Top Franchise Advertising Ideas For 2022



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https://www.leadppc.com/franchise/franchise-advertising/

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The purpose of this article is two fold. First, it is meant to serve as an idea spring board, presenting ideas that you either may not have previously thought of or have been hesitant to implement. Secondly, this article seeks to help you make more informed decisions so that you don’t spend valuable time and money resources on ideas that may not yield you the results that you are looking for at a reasonable price.

Let’s face it, franchise advertising is expensive. Broker networks charge $20K or so per sale. Franchise Trade Shows cost around $5-$10K, with no guarantee of a sale. And, if you don’t know what you’re doing with online advertising, you can spend $200-$1,000 per lead trying to advertise on Google when it should only cost you around $30-$50 if you know what you’re doing.

So, let’s get real about about what works, what doesn’t, and what you should look for so you don’t spend an arm and a leg on mediocre franchise advertise advertising efforts.

Franchise Advertising Overview
As you start down the path of evaluating various franchise advertising channels, there are two primary Key Performance Indicators (KPIs) that you will want to be aware of.

The first KPI is Cost Per Lead (CPL). As a matter of fact, regardless of whether you are vetting potential vendors for SEO, PPC, Trade Shows, Franchise Portals, PR, etc., it would make sense to take a moment and ask the potential vendor what their average CPL is all-time across all of their franchise brands.

For our company, Lead PPC, for instance, we average a CPL of around $32. This is typically what you might find with Franchise Portals (which usually range between about $18-$70 per lead, depending on the vendor. But, within the PPC space (advertising agencies that drive leads online via Google Ads, Facebook Ads, Bing/Yahoo Ads, LinkedIn Ads, etc.), this is extremely low with many vendors averaging between about $50-$1,000 per lead.

The second KPI to really take a look at is Cost Per Sale (CPS). The gold standard within the franchising industry is probably Franchise Broker Networks, which average around $22,000 per sale. So, any vendor that is higher than this is probably not worth it, since you might as well just pay a Broker Network such as FranServe, FranNet, TES, IFPG, etc. to sell for you.

For our company, our Cost Per Sale range is usually between about $2,000 up to around $12,000 per sale. So, in general, we are lower than what you might find with a Franchise Broker Network. But, keep in mind that YOU will be the one selling, for better or for worse. So, if you’re team struggles to follow up with leads and sell them on the opportunity, you should expect to see a higher CPS than franchisors who contact leads within a few minutes and have a good sales team.

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