How Does the Holiday Season Affect Interest in Franchising
It’s the middle of November, so that means that FranchiseHelp is continually getting one of my favorite inquiries: How do the holidays affect franchise lead gen?
I want to keep this short and sweet, so here’s my brief explanation…they don’t. And here’s my evidence.
Here’s a graph of what organic traffic looks like on FranchiseHelp from November 15th 2014 – January 4th 2015:
As you see, there is a slight dip in traffic on Thanksgiving, Christmas Eve, Christmas, and New Year’s Eve, but it’s not that significant. December’s traffic is slightly lower (~15%), but it’s certainly too strong too strong to say that interest goes down in any meaningful way.
It’s possible that lead sources such as brokers take a dive around the holidays, but this is because you’re relying on another person to bring you franchisees. With a site like FranchiseHelp, the leads are coming to you!
Based on what we can tell, the drop in franchise interest around the holidays comes from franchises focusing their efforts on the next year rather than the market of potential franchisees actually being less interested.
My Ideal A/B Test (That I Can’t Run But You Can)
It seems that a day doesn’t go by that two of us aren't vigorously arguing the merits of each, comparing and contrasting strategies that pit these two forms of communication against each other.
Our best email of 2015 – And what it teaches us
Well, for 2015 I’m happy to report that we’re probably going to end up sending well over 100 million emails! And that only means that we’ve learned more about how potential franchisees interact with email.
Why did you click on my ad? A franchise advertiser’s Google lament.
(I’ll warn you in advance, you’re going to lose a bit of faith in search engine marketing as you read through this post, so beware)