Glossary

Terms from the
franchising world

Franchise

A collaboration contract where the franchisee obtains the right to market the franchisor's products and/or services in exchange for compensation. It is a form of organized commerce and also a contractual legal form.

Franchisee

It is an entrepreneur or a company which obtains the operating rights of a brand and undertakes to respect the concept and the directives of the franchisor. They remain independent, whether legally or financially, but must respect the franchisor's operating manual.

Franchisor

He is the owner of a brand and has transferable know-how. Having developed a concept which has been successfully exploited in one or more pilot units, it grants the exploitation of its brand in exchange for financial compensation.

Brand

It represents the commercial name under which a set of points of sale is grouped in a franchise network or any other organized commerce network.

Franchise Network

Set of a distribution network made up of a network head (the franchisor) and points of sale owned by the franchisees.

E-Retail / E-commerce

The sale of products and services using electronic and digital tools, most often via the internet.

Franchisor Operations Manual

Given to the franchisee when signing the franchise contract, it allows the franchisor to transmit its know-how. There we find a summary of protocols to follow, pitfalls to avoid, tools to use, or any other element aimed at reiterating the concept of the brand as faithfully as possible. Regularly updated, it therefore serves as a working guide for new franchisees.

Franchise Concept

Brings together all the characteristics of the brand and whose aim is to stand out from its competitors: brand, products, services, technologies, premises, etc. The concept is the key element of all successful brands because it is the which attracts franchise candidates but also point-of-sale traffic. For it to be best exploited within a network, it must be original, profitable, replicable, universal and adaptable.

Franchisor Know-How

All the necessary knowledge and practices allowing the franchisee to carry out the brand's activity. The franchisor's know-how must be fundamental in contributing to the results of the point of sale, unknown by being difficult or even impossible to access it by oneself and identifiable, that is to say it must be precisely described, which will allow the franchisee to ensure that the first two conditions are met.

Franchise Pilot Unit

This is the starting point of any franchise: the initial point of sale. Thanks to this, the franchisor was able to develop and test the effectiveness of its concept and its know-how. This therefore allows it to ensure that developing a franchise network is suitable but also to reassure future franchise candidates. Once the final version is obtained, the pilot unit will serve as a model for the reproduction of future points of sale but also as a training center for future franchisees.

Pre-contractual Information
Document (PID)

This document contains all the information on the franchisor and its network, as well as the main clauses provided for in the franchise contract. The PID allows the future franchisee to ensure that he wishes to engage with the brand. It must be submitted at least 20 days before signing the contract.

Purchasing Center

Operating method which consists of grouping orders from all franchisees in the network. This makes it easier to negotiate prices with suppliers and achieve economies of scale. This also allows the franchisor to ensure that the franchisee will order the quality of products required in order to reproduce the concept. Centralizing purchasing also saves considerable time since we pool the time spent on procurement (search for suppliers, product validation, in-store testing, etc.).

Terms from the
marketing world

Franchise Growth Marketing

Set of digital growth strategies aimed at developing a franchise network quickly. Franchise Growth Marketing allows franchise networks to create their own growth engine which will allow them to generate more qualified franchise applications but also more end customers. Franchise Growth Marketing is a unique methodology that was developed by Everfruit Digital, a digital agency specializing in franchise networks, combining 10 years of expertise in digital and the franchise sector.

Inbound Marketing

True permission marketing, it is a marketing strategy initially invented and developed by "Hubspot" in 2006. It is mainly based on the creation of valuable content (white papers for example), in order to attract visitors to its website and convert them into customers. It also allows you to create an entire conversion tunnel by adapting to the visitor's decision level.

To do this and to summarize, we use various techniques for acquiring qualified traffic, we generate quality and engaging content, and then we do what we call “lead nurturing”, which allows us to keep in touch with visitors until they are ready to “purchase” like marketing automation or lead nurturing for example.

Digital Marketing

All marketing deployed on digital media: Emailing, SEO, SEA, Social Media, Web Analytics… These commercial strategies allow you to promote your business, attract future customers and retain existing ones.

Digital Agency

Company expert in digital marketing which supports its clients from the definition of a need to the implementation of digital solutions which will allow companies to develop more quickly by relying on digital levers (social networks, campaigns on Google , Facebook, Linkedin, Remarketing campaigns, display etc.).

Digital Strategy

Set of a distribution network made up of a network head (the franchisor) and points of sale owned by the franchisees.

Omnichannel

Omnichannel (i.e. “all” channels) retail revolves around your customer and creates a unique customer experience across your brand by unifying sales and marketing that explains the cross-channel spillover.

Growth Lever

Set of means deployed to contribute to the growth of a company, whether these means are physical, operational or digital.

Branding

Appearing in the 1950s, this term relates to the management of a brand, more precisely brand image.

Branding today takes an increasingly essential place in the communication of companies wishing to develop and communicate on their values and added value brought to the target audience.

SEO optimisation

Acronym meaning search engine optimization which brings together all the techniques used to optimize the natural referencing of a website. SEO today makes it possible to optimize your positioning in the face of competition on search engines and to strengthen your notoriety.

SEA strategies

Acronym meaning Search Engine Advertising, bringing together all digital advertising campaigns and aiming to appear in the first results on search engines: Google Ads, Youtube Ads, Bing Ads, Ecosia, etc. An SEA strategy allows you to buy more traffic to your site.

Email Marketing

Consists of sending a promotional email to a large number of recipients from a targeted database. This generally makes it possible to communicate about a cause or to sell more products by promoting them. Emailing also allows you to build customer loyalty and stay closer to them, through more regular communication.

User Experience (UX)

This notion is mainly based on ease of use and the emotional impact felt by a user who interacts with a product, service or system. It therefore directly affects the interaction with the products or services offered on a website and therefore, on sales. UX is today an essential component of a well-conducted digital strategy.

Lead Nurturing

Process which allows, thanks to the use of digital tools, the development and strengthening of the relationship with future customers until the completion of a sales action. Lead nurturing is about understanding the nuances of timing and the needs of your leads. It allows marketers to quickly establish contact and stay top of mind with prospects.

Webmarketing

Doing web marketing means using the internet to make yourself known and/or develop your business. This requires using all marketing and advertising techniques inspired by traditional marketing methods but on the internet. Nowadays it seems impossible to do without it for the development of your franchise network due to the numerous acquisition methods (franchise candidates and end customers) that web marketing offers.

Buyer Persona

Fictional representation of the ideal client or candidate. This is the typical profile that the brand seeks to attract. It includes elements such as professional situation, age, salary, objectives, etc. The buyer persona plays a central role in the franchisor's strategy because it guides targeting, content creation, marketing campaigns, new products, commercial approaches, etc.

Lead

In marketing, a lead represents a potential customer who is interested in your company, your products or your services. Also called prospect, the term lead brings together users who want to know more about your offer.

Social Media Advertising
(SMA)

SMA (Social Media Advertising) refers to all advertising activity on social networks through the use of tools such as Facebook Ads or LinkedIn Ads. Most of the time these are announcements that take the form of sponsored publications. SMA has the advantage of being able to easily target an audience thanks to the information present on user profiles (age, gender, interests, etc.).

Call To Action (CTA)

Wording appearing in the form of a clickable button or a catchphrase and the aim of which is to encourage the visitor to undertake an action sought by the brand that owns the site. Its classic use is to redirect the visitor to a form where they will leave their contact details in order to be able to contact them later. Another common use is to encourage a purchase action with CTAs like “Order” or “Subscribe”.

KPI
(Key performance indicator)

KPIs are indicators that allow you to measure performance, whether for your marketing but also for other areas such as management. In our context, there are hundreds of them, which allows us to have precise data on the effectiveness of numerous devices, whether for your website, your presence on social networks, or even your emails and online advertising. Thanks to this data, we can more easily calculate our return on investment and make appropriate decisions on which strategies to keep, modify or abandon.

ROI
(Return on Investment)

ROI (return on investment) is an indicator (mostly expressed as a percentage) which evaluates the success of marketing actions. To do this, we compare the money invested with the money earned (or lost). We can thus optimize our marketing strategies by analyzing the most profitable investments, those which must be improved or abandoned. It is calculated in this form: (gain – cost) / cost x 100.

MQL
(Marketing Qualified Lead)

An MQL (Marketing Qualified Lead) is a prospect who has been qualified through marketing actions. They have shown interest in your brand and are therefore more likely to become a customer than other prospects. For example, a person who left their contact details to subscribe to your newsletter and then opened the email you sent them will be qualified as an MQL. However, he will not yet be ready to be converted into a franchisee or customer. It is up to your development and sales teams to determine when the prospect will be ready to take the next step (particular action on your site, downloading a document, etc.), it will then be qualified as “SQL” (Sales Qualified Lead).

SQL
(Sales Qualified Lead)

An SQL (Sales Qualified Lead) is an MQL (Marketing Qualified Lead) who is ready to be supported by your development and sales teams. In other words, a contact has already been established in the past, he has expressed his interest in your brand, its needs correspond well to what your brand offers, etc. For example, an MQL who has requested information about the brand in the past and who has already been contacted by telephone can be qualified as an SQL. At this stage of the sales process, we consider that there is a strong possibility of carrying out a sales action.

CRM (Customer
Relationship Management)

It brings together all the devices and operations aimed at optimizing interactions with your customers. It includes information collection techniques, marketing operations, data analysis and support operations. However, when we talk about CRM it very often refers to CRM software. A management tool that provides you with an overview of your customers, potential customers or franchise candidates. It records all data concerning them: telephone numbers, e-mail, interaction history, etc. A CRM therefore makes it possible to manage interaction with your customers, franchise candidates and franchisees but also to facilitate the management of the network organization, to synchronize sales, to establish the marketing process, to manage customer service and technical support.

Buyer's Journey

The buyer’s journey highlights the different stages of a potential customer’s purchasing journey or a franchise candidate’s decision-making journey: discovery, consideration and decision. The buyer’s journey thus makes it possible to determine where your prospect is in the decision-making process. In fact, not all of your potential customers or candidates have the same relationship with your brand, which is why it is appropriate to personalize the exchanges as much as possible in order to increase the chances of making a sale or signing a franchise contract. For example, we can share different content depending on the prospect’s position in the “buyer’s journey”. This way, the candidate or prospective client will have the information they need during their decision-making process.

Discovery Stage

First step of the buyer's journey, the candidate or prospect client becomes aware of the existence of a need and does research (most often on the internet) in order to learn more. You must therefore know how to draw attention to the problems that candidates and prospective clients meet. At this stage, we favor informative content: blog articles, infographics, reports, etc. It will only be later when the candidate or prospect will be informed that there are solutions to their problem and will continue their research in the decision-making process to arrive at the consideration phase.

Consideration Stage

Second stage of the decision cycle: the candidate or prospect has clearly defined his needs and is starting to consider the available solutions. He must be educated and guided in his choice. At this stage, we favor more technical content in order to position you as an expert in your sector: ebook, webinars, podcasts, etc.

Decision Stage

Last stage of the decision cycle (buyer's journey), the prospect or candidate has established a list of solutions that suit them and is about to take action, whether it is a purchase or the signing of a franchise contract . We must show him that he was right to make this choice. At this stage you will need to prioritize content that will set you apart from your competitors and how these differences meet the specific needs of the future franchisee or future customer: brochure, customer testimonials, case study, etc.

Automated Marketing

Marketing automation refers to a set of techniques and software aimed at automating marketing tasks considered long and repetitive. Thanks to marketing automation, it is possible to automate the sending of emails based on the behavior of visitors, but also to send SMS, segment contacts, and even do what we call lead scoring or lead nurturing.

Lead Scoring

A practice which consists of assigning a score to your prospects in order to decide when they are ready to be contacted. The rating system is defined by the brand, for example, you can add 10 points to a contact who has subscribed to the newsletter or remove 5 points if they have not visited your site for more than a month .When the prospect reaches a certain threshold, he is called an MQL. Your development and sales teams must then take over from your marketing teams to try to approach the candidate or prospect.

Prospect

Refers to a potential customer or franchisee for a company, an individual is considered a prospect when he or she has expressed an interest in the proposed offer. Prospects are the target of specific actions (prospecting) aimed at transforming them into end customers or franchisees.

Conversion Rate

A conversion is considered to occur when a visitor, prospect or customer completes a desired action. This can be a purchase, a content download or even a form submission. The goal of a conversion is to make a sale, but there can be many conversions before the prospect finally makes a purchase. So when we talk about conversion rate, it is the percentage of visitors who carried out the desired action. Ultimately, we will talk about conversion rates to determine the share of prospects converted into customers or franchisees.

Exhaustive glossary
of Franchising &
Growth Marketing

We can no longer develop a network
using methods from the last century

Terms from the
franchising world

Terms from the
marketing world

It's time to
take control of your growth

To learn everything about
Franchise Growth Marketing,
sign up here!

Exhaustive glossaryof Franchising & Growth Marketing

We can no longer develop a network using methods from the last century

Terms from thefranchising world

Terms from themarketing world

It's time totake control of your growth

To learn everything aboutFranchise Growth Marketing, sign up here!

Exhaustive glossary
of Franchising &
Growth Marketing

We can no longer develop a network
using methods from the last century

Terms from the
franchising world

Terms from the
marketing world

It's time to
take control of your growth

To learn everything about
Franchise Growth Marketing,
sign up here!