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Archive for the ‘Uncategorized’ Category
Tuesday, January 11th, 2011
By Kerry Pipes
Getting to know a little more about you as a prospect is one of the first things franchises are interested in. The initial franchise application process is a screening mechanism by which franchisors begin to determine your interest and qualifications.
Today, it is common to find initial franchise application forms on franchisors’ websites – but most will be happy to send you one as well. This is a good stepping off point for beginning the communication process. You should not only take this very seriously, but also expect to spend some time gathering the information and completing the application.
Most franchise applications include many of the same requests for information, and it can get quite detailed.
One of the fundamental requests you’ll discover will deal with the specifics of your current financial situation. The franchisor will want to know about your personal assets (and liabilities), for example, because they want to make sure you have enough financial resources to operate the business in case it runs into unforeseen financial difficulty.
And it won’t just be your financial status the franchisor is concerned with. You will probably also be asked about your spouse’s financial state. Some franchisors will want to know if you have financial partners or backers. These are all important questions.
Again, the franchisor wants to be sure that you, your spouse, and your partners are prepared to make the financial commitment necessary to start and run a franchise business successfully.
Beyond finances, you’ll encounter detailed questions concerning your experience, education, background, and even aspirations. These questions are designed to help the franchisor determine whether or not you meet their profile. In other words, they want to know if you’re the kind of person they think will be able to run the business successfully and fit into their franchise system. They do this not only to protect their brand but also their existing franchisees.
Successful franchise organizations depend on franchisees who follow the franchise system completely. As a result, they don’t want people who they perceive as too independent, or people who won’t play by the book because they like to experiment and try out their own ideas. In one sense, franchising is not for those who think outside the box. In this business, there’s no need to reinvent the wheel.
Franchise applications are kept confidential and neither the franchisor nor the prospect is bound in any way by the submission of the initial application. Again, take the time to fully and accurately complete the application and return it to the franchisor promptly. You can then expect a quick response and most likely a telephone interview with a franchise representative.
What you can expect to find – and be asked – in a typical franchise application form:
- Detailed personal information: including all contact information and other biographical and character background
- Business interests: they’ll want to know if you ever owned a business, have been involved in any kind of litigation/arbitration, or have any partners
- Location preferences: will usually ask for cities/territories you’re interested in and any alternates you would consider as well as if you are open to relocation
- Detailed employment history: where you have worked, what you did, for how long, and annual compensation
- Educational background: and any other pertinent training/experience
- Personal financial statement: assets, liabilities, net worth, source of income, and total income
- General inquiry: many franchisors will want to know what you already know about them, their franchise opportunity, and why you are interested
Tags: franchise, franchisee, new franchise owners, The Dwyer Group
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Thursday, January 6th, 2011
By Eddy Goldberg
You get only one chance to make a first impression. So does the franchisor.
That’s why, after selecting which franchise brands to investigate, it’s so important to evaluate the franchisor’s response at every point of contact. Whether that contact is by email or by phone, the way a franchisor responds to your initial inquiry is often (though not always) an indicator of how they will treat you if you become a franchisee in their system.
The first contact is usually online, through the franchisor’s website. In most cases, you initiate the communication by filling out an online form. Franchisors will request your basic financial information (net worth, liquidity), history in their industry, management experience, requested locations, and more. Their primary purpose is to weed out those who do not qualify, most often based on their finances.
There is no reason to divulge too much personal data at this stage. Franchisors are merely trying to save their time and yours. If you don’t possess the required net worth and liquid assets, there is no point in the franchisor following up. It’s the first screen.
In fact, some franchisors will disqualify prospective franchisees based on how they fill out the online form. Their thinking is this, and they have a case: “If this person can’t even follow directions and properly fill out a form, how will they ever follow our franchise system?”
Most franchisors today will follow up your initial inquiry with automatically generated emails, slowly introducing you to the concept – and further qualifying your capabilities, timetable, desired geographic area, and level of interest in their brand. These emails are crafted to evaluate your response at each stage, as well as to inform you further about the franchise opportunity.
Then there’s the website itself. Is it easy to navigate? Is there one-click access to a separate franchise page? Is the material laid out cleanly and clearly? Is there a FAQ page? Does it answer all or most of your important questions? Are there testimonials from franchisees? The website is designed to entice qualified prospects by providing enough information to keep them interested, but not give away the store. That will come later in the initial phone call with a franchise sales representative.
The first stages of contact with a franchisor should be a time for you to get answers to your biggest, most important questions: “How much money can I make?” “Is there a territory available where I want?”
This is also a time to determine if your personal and financial goals and values match those of the franchise organization. These are the people you are considering partnering with for 5 or 10 years or more years to build your financial future. Their culture, and your fit with it, will be crucial in building a healthy, long-term relationship.
A good franchise organization is interested in the long term, in the revenue generated over the years through ongoing royalties – not in collecting one-time franchise fees. (These are supposed to cover only the franchisor’s costs involved in training you and helping you get started on the right foot, marketing, and a premium for the brand name and operating system – which is what you’re buying). Why does McDonald’s, for instance, stand head and shoulders above its competitors? Not so much because of the quality of its food as the power of its brand and the quality of its operating system.
Remember, you are betting a large portion of your financial future on the brand you choose, so be selective. There are about 3,000 franchise brands out there in virtually every business sector. So if you get the feeling that the people you encounter at the brand of your choice are not the type you’d like to deal with for the next 5 or 10 years, consider other brands. Yes, it’s about making money… and it’s also about lifestyle, values, and goals, and the people and organization you will feel comfortable with in the long term.
Tags: franchise, franchisee, new franchise owners, The Dwyer Group
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Tuesday, January 4th, 2011
By Kerry Pipes
Franchising is a great business model and with so many concepts and brands out there to choose from, research and due diligence are a big part of your assignment.
Of course you’ll receive a wealth of information from the franchisor detailing and outlining almost every facet of the system and operations, but there is one other area of research that you owe it to yourself to uncover (many franchises even require that you do this).
Once you’ve narrowed your franchise brand choice, you’ll want to talk to some existing – and even former – franchisees about what it’s really like out there in the trenches every day running the business. This is part of your due diligence and it’s imperatively important.
Item 20 of the franchisor’s Franchise Disclosure Document (FDD) will feature a list of both current and former franchisees. Pick a few of them and sit down and call them to inquire and discuss. You may even need to arrange a time to talk with them in more detail – remember, some franchisees are extremely hands-on and busy running their stores. But they will do their best to arrange to speak with you.
As you call and talk to franchisees, you’ll be able to ask any questions you have and you’ll most likely get frank and candid answers from them. It’s worth your time to contact these people to determine if they’re happy with their investment, the support they’ve received from the franchisor, and if they are happy with the income level they have achieved. Likewise, if they have left the system, you want to know why, and if they knew then what they know now would they still invest in the franchise system. Above all, don’t be afraid to ask any question. This is your life and financial future you’re talking about.
To help get you started, here are some basic and fundamental questions you should be asking these franchisees:
- How happy are they with their franchisor? Ask them to describe their overall level of satisfaction.
- What type of business background, business experience, education, and/or skills did they possess before becoming a franchisee? How important was that?
- How long did it take for them to realize a return on investment? This can help you determine, approximately, how long it would take you to start seeing real profitability – and help you analyze what you’ll need in the interim.
- Did the franchisor properly estimate the amount of operating cash that was needed in the beginning?
- What about unexpected or hidden costs? What were they and how did they affect the franchisee and their operation?
- Have their earnings met with their expectations? This could be a delicate area of discussion, but it’s important for you to find out as much as you can.
- Did the franchisor provide adequate and thorough training to get them up and running?
- Were there any problems with the territory, cannibalization of sales, competition?
- Any restrictions that have affected their business? Limitations on products and services that can be sold, vendor requirements, etc.
- How has ongoing franchisor support been for marketing/advertising/employee training?
Start with these questions and you’ll probably have a few more of your own. This due diligence is something that you will be glad that you did.
Tags: franchise, franchisee, new franchise owners, The Dwyer Group
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Thursday, December 30th, 2010
A new year is upon us! How many of you have experienced such change in your life from last year to this year?
For me, the New Year is about reflection. What do I need to improve from last year and, most importantly, what did I do that I should keep doing. Take a few minutes to answer these questions for yourself.
As I advised for Christmas, take a look at The Dwyer Group’s Code of Values and systems. Can we help take your business to the next level? Can we open doors to new possibilities? Can we improve your quality of life?
The Dwyer Group isn’t going to set you up for failure. Actually, we want to see you succeed and prosper, because that adds to our own success. We are such a tight-knit group, a family, and perhaps becoming part of our family could change your life.
Just a thought to think about… Happy holidays, all. May the New Year bring you changes, for the good, and see you succeed to new heights.
Tags: franchise, franchisee, The Dwyer Group
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Tuesday, December 28th, 2010
How many of you say (or hear your grandparents/parents say) “You’ll attract more flies with honey than vinegar!”? I am in NO way comparing our valued customers to bothersome insects, but I am trying to make a point.
Are you utilizing your methods of social media correctly? Are you employing social media in a way to keep and attract customers’ attention and interest, or have you become the page that people click “Ignore” or (Gasp!) “UNLIKE”?
Below, I hope you all will find valuable ways to keep the customer first and foremost in the mind. A business is NOTHING without customers, and building your customer following can start, or continue, with online social media.
That golden, goopy, sweet and delicious honey:
 Cover up that vinegar with some honey! Dear Abby [Insert franchise name here]! A primary reason customers look to connect with companies via social media or by Google is because they need you to fix something. If you provide it, they will come. Have the easy-peesy answers to simple questions available at their convenience, but also invite them to ask you directly via an @name tweet or message on Facebook. A great way to boost your following is to simply provide a fun tip each day.
A GREAT example is @MrAppliance. They search for comments on Twitter with “broken” or an appliance name, and respond directly to those users with, “No need to make food in the microwave. Look up the nearest Mr. Appliance and give them a call. We can fix it!” You have to give people a reason for sticking around and remaining a fan of your page or Twitter account.
Good PR is a two-way street! How to improve a service if there is no feedback? People REALLY like to feel like their opinions matter (AND THEY DO!) When you invite them to comment on service, it makes them feel more valued and not just your average, run-of-the-mill customer. If you invest more interest in their opinion, you have a friend/customer for life. Not to mention those wonderful “how are we doing?” posts you can put on Facebook and Twitter, fearlessly inviting the world to see how your customers view you. Those companies with guts are able to handle anything, even a bad review. Ask how you can improve it!
SALE ON AISLE 8! Let’s face it, people LOVE bargains, coupons, ANYTHING to save them money. The primary reason customers connect with brands is to take advantage of promotions or coupons, so bring it to them in the simplest of ways, a click away!
Customers are willing to “like” a page with the hopes that the brand will “thank them” by giving them a discount or special offer. When you’re creating these offers, aim higher than the mundane and average, “10% off…” Make sure it’s something unique and is an offer people will want to cash in.
Guarantee a coupon for following on both Twitter AND Facebook. Host contests on Twitter with trivia related to your concept and award the first 10 people who respond with the answer and your @direct name! Make sure you are reaching out to people in the way they WANT to be reached out to; the new-age of social media is upon us, people!
Make ‘em laugh, make ‘em laugh, make ‘em laugh! Okay, no one likes a sourpuss with absolutely NO sense of humor…But a class clown isn’t exactly what we are shooting for. You want to show the world your personable side, without losing their confidence in your brand.
There is no harm in posting a link to something funny (within good taste/reason), to a recipe or to something you support (like The Ronald McDonald Charity House, Relay for Life, etc.). Don’t bombard them with opinion, stay out of politics, but make them realize you aren’t an automaton that posts blogs, never reads comments, doesn’t care what people are thinking, etc. Have a blog that details what you did with your family, post pictures of the grandkids; essentially help them to get to know you.
But here comes the vinegar…
R.E.S.P.E.C.T. I was always taught, religion and politics are NOT dinner conversations. Don’t make following you on Twitter or Facebook an awkward or embarrassing fact. I know I have deleted a cousin or two who spouted off religion-related rants or politic-fueled fodder just because I didn’t want others to see it!
Be Switzerland. Make sure you allow your followers their rants about your service (or praises!). If you invite it, it will be given. Treat each and every comment as if it will help your image, (and you would be surprised, bad comments help too!)
Don’t start pointing your finger or criticizing the customer, because who knows, maybe they will remain loyal to you! Instead of censoring their messages because it’s not nice, have a public discussion with that customer on how to improve!
I. Am. A. Robot. Another reason people’s fingers hover over that “Unfollow” or “Unlike” button is because they can’t get around your updates and Tweets to see others! Don’t flood the screen with information.
A Tweet or three a day will suffice. A question or blog update twice or thrice a week will do. Don’t change directions so many times that you lose their interest. You can even have a theme per week, if it floats your boat! You know your audience best, so go from there!
Tumbleweed Tweeter. You know those old Westerns where, to emphasize nothingness, a big tumbleweed floats across the screen? Do NOT be that tumbleweed! You are emphasizing to your customers that you CARE, therefore you need to actually be there… I know, it’s a shocker.
You want your image to be between a season veteran grandpa of five and a helicopter parent. Show you care enough to let them comment freely on your brand, while also emphasizing that you are there to help with absolutely anything they need. (Pretty spot on, don’t you think?)
If you start something, like a blog, Twitter account, Facebook or something else, maintain it! Nothing annoys people more when they go to the trouble to find you online, only to have you disappear on them. What was the point?
Tags: franchisee, Marketing, new franchise owners, PR, public relations
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Thursday, December 23rd, 2010
The season of sharing is upon us! Enjoy a fantastic holiday with your family and friends.
If you own your own business, enjoy being your own boss by allowing yourself time to spend with those you love most. This is one of the best times of the year to be in the franchise business, especially with The Dwyer Group. You have your family and you have your franchise family, so be sure to thank both for being there for you all year round.
And maybe you aren’t franchising with The Dwyer Group…yet. Look into it. What does an hour cost you if it could guarantee your future success? Make your gift to yourself simple; sit down with a cup of hot chocolate or peppermint coffee and read up on what franchising can do for you, whether you have a business currently or not.
Happy holidays, everyone. Be safe, be merry and, most importantly, have fun in the process!
Tags: franchise, franchisee, The Dwyer Group
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Tuesday, December 21st, 2010
By Kerry Pipes
Anyone who’s thinking about starting a new business is going to need to create a business plan. Why? Well banks and lenders require one for starters. But also because business plans are one of the crucial foundations for the beginnings of a business. And the franchising industry is no different.
Business plans are smart. They provide a road map to where you want to go and signposts for how you are going to get there. Writing a business plan causes you to consider challenges, risks, and opportunities that will be coming your way.
Because you are choosing to purchase a franchise, your business plan will be a little easier to create than someone who is starting a business from scratch. For example, many franchisors already have business plan templates – or elements of business plans, at the very least – that you can use and adapt. And you’ll be able to obtain much of the financial information that’s necessary from the Franchise Disclosure Document (FDD).
Basic business plans can be boiled down to five main sections. These are the main things lenders will be looking for.
First up, you’ll need a concise and informative introduction section. Here you want to describe the business and the kinds of products or services for sale. You should evaluate your market and territory and include that information here. Analyze your competition. Discuss the operational approach you will take and the challenges and risks you’ve identified with taking a business into this market.
Second, describe your management approach. Outline your management structure and philosophies. Detail all of the management positions/roles and talk about the individuals who will be serving in these positions. Explain what makes them unique and qualified to excel. Your management team is going to be critical to your franchise’s success.
The third section of your business plan should be the marketing plan. Here you want to explain how you’re going to reach customers and get them through the doors of your franchise business. Outline all of your marketing and advertising plans. Discuss the value of your products and services and why they offer a unique advantage to your company.
Next, include financial projections. Here is where you’ll want to include pro forma financial statements such as income statements, cash flow projections, and balance sheets. The idea is to use this data to point to how you project the business to do once it opens. Your projections should be very conservative and take into account as many variables as possible. Remember, projections are difficult to make – especially in a start-up business – so include as much information as possible in this section.
Finally, include a section that details your financing needs. Here you should provide, in detail, a complete analysis of your start-up costs. Discuss how much capital you will need (and where you plan to get it) to cover your operations from day one until you begin turning a profit. This section is important even if you are not borrowing money.
Creating a business plan forces you to think deeply about the business, analyze numerous options, and formally project a course of action. You’ll learn more and you’ll understand more about operating a business. And for that, you will be glad you did it.
Tags: franchise, franchisee, new franchise owners, The Dwyer Group
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Thursday, December 16th, 2010
By Kerry Pipes
Anyone seriously considering the purchase of a franchise will ultimately have to decide if a “service” franchise or a “retail” franchise is a better fit. It’s an important distinction in terms of both entry requirements and operational realities, and it’s a decision that can determine your ultimate effectiveness as a franchise operator.
First, a basic summary of some typical service franchise opportunities available today, here are just a few: trade and handyman (electricians, plumbers), lawn maintenance, landscape services, childcare, tutoring, education, business coaches accounting, bookkeeping real estate agents, travel agents, commercial, domestic cleaning, automotive-related services, computer-related services, and interior design/decorating.
With this is mind, consider that service franchises generally can offer more economical start up and operating costs and often require much less personnel for daily operation. A service franchise is frequently home-based and allows for – and often requires – a lot of mobility. Of course, there are pros and cons to this business model.
 We are leading the service industry. Find out why. Service franchise advantages
Service franchises typically allow you entry at a fraction of the cost of a retail franchise – often just a few thousand dollars of investment compared to six figures for many retail opportunities. Yet, the income potential is still attractive and can be considerable. So there’s the affordability factor and a lower upfront risk from day one.
There’s also a wide selection of opportunities and niches in the service franchise sector. And many of these businesses have a healthy and constant demand (plumbing will always need to be repaired, for example).
Service franchises are typically “skills based” and offer those with the ability, interest, and dedication to be active and “work with their hands” as they build their business.
Because many service franchises do not require a brick and mortar location for franchisee operations, overhead is typically much lower. It’s very easy to turn a quick and healthy cash flow when you work from a home-based office. And with very few employees, your staffing headaches can be minimal. And later on, the lack of a physical location makes it easier to take on additional territories at a minimal cost.
Additionally, working hours can be flexible – often by appointment only – so you’re not restricted by long retail hours. This can be a big plus for some lifestyles. But keep in mind, like most businesses, the more you work the more you earn.
Service franchise disadvantages
Because of the nature of the beast, service-oriented franchises may not offer the kind of customer and transaction volume you’d find at a retail franchise. That fact alone can limit your degree of profitability. Especially, if you are a one man operation, there are only so many appointments you can make in a day. And small operations can become seriously derailed in the case of personal illness or any major sickness.
Also, some service franchisees can limit the number of employees you have and can also restrict your territory. You’ll want to ask about this right off the bat. And, it’s not uncommon to have to function as the owner/operator as well as the employee (you wear all the hats). You may be providing electrical repairs for your customer by day while marketing your business and handling paperwork by night.
And some trades, such as plumbers and electricians, require technical knowledge, certification, and continuing education. That could occupy time that would otherwise be spent making customer calls.
You’ll certainly want to evaluate how these pros and cons measure up for you. For many who are active and like to be right in the middle of the action, a service franchise may be just right choice.
Anyone seriously considering the purchase of a franchise will ultimately have to decide if a “service” franchise or a “retail” franchise is a better fit. It’s an important distinction in terms of both entry requirements and operational realities, and it’s a decision that can determine your ultimate effectiveness as a franchise operator.
First, a basic summary of some typical service franchise opportunities available today, here are just a few: trade and handyman (electricians, plumbers), lawn maintenance, landscape services, childcare, tutoring, education, business coaches accounting, bookkeeping real estate agents, travel agents, commercial, domestic cleaning, automotive-related services, computer-related services, and interior design/decorating.
With this is mind, consider that service franchises generally can offer more economical start up and operating costs and often require much less personnel for daily operation. A service franchise is frequently home-based and allows for – and often requires – a lot of mobility. Of course, there are pros and cons to this business model.
Service franchise advantages
Service franchises typically allow you entry at a fraction of the cost of a retail franchise – often just a few thousand dollars of investment compared to six figures for many retail opportunities. Yet, the income potential is still attractive and can be considerable. So there’s the affordability factor and a lower upfront risk from day one.
There’s also a wide selection of opportunities and niches in the service franchise sector. And many of these businesses have a healthy and constant demand (plumbing will always need to be repaired, for example).
Service franchises are typically “skills based” and offer those with the ability, interest, and dedication to be active and “work with their hands” as they build their business.
Because many service franchises do not require a brick and mortar location for franchisee operations, overhead is typically much lower. It’s very easy to turn a quick and healthy cash flow when you work from a home-based office. And with very few employees, your staffing headaches can be minimal. And later on, the lack of a physical location makes it easier to take on additional territories at a minimal cost.
Additionally, working hours can be flexible – often by appointment only – so you’re not restricted by long retail hours. This can be a big plus for some lifestyles. But keep in mind, like most businesses, the more you work the more you earn.
Service franchise disadvantages
Because of the nature of the beast, service-oriented franchises may not offer the kind of customer and transaction volume you’d find at a retail franchise. That fact alone can limit your degree of profitability. Especially, if you are a one man operation, there are only so many appointments you can make in a day. And small operations can become seriously derailed in the case of personal illness or any major sickness.
Also, some service franchisees can limit the number of employees you have and can also restrict your territory. You’ll want to ask about this right off the bat. And, it’s not uncommon to have to function as the owner/operator as well as the employee (you wear all the hats). You may be providing electrical repairs for your customer by day while marketing your business and handling paperwork by night.
And some trades, such as plumbers and electricians, require technical knowledge, certification, and continuing education. That could occupy time that would otherwise be spent making customer calls.
You’ll certainly want to evaluate how these pros and cons measure up for you. For many who are active and like to be right in the middle of the action, a service franchise may be just right choice.
Tags: franchise, franchisee, home service, service
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Tuesday, December 14th, 2010
Franchise trade shows are a great source of information as you consider which brands to invest in. At these shows, which take place all over the country throughout the year, you can kick the tires, taste the food, and handle the products. Most important, perhaps, you can meet live representatives from dozens, or even hundreds of brands, depending on the size of the show.
 The Grounds Guys will have MANY trade shows for 2011! Don't miss out! Whether national, regional, or local, these shows offer a golden opportunity to ask questions – not only with franchise sales representatives, but often with franchisees as well. Most shows also provide educational seminars and sessions where you can meet franchise experts and specialists. You can also learn a lot from other entrepreneurs seeking the right brand for themselves and compare notes, impressions, hopes, and fears.
IFA Annual Convention – In terms of sheer size and scope, the biggest show is the International Franchise Association’s (IFA) annual convention. IFA shows generally offer sessions such as The A to Z’s of Buying a Franchise; How To Franchise Your Business; Financing Your Franchise; Opportunities in Franchising for Minorities & Women; and Franchising for Veterans 101. Other shows sponsored by the IFA include:
- International Franchise Expo (IFE) – Also endorsed by the U.S. Department of Commerce, this annual show is held in April in Washington, D.C.
- West Coast Franchise Expo – This annual October event draws more than 200 franchise brands from more than a dozen states in the West and offers a complete conference program.
- Franchise Expo South – Hundreds of franchisors attend to showcase their brands. This show draws both attendees and exhibitors from Latin America and the Caribbean.
- Franchise & Financing Expo – These are held at different times of the year across the country, sponsored by the IFA, the SBA, and local Chambers of Commerce. Sites include Arizona, Atlanta, Boston, Central Virginia, and North Texas. As the name indicates, these shows are an opportunity to learn about financing and meet lenders face to face.
- Franchise Opportunities Seminars for Women and Minorities – Conducted by the IFA’s Diversity Institute, these one-day events, held in cities across the country, seek to introduce franchising as an economic development tool. They are held in cooperation with Congressional representatives, mayors, local governments, the Urban League, the SBA, Small Business Development Centers, the Minority Business Development Agency, and other partners. They include franchisor exhibits and seminars on franchising fundamentals, legal aspects, financing, funding, and technical assistance. For a list of cities and dates visit the IFA’s website.
Further information on many of these events can be found at the IFA website and at www.mfvexpo.com, which produces most of these shows.
How to get the most from these shows
1. Before you attend – Go online and/or phone the sponsoring group to get a list of the franchise companies exhibiting. Choose the brands you want to learn about in advance, and research them online before the show. Don’t lock in on your selected brands to the exclusion of new opportunities that may catch your attention once you arrive.
2. At the show – Once inside, stop in at the booths of the brands you have chosen. Bring a list of your three to five most important questions and try to get some one-on-one time with the brand’s representatives. Take notes; lots happens at these shows, and you can review your notes – as well as franchisors’ printed and digital material home – when you get home.Get business cards from the people you meet, and leave your card or contact information with the brands you like. Try to get a sense of the culture of the brand from the reps you meet, and how they respond to your questions.
3. After the show – Review the materials you have collected, sort out your impressions, comparing your experience to your expectations. See who contacts you first–quick follow-up usually is an indicator of a franchise organization that has its act together–and of how they will treat you later if you sign with them.
If you are looking to franchise with The Dwyer Group, come and visit us at these trade shows for 2011:
The Grounds Guys:
Congress 2011
Mid-America Horticultural Trade Show
New England Grows
CanWest Horticultural Show
Nursery/Landscape Expo
GIE + EXPO
SIMA 14th Annual Snow & Ice Symposium
Aire Serv:
Comfortech
Glass Doctor:
GlassBuild America
NACE
Mr. Appliance:
ASTI
Mr. Electric:
Electric West
IEC National Convention
Mr. Rooter:
Pumper & Cleaner Environmental Expo International
(We will attend more, but these are shows we have booked at the moment.)
Visit LeadingTheServiceIndustry.com for more information on trade shows.
Tags: Aire Serv franchise, franchise, franchisee, Glass Doctor franchise, Mr. Appliance franchise, Mr. Electric franchise, Mr. Rooter Franchise, new franchise owners, Rainbow International Franchise, The Dwyer Group, The Grounds Guys franchise
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Thursday, December 9th, 2010
For all of you current franchisees, take this lesson to heart! These social media tutorials are for you! We want to help you all step up with the times in social media and see its benefits reflected in your customers’ happiness and satisfaction. So, without further ado, here is another tutorial on how to fancy up your Facebook!
 How can you put this social media tool to use? By Mari Smith
If you build a Facebook Page, will fans come? This is the great hope for many businesses. However, fans do not magically appear from the Facebook mist.
The Big Myth
There’s a great myth that once you create a Facebook fan page for your business, the first thing you should do to get fans is invite ALL your friends from your personal profile using the “Suggest to Friends” feature.
Unfortunately, this strategy may not be that effective and can, in fact, often backfire. I have seen many industry gurus complain that when they decline a fan page request; it’s frustrating to continue to be asked again and again.
There are several reasons not to use the “Suggest to Friends” feature:
- Facebook users can only like up to 500 pages and may wish to be selective. (Though I have seen it’s possible to go over this limit).
- Fan page suggestions may often build up, unnoticed. (At last count, I have 593 overlooked fan page suggestions and am already a fan of 500!)
- To aggressively pursue all your friends to join your fan page – for no apparent incentive – is counterintuitive to the nature of social media.
So, the good news is there are many ways to promote your fan page and proactively increase your fan base without bugging all your current Facebook friends, and also by thinking wider than just Facebook.
Here are 21 ways to get more fans for your Facebook fan page:
#1: Embed Widgets on Your Website
Select from a number of the new Facebook Social Plugins and place them on your website and blog. The Fan Box widget is now the Like Box and it works well to display your current fan page stream and a selection of fans - see screenshot below with Whole Foods Market Facebook Like Box. I would recommend adding a title above the box encouraging visitors to your site/blog to click the “Like” button (which makes them a Facebook fan).
You might also consider the Live Stream widget for more advanced uses, particularly on an FBML custom tab of your fan page itself. The Live Stream widget allows Facebook users to add their comments to a live event, for example, and that activity pushes out into their stream.
#2: Invite Your E-mail and E-zine Subscribers
Assuming you have an opt-in e-mail list, definitely send out an invitation to your subscribers via e-mail (several times, over time) letting them know about your fan page and encouraging them to join. Ideally, provide them with a description of the page and an incentive to join.
Be sure to have the Facebook logo/badge appear in your HTML newsletters. Instead of the usual “Join our Fan Page,” say something creative like “Write on our Facebook wall,” or “Join our Facebook community,” or “Come add your photo to our Facebook group” (where “group” is actually your fan page). Users have to be a fan in order to interact with your fan page in this way.
#3: Add to Your Email Signature Block
Instead of promoting your Facebook personal profile (if you do), include a link to your fan page in every email you send out. If you use web-based email, check out the Wisestamp signature addon.
#4: Make a Compelling Welcome Video
Create an attractive landing tab (canvas page) with a video that explains exactly a) what your fan page is about, b) who it’s for and c) why they should become members. The result: you’ll increase your conversion rate from visitors to fans. One ofmy favorite fan page welcome videos is by Steve Spangler, the Science Guy! After watching his video, you can’t help but want to join!
(By the way, with the new Facebook changes, if your custom welcome tab and video talk about clicking the “Become A Fan” button, you may want to change the wording to “click the Like button” now).
#5: Use Facebook Apps
I recently tested a new live video-streaming app called Vpype. The app adds a tab to your fan page called “Shows” and when you broadcast as your fan page, everyone can view by default. (You can also broadcast as your personal profile and selectively invite friends/friend lists). I wrote up a review of this app here. By announcing via Twitter, your personal Facebook profile, your blog and your email list,you can broadcast regular live Internet TV shows from your fan page and create much buzz.
Another example of app integration is Target’s “Bullseye Gives” campaign. Target had their fans vote on which of ten charities they most wanted to see the company donate to. By voting, a post goes out onto your Facebook wall and into the News Feeds of all your friends, thus providing Target with valuable exposure. (For custom apps, see companies like Buddy Media, FanAppz, Wildfire Apps, Involver,Virtue, Context Optional.) [UPDATE: Thank you to Context Optional, the creators ofTarget’s “Bullseye Gives” campaign!]
#6: Integrate the Facebook Comment Feature
My favorite example of this is the t-shirt company Threadless. On their landing tab (canvas page), you can view and purchase t-shirts as well as Like and comment on any item and choose to have that comment posted to your Facebook profile, as shown in this screenshot:
Threadless actually has their landing tab set up so visitors don’t have to become a fan to purchase/comment/interact. Yet they have organically built well over 100,000 fans.
As users comment on items, that activity is pushed out into their stream (profile wall and their friends’ News Feeds), which creates valuable viral visibility for your fan page.
For further information on adding the comment box to your FBML page/app, see thesepages.
#7: Get Fans to Tag Photos
If you host live events, be sure to take plenty of photos (or even hire a professional photographer), load the photos to your fan page and encourage fans to tag themselves. This, again, pushes out into their wall and friends’ News Feeds, providing valuable (free!) exposure. And, a picture says a thousand words – we notice the thumbnails in our feed more than text. (Props to Nick O’Neil for this tip.)
#8: Load Videos and Embed on Your Site
Facebook’s Video feature is extremely powerful. You can load video content to your Facebook fan page, then take the source code and embed on your blog/website. There is a “Become a Fan” button right in the video itself. For an excellent tutorial, see Nick O’Neil’s post: How To Get Thousands of Facebook Fans With a Single Video.
[UPDATE: Since Facebook changed the Become a Fan button to the Like button,embedded Facebook videos now display a white watermark hotlink of the Facebook name in the upper left corner of the video player - see first screenshot below. This is a clickable link that goes to the original video page on your fan page. If the visitor to your site clicks through to Facebook from your video, and they are logged into Facebook at the time, they will see a Like button at the top left corner of the video player - see second screenshot below.]
#9: Place Facebook Ads
Even with a nominal weekly/monthly budget, you should be able to boost your fan count using Facebook’s own social ad feature. It’s the most targeted traffic your money can buy. To buy an ad, scroll to the foot of any page inside Facebook and click the link at the very bottom that says “Advertising.” From there, you can walk through the wizard and get an excellent sense of how many Facebook users are in your exacttarget market.
Then, when you advertise your fan page, Facebook users can become a fan (click the Like button) right from the ad as shown in the screenshot below. Additionally, Facebook displays several of your friends who have already liked you, thus creating social proof.
My book with Chris Treadaway, Facebook Marketing: An Hour a Day (Sybex) contains comprehensive instructions on maximizing your marketing through Facebook social ads.
#10: Run a Contest
This is somewhat of a gray area because Facebook changed theirPromotional Guidelines last year. Essentially, you need prior written permission from Facebook and need to be spending a significant amount on ads per month. However, you CAN require Facebook users to become a fan of your fan page in order to enter a contest, sweepstakes, drawing or competition. See these two postsfor further explanation. PLUS, good news: you CAN run contests and sweepstakes with the use of the apps created by Wildfire App.
#11: Link to Twitter
Link your Twitter account to your Facebook fan page and automatically post your Facebook content to Twitter. You can edit what gets posted, choosing from Status Updates, Photos, Links, Notes and Events.
You have 420 characters on the Facebook publisher and 140 on Twitter. In the tweet that goes out, Facebook truncates your post past a certain character count and inserts a bit.ly link back to your fan page. To track click-through stats on that link, just paste the bit.ly link that Facebook created for you in your browser’s address bar and add a “+” sign to the end. This works for any bit.ly link!
I also recommend you promote your Facebook fan page on your Twitter background and possibly in your Twitter bio/URL field too.
#12: Get Fans to Join Via SMS
Your fans can join your fan page via text message! You’ll need to get your first 25 fans and secure your username. Then, to join your fan page, Facebook users just send a text message to 32665 (FBOOK) with the words “fan yourusername” OR “like yourusername” (without the quotes).
This feature is ideal when you’re addressing a live audience, say. Have everyone pull out their mobile phones and join your fan page on the spot! This would also work well for radio or TV. (Note that this only works for Facebook users with a verified mobile device in his or her account.)
#13: Use Print Media
Look at every piece of print media you use in your business. Your Facebook fan page (as well as Twitter and any other social sites you’re active on), should be clearly displayed. Put your Facebook fan page link (and the logo) on your business cards, letterhead, brochure, print newsletter, magazine ads, products, etc.
#14: Display at Your Store/Business
If your business is run from physical premises, put a placard on the front deskletting your customers know you’re on Facebook. Ideally, you have a simple, memorable username. Incentivize customers to join right away via their mobile device and show you/your staff the confirmation for some kind of instant reward!
You might give out physical coupons promoting your fan page. For restaurants, put the Facebook logo, your username and a call to action on your menus.
I was at a hotel in San Francisco last fall and they had a placard in the elevators promoting their presence on Facebook and Twitter. The sign was very noticeable because of those ubiquitous Facebook and Twitter logos/colors!
#15. Add a Link on Your Personal Profile
If you’d like to promote your fan page to your Facebook friends, just under your photo on your personal profile there is a section to write something about yourself. I call this the “mini bio” field and strongly suggest adding a link to your fan page like so:
Be sure to format the URL with http:// otherwise it will not be clickable with just the www’s. You have a limited amount of characters, so keep it succinct and leave out the www’s. You can put in hard line breaks though to make the content easier to read.
#16: Add a Badge/Button to Your Profile
Using an app like Profile HTML or Extended Info, you can create your own custom HTML, including a Facebook badge and/or graphic embedded, as shown in the screenshot below:
#17: Use the Share Button
The Share button is all over Facebook and is a very handy feature. It only works for sharing on your personal profile. So periodically go to your fan page, scroll toward the bottom left column and click the “Share+” button. Add a compelling comment along the lines of exciting news, recent changes, special incentives, etc., happening on your fan page and invite your friends to join if they haven’t already. I find the Share button far more effective than the Suggest to Friends approach. (And, if you’d like to Share content from the web on to your fan page vs. profile, I highly recommend using theHootlet bookmarklet tool at HootSuite.com).
#18: Use the @ Tag
As long as you’re a fan of your own fan page, you can “@ tag” it on your own personal profile wall. From time to time, you can let your friends know about something happening on your fan page by writing a personal status update that includes tagging your fan page with an @ tag. Simply start typing the “@” symbol and the first few letters of your fan page name (this works whether you have your username registered or not), and it will appear from a drop-down menu to select. This then makes it a nice, subtle hyperlink that your friends can choose to click on.
#19: Autograph Posts on Other Walls
A subtle way to gain more visibility for your fan page is to add an @ tag for your fan page when writing on your friends’ walls as a way to sign off.
I would use this one sparingly and, again, monitor the response from your friends. I have never been a fan of adding a signature block on Facebook wall posts because our name and profile picture thumbnail are always hyperlinked right back to our profile anyway. But the simple @ tag could be effective.
#20: Autograph Other Fan Pages
As with adding your fan page @ tag to posts you make on your friends’ walls, you could equally use the same technique when posting on other fan pages. Thisneeds to be used with discretion and I would advise against doing this on any potentially competing fan page!
#21: Maybe Use “Suggest To Friends”
I won’t rule this one out completely as it does depend on how many friends you have, your relationship with your friends, how often you suggest fan pages/friends to your friends, etc (see ‘The Big Myth’ above). But I do recommend monitoring the response to this technique – perhaps simply by asking for feedback in your status update.
Tags: franchise, franchisee, Marketing, PR, public relations
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