As the relationship between lead generation and the Internet continues to evolve, franchisors will watch for the most successful yet cost-efficient ways to get their concepts in front of target audiences.
Though it may seem hard to believe in this day and age, information wasn’t just one click away a decade or so ago. School children scoured leather-bound encyclopedias when writing research papers instead of plugging their topics into Google searches. Incoming college freshmen called their roommates on the telephone instead of looking them up on Facebook and prospective franchisees traveled to franchise expo after franchise expo to find their ideal concept instead of comparing their options online from the comfort of their homes. Why? Twenty years ago, it was rare to find a computer in someone’s residence let alone a roadmap to navigate the Internet, which was then in its infancy and quite different than what we know and, in many cases, depend on for information today.
In just the past 36 months, there has been a seismic shift in the way people buy franchises and the way franchisors sell franchises.
