Trevor Rappleye, CFE

People cannot get excited unless they know about your brand and what you can do for them. Having her motions around real customers that have used your brain is more powerful than you can imagine. Film the success stories!

In my experience, staying curious is the thing that will make you win in the end. Go to industry shows in your niche and learn the kind of content your client and prospective clients want to see! This is so key. My tips: - Have a monthly reoccuring learning hour with yourself and your team. Learn about something. 2 - Attend at least one expo or conference a quarter. Yes, this will be an investment. But your competition will be at home NOT learning and NOT networking. 3 - Don't get caught up in the latest trends. Stay true to what you are great at. We are great at telling true stories - so we never use stock footage.

One thing I’ve learned in the franchising space is as you explore different franchises, you want to be very aware of the marketing that’s put in front of you. If their marketing is bad, if their website is bad, or they have no up-to-date marketing videos – then you as a franchisee will receive that same type of support. Not good. Also look for social proof of what the current franchisees are saying about the brand. It’s good to listen to the founder story and the leadership – but where you should really focus on is the success of franchisees that are currently living in the system You should be so inspired by this franchise because of the content they put in front of you.

I disagree with simply just promoting the event with a simple website and text. Even with a beautiful designed invitation or flyer, you’re missing the thing that truly moves the needle which is video. Having a video from the previous years event will drive sponsors and attendees to your next event. Investing in high-quality video production of interviews and a wrapup video will 100% drive more growth to your event for the next year. When filming this video, it’s important to not just have a silent video with music. Make sure to capture interviews of people to use that as social proof for the following event. Put this on your registration page and you’ll see the results for yourself.

One thing I found helpful with PPC is making sure you are using video in your ad campaign. It will be a slightly higher cost, but you will see your conversions increase up to 30% . While everyone else is doing textbased pay per click advertisements, you are pushing engaging storytelling videos to your audience. The best kind? Social proof of your customers!