focused on roi: strategic results in franchise salesyour successful owners ‐ online surveys...
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FOCUSEDONROI:INTEGRATINGMARKETINGTACTICSFORBETTER
STRATEGICRESULTSINFRANCHISESALES
TRACYWEISEPRES|WEISECOMM
DAWNKANEPRES|HOTDISHADV
JASONZICKERMANCEO|TAB
THEIMPORTANCEOFINTEGRATION
Marke9ng MassBroadcast
PublicRela9ons FilteredReporters
Advertising Media
Marke9ng&PublicRela9ons
DirecttoConsumerMessaging
THEIMPORTANCEOFINTEGRATION
ONE MANYMessaging Call to Act ONE
ONE ONEMessaging Call to Act MANY
THEPROCESSFORSUCCESS
• Iden9fyCandidate• SetBudget• IntegrateTac9cs• TestCampaigns• TrackResults• RefineExecu9on• LearnLessons
IDENTIFYTHECANDIDATE
IDENTIFYTHECANDIDATE
WhoistheBestCandidateforOwnership?• Evaluateyoursuccessfulowners
‐ onlinesurveysevaluatetraits,businessstyles
• Studynewownersandtheirleadershipstyles
‐ focusgroupsdeterminesuccessfulpersonali9es
IDENTIFYTHECANDIDATE
• Demographics• Geographics• Psychographics
IDENTIFYTHECANDIDATE
• Psychographicsarekey
‐ Needsimmediatefinancialreturnoninvestment
‐ Focusedonlong‐termfinancialreward
‐ Wantstodecidehis/herowndes9ny
‐ Wantstodeterminewhatandhowmanyhourstowork
‐ Wantstomakeadifferenceinthelivesofothers
‐ Wantstohelpthecommunity
‐ Iswillingtoputinsweatequity
‐ Managesfromafar
IDENTIFYTHECANDIDATEDeterminetherightmixoftraits
altruistic community focused
financially motivated
retirement focused
rolls up sleeves
needs immediate
gratificationegocentricmanagerial
needs life balance
IDENTIFYTHECANDIDATE
CreatethePersona
Removeyourownpersonalbiasesandmarkettotherightpeoplewiththerightmessage
"Iloveworkinginhealthcare,butIwantmorecontrolofmyownlifeandmydes@ny.Iwantsomethingelseoutofmycareer,butIdon’tknowwhatitis."
•42yearsold•Married,2‐children•Bachelor'sDegreeinNursing•WorkedmostlyasperiOpera9venurse,alsoperformedservicesincardiology,ER,trauma•Usestheinternetandmobiletechnologyregularly
Laura StephensRN, Grand Hospital, Las Vegas, Nevada Early Majority, Pragmatist
KeyAUributes•Loveshelpingpeopleandcaringforpeople•Altruis9c•Wantstodetermineowndes9ny•Lookingforopportuni9estosecurefinancialfuture•Hasnearly2decadesofnursingexperience•Notreadytore9re•Hasmanagerialexperience
DETERMINETHEBUDGET&THEPLAN
THEBUDGET
• Determinethesalesgoals• Evaluatethebudget
‐ Aretheyinsync?
‐ Arethegoalsrealis9c?
• Evaluatepastefforts• Runabetatest
THEBUDGET
2010Averages:• Costperlead:$54.00• Costpersale:$10,000• Leadtosale:1%• Applica9ontosale:8%• DiscoveryDaytosale:65%
AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport
THEBUDGET
TrackYourEfforts!
Understandtheleadsourcetokeepleadsflowing
THEBUDGET
DoNotOver/UnderCommit
A3‐monthcommitmentwithanymediashouldgiveyouenoughfrequencytoevaluateeffecEveness.
THEPLAN
• Determinethemediahabitsofthetargetaudience• Knowhowmuchbrandawarenessexistsinanygivenmarket
• Surprisethetargetaudience• Don’tgetcomplacentaboutfindingyouraudience• Don’tassumetheywanttobuyafranchise
INTEGRATION
WHYINTEGRATE
• Protectthebrandvoice• Maintainconsistencyofkeysellingpoints• Increaseonlinesearchengineop9miza9on(SEO)• IncreaseROIbyhedgingyourbets‐interweavingtac9cs• Developmorerobust,interac9veandfluidcampaigns• Createmoreopportuni9esforexposure
INTEGRATINGTHEMESSAGE
• Controlthemessagethroughallmediums• Focusonthemostcompellingreasontomo9vateyouraudience‐don’t
forgettospeaktothepersona
• Providedis9nctpayoffsforspecificaudiences
‐ Modifythemessage,protectthebrand
EFFECTIVEINTEGRATIONOFPR
• PublishorPerish
‐ DirecttoBuyerNewsReleases
‐ BlogAr9cles
‐ OnlinePublica9ons
‐ PhotoGalleries
‐ VideoPresenta9ons/Podcasts/E‐Books/Webinars
INTEGRATINGTHETACTICS
AdvertisingAdvertising OnlineMarketingOnline
Marketing
DirectMailDirectMail
VideoVideo PublicRelationsPublic
Relations
TradeShowsTradeShows
SocialMediaSocialMedia
PrintCollateralPrint
Collateral
SalesToolsSalesToolsSalesTools Print
Collateral
SocialMedia
TradeShows
PublicRelations
DirectMail
Video
OnlineMarketing
Advertising
BrokersBrokersBrokers
TheLawnDoctorIntegratedCampaign
LawnDoctorMul9‐TieredCampaign
• Na9onal• Regional• Ver9calMarkets
‐ Bolt‐on
‐ GreenIndustry
‐ MIlitary
LawnDoctorIntegratedTac9cs
• PortalAdver9sing• ContextualAdver9sing• Webinars• DirectMail• RegionalPrint• Referral• Brokers• PublicRela9ons• SocialMedia• UpdatedFranchiseWebsite
LawnDoctorPortalAdver9sing
• NumberofPortals:4• LeadsGenerated:931• IncreasedSearchEngineOp9miza9on• IncreasedTraffictolawndoctorfranchise.com
LawnDoctorContextualAdver9sing
• NumberofImpressions:82,879,842• NumberofAr9clesRead:12,234• NumberofClickThroughs:1,110• LeadsGenerated:42
LawnDoctorWebinars
• Mul9plewebinarswereheldthroughouttheyear
‐ GeneralTargetAudience
‐ MilitaryFocus
‐ IndustryFocus
• AverageRegistra9on:80• AverageDial‐in:15
LawnDoctorRegionalMarke9ng
• Regionaldirectmailandprintcampaignsinmarketswithhighbrandawareness
• 2‐3dropsperpublica9onacrossvariouspubs
• 18classifiedprintinser9ons• 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
LawnDoctorPublicRela9ons
• MarketOutreach
‐ Socialmediaconnec9ons
‐ Marketmee9ngs/lunches
‐ PressOutreach
• TargetAudience
‐ Communityinfluencers
‐ Cityofficials
‐ Industryprofessionalsandassocia9ons
LawnDoctorReferralProgram
• Acommunica9onpiecewasdevelopedtoannouncetheprogramtothesystem
• Recogni9onattheLawnDoctorAnnualConven9on
• Referralscon9nuetobethehighestconversion• 3dealsin2010
25%ofsalescamefromreferralsin2010‐AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport
LawnDoctorDirectMail
• TargetedList
• Personaliza9on
• Alwaysfollowup• Trackthroughusageofunique800#orURL
LawnDoctorWebsite
• Strongdesign
• Op9miza9on
• Visible“CalltoAc9on”onhomepageoffranchiseopportuni9essec9on
• Clearpointofdifferen9a9on
• Concisecontent
• Separatefranchise/consumersite
• Interac9vityandhumaniza9on
‐ Livetes9monials
LawnDoctorWebsiteEffec9veness
• NumberofVisits:19,488
• UniqueVisits:17,02
• LeadsGenerated:412
TRACK
• Whichstrategybroughtmostleads?• Themost“quality”leads?• Thelowestcostperlead?• Thelowestcostpersale?• Themostsales?• Themostleadsthatdidn’tsell?• Howdidtheseresultscomparetoprioryear?
ACHIEVINGSUCCESSINFRANCHISESALES
• Iden9fyTheCandidate• SetTheBudget• IntegrateTheTac9cs• TestTheCampaigns• TrackTheResults• RefineTheExecu9on
REFINE
• Whatworked• Whatdidn’twork• Keepaneyeonyourfranchiseprospect• Alwaysbeonthelookoutfornewopportuni9es
