that we produce have been our mini documentaries, which capture the inspiring stories of real people who partnered with a brand and have found success through hard work and close relationships with their franchisor and fellow franchisees. Entrepreneurs connect with these stories on a human level. They come to see the brand as a legacy, not just a business.
How do you tailor video content to resonate with specific franchise audiences?
Wiley: The decision to buy a business is one of the biggest that a person will make in their lifetime. Matching up the right entrepreneur with the right franchise brand requires meticulous vetting on both sides. At Brand J, we obsess over our clients’ buyer personas and try to get inside their heads as much as possible. The first-time business owner is coming into it with very different questions and goals than the established entrepreneur who is looking to expand their portfolio. Depending on the brand, it may be necessary to produce a range of video content targeting both individually. The specifics of cost, industry, culture, and geography should all influence your targeted filmmaking decisions in big ways.
How do you ensure consistency in branding and messaging across franchise marketing videos?
Wiley: The main goal of Brand J is to always take a journalistic approach to each individual business. The most diligent and industrious entrepreneurs will settle for nothing less than a cohesive brand with strong messaging and a clear identity. We have worked with franchise brands of all shapes and sizes across every industry. Each one has its own unique story to tell. When we shoot video interviews with franchisees and the franchisor support staff of a given brand, I don’t say “cut” until we’ve uncovered the real story, and can tell it in a compelling way across all of our video content.
Where should these videos be posted for maximum exposure?
Wiley: Your brand should have a presence across most platforms. No more excuses about not having time and/or not being tech savvy. Your future franchisees may not be expecting to discover their next business venture on a social app, and that’s why it’s the perfect place to hit them with brand recognition and concise messages about the opportunity. Once their interest has been piqued, they’ll visit your franchise development website, which should be peppered with a series of professional explainer videos, franchisee testimonials, and corporate support content.
Are there any specific challenges unique to creating videos for franchise marketing?
Wiley: If you’re reading this, you know that franchise marketing is the most challenging form of marketing. Any agency or broker can bring you a large quantity of leads, but in the world of franchise sales, quality is everything. It takes a lot of extra work and planning to craft highly targeted video content that appeals to serious entrepreneurs, but it is well worth the effort.
What trends do you see in franchise filming this year?
Wiley: Franchise marketing feels like the Wild West at the moment. Between new AI technologies and ever-changing social media trends, a lot of brands are willing to diversify their approach and experiment more than ever before. The ongoing trend in video production is to give your brand a healthy presence in every possible platform and format, from simple short-form social stories, to long-form high quality franchise development videos and podcasts. This may feel overwhelming to many, but with the right approach, your brand can reach a massive audience.
Why is it important to trust a professional with franchise video marketing?
Wiley: High quality video content is more accessible to businesses than ever before. Anyone can make a nice looking video with their phone and upload it to the major platforms. The big downside is that it is much harder to stand out from the crowd and get eyeballs on your content. A good franchise marketing agency will be made up of people with an entrepreneurial mindset. At Brand J, we obsess over our clients’ primary franchisee personas, and produce a large variety of video content tailored specifically for them.
What advice would you give to franchisors looking to upgrade their video marketing?
Wiley: Not all entrepreneurs are created equal. You should offer prospective franchisees a wide variety of video content that explores the brand from different angles. Many people will connect with your brand after seeing a story about the life of an existing franchise owner. Others will respond best to hard-hitting interviews with your corporate support team. If they’re genuinely interested in your brand, they’ll eagerly consume every last bit of it and become invested before you even have your first phone call. There is a lot that goes into a highly tailored video marketing plan, so of course I recommend talking to the specialists at Brand J. We do the heavy lifting and educate our clients along the way.
Start a Conversation with Brand J
Would you like to explore how our franchise video marketing services can create engaging content that perfectly captures your brand’s story? We’re here to assist in crafting compelling brand story videos, paving the way for you to connect with your next potential franchise owner. Fill out our form here to start a conversation. We look forward to learning more about your brand.
Listen Up! Podcasts “Touch the Brains” of Potential Candidates
In the current dynamic marketing landscape, businesses must continually explore innovative ways to connect with their target audience and establish meaningful relationships. The popularity of audio podcasts has skyrocketed, offering a unique and powerful platform for companies to engage high-level B2B customers.
Franchise brands likewise are attracting and educating new franchise candidates and potential business owners with audio podcasts. Sport Clips Haircuts and The Joint Chiropractic, as well as franchise consultants, such as FranNet and FranServe, are finding great value in audio podcasts for lead generation and building relationships.
Here are a few reasons why franchise brands should consider incorporating podcasts into their marketing strategy and content mix.
Personalized engagement
One of the key advantages of audio podcasts is the ability to deliver content in a more personalized and intimate manner. Unlike written content or even videos, podcasts allow businesses to communicate directly with their audiences through the power of voice. This “touching of the brain,” as one successful talk radio host would say, creates a stronger emotional connection, making it easier for candidates to relate to the brand and its message.
Thought leadership
By featuring knowledgeable speakers and experts from the company, businesses can share insights, discuss industry trends, and position themselves as thought leaders. This enhances the brand’s credibility and attracts candidates who are actively seeking help from a trusted source.
Many brands are featuring interviews with current franchisees discussing their journey, their businesses, and most importantly, what their lives are like. Think of this recording as an evergreen validation call!
Accessible and convenient
Who is your ideal candidate? Is it someone who watches lots of long corporate videos and scrolls YouTube continuously in between Netflix binging?
No. The candidates who are most likely to be successful business owners are very active people. Offer them information on a flexible and portable medium that they can quickly consume while commuting, working out, or multitasking.
Building a community
Podcasts create a sense of community by fostering ongoing conversations and interactions. Through regular episodes, franchisors can connect with their audience, address concerns, and encourage questions. This is perfect for franchise development marketing as it goes beyond transactional relationships to build a community of engaged business owners.
Once upon a time…
Storytelling is a powerful tool in marketing, and podcasts provide an excellent platform for businesses to tell compelling stories. Whether sharing the company’s journey or your franchisees’ successes, storytelling humanizes the brand and fosters a deeper connection with the potential franchisee.
Changing habits
As consumer habits evolve, businesses must adapt their marketing strategies to stay relevant. The rise of podcast consumption reflects a shift toward audio-centric content. By incorporating podcasts into their franchise marketing efforts, franchisors demonstrate adaptability and a willingness to meet their audience where they are.
I mentioned earlier that audio podcasts are evergreen. I have episodes that are more than 10 years old that get streamed or downloaded every day. Audio platforms change and evolve, such as moving from MP3s to streaming and from Google Podcasts to Spotify. You can also expect changes for podcasts within YouTube and TikTok. However, the audio content remains unchanged. The podcasts in which you invest this year can still be marketing your franchise a decade from now.
Multiple channels
Make sure you don’t just record the podcast, post it on your website, and forget it. Sure, your interested candidates will find it while researching you, but let’s get that podcast in many more ears.
Audio podcasts seamlessly integrate with other marketing channels, creating an immersive brand experience. It needs to be found on Apple, Spotify, and a dozen other audio platforms. It should be posted on all of your brands’ social media accounts and your executives’ social media accounts. Embed it in your emails, transcribe it into a blog post, and text it to everyone in your sales funnel. And give it to your fran dev sales team to share with anyone for whom it may make a difference.
Make sure that your message resonates across all touch points, increasing the chances of reaching potential candidates through their preferred channels.
Examples
We’ve collected all of our current franchising podcasts in one place for easy access here. You’ll find audio podcasts created by franchisors, franchisees, suppliers, IFA, other associations, brokers, consultants, and more. If your brand starts a podcast, I would love to include you here. It can be a game changer in building meaningful connections and driving your success!
Jack Monson is the CEO of franchise development marketing agency Brand J and has been helping franchisors with digital marketing for 15 years. He is also the owner and host of Social Geek, the top podcast in franchising.