Harnessing the Power of Video for Franchise Success

With regards to video marketing, most franchisors within the trade have not risen to the problem of manufacturing high quality content material that resonates with each their B2B and B2C audiences. This is because of many elements and even just a few misperceptions, however there are some revolutionary suggestions and secrets and techniques on creating engaging video content material that may be useful to each franchisors and franchisees alike. Even for the franchisors who’ve made a nominal funding in video content material, the advantages sometimes do not prolong all the way down to their community of franchisees who function in a number of areas, markets, and territories.

That being mentioned, there are answers and methods franchisors can make use of to unravel this downside. What follows are suggestions, insights, and recommendation designed to assist manufacturers get essentially the most bang for his or her video advertising and marketing buck. In spite of everything, why ought to company get to have all of the enjoyable?

Associated: Why Franchise Brands Need to Start Utilizing Video Marketing

What franchisors get unsuitable about video advertising and marketing

Acquiring high-quality video content does require an funding. Mistake No. 1 — whereas many franchisors are likely to flinch on the considered this added price, they not often look inward and examine the community of franchisee charges that fund their usually bloated coop advertising packages. Whereas it is true that these coop expenditures do fund all kinds of promoting and promotional packages, dozens of franchisees kicking in as much as 1000’s of {dollars} every month exhibits that almost all of manufacturers are already within the monetary ballpark to contemplate the impression of localizing their video content material. Mistake No. 2 — even when manufacturers do spend money on video, outsourcing this work to companies all however ensures content material of inventory selection high quality that may’t be repurposed for any of their unbiased franchisees who function of their native markets. Franchisors who spend money on slick movies could also be profitable in attracting further candidates so as to add to their community. However how does that assist dial-up enterprise for his or her community of franchisees? It does not. Which is a disgrace, as a result of there’s a manner for either side to learn from investing in high-quality video marketing content.

Associated: How to Effectively Utilize Video in Your Franchise Brand’s Marketing Strategy

A manner ahead

Producing mutually useful video content material is not that tough, however it could possibly have huge advantages. The answer is to safe three to 5 high-quality videos that spotlight the model’s worth proposition and key differentiators. The subsequent step is to localize these movies via the post-production enhancing course of. It is totally potential to take the identical high-quality video content material that options the model’s greatest attributes after which localize it via the enhancing course of for the good thing about particular person franchisees. By including hyper-local parts resembling Website positioning-driven scripts, soar cuts of native footage, drone photographs of town, fast soundbites from the native franchisee, voiceovers, or copy layovers (particular person web site addresses and telephone numbers) particular to native audiences, what started as a slick nationwide advert may be subsequently transitioned for every franchisee by including a person call to action (CTA) for every proprietor’s market.

Seizing the ability of using actual individuals, native workplaces, and actual human faces could make a big difference for franchisors and franchisees alike. And consider it or not, it is by no means tough to duplicate this course of, market-by-market. The good thing about concentrating on localized movies is now not up for debate. Quite a few surveys and research reveal that regionally tailor-made content material has as much as six occasions extra engagement than non-localized.

Associated: Give Video Marketing a Try and Watch Your Business Grow

A hypothetical situation

Suppose a well known franchise model decides to undertake this technique. Here is how it might work: the company franchise workplace can safe all of the content material wanted to create as much as 300+ particular person franchisee movies in simply three to 5 days. What most individuals do not understand about video is that many of the post-production legwork wanted to individualize the content material for every franchisee’s location does not take an immense period of time to finish. Franchisors can cowl the price themselves or work out a 50-50 association with their franchisees (once more, again to the bloated coop advert funds).

Ultimately, every franchisee will get the identical video as company, however the textual content overlays, animations, and calls to motion are distinctive to their particular location. The tip outcome? Every franchisee finally ends up with a high-quality video that not solely humanizes them however provides them the identical social proof that company initiated for themselves.

If shoppers visualize a services or products in use, they’re extra more likely to make a purchase order or make investments. Franchisors ought to use movies to inform their model story, showcase franchisee testimonials, or spotlight totally different elements of the enterprise on a neighborhood stage, amongst different issues. Publishing movies in your web site, sharing them in your social media pages or together with them in your e mail newsletters are straightforward methods to realize traction and engagement and get extra eyes in your content material — thereby rising the lifetime of the video.

As with most vendor and supplier-related work, there’s virtually at all times a extra cost-efficient technique to go about it. However if you happen to take the time to guage all your choices, you will virtually at all times discover the mutually useful outcome you are searching for. You simply need to be keen to discover revolutionary options to advanced challenges.

Concerning the Creator

Trevor Rappleye has been an entrepreneur since 2003 — starting his first firm at age 13, changing VHS to DVD and filming household occasions. Because the president and CEO of FranchiseFilming.com, he is obsessive about storytelling, management, video advertising and marketing and filming social proof for manufacturers and franchisors. The corporate contains A-list purchasers resembling Neighborly, CVS, Dwelling Depot, ADP, and FASTSIGNS. For extra info on FranchiseFilming’s VIP Subscription Mannequin with no journey charges, no scripts and movies in simply 10 days, go to www.franchisefilming.com.