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FOCUSEDONROI:INTEGRATINGMARKETINGTACTICSFORBETTER
STRATEGICRESULTSINFRANCHISESALES
TRACYWEISEPRES|WEISECOMM
DAWNKANEPRES|HOTDISHADV
JASONZICKERMANCEO|TAB
@JasonZickerman@TracyWeise@XXXXX
Twitter:#IFA
TheImportanceofIntegration
THEIMPORTANCEOFINTEGRATION
TraditionalCommunication
Communication2.0
Marketing MassBroadcast
PublicRelations FilteredReporters
Advertising Media
Marketing&PublicRelations
DirecttoConsumerMessaging
THEIMPORTANCEOFINTEGRATION
TraditionalCommunication
Communication2.0
ONE MANYMessaging Call to Act ONE
ONE ONEMessaging Call to Act MANY
WHYINTEGRATE
• Protectthebrandvoice• Maintainconsistencyofkeysellingpoints• IncreaseSEO• IncreaseROI• Developmorerobustcampaigns• Createopportunitiesforexposure
THEPROCESSFORSUCCESS
• IdentifyCandidate• SetBudget• IntegrateTactics• TestCampaigns• TrackResults• RefineExecution• LessonsLearned
IDENTIFYTHECANDIDATE
IDENTIFYTHECANDIDATE
WhoistheBestCandidateforOwnership?• Evaluateyoursuccessfulowners
‐ onlinesurveys
• Studynewownersandtheirleadershipstyles
‐ focusgroups
IDENTIFYTHECANDIDATE
• Demographics• Geographics• Psychographics
IDENTIFYTHECANDIDATE
• Psychographics
‐ Needsimmediatefinancialreturnoninvestment
‐ Focusedonlong‐termfinancialreward
‐ Wantstodecidehis/herowndestiny
‐ Wantstodeterminewhatandhowmanyhourstowork
‐ Wantstomakeadifferenceinthelivesofothers
‐ Wantstohelpthecommunity
‐ Iswillingtoputinsweatequity
‐ Managesfromafar
IDENTIFYTHECANDIDATEDeterminetherightmixoftraits
altruistic community focused
financially motivated
retirement focused
rolls up sleeves
needs immediate
gratificationegocentricmanagerial
needs life balance
IDENTIFYTHECANDIDATE
• Demographics
‐ 40‐55
‐ Male
‐ HighlyEducated
‐ ManagerialExperience
• Geographics
‐ Urban
‐ EastCoast
• Psychographics
‐ Wantstobeself‐employed
‐ Pragmatist
‐ Financiallymotivated
IDENTIFYTHECANDIDATE
CreatethePersona
Removeyourownpersonalbiasesandmarkettotherightpeoplewiththerightmessage
"Iloveworkinginsales,butIwantmorecontrolofmyownlifeandmydestiny.Iwantsomethingelseoutofmycareer,butIdon’tknowwhatitis."
•46yearsold•Married,2‐children•Bachelor'sDegreeinBusiness•Outgoing,self‐motivated,agoodlistener•Usestheinternetandmobiletechnologyregularly
Bill SmithArea Sales Director, Large CompanyEarly Majority, Pragmatist
KeyAttributes•Wantstobeself‐employed•Wantstomakemoremoneythancurrentposition•Wantstodetermineowndestiny•Lookingforopportunitiestosecurefinancialfuture•Hasnearly2decadesofsalesexperience•Lifeeventcausedcrisisopportunity•Hassomemanagerialexperience
DETERMINETHEBUDGET
THEBUDGET
• Determinethesalesgoals• Evaluatethebudget
‐ Isitinsyncwiththesalesgoals?
‐ Arethegoalsrealistic?
THEBUDGET
2010Averages:• Costperlead:$54.00• Costpersale:$10,000• Leadtosale:1%• Applicationtosale:8%• DiscoveryDaytosale:65%
AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport
THEBUDGET
TrackYourEfforts!
Understandtheleadsourcetokeepleadsflowing
THEBUDGET
DoNotOver/UnderCommit
A3‐monthcommitmentwithanymediashouldgiveyouenoughfrequencytoevaluateeffectiveness.
DETERMINETHEPLAN
THEPLAN
• Determinethemediahabitsofthetargetaudience• Knowhowmuchbrandawarenessexists
• Knowwhattacticswill/willnotworkforyouraudience
• Surprisethetargetaudience
‐ Don’tgetcomplacentaboutfindingyouraudience
‐ Don’tassumetheywanttobuyafranchise
INTEGRATION
INTEGRATINGTHEMESSAGE
• Controlthemessage
• Focusonthemostmotivatingfactor
• Providedistinctcall‐to‐actions
INTEGRATINGTHETACTICS
AdvertisingAdvertising OnlineMarketingOnline
Marketing
DirectMailDirectMail
VideoVideo PublicRelationsPublic
Relations
TradeShowsTradeShows
SocialMediaSocialMedia
PrintCollateralPrint
Collateral
SalesToolsSalesToolsSalesTools Print
Collateral
SocialMedia
TradeShows
PublicRelations
DirectMail
Video
OnlineMarketing
Advertising
BrokersBrokersBrokers
BrokersBrokers
INTEGRATINGTHETACTICS
AdvertisingAdvertising OnlineMarketingOnline
Marketing
DirectMailDirectMail
VideoVideo PublicRelationsPublic
Relations
TradeShowsTradeShows
SocialMediaSocialMedia
PrintCollateralPrint
Collateral
SalesToolsSalesToolsSalesTools Print
Collateral
SocialMedia
TradeShows
PublicRelations
DirectMail
Video
OnlineMarketing
Advertising
Brokers
TheLawnDoctorIntegratedCampaign
LawnDoctorMulti‐TieredCampaign
• National• Regional
LawnDoctorIntegratedTactics
• PortalAdvertising• ContextualAdvertising• Webinars• DirectMail• RegionalPrint• Referral• Brokers• PublicRelations• SocialMedia• UpdatedFranchiseWebsite
LawnDoctorPortalAdvertising
• NumberofPortals:4• LeadsGenerated:931• IncreasedSearchEngineOptimization• IncreasedTraffictolawndoctorfranchise.com
LawnDoctorContextualAdvertising
• NumberofImpressions:82,879,842
LawnDoctorWebinars
• Multiplewebinarswereheldthroughouttheyear• AverageRegistration:80• AverageDial‐in:15
LawnDoctorRegionalMarketing
• Regionaldirectmailandprintcampaignsinmarketswithhighbrandawareness
• 2‐3dropsperpublicationacrossvariouspubs
• 18classifiedprintinsertions• 6onlinenewsportals
WOULD IT BE REDUNDANT TO SAY WE’RE NUMBER ONE?
®
Lawn Doctor,® the largest franchise in the lawn care industry, has immediate franchise opportunities available in Long Island.
Join an established company with 40+ years of making lawns healthy and customers happy.
©2010 All rights reserved. Lawn Doctor, Inc. This is not an offer to purchase a franchise. Offerings are made by Franchise Disclosure Document only.
Become a Lawn Doctor Franchisee Today.1.866.LAWN DOC (1.866.529.6362)
LawnDoctorFranchise.com
EFFECTIVEINTEGRATIONOFPR&SOCIALMEDIA
• ContentisKing
‐ Updateregularly
‐ Focusonrelevantsocialmediasites
• PublishorPerish
‐ Directtobuyernewsreleases
‐ Blogarticles
‐ Onlinepublications
‐ Photogalleries
‐ Videopresentations/podcasts/e‐books/webinars
LawnDoctorPublicRelations
• MarketOutreach
‐ Socialmediaconnections
‐ Marketmeetings/lunches
‐ Pressoutreach
• TargetAudience
‐ Communityinfluencers
‐ Cityofficials
Note: Managed by No Limit
LawnDoctorReferralProgram
• Acommunicationpiecewasdevelopedtoannouncetheprogramtothesystem
• RecognitionattheLawnDoctorAnnualConvention
• Referralscontinuetobethehighestconversion
• 1dealin2010
25%ofallfranchisesalescamefromreferralsin2010‐AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport
LawnDoctorDirectMail
• Targetedlist
• Personalization
• Alwaysfollowup
• Trackthroughusageofunique800#orURL
TRACK
• Whichstrategybroughtmostleads?• Themost“quality”leads?• Thelowestcostperlead?• Thelowestcostpersale?• Themostsales?• Themostleadsthatdidn’tsell?• Howdidtheseresultscomparetoprioryear?
ACHIEVINGSUCCESSINFRANCHISESALES
• IdentifyTheCandidate• SetTheBudget• IntegrateTheTactics• TestTheCampaigns• TrackTheResults• RefineTheExecution
REFINE
• Whatworked• Whatdidn’twork• Keepaneyeonyourfranchiseprospect• Alwaysbeonthelookoutfornewopportunities
PITFALLSTOAVOID
• Inconsistentmessaging• Programsoutofsync• Misunderstandingwheretheleadinitiallycamefrom• Quittingatactictooearlyortoolate• Targetingthewrongcandidate• Lackingtherightmotivators• Assuminganything• Settinggoalsandexpectationstoohigh• Missingopportunitiesforimprovement• Acceptingwhatwasdoneinthepastwillworkinthefuture