IHOP International: Franchise Sales Lead Generation
Introduction
IHOP is the largest, most-loved breakfast chain in the world. In 2023, NM+U took on the challenge of supporting franchise sales and development efforts in Canada. In 2024 these efforts were expanded to other international markets in Europe and Asia.
Challenge
Identifying suitable investors within a large global audience presented a challenge as they represent a small segment of global entrepreneurs. The objective was to reach them via social and digital channels and capturing their interest and information. Following that, an ongoing email campaign would keep them engaged for the duration of the sales cycle.
Campaign Results
All Platforms Average CPM
All Platforms Average CPI
All Platforms Average CPL (Cost per lead)
How We Did It
Media Channels: Google SEM, Googe PerMax, LinkedIn, Meta Platforms, CRM + E-mail Automation
NM+U developed a highly targeted ad campaign designed to find very particular audience overlays, build interest, and identify potential leads. The campaign was supported with a series of tactics including custom lookalikes and past client data. We also created an email automation series with 20 emails to remain engaged with leads and to invite them to get pre-qualified and to have a conversation with the sales team directly.
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