Hyperlocal Marketing Technology and How It Can Help You

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There has been a lot of talk recently in the marketing world about a new concept: hyperlocal marketing technology. Hyperlocal marketing uses the GPS feature and a mobile app on your smartphone to send targeted messages from a nearby franchise. The marketing is hyperlocal because the messages are for a small, specific area. This specific area can be specified through setting virtual perimeters around a specific location, an action referred to as “geofenching”.

Geofencing technology allows businesses to track when customers enter a defined area nearby their location through the GPS software on a person’s smartphone.

This technology means big things for a franchise.

Say you’re a Papa Murphy’s franchise in the Charleston,SC area. You can set up specific perimeters around your location so that when someone enters your virtual “fence”, you can send that discounted pizza coupon directly to them via their mobile phone. As they are within say one mile of your business, they will receive an alert on their phone with the pizza coupon and, hopefully, stop in at your shop. The key here is that these are also customers who have opted-in to receive offers; therefore, you are reaching a market of people who are already interested in special deals and offers.

The rapid growth of smartphone technology has delivered an entirely new platform to marketers. Businesses are now reaching customers in ways never thought possible in the past. How can this be translated to your business?

What are your opinions on hyperlocal marketing? Do you think that this could lead to an overflow of information to customers, causing them to become disenchanted, or is it an effective marketing tool that has an ever-growing presence in our future?

Using LinkedIn For Your Business?

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I have been paying a closer attention lately to the way in which franchise professionals utilize social media platforms. Specifically this week, I wanted to take a closer look at how LinkedIn is being used in the franchise industry. LinkedIn is a hot topic in the social networking realm right now. Everyone wants to know how to best leverage LinkedIn for their various needs. Franchisors, franchisees, and suppliers all see opportunity in the networking site, but many question how exactly they can use the platform to their benefit.

With a database of more than 238 million individuals, LinkedIn provides a great pool of prospective franchisees and customers. How can franchise professionals tap into this resource? They can start with their profile page. A new article in Franchising World’s November issue gives some tips about how you should go about revamping your page. First, look at your page from an outsider’s view. Does it read like a resume? If you’re seeking employment, that is one thing. But if you are not, it may be time to rewrite your profile to target whichever prospect or customer or prospective employee that you would like to engage.  People are using LinkedIn to better know you. You must actively choose a message: what do you want people to know about you and your company?

The article says that as you read through your LinkedIn profile, you must ask yourself whether your profile answers these questions that the reader may have:

–          Should I pay this person money?

–          Can I trust this person?

–          Can this person help me with my objectives (franchise ownership, employment, doing business)?

–          What benefits does this person and his company provide?

–          Does this person have the ability to help me make a significant decision?

–          Does this person look trustworthy and credible?

 

What is all really comes down to is making your profile a welcome mat to your company. You want to seem approachable, communicable and transparent. People want to do business with people they like and feel at ease with. Let your LinkedIn profile be a peak into your company’s missions and future goals. What LinkedIn tips do you have for fellow franchise professionals?

Maui Wowi Hawaiian Acknowledged on Entreprenuer’s 35th Annual Franchise 500

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Maui Wowi Hawaiian, a dual concept specializing in fresh fruit smoothies and premium specialty coffee beverages, has been recognized in the 35th Annual Franchise 500 by Entrepreneur Magazine, a national business publication and industry leader. Maintaining a continued presence on the highly esteemed list, Maui Wowi Hawaiian met the objective and quantifiable criteria required for selection.

“Having the pleasure of being recognized by such a prestigious listing is a testament to the growth of our brand and stability of our proven system,” said Mike Weinberger, CEO of Maui Wowi Hawaiian. “It’s a cumulative effort from each one of our outstanding franchisees, who represent the true values of our company. They are committed to bringing the Aloha Spirit into everything they do in order to provide our customers with the best experience possible.”

Entrepreneur’s Franchise 500 is a compilation of some of the top companies who represent a wide range of franchise segments and opportunities. The list is based on a comprehensive vetting process of financial and statistical data and is intended to be used as a research tool to compare franchise operations, according to Entrepreneur.

With over 30 years of industry experience, Maui Wowi Hawaiian has earned an impressive reputation. The company has been selected in recent years as a Low-Cost Franchise, Military Friendly Franchise, and Top Global Franchise. Differentiating itself from others by offering several different business models, Maui Wowi Hawaiian aims to make it possible for entrepreneurs to fulfill a lifelong dream of business ownership. The company capped off 2013 with two new fixed store locations on the East Coast and is preparing for even more expansion in 2014.

Do you have a Maui Wowi in your area? Leave comments below!

Power to the People?

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Lawmakers in Maine, California, Pennsylvania and Massachusetts have introduced bills that would give franchise owners a lot more leverage. These new rights and options would offer new opportunities to franchisees, including allowing them to join and support franchisee associations, as well as make renew agreements with their franchiser under the current terms much easier. While there are mixed opinions on the legislation, it seems many are in favor of the new bill giving franchisees more power in their businesses. Others have issues with the bills, feeling that giving franchises more freedom could potentially “tarnish the brand.”

Maine’s new legislation bill is perhaps the most far-reaching. LD 1458, which includes a series of big stipulations, if passed, could do the following:

  1. Allow franchisees to close their stores between 10 p.m. and 6 a.m.
  2. Let franchisees renew their licenses without an increase in royalties or new fees
  3. Give franchisees the power to set their own prices on products and services

The new laws had me question what might be empowering this recent movement. Perhaps, at least in part, the desire for more flexibility for individual franchisees may be fueled by the fairly recent local movement in most communities. Locality is becoming highly valued, in terms of sourcing (ex: food) and workers. People want Joe down the road running his frozen yogurt restaurant, not the frozen yogurt’s corporate headquarters. Secondly, I think that the internet may play an influential role. Today, franchisees are able to communicate more effectively than they were a decade ago because of the rise of social media. Accessibility to one another thoughts and ideas are bringing people closer, and therefore strengthening their case.

How do you feel about the proposed legislation? Leave your comments below!

TapSnap: A Fun, Flexible Franchise

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TapSnap Portable Photo Booth is the photo booth for the digital era. TapSnap is a sophisticated, portable “phototainment” system that can be rented for any party or event. An attendant accompanies the booth at each outing, so that the guests can relax and enjoy the event. It is also an exciting franchise opportunity.

With TapSnap, you have the potential to earn more money in one day than most people do in a week, while participating in exciting events and parties. You can earn over $1,400 per event while helping clients create fabulous photo memories  – everything from parties, weddings, trade shows, corporate functions and charity events. With Tap Snap, work will never be the same again.

With as little as $32K, you can be up and running in your own TapSnap franchise within 45 days. TapSnap events typically take place on evenings or weekends so you can become your own boss while keeping the stability of your regular employment. Or you can just enjoy the tremendous potential of part-time work, with full-time pay.

Benefits of being a franchisee include:

  • A proven business development program –12 years of experience helping entrepreneurs build successful businesses
  • SnapCentral – our national reservations center provides prospects and handles your calls and inquiries
  • SnapBook software streamlines your success
  • National marketing program generates prospects for franchisees and helps to ensure that they are already familiar with our brand

To learn more and to hear from current TapSnap franchisees, read on here: http://franchisebuy.com/franchise/Tap-Snap-Portable-Photo-Booth

Technology and Franchising: The Future in Google Glass

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Franchising World, the International Franchise Association’s official magazine, published a really interesting article this month about Google Glass and the role it will play in franchising in the future.

As many know, Glass is the latest in technology innovation: a sleek (albeit slightly dorky looking) pair of glasses that acts like a smart phone. You can take phone calls, read and send emails or text messages, search the internet, translate simple phrases, receive turn-by-turn directions, take pictures, record videos, post updates to social media sites, automatically track your flight status or other events, and even make video calls. When you place the device on your head, a small display hovers just in front of your right eye (not in front of it, so you can still see normally.) There is a small touchpad on the side of the glasses’ frame that allows you to navigate its computing platform.

If all of that isn’t enough, technology analysts are now looking at the way that this device could eventually change hyperlocal marketing as we know it. What are some of the ways that they might change the franchising industry? Here are some of the speculations Ken Colburn has:

1. Training. The device could reduce the cost of creating video training libraries. With the ability to record high-definition videos from the first person perspective, training videos no longer need to be filmed by an expensive videographer. First-person training videos could capture point-of-sale interactions. Just by having seasoned employees wear Glass for a couple of hours, you could have a bunch of great, real footage for new employees. Trainees could also wear the glasses during their first few shifts, with the manual or reminders available literally right in front of their eyes.

 

2. Field Support. Glass makes it easy to gather information, complete with time and date stamps. Field support teams could quite easily document their visits with photographs, videos and verbal notes that can be backed up to Google’s cloud resources. The possibilities are almost endless.

 

3. Marketing.  Here’s where the money is at. Apps on Glass can alert users on local points of interest based on their location. For example, an app called Field Trip currently makes a sound every time you walk past a historical site. This technology could help franchises bring advertisements and coupons closer than ever.

 

While Glass is nowhere near its prime yet, as the technology evolves, I can expect we will see big things. The device’s technology offers a whole new platform for franchises to utilize. What do you think is in its future?

Leave thoughts below!

Franchise Real Estate Trends that You’ve Got to Check Out

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I recently read an article in Franchise Times (“Eight trends top the year’s list of big stories in real estate” by Beth Mattson-Teig) about real estate trends among franchises around the world. Some very interesting trends (including oddball locations such as a Subway store on a German riverboat) make the list and give franchisees a glimpse into the vast possibilities of location, location, location.

The list is as follows:

1. Top Towns
This one isn’t very surprising. Cities on the short list for expansion are those who are ahead of the curve in economic recovery. Interestingly, the article reports that retailers are now looking into “second-tier” markets for development now more than ever, as opposed to large, central cities. Growing cities provide opportunities at lower costs.

2. Think Global
Franchisors are accelerating international growth plans, expanding to emerging markets in Asia and South America. The expansion doesn’t stop there however, as other major franchises are targeting expansion in Russia and sub-Saharan Africa.

 3. Tenants Rule
Due to an excess of vacant space in many cities across the US, many landlords are offering rent discounts and concessions, such as more tenant improvement dollar. While the retail sector is improving, the vacancy rate at neighborhood and community shopping centers is just 60 basis points below the sector’s all time high of 11.1% in 2011, according to Reis Inc.

4. Tech Talk
TV screens are no longer exclusive to sports bars. They are now popping up in a wide array of franchises. Apparently, people report they like the white noise of televisions while they are in a restaurant or bar. Whatever is on television provides a talking point for people socializing with one another as well.

 5. Smaller Footprints
This is a big one. Restaurants and retail groups are now expanding with smaller store footprints. There is currently a drive in America to return to local, mom-and-pop stores. By franchises switching to spaces with smaller square footage, they provide more of a small store feel and less “big box.”

 6. Against the Grain
Non-traditional locations such as college campuses and baseball stadiums are by no means a new trend, but franchises lately have also been finding great success in other high-traffic areas such as inside of convenience stores, as well as at amusement parks, train stations, and hospitals.

 7. Back in Action
While new construction projects were far and few in-between during the recession, the one exception has been outlet malls, which have an estimated 20 million square feet of new projects either proposed or underway, according to Marcus & Millichap.

8. Designs To Go
Lastly, there is a growing demand in our country for home meal replacement. Busy families are driving more business to restaurants that offer quick take-out delivery. Because of this, more focus is being paid to designing for the “to go” service, with marked parking spots for people using the service, and dedicated windows for such orders. Designing buildings with separate entrance and pick-up counters from the rest of the restaurant is on the rise.

 

Community Outreach: What is your business doing for your community?

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Recent studies are showing that volunteer rates in America are on the rise. A 2012 study by the U.S. Corporation for National and Community Service found that two-out-of-three citizens serve their communities today and those numbers are increasing each year. Sociologists believe we are seeing a shift in many parts of the country where people are returning to focusing on their smaller communities, through supporting local goods and services, as well their local nonprofits.

Why is this important to national franchises? Any smart business should follow sociological trends. Therefore, national franchise systems are challenged to create a local presence in their community. People want their neighbor Doug running the shop down the road, contributing to the local economy, and therefore national franchises should encourage their independent locations to run as such. The way to do this is through community outreach.

Community outreach shows the public that you ARE a part of the community. While you may be part of a large national company, you are living, working, and investing in the individual communities you serve. By franchise systems partnering with local charities, they show the community that they care about the individual communities they operate within.

“Building a Company Culture for Community Outreach” a recent article in Franchising World, by Robert A. Funk, gives guidelines for how to go about making community relations an important part of your business’s culture. Here are a few I especially liked:

1)      Communicate Core Values

First and foremost, you have to set direction, with both a mission and a vision. Market yourself as a philanthropic company, and use social media to show what you’re doing for your local charities.

 

2)      Financial Contributions

At the corporate level, franchises can supply grants to community projects, as well as local initiatives and programs that support their charitable mission.

 

3)      Engage Your Customers

People want to purchase from a business that is sincere and authentic about giving. Franchises can ask customers to directly donate to the cause, making them feel just as much a part of the giving as the franchise itself.

Franchises & The Law: How Liable is a Franchise for Actions of Franchisees’ Employees?

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Patterson v. Domino’s Pizza, LLC, the California case that involves a sexual harassment claim by a franchisee’s employee once again raises the question whether a franchisor can be deemed a franchisee’s “employer” for certain purposes. Patterson, a Domino’s employee claimed that her assistant manager both sexually harassed and sexually assaulted her. When filing suit, Patterson listed both the franchisee and Domino’s liable for her sexual harassment. The reasoning behind this was that both the franchisee AND Domino’s were the supervisor’s “employers”, and therefore made them vicariously liable for his actions.

The appellate court was faced with a challenge: how liable is a franchise for the actions of individual franchisees’ employees? The appellate court stated that the “franchisors interest in the reputation of its entire system allows it to exercise certain controls over the enterprise without running the risk of transforming its independent contractor franchisee into an agent.” However, the court went on to explain that although this is generally true, because of this substantial control over franchisee’s local operation as well as management-employee, the franchisor can be subject to vicarious liability. The franchisee’s testimony stressed this issue of control, as he said that he had to abide by the hiring and firing rules given by the Domino’s area representative. California’s court decided that Domino’s actually can be liable for sexual harassment of a franchisee’s employee. (2012 Cal. App. LEXIS 753)

What does this mean for franchisees? Franchisees can certainly have a specific disclaimer for employment relationships to help protect them from liability. It could also be a reminder for franchisors everywhere to review their operations manuals and determine standards for what a franchisor actually has control, and therefore potential liability, over. I can only imagine that this case, along with several others in the past few years in Massachusetts, Connecticut, Oregon, Pennsylvania, and Florida, has made franchises more cognizant about sexual harassment laws and regulations.

What do you think about the ruling of this case? How much liability should a franchisor hold? Does a franchisor’s right to set standards for franchisees’ employees’ appearance and its involvement in hiring and firing decisions make them reliable for sexual harassment cases? Leave your opinions below!

It’s in the Water: Brooklyn Water Bagels

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What makes a good bagel good? Any New Yorker will tell you it’s the water.

Bagels, first introduced to America by Polish-Jewish immigrants in the 1880s, have become a signature bread in New York City and its surrounding boroughs. When Polish immigrants passed through Ellis Island, they brought with them the delicious recipe, which is said to be made best with New York City tap water.

Many New York bagel enthusiasts claim that when transient populations of New Yorkers first got down to places like South Carolina and Florida and began making bagels, they realized that while their flour and ingredients were the same, their bagels did not taste the same. The missing ingredient was, of course, the tap water. New York City tap water has a pH level of 7.2; whereas a pH of 7.0 is considered pure water. The pH level affects the way in which proteins in the mixture denature, and therefore can cause a change in the way the yeast rises and the dough tastes.  Additionally, New York City water has optimal quantities of calcium and dissolved minerals, strengthening the wheat protein and causing the bagel to taste chewier – a texture many bagel lovers enjoy.

So what is a bagel shop in Florida to do? In steps Brooklyn Water Bagels, a bagel shop franchise originated in Delray Beach, Florida. The CEO, Steven Fassberg, a Brooklynite relocated to the Delray area, began working on recreating New York City’s tap water with his own machinery, adding ingredients like calcium and magnesium to replicate the makeup of the water.  When he perfected the water, bada-bing, he began making bagels that tasted just like a New York authentic bagel.

Today, Brooklyn Water Bagel has locations all over the country. Serving everything from breakfast sandwiches to iced coffee made with frozen coffee cubes, Americans everywhere can enjoy a good ol’ New York bagel.  The proprietary water treatment technology system that the franchise has at each location “Brooklynizes” the water, as they call it, and is designed “to provide limited maintenance operation for the franchisee via satellite monitoring of each store’s water system to ensure consistent quality.”

Is there a Brooklyn Water Bagels near you? Leave comments below!