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Guerrillas with laptops: making the most of interactive media: to compete effectively for qualified leads and communicate a brand's message quickly and cost-effectively while maintaining real- time communications with its franchisees, franchise companies have to turn to the Internet.(TECHNOLOGY: DRIVING FRANCHISE GROWTH AND PROFITABILITY)

Franchise organizations across the board are feeling the pressure to keep their budgets low while still increasing sales. With a limited marketing budget, one of the first areas to focus on is using free or inexpensive technology to get the message out. Fortunately, there are many cutting-edge interactive media technologies, such as Webinars, YouTube, live broadcasting, blogging, podcasting and social networking, that if used effectively, can promote a franchise company's brands and ultimately increase sales.

Before employing any one these mediums, an organization must first understand its objectives and audience. Without understanding the audience and defined objectives, ...

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