Top Takeaways from Netsertive's January 2025 Franchise Executive Roundtable

Netsertive recently hosted its January 2025 Franchise Executive Roundtable, bringing together industry leaders to share peer-to-peer on what's working well and where they are stuck.

For this session, we dove into three breakouts: Consumer Marketing, Franchise Conventions, and Franchise Development. Here are some top takeaways from each group!

Topic 1: Consumer Marketing: How Do You Help Franchisees Get and Convert More Leads

Participants in the Consumer Marketing breakout examined how franchises can navigate rising lead costs and ongoing changes in search engine algorithms. They emphasized the importance of both national brand visibility and hyper-local marketing efforts to drive leads—even as digital marketing continues to evolve.

Key Takeaways

1. Adapting to Algorithm Shifts: Several participants noted that changes in Google’s algorithms and the growing prevalence of AI-driven search responses are leading to fewer website click-throughs. This calls for stronger local search strategies (e.g., optimizing Google Business Profiles) and more diverse channel usage (paid social, email, etc.).
2. Multi-Channel Campaigns: Because relying on a single digital channel is increasingly risky, participants advocated creating balanced campaigns across search, social, and display. Diversifying marketing efforts helps insulate the brand from sudden platform changes.
3. Local Engagement Matters: Many attendees acknowledged that franchisees can no longer rely solely on digital ads. Encouraging owners to do grassroots marketing—such as networking with local businesses, attending community events, and leveraging signage—can bridge the gap when online leads soften.
4. Clear Accountability: Roundtable participants stressed the need to define which aspects of marketing fall under corporate and which under local ownership. A common best practice is mapping out responsibilities to ensure franchisees understand their role in lead generation activities.‍
5. Tracking and Analytics: To show franchisees true ROI, franchisors are turning to robust dashboards that track lead sources, cost per lead, and even call outcomes. Beyond lead generation, tying marketing data to actual sales conversions and average ticket sizes provides powerful transparency.

Topic 2: Franchise Conventions: Innovative Engagement Ideas for Making Your Next Convention Unforgettable

This breakout tackled the challenge of crafting engaging, memorable franchise conventions. Attendees focused on how to keep participants excited, maximize face-to-face interactions, and ensure lasting value once the event is over.

Key Takeaways

1. Celebrate Franchisee Success on Day One A popular idea was moving awards ceremonies to the opening night. By recognizing top-performing franchisees upfront, you create “instant celebrities” whose strategies and experiences others can learn from throughout the convention.
2. Peer-Led Roundtables: Instead of all sessions being corporate-led, invite high-performing franchisees to lead roundtable discussions on specific topics (e.g., local marketing, sales training). This peer-to-peer approach often resonates more powerfully than top-down presentations.
3. Interactive Vendor Engagement: Vendors are more than just booth sponsors; they can be integrated into convention programming. Gamify the vendor hall by encouraging franchisees to visit each booth for product demos, educational sessions, or exclusive giveaways.
4. Clear Session Purposes: Before finalizing the agenda, decide if each session is meant to introduce a concept, teach it in-depth, or officially launch it. This clarity helps manage time and expectations, so attendees can follow the convention narrative without confusion.
5. Maximize Vendor Contributions: Beyond standard sponsorship, franchisors are finding creative ways to involve suppliers—such as subsidizing new product rollouts or co-funding local marketing campaigns. This approach underscores vendor commitment to franchisee success while offsetting costs.

Topic 3: FranDev: Effective Lead Nurturing for Closing More Deals

Leaders in the FranDev breakout examined how to sustain deal flow even as lead quantity fluctuates. While everyone wants more leads, the conversation emphasized that lead quality and nurturing are often more critical to driving closed deals.

Key Takeaways

1. Storytelling That Resonates: Prospects want more than “we have great training and support.” Focus on the emotional drivers—how your brand helps franchisees achieve goals and fulfillment. Using real-world success stories and testimonials can deepen connections with candidates.
2. Detailed Tracking: Several attendees highlighted the importance of monitoring every stage of the funnel, including initial scheduling, follow-up calls, and reasons for drop-off. With data-driven insights, you can pinpoint where candidates get stuck or drop out—and fix those gaps quickly.
3. Segmented Communication: The first email or text message sets the tone. Tailoring your outreach based on the candidate’s profile (e.g., financial background, timeline, motivations) boosts engagement and indicates a culture of support.
4. Meet Candidates Where They Are: If a lead is still exploring, feed them high-level brand differentiators and success stories. More advanced leads may need financial FAQs, item 19 details, or field visits. Delivering the right content at the right time increases trust and keeps momentum going.‍
5. Converging Consumer and FranDev Marketing: Several franchisors noted success when consumer-facing brand refreshes were aligned with FranDev messaging. Unified branding across all channels helps prospective franchisees see the bigger picture and the strength of the overall system.

Wrapping It Up

By adopting a multi-channel marketing approach, enhancing convention engagement, and personalizing FranDev lead nurturing, franchisors can better serve their franchisees and drive sustainable growth. As one attendee put it, “It’s all about adapting and innovating—consistently—if we want to stay ahead in this industry.”

Stay tuned for more insights from our future roundtables. In the meantime, if you’d like support fine-tuning your franchise marketing, communications, or development strategies, reach out to the Netsertive team—we’re here to help you grow in 2025!

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