Franchisors know that growing your brand’s family of franchisees isn’t just about knowing who your buyer is—it’s reaching them where they are both emotionally and online. Franchise development marketing may be a B2B effort, but it’s still about appealing to a human audience with personal aspirations and individual needs.
That’s what Subway realized when they came to Mascola Group looking for help building successful B2B social media campaigns. Even though they had more than 40,000 franchise locations at the time, they knew there was whole world of potential franchisees to approach and an untapped channel full of possibilities: social media.
They needed lead generation campaigns that were not only crafted to succeed on social, but that resonated deeply with potential prospects and compelled them to convert. We were absolutely the right agency for the job.
The first step to building successful B2B social media campaigns was researching both the Subway franchise and its current franchisees, leading our team to strategize around five distinct personas. Then, we put out franchise development marketing machine on full blast.
With creative content and design work optimized for LinkedIn, we ran lead generation campaigns segmented for each audience, with creative that helped them see their unique career goals coming to life in the Subway community.
We don’t do anything in half measures, including successful B2B social media campaigns. In less than 90 days, our lead generation campaigns connected the sandwich brand to almost 600 new potential franchisees. In addition, further optimization and testing cut the cost per lead below the industry average, allowing us to extend the campaign’s reach and duration, and ultimately exceed Subway’s goal for franchisee outreach.
That’s the power of franchise development marketing by a firm that works with integrity, passion and a focus on human-centered experience in the B2B market. Is your brand ready for that kind of success?
