E01: Lead Generation! with Madeleine Zook

Hosts: Michael Hyam and Liane Caruso  
Guest: Madeleine Zook, CMO of Premium Service Brands

This episode delves into effective lead-generation strategies tailored for franchise growth. It emphasizes the significance of consumer and franchise development, leveraging digital marketing, and adopting an omni-channel approach. 

The conversation also touches on the influence of private equity and brokers in franchise development, highlighting the need for responsible franchising that balances numerical targets with local networks. 

Additionally, the discussion covers the motivations behind franchise expansion and the balance between internal operations and external growth.

Podcast Summary: “Lead Generation Strategies for Franchise Growth”

KEY TOPICS DISCUSSED

Franchise Industry Trends

Private Equity & Brokers: The impact of private equity on franchisees and the increasing costs associated with broker fees. A shift in focus from unit counts to Average Unit Volume (AUV) and franchisee satisfaction is predicted.

Economic Challenges: Rising costs in the digital advertising space and consumer selectivity due to inflation and housing costs.

Lead Generation and Branding

Importance of Personality & EBITA: Emphasis on the role of personality and Earnings Before Interest, Taxes, and Amortization (EBITA) in branding and lead generation.

Unfiltered Knowledge: Insights into authentic lead generation strategies, steering away from superficial metrics like unit count.

Marketing Strategies for Emerging Brands

Omni-Channel Approach: Advocating for a balanced marketing strategy that includes lead portals and Connected TV (CTV) to maximize visibility and conversions.

Budget Considerations: Importance of allocating a healthy budget for digital advertising and using independent consultants for cost-effectiveness.

Responsible Franchising

Balancing Growth & Operations:  The necessity for emerging brands to grow responsibly, avoiding overextension of resources.

Local Networks: The role of brokers in local marketing and the proposition of a franchisee-like model for brokers.

Consumer Confidence and Digital Presence

Nurturing Leads: The significance of following up with leads through educational and entertaining content.
User-Friendly Websites: Importance of creating websites that serve not just as sales pages but also as comprehensive resources for franchisees.

Interested in listening to the podcast episode? Tune in on Spotify!