What If For One Day...

Every Franchise Concept Cost $1

Which One Would You Choose?

These Would Be Some of Your Options...

WHY?

BRAND EQUITY

CREATING FRANCHISE VALUE TO SELL MORE.

Brought to you by:

What Is A Brand?

What Is Branding?

The Love Affair

POP QUIZ!You Spot Your Perfect Mate!

Franchise This! BRAND Seminar - April 22, 2013

What Do You Do?✓ Hand them a sheet of paper with your Mission &

Vision Statement and ask them to Marry You?!

✓ Show them your Logo and expect them to instantly fall in love with you?!

✓ 30 seconds into to your ‘first date’ order their dinner without consult and expect them to be grateful.!

✓ Walk up to them and use the pick-up line www.thisismyawesomewebsite.com thus it was destiny for us to be together.

Starting Off Right.

“It is the Franchisor’s Job to Manage The Brand”

“It is the Franchisee’s Job to Manage The Business”

Franchise This! BRAND Seminar - April 22, 2013

Your Personality

Your Core Belief System

Your Story

Your Vision

Your Language

What You Stand For

Your Choices

Your Responsibilitie

s

The Roles You Play

Your Passion or ‘The Why’

Your Goals

This Will Be Why Your Brand’s Heart beats

Your Equity Lies In How You Balance the

Health of This ‘Heartbeat’

Franchise This! BRAND Seminar - April 22, 2013

Your Staff

Your Customers

Your Leadership

Your Logo

Your Social Media

Your Community

Support

Your Brochures,

Flyers & Print

Your Products & Services

Your Advertising &

Marketing

Your Website

Your Promotions

This Will Be How Your Brand Heartbeat Is HeardYour Equity Lies

In How You Manage the

Strength of This ‘Heartbeat’

Franchise This! BRAND Seminar - April 22, 2013

This Why & How About Your Brand’s Heartbeat, It Needs To Be Documented.

Franchise This! BRAND Seminar - April 22, 2013

This Why & How About Your Brand’s Heartbeat, You Need Your ENTIRE !

System To Live It.

Franchise This! BRAND Seminar - April 22, 2013

Building Your Brand To Franchise.Just Some of The Brand Elements & Systems You’ll Need to Consider Developing:!

• Brand Marketing Programs & Promotions!

• Local Area Marketing Programs!

• Digital Marketing Management & Social Media Policies!

• Brand Usage Manual!

• Marketing Manual!

• Franchise Local Area Marketing Creative Assets!

• Signage, Fixtures, Interior Design Kits, Vehicles !

• Grand Opening Manuals

Franchise This! BRAND Seminar - April 22, 2013

Building Your Brand To Franchise.Here Are Just Some of Infrastructures You’ll Need to Consider Developing:!

• Brand Website & Franchisee Websites!

• Creative Asset Library & Marketing Dashboard(s)!

• Annual Marketing & Promotions Calendar!

• Artwork Request & Design Polices!

• Shipping & Logistics to deploy Campaign Marketing Materials & Signage!

• Telecommunications and Marketing IT Systems!

• Search Engine Optimization !

• Customer Database & Lead Generation Management!

• How to Measure and Track Marketing Efforts.

“When a Franchisee is failing, one of the first things they will point their finger at is, The Marketing ”

The AD Fund

Franchise This! BRAND Seminar - April 22, 2013

The Ad Fund - What is it?!

• The Ad Fund is a fund managed by the Franchisor to execute Marketing Campaigns, Promotions, Salaries, IT Infrastructures (Websites) and other systems to support Brand Marketing for the entire chain.!

• The Ad Fund is held “in trust” and is not considered income!

• The ‘Ad Fund Fee’ is in addition to a Franchisees monthly Royalty Fee!

• It is acceptable to have a National Ad Fund and a Regional Ad Fund - both of which the Franchisee will pay into.!

• You may also want to designate a required additional % to be spent monthly on local area marketing above and beyond the Royalty and Ad Fund Fees.!

• The Ad Fund Fee is determined based up on the Marketing Strategies that you believe will be required to grow the Brand.

Franchise This! BRAND Seminar - April 22, 2013

Managing The Ad Fund.• Who will manage the Ad Fund at the Franchisor? Internal Marketing

Department or Marketing Manager? External Agency or Consultant Partner?!

• What expenses will be associated with managing the Ad Fund? Accounting? Bookkeeping?!

• What will the Ad Fund Cover? - Advertising, Printing, Agency Fees?!

• When and how do we raise The Ad Fund %!

• How is the money held and is it separate from the Franchisor accounts?

SEOSocial Media

TelevisionRadioPrint Ads

Direct Mail

Mobile CouponsDigital

Networking

EmailSponsorship

On-line Directories

Website

Product PlacementLicensingWord of Mouth

Reality TV

Press Release

Local Area Marketing

“Local Area Marketing is one of the keys to a Brand’s success & growth ”

“The more turn-key programs you have the better you set your Franchisees up for success”

Franchise This! BRAND Seminar - April 22, 2013

Setting up Local Area Marketing Programs (L.A.M)• Build your L.A.M programs so that they are associated with K.P.I’s - this

will help Franchisees match up Marketing to drive business!

• Develop turn-key L.A.M that includes a ‘steps of execution’ right through to creative supports such as brochures, graphics etc;!

• Develop a L.A.M Calendar that allows Franchisee’s to select and manage from a limited number of programs during a set sales season (e.g Christmas, Winter)!

• Establish effective on-going training programs that coach and keep L.A.M programs top-of-mind and easily executed by Franchisees.!

• Set-up a dashboard where Franchisees can manage their the L.A.M and align with National Branding Programs

Franchise This! BRAND Seminar - April 22, 2013

Franchisor Mobile

Website

Email Marketing Platform

Franchisee Micro Website +

Mobile Site

Digital Loyalty

Program

Agency Creative Services

Promotions & Digital Marketing

Calendar

Pay Per Click Advertising

Regional And/or

Multi-Unit Landing Site

Brand SEO + Local Area

SEO

For Example:

Brand + LAM + Franchise Marketing May Be Managed via a ‘Digital Dashboard’

Franchise Sales

Franchise This! BRAND Seminar - April 22, 2013

Marketing That Sells FranchisesLet’s Face It Your Brand Grows By Selling Franchises So That You Can Sell & Distribute More Product, More Often & Faster!!

• Franchisee Value Proposition - Why Are You Different? Why Invest?!

• Recruitment Marketing Strategy - Calendarized with Campaign Periods!

• SEO and Digital Marketing Strategy!

• Lead Generation, Lead Nurturing Strategy and Database Management!

• Recruitment Materials that support Lead Gen, Lead Nurture & Marketing + Advertising Calendar. (e.g Brochures, Presentations, Tradeshow)!

• Recruitment Website!

• Media Buy and/or Advertising Budget.

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”

― Howard Schultz, ”

Franchise This! BRAND Seminar - April 22, 2013

Questions?