Franchising Today - Winter 2017 - 18

THE VIDEO GAME

	 Consumers	 use	 video	 in	 their	 decision-making	 process.	 Online	 shoppers	 who	 view	 demo	 videos	 are	 1.81	
times	 more	 likely	 to	 purchase	 than	
non-viewers,	 according	 to	 insivia.	
They	 will	 also	 more	 frequently	 visit	 a	 restaurant	 or	 call	 a	 vendor	 after	
watching	 a	 video.	 This	 is	 no	 secret	
-	 TV	 advertising	 has	 been	 driving	

in	emails	converts	200	to	300	percent	
more	than	email	without.	Studies	show	
that	simply	using	the	word	"video"	in	
an	 email	 subject	 line	 boosts	 the	 open	
rates	by	19	percent,	insivia	reports.	
	 Franchise	 companies	 understand	
this,	 and	 we	 see	 video	 being	 used	 on	
all	 platforms	 designed	 to	 assist	 in	
driving	 traffic	 and	 leads	 to	 franchi-

OWNERS SHOULD USE VIDEO TO TELL THEIR
STORIES AND DEMONSTRATE LEADERSHIP.
business	 for	 years.	 However,	 today	
content	 is	 delivered	 directly	 to	 consumers	based	on	their	searches,	preferences	and	interests.	When	given	the	
option	to	read	about	a	product	or	service	or	watch	a	video,	more	and	more	
consumers	are	opting	for	the	video.			
	 From	 an	 email	 marketing	 perspective	 we	 also	 see	 that	 embedded	 video	

sees.	Franchises	need	to	leverage	this	
content	and	use	it	as	well	as	combine	
it	 with	 locally	 created,	 customized	
content.	 Local	 content	 drives	 local	
traffic	and	business.	Video	will	generate	interest;	however,	it	is	the	engagement	 on	 the	 local	 level	 that	 creates	
relationships	that	grow	into	loyal	recurring	customers.	

Studies show that simply using the word
"video" in an email subject line boosts
the open rate by 19 percent.

18

franchising-today.com

WINTER 2017

	 We	 may	 gravitate	 our	 thinking	 to	
restaurant	 franchise	 brands	 like	 McDonald's,	 IHOP	 and	 Taco	 Bell,	 but	
"local"	 video	 works	 for	 service-focused	 franchises	 offering	 bookkeeping,	education	and	pest	control.	They	
all	 need	 to	 build	 awareness,	 loyalty	
and	marketshare.	
	 Often,	 owners	 of	 these	 businesses	
are	also	salespeople	and	lead	business	
development.	They	attend	chambers	
of	commerce	meetings,	belong	to	service	 organizations	 and	 support	 local	
charities.	 Videos	 that	 support	 these	
activities	 can	 impact	 the	 sales	 cycle	
and	 the	 individual's	 personal	 brand	
and	reputation.	

EmbracE It
Franchisees	 need	 to	 embrace	 video	
creation	 and	 dissemination.	 In	 local	 markets,	 owners	 have	 the	 ability	 to	 spread	 video	 through	 a	 variety	
of	 channels	 to	 achieve	 a	 number	
of	 different	 goals.	 From	 a	 personal	
branding	 and	 marketing	 perspective,	
owners	 should	 use	 video	 to	 tell	 their	
personal	 stories,	 talk	 about	 their	 interest	 in	 communities	 and	 support	
for	 charity,	 as	 well	 as	 demonstrate	
their	leadership.	
	 When	community	members	-	a.k.a.	
customers	 -	 recognize	 an	 owner's	
personal	 commitment	 to	 being	 a	
good	 neighborhood	 business,	 interest	 is	 sparked,	 trust	 is	 established	
and	 returning	 customers	 are	 born.	 If	
the	 owner	 wishes	 to	 stay	 behind	 the	
scenes,	 then	 team	 members	 or	 managers	can	take	up	the	role.		
	 Rules	 do	 apply,	 and	 many	 franchise	 brands	 control	 social	 media	
sites	 and	 require	 franchisees	 to	 use	
only	 company-provided	 websites.	
There	 is	 certainly	 an	 argument	 to	
be	 made	 for	 maintaining	 the	 purity	
and	 consistency	 of	 brands	 and	 controlling	these	digital	assets.	Policies	


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
Franchising Today - Winter 2017 - 5
Franchising Today - Winter 2017 - 6
Franchising Today - Winter 2017 - 7
Franchising Today - Winter 2017 - 8
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Franchising Today - Winter 2017 - 18
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
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