Franchisors Unveil Incentives for Veteran's

As you know more than 40,000 troops have returned home from Iraq since December 2011. Since their return, many veterans are facing a difficult time finding a job. In fact, last year, the poverty rate for veterans ages 18 to 34 reached 12.5 percent--more than double the rate 10 years ago. To assist with this cause, the International Franchise Association (IFA) has developed a program, “Operation Enduring Opportunity”, with a goal to “to hire as team members and recruit as franchise business owners 75,000 veterans and military spouses and 5,000 wounded warriors by 2014.”

Several franchisors have joined this operation to support Veterans as they return back to the states providing incentives and discounts including:

• Bach to Rock- will waive the franchise fee and offer 50 percent royalty fee reduction. In total they are offering savings of nearly $49,000.

• CiCi’s Pizza- will waive its franchise fee for the first restaurant and offer a 50 percent royalty fee reduction for the first full year in operation. In total they are offering savings of approximately $58,000.

• Valpak- will offer training at no direct cost- an estimated $32,000 in savings. In addition qualified applicants will be able to acquire a Valpak territory with no franchise and training fee (regularly $17,500). In addition, the territory fee for the first three Neighborhood Trade Areas (NTAs) will be waived; as the market grows, additional NTAs can be opened at a 50 percent discount.

It’s our job as American Citizens to help our vets continue to grow and develop themselves once returning from war. Entrepreneurship in the form of franchising is a natural progression for veterans who possess specialized skill sets, discipline and drive, and a strong work ethic. For more information on franchisors offering veteran’s incentive programs, visit www.VetFran.com.

Get In My Belly

When picking up lunch yesterday at my one of my favorite local spots, the owner asked me if I wanted to join Belly to start earning customer loyalty rewards points. Free stuff? I’m in! He gave me a card, scanned it using it an iPad, had me enter in just my e-mail address and sent me on my way.

I got home and decided to read up on Belly. It’s a universal loyalty program with a one-size-fits-all approach. No more carrying around multiple punch cards that never get used. Belly makes it fun to earn points and redeem rewards at the businesses you love. Additionally, Belly’s customer loyalty plans are intended to match the culture of individual businesses, creating experiences to build a relationship between merchant and consumer. Participating stores are equipped with iPads that patrons use to sign in and tally points.

So, who is using Belly? A bunch of different franchise brands. In my city alone, Cold Stone Creamery is. So is Dunkin’ Donuts, Edible Arrangements, Jersey Mike’s, McDonald’s, UPS Store and a ton of other locally owned businesses.

After a 30-day free trial, Belly charges business owners monthly subscription fees of $50 to $100 a month. The company was co-founded by Brad Keywell and Eric Lefkofsky, who were part of Groupon’s founding team. Check out bellycard.com to learn more and decide if it could benefit your brand.

A Great Example of Community Relations

I saw this news story run tonight on Washington, DC's local NBC affiliate and wanted to post it to our Fish blog. This is what community relations is all about...providing positive experiences for the people in the community. And when there is a really good story, like this one below, the media will come out and make sure your company is recognized for its efforts.

View more videos at: http://nbcwashington.com.

A Guide to Google Places

Did you know that 97% of consumers search for businesses online? Looking up phone numbers and addresses in a big, bulky phone book is a thing of the past. That’s why it’s so important to take control of your business online and make it easy for people to find you. One of the first things business owners, including franchisees, should do is register (for free) with Google Places.

What is Google Places? It’s a free local platform to help businesses connect with customers and vice versus. Business owners can add photos and videos, post live updates, highlight special promotions and even respond to reviews – positive and negative. Below is quick guide to help you get started.

Step 1: Go to Google.com/Places and sign in with your Google account. If you don’t have an account, click Sign Up Now to create one. It’s also free (gotta love Google).

Step 2: Add one to 100 single listings. If you have more than 10 listings, you’ll need to do a bulk upload.

Step 3: On the Google Places homepage, click Add new business.

Step 4: On the Find your business tab, search for your business to see if Google already has you listed. If none of the results are related to your business, click Add New Listing.

Step 5: Fill out the basic information about your business. This includes the official name of you business, address, phone number and website URL.

Step 6: Once you click Next, you’ll have the opportunity to add hours of operation, payment options, photos and video. Any additional info can go in the custom fields, such as pet-friendly patio or free valet.

Step 7: Preview your listing and once you’re satisfied, click Submit at the bottom of the page.

Step 8: Last but not least, you must verify your listing and this can be done by phone, SMS or postcard. Select your option and then click Finish.

Ta da! You just added your business to Google Places and now the whole world will be able to find you on Google. For more information including a Help Forum, click here.

Shopping Small

I was on the treadmill the other morning (trying hard to not pay attention to the remaining time on the clock) and a commercial came on for Small Business Saturday. Then later that day, I walked into my favorite Greek restaurant to grab lunch and they had a Small Business Saturday sticker on their front door (see photo to left). All right, I decided to investigate more.

Basically, American Express created its own holiday to encourage consumers to “shop small” on Saturday, November 26th. This is actually the second year for the campaign, which is all about supporting your favorite small businesses to help fuel your local economy.

On SmallBusinessSaturday.com, there’s a toolkit to help small businesses partake in the event that includes, free in-store signage, free e-marketing, and free Facebook ads. Yes, all free and this is just the start. Brilliant if you ask me!

I wonder if consumers realize that their local Massage Envy, Dunkin’ Donuts or Jiffy Lube is probably owned by a small business owner? These companies are chains, but many of these stores are individually owned and operated by local business owners in the community. I think the franchise industry needs to make sure consumers understand this, especially as “shopping small” becomes more popular.

Evolving Media Relations

Last week I attended the Annual Media Roundtable put on by Washington Women in Public Relations. The panelists included journalists from NPR, Washington City Paper, Daily Candy, DC Magazine and the local ABC affiliate.

As a PR professional I ask myself daily, "Will a reporter find this newsworthy?" That's why it's always very helpful to hear what kinds of stories journalists are on the hunt for today, where they get their information and how they like to work with us PR people. While a lot of the discussion was standard PR do's and dont's, there were some very interesting points I made sure to jot down.

For example, the producer from ABC said that she looks for sources on Facebook, especially when she wants to talk to real people. The NPR reporter accepts all Facebook friend requests, even if she does not know the person, and sends out queries as status updates.

When it comes to what kinds of stories get covered there was a general consensus that a story has to be plain ol' interesting. But it's important to remember that every outlet is different. Some outlets only cover stories that are hyperlocal while others need a hard news hook.

The media landscape has changed drastically over the past few years and continues to do so. The NPR journalist chuckled when she told the audience that NPR used to say that they'd be fine as long as people drive. Needless to say that mentality has changed with the advent of mobile apps and online podcasts.

One more thing the panelists all agreed on: Don't send 7 page press releases. Short, sweet and to the point exploratory e-mails work best.

Creating Synergy on Facebook

By: Amanda Rich

When devising a social media strategy for a franchise concept, one of the most common questions asked is how to create synergy between the brand’s corporate page and many individual franchisee pages. This is why I found it particularly interesting to learn about Walmart’s new Facebook app “My Local Walmart.”

The world's largest retailer announced today a partnership with Facebook to offer pages specifically tailored for each of its more than 3,500 locations. These pages are designed to allow customers to interact with their local stores as well as get information on new products, events and discount offers.

Are you thinking what I’m thinking?

When can the rest of us implement this technology? According to one article I read, Facebook isn't currently working with other merchants to develop this localized approach because it doesn't have enough resources.

Still, this is a step in the right direction for big national brands looking to connect with consumers on a local level, yet still maintain control of the mothership. It will be interesting to see if this technology eventually gets incorporated into Facebook pages. Perhaps this is a test? Or maybe, local pages will be a paid feature offered exclusively to businesses? Just some thoughts from the peanut gallery.

Can I pay for that with my phone?

By: Amanda Rich

Very soon, we’re all going to be asking restaurants and retail stores if they accept phones for payment, instead of cash or credit. That day is just around the corner for Sprint customers. As you may have heard, Google has unveiled a new app called Google Wallet that is actually intended to replace our wallets and everything inside.

Currently, the app only works on Sprint’s Google Nexus S phone but the company says that it’s in talks with every major Android phone maker. Imagine…using your phone to pay for items at CVS or RadioShack. It’s not that unbelievable, right? In coming weeks, Google says more companies will be added including Subway, Macy’s, Walgreens and Bloomingdale’s.

Hearing this news, it makes me think more about how important advanced technology is to the future of business. Here’s my prediction. I think that consumers are going to come to expect businesses to be up-to-date with their tech. And the ones that are not will lose customers.

“What? No online ordering? Forget it. I’m not waiting in line.”

“What do you mean I have to print out the coupon? Can’t I just show you on my phone?”

And soon…

“You don’t accept Google Wallet? I thought you would...”

We’re already hearing these kinds of comments now. Consumers have certain expectations when it comes to tech and they’re only going to get higher. 

Put on Your Thinking Caps

One of my favorite things about my job is brainstorming new ideas with my colleagues. I may sound like a total geek… but the creativity that results in carving out a solid hour to put our heads together and share our unique ideas can be incredible. Whether it’s to develop a new marketing campaign for a client or a clever social media promotion, a brainstorm done right can lead to business innovation.

Here are some of my top tips on how to hold a successful brainstorm.

1. Designate a leader. This person will be in charge of explaining the mission at hand and making sure the conversation stays on track.

2. Send background information on the project and the brand to your team in advance; however don’t fret if not everyone reads it.

3. Have a budget in mind if possible. While all ideas are welcomed and encouraged, it’s good to know from the start if there’s a lack of funds or not. (This 4D light show to mark the 10th Anniversary of RalphLauren.com could not have been produced on a shoestring budget!)

4. Keep it light. Brainstorms should be fun. A relaxed, informal approach works best.

5. Time it right. Goes without saying that Friday at 4:00pm is not a good time to hold a brainstorm.

6. Bring brain food. Who can think on an empty stomach?

7. Have more than one person take notes. It’s easy to miss things when the discussion gets heated.

8. Feel like you’ve hit a wall? Don’t force it. Take a break or regroup another day. Your big idea may come to you in the shower or while you’re driving to work.

Investing in Great Customer Service

I love when I don’t have to go through five different call prompts, then wait on hold for 10 minutes, to speak to a representative. Even better is online chat support so that I can get help right away without picking up the phone. I’m also a fan of online ordering, text message alerts, especially when my flight is delayed, and e-mail appointment reminders.

Great Customer Service + Convenience = Happy Customers.

Every business should strive to make and keep their customers happy. Now, this is definitely not easy. But brands that invest in their customer service in today’s digital age reap the rewards. Take a look at Zappos.com and Comcast – these are just two examples of Customer-Centered organizations.

A recent article I read on the Harvard Business Review Blog Network put it perfectly...

“The growing obsession with customer excellence is driven, in part, by technology. Today customers can obtain and exchange more information about the good and bad of their encounters with companies than ever before. That gives companies a great incentive to work harder to make customers happy — before, during and after their purchases.”

Not good, but great customer service is critical. Customers value their time and businesses need to recognize and respect that. Don’t hide your customer service reps behind an annoying, automatic call service. Put them out there. Make them available. Teach and reward them to care. And your customers will be thankful and will probably be back for more of what you’ve got to offer.

Create Your Own Facebook Page? Why Yes, I’d Love To!

By: Rachel Tabacnic

Are you one of the 750 million active users on Facebook? Ever want to take your client’s Facebook Page to the next level? Companies are now coming out with platforms that allow the user to create their own tabs. This creates endless opportunities for people like you and I who would normally need to hire a media developer.

Now you’ll be able to display everything from videos, photos and even run your own Facebook contests. Here are some unique platforms that can transform your pages with a click of a button.

ShortStack allows the Facebook community to add contests, sweepstakes, videos and custom forms into your client’s page. Their platform offers a tab designer area where you can add/edit various widgets. In their live preview area you can select if you want non-fans or fans only to view specific content.

Special features: Multiple widgets per page, customized tab icons and labels and Facebook approved vendor for sweepstakes and contests

Inside Scoop: Offers weekly webinar tutorials where you can learn all about how to create your own page. If your page has less than 2,000 likes you can use their services at no additional cost.

Price: Free to start up but paid accounts range from $15 to $300

For more information on ShortStack visit www.shortstack.com.

Lujure empowers its community to create highly custom Facebook Fan Pages without the expenses or frustrations of code or development work. Simply use their social suite to drag and drop into their template and create a custom fan page in minutes.

                       

Special features: Fan gating, E-Commerce and Social Suite with over 30 options to add your page including Twitter, Foursquare and

Inside scoop: If you work at a non-profit Lujure offers a 50% discount on their monthly prices

Cost: Free to start up but paid accounts range from $5.49 to $195

For more information on Lujure visit www.lujure.com.

Acknowledging Your Customers on Twitter

By: Carmen Ordonez

It probably comes as no surprise to my co-workers that I’m a big  huge fan of Chipotle.  I probably eat there at least twice a week, to put it mildly.  But aside from their food (which is amazing) what I love about Chipotle is their engagement with customers when it comes to social media.  I’ve never had a tweet that has gone unanswered. Not one. Whether it’s a simple “thanks for coming to see us” or “sorry the lines are long, we’ve been busy lately,” they acknowledge their customers. Point is, these type of interactions is what stays with the customer. In fact, a recent study by eMarketer found that customers are more likely to purchase from brands that answer them on Twitter, proving brands cannot afford to ignore social media as a consumer channel. 

But what if it’s a negative tweet…. should you respond then?  It’s still important to reply back. If it’s a serious issue that needs talking through with your team, it’s important to take the conversation off Twitter. This can be done with a simple: 

“Email me your concerns…”  or

“DM me your number and we’ll call you immediately” 

By doing do, you are acknowledging your customer, while not engaging in lengthy discussion on Twitter with a complaining customer.

Overall, it all comes down to customer service and taking the time to respond to your customers. They'll remember this and may even become ambassadors for your brand in the future.  At least for me, come 12 o’clock, I know I'm always trying to convince my co-workers to join me at Chipotle for lunch. 

Would you like boxes with that order?

By: Amanda Rich

Moving sucks. End of story. It’s expensive, it’s annoying and it’s very time consuming. Nobody like doing it, but everyone has to at one point or another. In fact, the average person moves 11 times in a lifetime! Enter U-Haul. Not just a moving truck company, but a moving and storage resource.

I think we all can learn a thing or two from U-Haul’s business model -- and therefore worthy of a blog post. In addition to the trucks we see riding around town, usually sporting a $29.99 deal of some kind, the company also sells moving supplies, rents dollies and furniture pads, and even has a network of professionals who will come help load and unload your truck. See, not a just a moving truck company, but a moving resource with over 15,000 locations in all 50 states.

U-Haul, like many other successful businesses today, is a one-stop-shop. Instead of being product-centric, the company is customer-centric. They think about the overall moving experience and how to make it better and easier for customers. Because like I said earlier, nobody likes packing up all their stuff and schlepping it to a new home.

So ask yourself – what am I in the business of? What add-ons make sense? Examine the big picture and you’ll find new revenue streams to help your business thrive in today’s economy.

Facebook Fan Pages FAQ

By: Amanda Rich

New to Facebook or not, the #1 social networking site is constantly changing and adding new features. It’s not always easy keeping up with the latest and greatest, and quite often we hear a lot of the same questions. Here are some of the most popular questions we get asked when it comes to Facebook fan pages.

What’s the different between a group and a fan page?
Fan pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them. Pages may only be created and managed by official representatives. On the other hand, groups provide a closed space for small groups of people to communicate about shared interests and can be created by anyone.

I don’t have a Facebook account, can I still create a fan page for my business?
Yes, but you must first create a business account. To learn more about business accounts and how they differ from personal accounts, click here. To create a business account, follow the steps below:

Create a Facebook page by clicking here. After entering the required information, you will be prompted to log in to an existing Facebook account or create a new one. If you do not currently have a Facebook account, please select "I do not have a Facebook account." Enter your email address and date of birth.

My fan page for my business is linked with my personal page. Will users be able to view my personal information?
People who choose to connect to your fan page won't be able to see that you are the page admin or have any access to your personal account.

Can I turn my personal page into a fan page?
Yes. This feature may suit someone who is simply more interested in maintaining a business presence on the site than a personal one. Be aware that when you convert your profile to a fan page, your profile pictures will be transferred, and all of your friends will be automatically added as people who like your Page. No other content will be carried over to your new page, so be sure to save any important content before beginning your migration.

Hello? Is Anyone Out There?

With more than 156 million blogs out in the blogosphere, it’s sometimes easy to think --is anyone really reading my blog? Fortunately with the help of a little SEO (Search Engine Optimization), you can easily have your blog stand out from the crowd in no time. Here are a few tips to get you started:

•            Use keywords- Be sure to use appropriate keywords throughout your blog. This includes your titles, content and tags.  When coming up with keywords, just think about what other people might put in a search engine if they were looking for it. 
•       Google Insight-  Can’t decide what keywords to use? Google Insight is a great (free) tool used to provide insight into the search terms people have been entering into Google search engines.  Let’s say for example you wrote a blog post about franchising and were thinking about using  “franchise” as one of your keywords. You can simply plug-in this word into Google Insight and in this case we found that terms such as “franchise opportunities” and “business franchise” were more popular search terms, so you might want to go with these keywords instead.
•       Update Content Frequently- Updating your content regularly is very crucial in SEO and increasing traffic. Fresh content can help improve your rankings and relevancy to your site in the eyes of search engines.
•       Make it Interesting- This probably goes without saying, but one of the best ways to increase your blog’s SEO is to make the content as unique and interesting as possible.  Do this by understanding who your target audience is and make your content as relevant to them as possible. Alexa.com is another great site to find out your reader demographics.  

Beating the Back to Work Blues

By: Stephanie Goldman

Surprisingly as I’m writing this, I’m not tired, I don’t have horrible bags under my eyes (errr…maybe, but makeup can tackle that genetically gifted feature of mine) and I’m not stressed out. I thought I’d find myself sad and sleepless my first week coming back to work after an extended maternity leave, but thankfully I have a kick in my step. Well, yes, my four month old bundle of joy is already sleeping 12 hours which certainly helps, but my careful planning for a smooth transition has paid off. I think this rite of passage all working mothers are faced with can be seamless if we follow some simple steps we always read about on the baby blogosphere! In my case, here is what worked:

·         Find dependable child care. Whether you choose day care, a nanny or a family member – look for a trustworthy and safe environment for your little one. Start the search early on and begin your new routine before you go back to work to ensure you’re comfortable with your decisions.  

·         Talk to your boss.  Get a heads up on what you’ll be digging into once you are back. That way, you are not caught off guard if you are suddenly given new projects or assignments.

·         Get your return date on the books. Let your colleagues know when you’ll be returning so they too can begin to loop you into the account work.

·         Inquire about a flexible schedule. Maybe working from home on occasion, or utilizing flex times might benefit your growing family.

I followed these tips, and it also helps that I have a fabulous boss and wonderful co-workers! They sent me numerous emails sharing their excitement upon my return, and I think that made it exciting to walk back in the door.  Most importantly, take it slow when you come back, the first few weeks may be tough getting reacquainted. It is impossible to start immediately where you left off, but be patient. You’ll eventually get right back in the swing of things! Now I just hope my colleagues don’t get sick of all the baby photos and videos I keep sending them! But he is so cute, don’t you agree?!

Humanizing a Brand

By: Amanda Rich

More and more I’ve noticed a growing trend – brands humanizing themselves. Not just though social media but through public relations, marketing, advertising and content development.

I was inspired to write this post after flipping through Lucky magazine last night (yes, I am a chick with a shopping addiction) and noticed that instead of featuring celebrities and models, the magazine used its own people – the accessories editor, assistant design editor and beauty editor – to showcase the latest in fashion. Why? Because they are real people and readers like myself can relate.

While “reality marketing” is nothing new (Subway’s Jared) – it’s definitely gaining popularity. People like people. It’s why Facebook has become what it is today. It’s why bloggers have been so successful. They are real – they make a salary and sit at a desk like the rest of us. Brands are realizing this and they are turning to their own people to be ambassadors.

Home décor retailers are featuring their designers, restaurants are highlighting their chefs, tech brands are promoting their engineers and it doesn’t stop here. The people who were once behind the scenes are now upfront and center. These people are not just employees, they are real life spokespeople who can help build credibility, increase loyalty and even generate sales.

How about the Best Buy ads that feature their own employees giving tech advice? Or the Dominos campaign that used real employees to tout its new and improved pizza? I'm sure we could come up with dozens of more examples. See, this is nothing new but it is a growing trend and something that could be right for your business.

A Day Devoted to Facebook

By: Amanda Rich

I’m on the plane coming home from a day completely devoted to Facebook and to be honest I can’t believe how much I’ve learned in less than 12 hours. The speakers at the PR News Facebook Conference were all incredible with fantastic advice and best practices to share. While the focus was mainly on Facebook (duh! It’s the name of the conference), of course a lot of the discussions were centered around social media as a whole and there were a few themes that kept reappearing in many of the presentations. Here they are…

1. Be authentic, be real, be transparent. Everyday topics garner more interest than branded messages. We all know there is a person behind that logo. Consumers want authentic conversation, so don’t be overly promotional and do push relationships over messages.

2. Listen then act. Customers are talking about your brand and you can’t stop them. Don’t ignore them – listen to what they have to say, it can only benefit your business. And don’t forget to act. While 90% percent of brands listen, only 17% take action.

3. It’s not all about you (doesn’t this sound like dating 101?). Don’t just talk about yourself; post quality content like photos and videos. Polls and trivia questions are great too. Ask yourself why would someone want to “like” my company’s page and go from there.

4. We’re all different. What worked for Business A may not work for Business B. Pay attention to what your competitors are doing but before trying to replicate, determine if it’s the right strategy for your brand to reach its goals.

5. Seek out passion. People who exude passion get recognized. Users that bash your brand are passionate people and can be turned into your biggest ambassadors. Don’t ignore them.

6. Lastly, don’t go it alone. If you build it on Facebook – will they come? It’s best not to go it alone. Develop an integrated marketing strategy for the best possible results.

Staying Mobile - Is that a Hot Spot in Your Pocket?

By: Chad Cohen

We're always on the move. It's the nature of business these days, especially in public relations and marketing. Add franchising on top of that and you know you've seen your fair share of hotels, conferences, airport lounges and the inside of a coffee shop for a quick 5-minute Wi-Fi fix.

Sure, a high speed 4-G connection on your phone is great, but how about full blown access to the web wherever you go for all of your devices - or even with other users?

Mobile providers like Verizon and Sprint are offering just that with these credit card devices that turn a 3G/4G connection into a Wi-Fi signal that can be shared by multiple devices no matter where you are - an airport, in a client's office, on a train, or eating dinner at the Marriott's bar.

Devices and deals vary by carrier, but expect to be paying at least $35 for around 3GB of data. You want more, then you have to pay.

Some more sophisticated smartphones are also getting into the game as well. Many can now share their 3G/4G connections with others via Wi-Fi for an additional cost.

Cause Marketing's Benefits for Brands

By: Amanda Rich

Cause marketing has played an integral role in overall marketing strategies for several decades now. Just last year, companies spent $1.6 billion on cause marketing programs – a significant figure in light of the down economy.

There are many benefits to aligning your brand with a cause, including access to new audiences, increased brand image and awareness, and competitive advantage. Also add increased sales to this list of benefits. According to Cone’s 2010 Cause Evolution Study, 80% of consumers are willing to switch from one brand to another brand that is about the same in price and quality, if the other brand is associated with a good cause. Additionally, 83% of Americans wish more of the products, services and retailers they use would support causes. These numbers are something to pay attention to, especially in today’s digital world where companies are continually searching for new ways to evolve their brand and stay relevant.

Businesses that approach cause marketing strategically, with the right nonprofit partner, can earn valuable returns. But first, here are several important questions to ask yourself and your team before selecting the best partner for your brand:

1. Does this partner represent our core company values?
2. Does this partner attract an audience we are trying to reach?
3. Will this partner bring value to our business? If so, how and why?
4. Will our employees and franchisees understand the benefits and see value in the partnership?
5. How will this partnership be unique?