Know & Nurture Your Lead

Educating Potential Owners on a Franchise That Stands Out

The Challenge

Pearle Vision® needed help identifying, connecting with and nurturing franchise development leads. They wanted to systematically ensure they’d keep their leads engaged, interested and moving down the sales funnel.

The Results

63.64%
email open rate following webinar
+438%
traffic to franchise website
+424%
in user sessions
+46%
in leads

Approach & Insight

The Pearle Vision brand was extremely well known, but their franchise opportunity was not. We knew we could leverage the retail brand recognition to improve franchise development results. We needed to increase general awareness, and beyond that, we needed to provide the target persona with specific details about Pearle Vision franchise ownership. We wanted to highlight benefits like their turnkey operations and low start-up costs and make sure that prospects kept Pearle Vision top of mind as a possible opportunity.

Strategy & Execution

Knowing how hungry for information franchise development candidates are, we created a lead magnet that would answer all their technical questions about Pearle Vision’s franchise opportunity. We then continued to market to them through nurturing emails and webinars that gave them the valuable information they were hungry for. These webinars focused on business ownership topics like marketing and inventory management — topics that interested prospects greatly.

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