5 Tactical Tips To Increase Franchise Engagement Webinar

POLL: What Is The Root Cause Of Your Engagement Issue? 1. We have the wrong franchisees

2. The staff doesn’t care

3. We have a bad business model

4. Communication isn’t effective

5. Management doesn’t embrace engagement

Ingage Barometer Engagement Impact• Franchise Business Review

• 24,000 franchise respondents

• 300 franchise brands

The Ingage Barometer was developed by

Overall Financial Picture is Strong

SOURCE: Franchise Business Review, April 2012 to May 2013 Franchisee Survey (300 Franchise brands including 24,000 participants)Ingage Barometer developed by Ingage Consulting.

NPS Adapted From Likert Scale


Franchisor Provides a Clear Vision


Very Good Communications


Active In His Or Her Organization


Acts With High Level Of Integrity


Involved In Important Decisions


Are You A Leader In Your Franchise?


Do Make Significant Contributions To The System


Franchisee Proactively Recommends Franchise System


Is Franchising The Best Or Worst Business

Model?

POLL: Rate Your Level Of Communication? 1. Excellent – A company strength

2. Very good – We are effective communicators

3. Good – People know what they need to know

4. Not so good – We have issues understanding things happening within the franchise system, more effort than it should

5. Bad – Communication is a major issue, it’s hurting effectiveness

6. Very bad – Even the internal staff doesn’t know what is happening

Symptoms Of Bad Communication• Staff frustration, franchisees aren’t paying attention • Efforts are dumbed down because execution is hard• Franchisees are not executing to plan• The staff doesn’t even know what is happening• You’re repeating your message over and over again

The Incredible Cost Of Bad Communication• Growth and improvement is stymied, people just don’t

believe they can execute• Thousands of extra man hours calling and visiting

franchisees that are not paying attention. • Lower profitability, franchisees miss opportunities • According to 360Solutions research, bad communication

costs companies $5,284 per person

SOURCE: www.360solutions.com/documents/Communication%20White%20Paper.pdf

How Many Employees Are In Your Franchise System Each Year?• 25 Franchise system could easily have 300 total employees = $1,585,200

• 125 Franchise system could have 1300 total employees = $6,869,200

• 500 Franchise system could have 5100 total employees = $26,948,400

• 2000 Franchise system could have 20,300 total employees = $107,265,200

SOURCE: www.360solutions.com/documents/Communication%20White%20Paper.pdf

TIP 1: YOUR AUDIENCE

Why do they care? What’s in it for them?Management, Franchisee and Employee

TIP 2: PARTICIPATION

POLL: Does Your Intranet Encourage Engagement? 1. Yes it does and people are engaged

2. Yes it does, but we don’t have a lot of use

3. It has the tools but we don’t really use them

4. It isn’t designed for that

5. We don’t want engagement

Engagement • Have a communication advisory council

• Ensure you’re on the right track• Have people seed the conversation

• Use your intranet to enable a subset of franchisees to work together• Advisory Councils, Regional Networking, Advertising cooperatives

• Ask franchisees to contribute articles

Engagement • Ask yourself some important questions

• What are your most successful social media posts?• What topics do you want covered at the upcoming convention?• What’s your number one goal for the year?• What are your top three tips for a new franchisee?

• Conduct polls

• Ask for comments on articles posted

TIP 3: LESS IS MORE

Be sincere; be brief; be seated.

Franklin D. Roosevelt

DRINKING FROM A FIRE HOSE

Less Is More• Communicate by role

• Email by role• Have sections of your intranet by role

• Define how you communicate• Marketing message on Tuesdays, technology Thursdays, etc.• Monthly web briefing

• Define the communication expectation of the franchiseeTell your franchisee/staff when they aren’t living up to your expectations

• Have the most current information on your intranet, don’t depend on email

Less Is More• Have the bulk of your information on the intranet

• Short emails are easier to read• Linking to the article on the intranet is easy• Driving traffic to your intranet will expose other information at the same

time

• Track who has opened emails, don’t send them repeat emails on the same topics

• Don’t have the same super-high emphasis on everything

TIP 4: SOURCE OF THE TRUTH

POLL: Does Your Intranet Have Only Current And Correct Information On It? 1. Yes

2. No

POLL: When Was The Last Time You Reorganized Your Intranet? 1. We have a brand new franchise system

2. Last year

3. 2-3 years ago

4. 4-5 years ago

5. Over 5 years ago

BIGGEST COMPLAINT:

I can’t find what I’m looking for!

IS THIS YOUR INTRANET?

OR IS THIS YOUR INTRANET?

TIP 5: WELL ORCHESTRATED SYMPHONY

The single biggest problemin communication is the illusion that it has taken place.

George Bernard Shaw

Well Orchestrated Symphony• Have a dedicated communications department

• Is a clearing house and gate keeper• Ensure you’re not overwhelming the system with too much information• Makes sure the Why and the WIIFM is included

• Have a defined and documented communication strategy

• Timing matters

• Must include internal staff communication

Stay in Touch!

• Kyle Roberts, MBA, CFEDirector, Business DevHigher [email protected]

• Evan Hackel, CFEPresidentIngage [email protected]

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5 Tactical Tips To Increase Franchise Engagement Webinar