We asked Clare Moore, Franchise Development Director at Complete Weddings + Events, how she has used innovation to enhance her brand’s lead generation and recruiting efforts.
Now that we live in a time when technology is ever changing, at Complete Weddings + Events we’ve learned to stay on top of the newest trends and fold them into our day-to-day operations when possible.
First and foremost, our business model does not require a brick-and-mortar setup. Our franchisees are always on the go, therefore they run daily operations on a laptop, tablet, or even a smartphone. The platform we use allows them to work anywhere, which is especially convenient in today’s work from home society. We also provide our franchisees with a proprietary content management system (CMS) that helps them manage leads, staff, and events.
When it comes to lead generation, we follow a system that we know drives high-quality leads and ensures engagement with prospects who are very interested in learning more about our brand. Like many other franchise systems, we run a mix of Google Ads and LinkedIn Ads in specific priority markets where we want to expand. We drive those prospects to a customized landing page that is proving to have an impressive conversion rate.
This year, we adopted 919 Insights, a content marketing analytics tool. It’s a unique platform that tracks the topics our prospects find interesting enough to read about, as well as topics they do not find interesting at all, and, most importantly, topics that will drive conversions. This information allows us to tweak our website for a higher SEO ranking, as well as to create key messaging for digital marketing and social media posts that will engage prospects and drive them to contact us to find out more about opening a franchise.
While lead generation technology will continue to evolve, when it comes to driving leads we also still turn to old-fashioned grassroots marketing. It is not uncommon for guests or relatives of our wedding or event clients to see what we do and inquire about the business model. We are also offering an incentive program through early next year to all prospects. The program offers a $10,000 discount on the initial franchise fee, plus we throw in the cost of the first month of Google Ads to help get business rolling.