|By PR Newswire||
|February 13, 2013 12:00 PM EST||
NEW YORK, Feb. 13, 2013 /PRNewswire/ -- Yodle, a leader in local online marketing, today announced results from the first annual Yodle Franchisee Survey – a study that examines franchisees' marketing strategies as well as how those strategies relate to franchisees' respective corporate franchisors. The survey, which was conducted in December 2012, looked at 437 franchisees nationwide across a large array of service industries.
"We are grateful to the franchisees that participated in the survey and appreciate having the opportunity to hear from them on issues affecting their business," said Corey O'Donnell, VP of Marketing at Yodle. "We hope their candid feedback, along with our other surveys we're planning for this year, serve to further inform both Yodle and the entire franchise industry on technical and marketing strategies online and off."
Major insights from the Yodle Franchisee Survey include:
1) Franchisees are putting a high premium on online marketing support and franchise networks need to respond accordingly. More than half of franchisees (58%) view online marketing as "very important" or "important" to the success of their business, while another 27% said it was "somewhat important." A vast majority (89%) of franchisees also shared that corporate online marketing is an important factor for choosing a franchisor. This finding indicates that it's imperative for franchise networks wanting to recruit new members to demonstrate their commitment to online marketing.
2) Franchisees are still dissatisfied about the online marketing support that they currently receive. Despite the importance that franchisees place in getting online marketing support when selecting a franchisor, almost two thirds (64%) are at least "somewhat disappointed" with the level and quality of support they actually receive.
3) Franchisees' approach to both online and offline marketing leads to branding inconsistencies and performance issues across franchise networks. Only about half of franchisees (48%) seek guidance from the franchisor when selecting marketing channels and vendors, with recommendations from other small business owners and vendor reviews usually playing a bigger factor in their final choice. This not only has the potential to lead to branding inconsistencies but also further reflects dissatisfaction with corporate support.
Additionally, nearly half of franchisees (49%) are not required to follow specific corporate recommendations on marketing strategy. In 30% of cases, the edict that franchisees receive is to select from a list of vendors or a menu of options recommended by corporate, potentially further perpetuating inconsistency of brand and performance across the network.
4) Franchisees are getting a poor return on investment (ROI) or are struggling to understand what they're receiving from both online and offline marketing. A majority of franchisees stated that they are disappointed with their ROI, while an average of 15% across all media shared that they "don't know" what ROI they're getting from marketing. This result indicates that these franchisees have either been given a lack of visibility into this crucial metric or that they are setting up marketing campaigns without appropriate tracking infrastructure.
"The Yodle Franchisee Survey illustrates the disconnect between franchisors and their franchisees around marketing, particularly in the online channel," said Mr. O'Donnell. "Not only can this have a damaging impact on the performance of franchisees, especially when you consider that 85% of consumers now use the Internet as their primary source to find local businesses, but it also affects the branding, growth and performance of franchise networks. Franchisors usually implement strong consistency for items such as messaging, pricing, and even uniforms; there is an obvious need to have that same consistent franchise-wide approach to online marketing."
Yodle is exhibiting at booth #318 and #319 at the Annual IFA Convention in Las Vegas from February 17 – 20. Yodle can further discuss the survey results at the event and also share other insights about online marketing and franchises based on its strong experience of localizing national brands. The survey is also available at http://www.yodlefranchisenews.com/files/2013/02/Yodle_Franchisee_Survey_Summary.pdf.
Yodle connects consumers to local businesses simply and cost-effectively. The combination of automated technology and comprehensive customer support makes Yodle easy to use. Yodle's offering is also ROI-driven: local businesses set a budget for which they receive calls and emails from qualified consumers. Today, Yodle delivers results for more than 30,000 local businesses including franchise networks such as Miracle-Ear, Fred Astaire Dance Studios, and Cottman Transmission and Total Auto Care. To do so, Yodle establishes a comprehensive desktop and mobile web presence, implements unique SEO techniques, and deploys proprietary paid search technology that dynamically optimizes online media buys across multiple desktop and mobile outlets. Yodle's solution also includes display advertising, review/offer management and a simple performance dashboard. Yodle's competitive advantage is derived from the sheer scale of its local performance data across multiple industries. Yodle is ranked #26 in the Forbes list of America's most promising companies. For more information, visit www.yodle.com, go to the Yodle company blog or see Yodle reviews from customers. You can also follow Yodle on Twitter, Facebook and Google+. If you're interested in working at Yodle, visit the company careers website.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Aug. 2, 2015 05:45 PM EDT Reads: 505
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
Aug. 2, 2015 11:15 AM EDT Reads: 353
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Aug. 1, 2015 10:00 AM EDT Reads: 334
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
Jul. 30, 2015 07:30 PM EDT Reads: 1,421
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with APIs within the next year.
Jul. 30, 2015 02:30 PM EDT Reads: 140
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
Jul. 30, 2015 12:00 PM EDT Reads: 2,077
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
Jul. 30, 2015 09:00 AM EDT Reads: 2,173
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Jul. 29, 2015 03:00 PM EDT Reads: 1,298
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
Jul. 29, 2015 02:00 PM EDT Reads: 1,204
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Jul. 28, 2015 04:30 PM EDT Reads: 1,776
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
Jul. 28, 2015 11:00 AM EDT Reads: 2,049
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Jul. 27, 2015 10:00 AM EDT Reads: 2,044
Akana has released Envision, an enhanced API analytics platform that helps enterprises mine critical insights across their digital eco-systems, understand their customers and partners and offer value-added personalized services. “In today’s digital economy, data-driven insights are proving to be a key differentiator for businesses. Understanding the data that is being tunneled through their APIs and how it can be used to optimize their business and operations is of paramount importance,” said Alistair Farquharson, CTO of Akana.
Jul. 27, 2015 09:00 AM EDT Reads: 334
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
Jul. 27, 2015 08:00 AM EDT Reads: 1,910
The enterprise market will drive IoT device adoption over the next five years. In his session at @ThingsExpo, John Greenough, an analyst at BI Intelligence, division of Business Insider, analyzed how companies will adopt IoT products and the associated cost of adopting those products. John Greenough is the lead analyst covering the Internet of Things for BI Intelligence- Business Insider’s paid research service. Numerous IoT companies have cited his analysis of the IoT. Prior to joining BI Intelligence, he worked analyzing bank technology for Corporate Insight and The Clearing House Payment...
Jul. 26, 2015 09:00 PM EDT Reads: 1,587
"Optimal Design is a technology integration and product development firm that specializes in connecting devices to the cloud," stated Joe Wascow, Co-Founder & CMO of Optimal Design, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 25, 2015 02:00 PM EDT Reads: 404
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Jul. 25, 2015 01:00 PM EDT Reads: 1,973
Electric Cloud and Arynga have announced a product integration partnership that will bring Continuous Delivery solutions to the automotive Internet-of-Things (IoT) market. The joint solution will help automotive manufacturers, OEMs and system integrators adopt DevOps automation and Continuous Delivery practices that reduce software build and release cycle times within the complex and specific parameters of embedded and IoT software systems.
Jul. 25, 2015 12:15 PM EDT Reads: 486
"ciqada is a combined platform of hardware modules and server products that lets people take their existing devices or new devices and lets them be accessible over the Internet for their users," noted Geoff Engelstein of ciqada, a division of Mars International, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 25, 2015 12:00 PM EDT Reads: 1,553
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
Jul. 25, 2015 09:00 AM EDT Reads: 1,502