TMAD had been operating as a franchise since 2005. In the following 9 years, they were unable to award franchise agreements to anyone out of their local market in Las Vegas, NV.
TMAD tried using a franchise consulting firm, which had a fee of over $100,000, to help gain traction. In the following months of this agreement, TMAD was still unable to successfully award a franchise agreement.
They sought yet another option to help kick-start franchise growth.
To provide potential buyers with the confidence to pioneer their respective markets with the first Teriyaki Madness, we felt the need to better demonstrate the replication of the model in the local market.
Our photography and video was focused on highlighting just how “mad” the consumer goes for Teriyaki Madness in Vegas. By capturing busy stores, long lines and by interviewing both franchise owners and customers, we were able to create a solid foundation of which to build the new franchise marketing tools and collateral off of.
WEBSITE + MARKETING COLLATERAL
The primary goal for any new website build at RainTree is to drastically increase user -> lead conversions. By creating new brand assets and visuals and carefully incorporating the new franchise photography and videography, we create a much better chance of emotionally engaging the user. We then increased the content of the franchise site, increasing it from 4 pages to 12 pages of content, with a focus on brand story-telling. And finally, the site is SEO optimized and put through a User Experience (UX) test phase that ensures an increase in conversions.
Website lead conversions – 317% increase.
Before RainTree invests in any lead generation channel, our focus is on determining the ideal franchise owner, and building a buyer persona to match. The persona’s incorporate ideal demographics, psychographics, media consumption behavior, and a long list of other particulars to help us ensure all marketing investments are wisely spent. For TMAD, we have built and continue to manage campaigns for portal advertising, social media advertising, retargeting, geo-targeted e-blasts, trade-shows, SEO and a variety of other channels to ensure we continue to attract qualified franchise buyers.
2015 Lead Generation Budget: $105,000
2015 Franchise Fee Revenue: $1,120,000
Celebratory drinks purchased by TMAD for RainTree: 0 (What’s up with that!?)
It’s important to talk to your potential buyers about how great your franchise opportunity is through carefully built collateral and marketing campaigns, but it’s more important for other trusted sources to talk about how great it is. RainTree has identified Fishman PR as the most effective PR firm in the industry. RainTree manages the Fishman/TMAD PR campaign and has helped secure placements like Fox News, CNBC, Entrepreneur Magazine and Forbes, to name just a few.
2015 PUBLICITY VALUE GENERATION – $1,404,035
And of course, the infinitely large and important world of the sales process. Prior to RainTree, TMAD had a relatively simple view of how successful franchise sales took place. RainTree reinvented the “Education Process” to include an increase in franchise prospect touch-points, with specific improvements to the FDD review, validation and the Discovery Day. And having a couple of guys on the brand that have the experience of closing over 1000 deals prior to working on TMAD certainly helps too!