In this crossover episode, I join Glenn Walford on The Franchise Everything Podcast to unpack how Jim’s Group built one of Australia’s biggest franchise networks fuelled almost entirely by video marketing.
I share how he started with one videographer and turned Jim’s Group into a daily content machine.
He explains the mechanics behind founder branding, long-form storytelling, and how YouTube became the “trust engine” that drives franchise recruitment.
They dig into:
• Building credibility with consistent content
• Why “testimonial videos” are dead
• How to turn negative comments into marketing gold
• What franchisors can learn from influencer culture
• The future of personal branding in franchising
This one’s packed with real examples, a few hard truths, and plenty of ideas you can steal.
Timestamps
00:00 – Introduction: The Franchise Everything Podcast crossover
02:00 – The origins of Jim’s Group video strategy
05:00 – Scaling content across 50 divisions
07:30 – When the results started to show
09:00 – Founder branding: bringing Jim Penman to life online
12:00 – Why Australians struggle with self-promotion
13:30 – How to make it easy for busy founders to show up on camera
15:00 – The “post more” rule: eight times a day and why it works
17:30 – Turning criticism into creative fuel
20:00 – The problem with testimonials (and what works better)
22:00 – How content qualifies the right franchise leads
24:00 – YouTube as the franchise world’s “trust engine”
25:00 – Final takeaways for franchisors