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Francorp - The Franchising Leader in the Philippines

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Archive for May, 2016

3 Facebook functions every franchise should use

Posted on: May 27th, 2016 by Francorp No Comments

Use the right tools, functions so your Facebook page will stand out and engage well.
By Sam Christopher Lim

INSIGHTS. From their favorite restaurant or café pages, to media and news publishing sites, as well as shopping and retail favorites, audience insights give you a good glimpse into the lives of your followers. Photo from Thinkstock

INSIGHTS. From their favorite restaurant or café pages, to media and news publishing sites, as well as shopping and retail favorites, audience insights give you a good glimpse into the lives of your followers. Photo from Thinkstock

 

With over 45 million Facebook users in the Philippines, and every Filipino spending an average of 2.5 hours on their mobile every day, Facebook continues to be a strong platform for brands and companies to engage with their customers.

Managing your Facebook presence can sometimes get complicated once you enter franchising, especially when various stores are owned by different franchisees.

Through personal research, experience managing various Facebook pages, and speaking with experts, I’ve captured three features that has helped entrepreneurs grow tremendously both in engagement and sales through Facebook pages.

1. Location
Have you ever tried searching for your favorite brand, but instead of finding the main brand page you can only see one of its locations? Instead of a page bustling with conversation, important information and engaging content, you only see the page of one of the branches, with very local content that is not relevant to you?

Such is an issue that franchisors face as every branch is owned by a different franchisee who then creates their own pages. So customers wanting to engage your brand have to trawl through various pages to find your master brand page.

The location function solves this, by allowing brand owners to create a master page and link every location into the master page. Customers who go to your page will then see every location, and would know which locations are closest to them. And as a brand owner, you have visibility of all the different pages, but still giving franchisees full control of their individual pages.

Activating the function is easy: Go to the support page, and send Facebook a message to help activate your location function. From there you can add new locations or bring together various existing locations into your master brand page.

2. Look-alike audiences
Most advertisers would know the power of targeting on Facebook. But to really maximize targeting, Facebook has a look-alike function that allows entrepreneurs to create audiences that look-alike an existing database.

Have a list of 500 people who have recently bought from you? You can then create 500,000 or a million people who have similar characteristics as them.

Whether it is an email database of customers, those who have already liked your pages, or people who have visited your site, look alike audiences allows you to create a wider audience that have similar characteristics as your database. This allows you to spend your precious marketing budget on the right market.

3. Audience insights
Most entrepreneurs have little budget to research their customers or their target market. Although nothing substitutes from focused research on understanding a specific target audience with particular questions and methodologies, Facebook’s insights still gives a good glimpse of your audience.

Accessed through your ad manager, Audience Insights allows you to choose specific target markets and understand their job titles, pages they interact with, relationship statuses, education level, and many more.

From their favorite restaurant or café pages, to media and news publishing sites, as well as shopping and retail favorites, audience insights give you a good glimpse into the lives of your followers.

By narrowing your audience to those who engage with your page for example, you are able to understand their demographics, but more importantly which other pages and brands they interact with, giving you the opportunity to understand who your competitors are, or also who your potential partners can be.

Facebook is being used by millions of entrepreneurs to engage with their customers every day. By using the right tools and functions, you can make sure that your page stands out from the rest and engages with the right people at the right moments.

The Philippine Franchise Association is holding a seminar on “Harnessing the Power of Digital Marketing” on Wednesday, May 18 at the Ascott, Bonifacio Global City, featuring Lianne Dehaye, regional head for SMEs Facebook Southeast Asia, along with various digital marketing experts and practitioners. For more information contact call (+63 2) 687-0365 to 67 local 103 or +63 999-8833732 / +63 917-8320732 or register online, https://t.co/ITPbAdgl4l.

Search is on for the NxtGen in Franchising 2016

Posted on: May 6th, 2016 by Francorp No Comments

By Sam Christopher Lim
SVP for Marketing & Strategy, Francorp Philippines

After a hugely successful launch in 2015, the Philippine Franchise Association is searching once again for the 2ndNxtGen in Franchising Award.

Open to entrepreneurs 18 to 35 years old with businesses that have the potential to franchise or have been franchising for less than 3 years, the NxtGen in Franchising award seeks to recognize young entrepreneurs who have the potential to radically scale up their business through franchising. It aims to inspire and guide entrepreneurs to create businesses that scale up through franchising both in the Philippines, but internationally.

nxtgen

Being one of the most developed franchise markets in Asia, the Philippines enables entrepreneurs to scale up to at least 100 outlets per brand though franchising. This is in sharp contrast to Thailand, with only 32 outlets per franchise brand, and Indonesia at 80. Franchising has allowed global food chains such as Jollibee to reach over 900 branches globally and Potato Corner with over 800 branches in the Philippines and around the world. It has also allowed young entrepreneurs such as Farron Café reach over 140 branches across the Philippines. But even beyond food, it allowed generic medicine distributor Ben Liuson, penetrate the retail market and create with over 1,850 outlets of the Generics Pharmacy, 99% of it franchised.

Winners of the award will be awarded in the Franchise Asia 2016 Conference where they will get to rub shoulders with the top franchise leaders of the industry and listen to top speakers from around the world. In addition, the top winner will be given an incubation booth in the Franchise Asia 2016 Expo where over 40,000 participants gather and see the best of the franchise industry. Lastly, the winner will get free mentorship from Certified Franchise Executives to help accelerate the growth of their businesses.

6 young entrepreneurs from the 2015 awards have continued to grow their business, with 2 of them having won an international franchising contest in the US. And their advise for would-be franchisors? Hans Yao from the Paper Stone mentions that “You must first learn to love your business to effectively franchise and manage it.” While Joseph Calata from Agrirecommends franchise owners and leaders that “as the leader, it is important to have the entire organization on board (with the shift to franchise business model), from senior leaders down to the sales & operations teams.”

Interested entrepreneurs may join by sending an application form together with an executive summary of their business, plus a powerpoint presentation, print ad or video promoting their idea. Qualification hinges on marketability, originality, uniqueness and franchisability of the concepts. For more details, contact pfa@pfa.org.ph; (+632) 687-03 65 to 67; (+632) 579-4841, (+63917) 832-0732; +63999) 883-3732 or visit http://francorp.com.ph/nxtgen.

NxtGen 2015 Winners

NxtGen 2015 Winners