Are your leads generating new franchisees?

For franchise companies to survive during this challenging time, leads must foster the emergence of new franchisees and marketing campaigns must excite existing customers and attract new ones. This issue of Franchising World magazine offers franchising industry readers new ideas for business generation and tips on fine-tuning current operations.

For example, Buxton's Charles Wetzel suggests to retailers, "Now is the time to take a data-intensive look at each one of your locations, or potential franchisees' locations, from a customer data perspective--what we call the G.R.O.W. strategy." To gain a deeper understanding of Google's advertising search methods, follow the advice of Web.com's Jeff Stibel in his article "Solving the Mystery of AdWords to Generate Leads."

Two experts share their insights about utilizing the Internet to a company's advantage. Proforma's Greg Muzzillo, CFE, outlines ways to empower franchisees through access to an online store, and MatchPoint's Nigel Mayne provides four steps companies can apply to expand, improve profitability and reduce recruitment costs.

Looking for compelling reasons to utilize e-mail marketing? Then read Constant Contact's Kevin O'Brien's tips on how the strategy can save money and extend your franchise's reach.

Franchising Warld's new feature, "Succeeding in Challenging Times," continues to provide practical solutions for franchisors seeking solutions to thrive during this unusual economic environment. The lineup includes advice on ways to establish recession-ready financing by Snap Fitness' Peter Taunton and tactics for helping franchisees who may be experiencing financial stress, by Church's Chicken's Doug Pendergast, CFE, and utilizing break-even analysis by CIT Small Business Lending's Chris Reilly.

If you weren't among the hundreds who attended the recent Legal Symposium in Washington, D.C., you can share the experience by reviewing an article that describes the continued drawing power of the popular event.

Franchising World is committed to providing articles geared to best market your brand. AdMatrix's David LaBonte helps readers to decide whether to advance or reduce company advertising and marketing activities. How does a franchise business make its brand stand out? Read re:group's Janet Muhleman's, CFE, advice to help beat the competition.

If you've read your copy of Franchising World magazine and passed it along to others, don't worry. You can still find that important fact or quote you need by saving the digital version of the magazine which is e-mailed to all subscribers and is available online at www.franchise.org. This version, an electronic replica of the printed edition, is yet another emerging technology application that the International Franchise Association is employing to extend the valuable information provided in its flagship publication.

Dina Dwyer-Owens, CFE

Chairwoman, IFA

Chairwoman and CEO, The Dwyer Group

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