The Transformation of Global Franchise Group

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2 The Transformation of Global Franchise Group

3 In 2014, Global Franchise Group Was Ready To Make Some Major Changes to Franchise Development. The Entire Landscape of Franchise Development had Changed But We Had Not.

4 Our Goal Was To Completely Revamp Our Franchise Development Process. After Many Brainstorming Sessions, Meetings With Team Members and Franchisees, We Determined There Were Five Key Strategic Initiatives We Wanted To Accomplish

5 Our Five Key Strategic Initiatives Were 1. Rebuild Relationships by Helping Our Existing Owners Expand Their Businesses 2. Revamp Our Sales Process to be Franchise Sales Driven vs Real Estate Driven 3. Find Innovative Ways to Market and Sell to Today s Consumer 4. Find Non-Traditional Avenues to Grow our Business 5. Develop Incentive Programs to Incentivize These New Strategies

6 Helping Our Existing Owners Expand Their Businesses

7 We Asked Our Owners What They Needed to Grow. Here is What We Learned. Lower Fees Better Incentives They Wanted: New Avenues of Growth Better Development Support

8 So Here s What We Did: Plan: Outcome: Incentive Programs: We introduced Long-Term Pipeline: With more area incentives for (New Markets, Current Markets, development agreements, we were able Co-Branding Opportunities, and Owner to turn our year-to-year pipeline into a Referrals) 3-5 year growth pipeline Development Agreements: To encourage Sustained Growth: Our incentive multi-unit growth, we lowered our fees for programs allowed us to focus franchise those interested in area develop agreements. growth in target markets allowing us to Allowing Owners to lockdown markets they allocate resources to real estate chose while also paying a smaller upfront fee. development more efficiently. Development Support: Development fees Build Trust: It was key that everybody allow us to be proactive in real estate and had skin in the game. construction activities.

9 We focused on Consistency We aligned our awarding process across all four brands. We Included Operations in the approval process We made our franchise fee the same for all brands Incentive programs were made available to all four brands

10 Our Next Area of Focus Was Our Sales Strategy

11 Revamping Our Sales Process

12 Don t Put The Cart Before the Horse One of our core strategies was changing our methodology from a real estate driven awarding process to a sales driven awarding process. Our goal was to have franchisees sign development agreements for markets before real estate was secured. The big advantage of this strategy is that when ideal locations become available, we have franchisees in place ready to take them. Ending the headache of losing prime real estate and straining landlord relationships.

13 Having Learned What Our Owners Needed along with Developing a New Sales Strategy, We Needed to Revolutionize the Way We Marketed to our Prospects, So We Did

14 Our Switch To Inbound Marketing

15 WHAT IS INBOUND MARKETING? Instead of buying ads, buying lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.

16 INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY S CONSUMER. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.

17 Inbound Marketing in a Nutshell: Market with a Magnet, not a Sledgehammer.

18 THE PHILOSOPHY: WHY INBOUND WORKS

19 INBOUND AS A PHILOSOPHY. Inbound marketing is a philosophy based on the truth that consumers buy differently today than they did 10 years ago.

20 THINK ABOUT IT. PRE-INTERNET. Buyer: Relatively uninformed. Buyer Journey: Linear. Marketing Playbook: Interrupt (cold calls and advertising). TODAY. Buyer: Well-informed. Buyer Journey: Fluid and random. Starts with Google. Marketing Playbook: Thought leadership through content creation.

21 THAT S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION. By aligning the content you publish with your customer s interests, you can earn permission to market to prospects that you can convert into leads, close into customers, and delight to the point they come promoters of your brand.

22 THE HOW. The inbound philosophy is backed by a methodology that helps brands attract, convert, close, and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms, and .

23 There are Several Major Themes of Inbound, Permission-Based Marketing. Let s talk About Them.

24 CONTENT CREATION You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide. LIFECYCLE MARKETING You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions. PERSONALIZATION & CONTEXT As you learn more about your leads over time, you can better personalize your messages to their specific needs. A MULTI-CHANNEL PRESENCE Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. INTEGRATION Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.

25 Trust The Process Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

26 STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS. Tools to attract strangers to your site Attract include: Blogging Social Media Keyword Optimization Site Pages Strangers Blog Social Media Keywords Pages Visitors

27 STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Tools to convert visitors into leads Convert include: Calls-to-Action Landing Pages Forms Contacts Database Visitors Calls-to-Action Landing Pages Forms Contacts Leads

28 STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Tools to close leads into customers Close include: Lead Scoring Marketing Automation Closed-Loop Reporting Leads Workflows Lead Scoring CRM Integrations Customers

29 STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Tools to delight your customers Delight include: Smart Calls-to-Action Social Media and Marketing Automation Customers Social Media Smart-Calls-to-Action Workflows Promoters

30 IN SUMMARY, INBOUND MARKETING IS ABOUT... Building trust, not skepticism among your prospects. Being loved, not ignored by your customers. Outsmarting, not outspending your competitors.

31 New Growth Strategies

32 Part of our New Strategy Was Identifying New Channels of Growth for our Franchisees

33 The Mall Landscape was Changing Rapidly. Increasing Rent in Malls Forced us to Weigh New Options for Growth Outside of Malls. Malls We Identified Alternative Venues To Offer Our Owners New Formats to Grow Their Business Airports College Campuses Military Bases Sporting Arenas

34 So How Did We Drive Franchisees to These New Areas of Development?

35 Incentive Programs

36 We Offered Four Incentive Programs for New and Existing Franchisees New Market Incentive (Incentives New Franchisees) Co-Branding Incentive (Incentives for New and Existing Owners to Build Co-Branded Locations) Current Market Incentive (Incentivizes Existing Owners Opening New Stores) Incentive offers exist to help drive our key development initiatives. Remember, we want to be a magnet, not a sledgehammer. Referral Incentive (Incentivizes Existing Owners For Brining In New Owners)

37 So How Has This Strategy Benefited Global Franchise Group?

38 Through Our Marketing Efforts, We ve Increased Our Website Traffic Substantially. 1,000 Visitors 23,196 Visitors In 2014, we were averaging 1,000 visitors per month. In March 2017, we saw over 23,000 visitors.

39 More Visitors More Potential Leads

40 From Inception, We ve Seen Incredible Increases in Leads Generated. We Stopped Using Portals in ,500 3,000+ In 2014 we generated under 500 non-portal leads In 2016, we generated over 2,500 non-portal leads. For 2017, we are trending to generate over 3,000nonportal leads

41 We Also Saw Our Quality of Leads Increase 27% 49% In 2014, we saw an average of 27% qualified leads. We are now averaging nearly 50% qualified leads.

42 What Happened To Our Franchise Awards? 43 Awards Awards 99 Awards % Increase Since 2014

43 QUESTIONS?

44 THANK YOU.

45 Sources Hubspot.com