Franchise Advertising Case Study

Bruster’s® Real Ice Cream

 

With nearly 200 franchised locations, Bruster’s® Real Ice Cream is an Entrepreneur Franchise 500 ranked brand with widespread recognition, a strong fan base, and a community of loyal franchisees. They are also recognized as one of the top franchises for veterans. Bruster’s stores offer ice cream, frozen yogurt, Italian ice, sherbet and sorbet in a variety of flavors. 

FRANCHISE INDUSTRY:
Ice cream & Froyo

CHALLENGE:
Attracting qualified franchisees

LOCATION:
Bridgewater, PA

Lead PPC Contributions

A strategy focused on franchisee-generating results, not just awareness.

When Bruster’s® came to Lead PPC back in October 2018, they already had great brand awareness & a tribe of raving fans! The challenge they faced was driving franchise development leads that were qualified financially.

With this in mind, Lead PPC took a ‘quality of quantity’ approach to ensure we were driving leads most likely to meet the franchise opportunity financial requirements. To accomplish this we implemented a combination of Search campaigns strategically targeted towards users looking for a franchise investment opportunity in the ice cream vertical and Social Ads targeting users similar to known franchise owners.

Landing pages designed to pre-qualify & convert prospective franchisees.

While the Bruster’s® Real Icecream website is beautifully designed and full of great content, we knew that in order to maximize conversions we would need to design landing pages designed to specifically generate high-quality franchise opportunity leads.

By condensing the opportunity information, using a ‘free franchise guide’ as the lead magnet, and highlighting the financial requirements every step of the way, we were able to significantly increase the number of qualified leads in the sales pipeline. We also implemented a real-time integration with Franchise Management Software (FMS) making the inquiry followup process a breeze for the Bruster’s®  sales team. 

The Outcome

$0
Average Unit Volume

Six Consecutive Years of
Average Unit Volume Increases

0
Locations

Ranked in Entrepreneur Magazine’s
2019 Top Franchises For Veterans

25-54

Key Demographic

Married Couples Ages 25-54, Middle to Upper-Middle Income

*As reported in the 2019 Bruster’s Real Ice Cream Franchise Disclosure Document (based on 2018 gross sales). This average only relates to 46 stores that ranked in the top 25% of AUV range who were operating a minimum of 358 Days.