Laughing Man Coffee is a unique coffee concept, with a celebrity founder and media the likes of which no other cafe can boast. Based out of Tribeca it’s become an institution, known for its vision, mission, and values… and for having some of the best coffee in New York City. But as the brand grows into the franchise environment, several challenges await.
Laughing Man Coffee
Franchise Sales Lead Generation Campaign
Challenge
Franchise sales typically requires a special skill in being able to correctly identify and target the right types of investors. Doing franchise sales efforts for new brands is even more challenging as that typical profile needs to be refined even further to focus on the more institutional investors who have the resources to developed several cafes simultaneously.
2023 Results
SEM
Average CTR
(Click-Thru-Rate)
7.40%
vs. Global Average of
3.17% for Search Campaigns
SEM
Average CPC
(Cost-Per-Click)
$1.29
vs. Global Average of
$2.69 for Search Campaigns
Average CTR
(Click-Thru-Rate)
1.58%
vs. Global Average of
.65% for Business Development
Average CPC
(Cost-Per-Click)
$2.52
vs. Global Average of
$6.30 for Business Development
How We Did It
Google SEM / Google Display / Google Performance Max / LinkedIn / Meta / CRM + Email Automation
NM+U buit a franchise sales page to drive traffic and leads to. We then developed a hyper-focused audience from proprietary tools, third-party data, publicly available info about franchise developers and volume, then overlayed known geographical info and behavior info to create our audiences. We then A/B tested a large series of ads to optimize the results. We also created an email automation series to gain attention after the connection and to push them further down the funnel.
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