为什么特许品牌需要开始使用视频营销

据说我们knowledg的四分之三e comes to us from our sight — visually. This makes it all that much more confusing that特许经营品牌仍然无法使用video marketing作为其全面销售开发过程的一部分，可以使用它们的选择。特别是与他们有关的品牌基于加盟商的验证和招聘工作。

大多数特许经营者都有定义明确且微调的销售流程，精心制作，是一种简单而有效的方法，可以通过特许经营调查过程来吸引候选人。有些品牌的总步骤只有五个步骤，而另一些品牌可能有多达九个步骤。他们几乎所有人都有一个最重要的路点之一的占位符 -验证。这个阶段的重要性不能被低估，因为这是特许人为业务提供所有支持论点的最佳机会所有权。

通常，参加验证会议的特许经营者候选人将有机会与品牌代表一对一交谈以及现有加盟商in the system. No questions are off-limits, and it's an incredible opportunity to communicate thevalue propositions该品牌，并准确地说明了特许经营所有者的日常活动。知道这一点，大多数特许经营者只在写作或通过电话上执行这一重要步骤，这似乎很奇怪吗？视频营销是否更有意义？

有关的：4 Reasons Why Validation is Important to Your Franchise System

Lost in translation

我们没有视觉提示communication，在翻译中可能会迷失很多细微差别。由于非视觉（面对面的）媒介（如电子邮件，文字和电话），很少有人会发现任何没有经历过关键的误解或错误地阅读情况的人。因为当人视觉沟通, they take in so much more than mere facts. Rather, they absorb the emotion, feeling and expression that visual settings provide. Even the immortal hit show,Seinfeld，在他们有史以来最有趣的一集中阐明了生活的这一方面。当一个主要角色问他的朋友是否可以通过文本与其他重要的其他文本分解是可以接受的时，该小组的反应迅速而说明。不可能。这种严重的沟通活动需要面对面的会议。

Short attention spans

It's a well-known fact that people have incredibly short attention spans. The rise of the smartphone, 10-second TikTok soundbites and otherrapid-format social media渠道只会使问题变得更糟。仅仅几年前，公司花了数百万美元来制作光滑的营销手册，公开交易的公司开发了数十个页面的投资招股说明书，并且产品品牌通常创建了从未有人阅读的所有者手册。一秒钟。假设您的洗衣机停止工作，但您已经诊断出一两个症状。现在已经变得太普遍了，”YouTube, and see if there's a video on how to fix it."

有关的：考虑特许经营权？立即开始并进行该测验，以找到与您的生活方式，兴趣和预算相匹配的特许经营列表。

为什么视频对于验证和招聘至关重要

Brands, especially特许品牌，需要与时俱进，并提供听众喜欢消费的内容类型。再次使用验证，作为招聘示例，请想象这两种情况：

1. You have a franchise candidate participating in a validation phone call with one of your more experienced and established franchise owners. Since there is no script, there's really no telling how the existing owner may respond to questions about being a franchisee. Franchisors have zero control.

2. You produce a slick, one-minute reel — a testimonial - of an existing特许经营所有者— placing it in a library of validation videos on your website. As the franchisor, you control every aspect of what comes out of your franchisee's mouth. Before candidates can even get to the validation stage, there lies the possibility that these first-person testimonials will draw in the viewer. Franchisors are 100% in control.

如果您可以可视化（在那里没有双关语）如何target audiencemay respond to each of these methods, you now understand a valid point about the视频营销的力量和生产。暂时忘记特许经营行业 - 甚至集线器发表了一篇文章，指出，观看积极推荐的前景中有90％帮助他们为特定零售品牌做出了购买决定。相同的百分比报告希望查看每个行业渠道中品牌和企业的其他视频内容。

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视频营销和制作真正面临的是建立emotional connectionto your target audience. In the case of franchisors, that means attracting a qualified candidate. This target audience responds to video testimonials because the presenter's emotions, feelings and expressions can be evaluated and communicated in real time. In less than 60 seconds, they can view this type of promotional video and imagine themselves one day participating in the same type of testimonial validation. This time, in front of the camera themselves. And isn't that the very definition of a客户转换that franchisors so desperately seek in their recruiting efforts?