International Lead Generation John P. Hayes, Ph.D. President & CEO HomeVestors of America, Inc.
Who Do You Want? • Master Licensee? • Unit Licensee? • Education? • Financial Status? • Language? • Business Experience? • Cultural Experience?
Where Do You Find Them? • What do these prospects read? • How do they search for opportunities? • Do they attend expos? • Do they respond to brokers? • Do they attend trade missions?
Tell Your Story Professionally • Get it in print • Articles placed by PR agencies • Articles generated by media relationships • Use Advertorials • Capture it on video • Place it on your Web site
Rely On Franchise Media • Read all the publications • Get familiar with lead generation Web sites • Introduce yourself and your story to writers and editors • Advertise in the best of these media
Hire International PR Counsel • With international contacts and experience • U.S. PR Counsel must have international experience and contacts • Hire in-country
Meet The Brokers • Find out who’s selling franchises for international franchisors • Brokers must work in-country • Hire in-country
Use Government Agencies • Trade Missions • IFA sponsors 2 each year • 2008: Australia and Asia • Franchise Partner (Gold Key) Program • Requirement for U.S. Commercial Services • Contact Export Assistance Centers • Visit: http://www.export.gov/eac/index.asp • Commercial Services in Other Countries
Your Brand Generates The Best Leads • Create opportunities for existing franchisees to find new franchisees
Join Trade Associations • IFA, BFA and others • Ask for their assistance • Ask for referrals for brokers, Web sites, PR agencies, etc.