IHOP International: Franchise Sales Lead Generation
Introduction
IHOP is the world’s largest and most beloved breakfast chain. In 2023, NM+U was brought on to support IHOP’s international franchise sales and development efforts, beginning in Canada and expanding into key global markets in Europe and Asia by 2024.
Challenge
The primary challenge was reaching the right franchise investor audience within a vast global pool of entrepreneurs. Ideal prospects for IHOP represent a niche segment: individuals or entities with the experience, capital, and interest in launching and operating multiple franchise locations. To connect with this audience, NM+U needed to develop a strategy that reached them through social and digital channels, capturing their interest and gathering information. Following that, an ongoing email campaign would keep them engaged throughout 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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