Franchise Update Magazine Issue IV, 2015 | Page 48

ANNUAL MYSTERY SHOPPING SURVEY
were from a mobile device (according to
Landmark Interactive’s data). Furthermore, there’s still not a majority using
video. And socially, there was decreased
activity on LinkedIn, despite it being the
business social network.
FU: Why do these poor performance numbers keep occurring year
after year?
Johnson: The franchise industry has
historically been late to adopt technology
trends because of the challenge of scaling
for learning (a stepped approach to learn changes across a multi-location network.
about the opportunity) almost doubled, In addition, they give too much credit
and the number of those having a mobile- to their franchise website because that is
optimized site rose from 17 to 52 percent. where most leads traditionally get comConversely, not all best practices on the pleted, regardless of the original source
social front appear to have been as broadly that drove the interest. Social sites play a
embraced. Having uniform branding on major role in driving awareness, and online
local Facebook pages only went from 31 prospect research uncovers how you manto 38 percent, and sharing the franchise age your reputation and what customers
opportunity on Facebook remained flat are saying about your franchisees.
at 30 percent.
FU: What are franchisors/develFU: What surprised you most about opment teams doing well?
your research findings?
Johnson: Social awareness and enJohnson: On the website front, it gagement are improving. Our research
Websites and social media
was that still only 52 percent of franchise showed a positive trend in responding to
FranConnect analyzed two components of sites are mobile-friendly, despite the fact and managing online reputation/brand
the franchise discovery process: the fran- that about half of all franchise inquiries perception—still at only 24 percent, but
chise website and social media
significantly more than the 4
presence. Tim Johnson, presipercent from last year. This
dent of brand development at
affects lead generation and
FranConnect, says sites were
ultimate conversion more
scored based on adherence to
than any canned copy on
25% provide unique starting points on franchise site
proven best practices for the
a franchise website. That
(21% last year)
franchise discovery process.
said, there’s strong adoption
54% provide a process for learning (29% last year)
“There was no judgment for
of franchisors making their
40% have video on the franchise site (39% last year); not
usability nor design, and the
franchise sites more userproviding content how prospects want it
results were based on actual
friendly by guiding them
content and functionality to
through navigation.
46% have an investment chart (35% last year); not
produce the overall score.
FU: Where do franchiproperly qualifying?
The search was conducted
sors/development teams
44% have financials on the qualification form (34% last
through the eyes of a franneed improvement?
year); again, not properly qualifying?
Johnson: By providing
chise prospect, not a person
52% of franchise sites are mobile-friendly (17% last year)
familiar with the franchise
content in the format that
industry,” he says. Uniform
candidates and customers
guidelines were applied to
want it: mobile and/or video. It’s interesting that most
all brand assessments, with
25% had responses to negative reviews on page 1 of
brands are quick to provide
very little left to qualitative
Google Map results (4% last year)
judgments, he said.
that on the consumer side,
but not on the franchise de60% of Google listings are not branded (profile image)
velopment properties.
FU: What were the key
(85% last year)
findings and results of
FU: Based on the find38% had consistent branding on local pages on
your research?
ings, what are your recomFacebook (31% last year)
Johnson: It appears that
mendations for franchiattendees took heed of what
sors? And how can they
30% communicate the franchise opportunity somewhere
do a better job of sales/
was shared last year as imon their Facebook profile (30% last year)
recruitment?
portant and embraced the
28% have some level of activity in the last week on
initiatives. Franchise webJohnson: Franchisors
LinkedIn (40% last year)
sites that contain a process
need to evaluate their concept
confidence among savvy entrepreneurs. As
the economy improves, we expect more
high-value buyers and first-time prospects
to come off the sidelines. So understanding franchisee personas and profiles will
become even more important for effective franchise development. We were not
surprised to see a surge in high-value
leads being submitted by mobile phone.
For the Internet in general, that’s the new
normal. Google recently announced that
the majority of its global searches are now
performed on smartphones.
FU: Based on your research, how
can franchise brands do a better job
of sales/recruitment?
Alston: As the U.S. economy continues to improve, prospective franchisees
are likely to come to the table with greater
financial assets. Successful franchisors will
gather as much data as they can to better
understand the changing investor profile,
to improve the return on their development processes, and to choose the best
franchise owners.

Just 28% had
some level of activity
in the last week
on LinkedIn vs.
40% last year

WEBSITE MYSTERY SHOPPING
RESULTS

SOCIAL MEDIA RESULTS

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