2.6 System Communication on the WWW
The reality of system marketing has changed. 20 years ago, founders gave you a call, 5 years ago, they sent you an email and what about today? Are you ready for "Franchise 2.0"?
Roughly 85 % of the German population is online today (Source: Welt Kompakt, June 2007). They are used to get their information easily and anonymous via simple internet research. Irrespective if on job-related or private occasions, most of them will first meet the acquiring franchisors on the web.
The changes in the information behavior have far reaching effects. The post card became an email. The email has been replaced through the anonymous visit on the website of the franchisor who is of interest at least to this point. But what does the prospect get on the internet - which customer world is offered to him and which entrepreneur world can/shall he join?
The Peckert Group together with web specialist Heinz Schau (DTA-online) has analyzed the seven most common franchisor mistakes on the web and has developed solutions.
- Mistake No. 1: The entrepreneur world is non-existent on the web - neither on the own webiste, nor in the leading portals (franchise-net; franchise-portal). The hasty visitor cannot recognize any franchise concept.
- Mistake No. 2: The customer world is merely existent on the web. E-Commerce activities of the franchisor can neither be recognized nor do franchisees appear as modern, sales active entrepreneurs.
- Mistake No. 3: For his information, the franchisor demands the most valuable thing the prospect believes to have: his identity. Usually, they are neither willing nor were they required to do so on other business sites.
- Mistake No. 4: The performance of the franchisor is "half the size of Chicago´s grave yard, but twice as dead" (John Le Carré originally said about Bonn). The web presence lacks of news and does not refer to anything upcoming or exciting.
- Mistake No. 5: The personal appearance of the franchisor is missing. He neither describes his advantages nor do franchisees get a word. And if so - they remain unaltered for months and years.
- Mistake No. 6: The customer world and the summarized services therein cannot be found. Google and other searching engines give no results for the franchisor under the initial 100 or even 1,000 sources! Due to the 1. information content (obsolete and without source value), 2. missing optimization of the searching engine and 3. negligence of active internet marketing (links, cooperations etc.).
- Mistake No. 7: Within the franchise system, the web merely plays a role in communication. Modern information tools and recent know-how management are not applied.
Working Session Internet
In a one-day working session held by Felix Peckert, the brand world your current web presence will be analyzed and potentials will be revealed. In comparison to competitors, the first impression of a prospective visiting your website will be discussed and the basics of a communication concept will be developed. Furthermore, the Peckert Internet SWOT points out the strengths and weaknesses of your current web presence especially from the franchisee acquisition´s point of view.
The session costs 2,480 € plus tax and includes the session documents and the Internet SWOT as well as the bench marks for the internet communication developed after the session. The session along with the documents and concepts provide the effective basis for you as the franchisor to initiate the necessary measures and present your franchise system in a more powerful and credible way in the WWW.
Three Pilot Franchisors can save money thrice:
- The first session goes for 980 €.
- In the first 12 months, the fees of the Peckert Group will be reduced about 30%.
- The fees for the general concept incl. all texts will be reduced about 30%.
