personal branding for franchise brokers
DESCRIPTION
Presentation made by Paul Segreto at the 4th Annual Franchise Brokers Association Conference & Expo - November 2012TRANSCRIPT
Personal Branding for Franchise Brokers
Franchise Brokers Association Conference & Expo
November 2012
Let’s start at the beginning…
Check out their eyes!
Why it’s Important to Stand Out
• Perceived as an expert• Improves search results• Creates opportunities• Builds confidence• Attracts resources
The “old” days
• Stuck behind the counter• “Rubber-chicken” lunches• Large pr / marketing budget• Slow to grow business• Pay for resources
Today’s franchise candidates are…
More educatedMore sophisticatedMore technologically advanced
…than ever before!
Today’s franchise candidates are…
More educatedMore sophisticatedMore technologically advanced
More diligentMore cautiousMore anxious
…than ever before!
Earning the Right
• Share information• Interact with the candidate• Engage with the candidate• Call-for-Action… next step
Utilizing Social Media
• Perceived as an expert• Improves search results• Creates opportunities• Builds confidence• Attracts resources
Earning the Right
• Share information• Interact with the candidate• Engage with the candidate• Call-for-Action… next step
Recommended Social Media
• LinkedIn• Twitter• Facebook• Google+• Pinterest• YouTube• SlideShare• Blog• Other
What is a brand?
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“
- Wikipedia
Brands cannot be created and managed in a top-down approach. In today's era of ever-expanding digital touch-points, brands need to be fluid and flexible to extend into spaces that are often more shaped by the consumers than the company.
Brands in the digital world
OMG – Who has the time?
• President & CEO of Franchise Foundry• Franchise Management & Development; Private Equity
• Founder of FranchisEssentials Media Group• Franchise Today, FranSummit, FranchisEssentials Magazine & Personal Branding
for Franchise Professionals• Member of International Franchise Association• Membership & Technology Committees
• Member of Franchise Brokers Association• Guest Speaker at Annual Conference
• Member of International Association of Franchise Professionals• Board of Directors
• Member of International Association of Franchisees and Dealers• Regular contributor & advisor
• Franchise and Social Media Expert• Speaking engagements, interviews, quotes, article contributions
Recommended Social Media
• LinkedIn• Twitter• Facebook• Google+• Pinterest• YouTube• SlideShare• Blog• Other
Cross-platform & Multi-tier
Keeping Prospects Engaged
IT IS NOT THE ANSWER TO POOR PRACTICES!
A brand must be planned.
A brand must be nurtured.
A brand must be allowed to grow.
A brand must be invested in.
A brand must be protected.
A brand must be promoted.
A brand must be cherished.
A brand must be the center of the universe.
A brand lives and breathes…
Personal Branding, Social Media & Franchise Sales - 4 Common Steps
• Share• Interact• Engage• Call-to-Action
