2017 AFDR Highlights: Top Digital Sales Producers

This is the fifth in a series of highlights from the 2017 Annual Franchise Development Report (AFDR). The 2017 AFDR, unveiled in late September at the Franchise Leadership & Development Conference, is based on responses from 167 franchisors representing 60,989 units (51,789 franchised and 9,200 company-owned). Participants in the survey consisted of franchisors that completed an extensive online questionnaire.

Responses were aggregated and analyzed to produce a detailed look into the recruitment and development practices, budgets, and strategies of a wide cross-section of franchisors. The data and accompanying commentary and analysis provide the basis of the 2017 AFDR (ordering information is below). This week: Top digital sales producers, 2012–2016, by category With digital spending accounting for more than four in 10 sales and holding steady for the past 5 years, we asked respondents to segment their digital spending as it relates to sales.

With the numbers for 2016 nearly identical with those of the previous year, we can surmise that after an uneven beginning, as franchisors learned the ropes of online recruitment, digital has settled into place as a source for franchise sales (that is, until the next disruptive technology appears on the scene). Over the past 3 years, ad portals led the way as a source for franchise sales, accounting for about 1 in 3 sales over the past 3 years. The next two leading digital sales sources, SEO and PPC, also have held steady for the years 2014 through 2016.

Next week: Cost per lead and cost per sale. Ordering Information *The complete 2017 AFDR, with analysis and benchmarks, is available for $345. For ordering information, call Sharon Wilkinson at 800-289-4232 x202, email sales@franchiseupdatemedia, or click here.