Thanks for the comment. For sure traditional franchise sales marketing channels like portals, trade shows and even general pay per click ads are challenging. When dealing with emerging brands, one setback that we see is that a franchisor has spent money on marketing but hasn't set the right foundation with a compelling value proposition. When we peel back the layers we find a generic website with a generic value proposition that mentions "Proven Brand" "Training and Support", etc... Our clients have leaned in heavily on their brand story and building a personal connection to gain franchise sales momentum. Some questions to consider for the brands your selling: (1) Is there complete clarity about what the brand / business is, (2) Do you have 3 genuine uniques as to the advantages of the particular franchise and not just the industry as a whole, (3) Is there a compelling founder and leadership story that franchisees can trust, (4) Is there a strong Item 19 that aligns with the opportunity profile of your target franchisees, and (5) if you have franchisees are they validating? Hope these questions help.
