How We Generated Tons Of Leads For A Footwear Brand Franchisor | UrsDigitally
A brand always has to be in a state of flux. Stagnancy usually spells disastrous for brands of any size. Thus every entrepreneur is always on the lookout to expand their business, expansion has its own costs and logistical issues. Not only does it entail certain investments in real estate and intellectual property but intangible expenditure in time and effort. So what is the best way for fruitful expansion with a high ROI? Franchising. Franchising your brand is one of the well-proven avenues through which fast expansion is possible. The PROs outnumber the CONs in these ventures. Now, digital marketing can have a positive impact on finding potential franchisees that can effectively help your brand in scaling up. A case in point is our work for franchise lead generation for a known footwear brand in East India. This case study speaks about one of the components – video marketing – that gave the franchisee acquisition strategy a strong leg to run through.
The Client Brief
The brand has a huge and loyal customer base and an expansive catchment area. The products have been well-received and the Customer Loyalty Program reinforced trust in the brand. Thus the time was ripe for aggressive expansion. What the franchisor (client) wanted:
- To generate leads for prospective franchisees
- To let prospects aware of the logistical and legal parameters of being a Brand Franchisee
- To inculcate interest and intrigue through creative advertising of the aforementioned parameters
- To make the transition from a prospect to franchisee, smooth
Taking the client brief into account, our strategy was designed after the following activities
- In-depth and thorough Market Research
- Analyzing the content and finalizing the key-points and USPs
- Strategizing the visual rendition and advertising
- After the analysis of all the variables, we thought that having a video will make the whole lead generation more effective. Our choice was dictated by the following attributes
- The latest trend in advertising is minimalistic digital video. Audio-Visual modules of limited duration are the latest mantra in digital marketing
- The video gave us the option of creatively representing our points without the added monotony of slides
- A video has the X-factor to attract the audience as inferred through market research
The main idea of the video was to showcase a store slowly forming out of nothingness juxtaposed with texts directly regarding the information we wanted to share.
The set target was reached in terms of lead and client expectations. Also, we established a strong contemporary connection with the usage of minimalistic graphics and images in our video. Video marketing is an able and efficient tool to mass market your product as well as expand an established business through finding apt and optimum service partners i.e. Franchisees in the aforementioned cases. About us: We are a multifaceted marketing company specializing in digital marketing, designing, and strategic consulting. Our departments are varied and portfolio, diverse. Our dedicated team of efficient researchers, marketing experts, visualizers, and designers are adept in handling any of your logistical and enabling needs for growth hacking and proliferation of the business.