"She had invested everything. Her savings, her time, her hope for the future. The franchisor's marketing fund had promised support, but what arrived were glossy ads that looked like every other senior care business in the country. Not one of them told Maria's story or explained why she left a corporate job to dedicate her life to caring for others."
"Video is one of the fastest ways to solve this. Research shows that 87% of marketers say video has directly increased sales and 91% use video as a critical tool. But generic corporate video is not enough. It has to be localized, authentic and human. People also remember stories far more than facts. Storytelling has even been shown to increase conversion rates by 30%."
Maria opened a senior care franchise and received only generic franchisor ads that failed to tell her story or attract local customers. Many franchisees report dissatisfaction with franchisor marketing fees and lack of local impact, producing mistrust and low neighborhood visibility. A new franchisee needs visibility in their own zip code rather than national ads. Video offers a fast solution: 87% of marketers say video increased sales and 91% use video as a critical tool. Corporate video must be localized, authentic and human. Storytelling increases conversion rates by 30%. Trust begins before the first visit.
Read at Entrepreneur
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