Welcome!

Search Authors: Elizabeth White, Carmen Gonzalez, Liz McMillan, Sematext Blog, Jnan Dash

News Feed Item

Yodle Franchisee Survey: 89% of Franchisee Owners Cite Online Marketing Support as a Key Factor in Selecting a Franchise Network

Marketing survey exposes chasm between franchisee expectations and what franchisors are delivering

NEW YORK, Feb. 13, 2013 /PRNewswire/ -- Yodle, a leader in local online marketing, today announced results from the first annual Yodle Franchisee Survey – a study that examines franchisees' marketing strategies as well as how those strategies relate to franchisees' respective corporate franchisors.  The survey, which was conducted in December 2012, looked at 437 franchisees nationwide across a large array of service industries.

"We are grateful to the franchisees that participated in the survey and appreciate having the opportunity to hear from them on issues affecting their business," said Corey O'Donnell, VP of Marketing at Yodle. "We hope their candid feedback, along with our other surveys we're planning for this year, serve to further inform both Yodle and the entire franchise industry on technical and marketing strategies online and off."

Major insights from the Yodle Franchisee Survey include:

1) Franchisees are putting a high premium on online marketing support and franchise networks need to respond accordingly.  More than half of franchisees (58%) view online marketing as "very important" or "important" to the success of their business, while another 27% said it was "somewhat important."  A vast majority (89%) of franchisees also shared that corporate online marketing is an important factor for choosing a franchisor.  This finding indicates that it's imperative for franchise networks wanting to recruit new members to demonstrate their commitment to online marketing. 

2) Franchisees are still dissatisfied about the online marketing support that they currently receive.  Despite the importance that franchisees place in getting online marketing support when selecting a franchisor, almost two thirds (64%) are at least "somewhat disappointed" with the level and quality of support they actually receive.

3) Franchisees' approach to both online and offline marketing leads to branding inconsistencies and performance issues across franchise networks.  Only about half of franchisees (48%) seek guidance from the franchisor when selecting marketing channels and vendors, with recommendations from other small business owners and vendor reviews usually playing a bigger factor in their final choice.  This not only has the potential to lead to branding inconsistencies but also further reflects dissatisfaction with corporate support. 

Additionally, nearly half of franchisees (49%) are not required to follow specific corporate recommendations on marketing strategy.  In 30% of cases, the edict that franchisees receive is to select from a list of vendors or a menu of options recommended by corporate, potentially further perpetuating inconsistency of brand and performance across the network.

4) Franchisees are getting a poor return on investment (ROI) or are struggling to understand what they're receiving from both online and offline marketing. A majority of franchisees stated that they are disappointed with their ROI, while an average of 15% across all media shared that they "don't know" what ROI they're getting from marketing.  This result indicates that these franchisees have either been given a lack of visibility into this crucial metric or that they are setting up marketing campaigns without appropriate tracking infrastructure.

"The Yodle Franchisee Survey illustrates the disconnect between franchisors and their franchisees around marketing, particularly in the online channel," said Mr. O'Donnell. "Not only can this have a damaging impact on the performance of franchisees, especially when you consider that 85% of consumers now use the Internet as their primary source to find local businesses, but it also affects the branding, growth and performance of franchise networks.  Franchisors usually implement strong consistency for items such as messaging, pricing, and even uniforms; there is an obvious need to have that same consistent franchise-wide approach to online marketing."

Yodle is exhibiting at booth #318 and #319 at the Annual IFA Convention in Las Vegas from February 17 – 20. Yodle can further discuss the survey results at the event and also share other insights about online marketing and franchises based on its strong experience of localizing national brands. The survey is also available at http://www.yodlefranchisenews.com/files/2013/02/Yodle_Franchisee_Survey_Summary.pdf.

About Yodle

Yodle connects consumers to local businesses simply and cost-effectively.  The combination of automated technology and comprehensive customer support makes Yodle easy to use.  Yodle's offering is also ROI-driven: local businesses set a budget for which they receive calls and emails from qualified consumers.  Today, Yodle delivers results for more than 30,000 local businesses including franchise networks such as Miracle-Ear, Fred Astaire Dance Studios, and Cottman Transmission and Total Auto Care.  To do so, Yodle establishes a comprehensive desktop and mobile web presence, implements unique SEO techniques, and deploys proprietary paid search technology that dynamically optimizes online media buys across multiple desktop and mobile outlets.  Yodle's solution also includes display advertising, review/offer management and a simple performance dashboard.  Yodle's competitive advantage is derived from the sheer scale of its local performance data across multiple industries. Yodle is ranked #26 in the Forbes list of America's most promising companies.  For more information, visit www.yodle.com, go to the Yodle company blog or see Yodle reviews from customers. You can also follow Yodle on Twitter, Facebook and Google+. If you're interested in working at Yodle, visit the company careers website.

SOURCE Yodle

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
The Internet of Things (IoT) is rapidly in the process of breaking from its heretofore relatively obscure enterprise applications (such as plant floor control and supply chain management) and going mainstream into the consumer space. More and more creative folks are interconnecting everyday products such as household items, mobile devices, appliances and cars, and unleashing new and imaginative scenarios. We are seeing a lot of excitement around applications in home automation, personal fitness, and in-car entertainment and this excitement will bleed into other areas. On the commercial side, m...
Dale Kim is the Director of Industry Solutions at MapR. His background includes a variety of technical and management roles at information technology companies. While his experience includes work with relational databases, much of his career pertains to non-relational data in the areas of search, content management, and NoSQL, and includes senior roles in technical marketing, sales engineering, and support engineering. Dale holds an MBA from Santa Clara University, and a BA in Computer Science from the University of California, Berkeley.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...