Scott FrithRandy ShackaKaren DeHartJen Campbell

Marketing Matters –Executing effective

local marketing plans (LSM)

Jen CampbellHot Dish Advertising

Vice President/Account Supervisor

LSM budgets• FDD outlines marketing spend required by your franchisees

• Percent of sales• Set rules and expectations

• New franchisee training• On-going enforcement

LSM starts with national plan• Do you have a brand strategy?

• What is your unique selling proposition?• Who is your target audience?

LSM starts with national plan • Develop a national marketing plan

• What are your objectives?• What are your strategies to meet those objectives?• What tactics are needed to accomplish the plan?

• Engage franchisee input• Generate ideas• Capitalize on best practices

Three tier plan• National

• Brand awareness• Advertising• PR• Strategic Alliances

• Regional• Extension of national advertising

• Local• Community integration

LSM Marketing Tools• Provide a marketing plan & calendar

• Educate franchisees on brand direction/standards• Strategic direction

• Brand vision• Brand values• Brand position

• Logo/trademark standards guide

LSM Marketing Tools• Promotional plan

• Lead or sales generators• Cohesive at all consumer

touch points

LSM Marketing Tools• Guerilla marketing

• Grass roots efforts with little or no cost• Highly effective

LSM Marketing Tools• Crew or employee

development programs• Educate staff on sales goals• Mystery shopping

LSM Marketing Tools• Develop branded marketing

materials to execute• Ads – print, broadcast, online

• Templates• Variable copy

customization

LSM Marketing Tools• Sales materials

• Pre-prints with market customization• Professional

LSM Marketing Tools• Give step-by-step instruction

• Guide to proper execution• Highly detailed foresight

• Distribution tools• Intranet• Marketing manual• Webinars

LSM Marketing Tools• Provide tracking tools

• Unique URL• 800 #• Coupon codes• Sales analysis

Randy ShackaTwo Men and a Truck

Vice President of Operations

Brand strategy• Know you product/service• Set goals for brand image and outcomes• Make sure you are communicating the right message• Do the math• Involve the franchisees

• Involve the staff

Involving franchisees in the process • How it works at TWO MEN AND A TRUCK®

• Franchise advisory council - TEAM • TEAM is elected by:

• Franchisees within regions • Serve 2-year terms• Meet in person 2 times a year. 7-10 conference

calls• IFA – Franchise Appreciation Day

TEAM supports strong brand standards • Presented sampling of brand violations• Recognized importance of compliance

• Protects investment• Created tools to simplify brand compliance• Established processes for enforcement • Access liquidated damages for violations

• Collected damaged for non-brand compliance go to National Ad Fund

Brand noncompliance - Signage

Brand noncompliance - Uniforms

TEAM supports strong brand standards • Presented sampling of brand violations• Recognized importance of compliance

• Protects investment• Created tools to simplify brand compliance• Established processes for enforcement • Assessed liquidated damages for violations

• Collect damages for non-brand compliance go to National Ad Fund

Process for franchises to submit ideas, suggestions to grow the brand • Intranet• Franchise Consultants

• Visits• Monthly phone support

• Contests• S.W.O.T groups of franchises experiencing success

Test marketing • Include company stores in the test• Establish criteria for franchisees to test ideas

• Benefit our customers• Applicable to 80% + of our franchises• Determine “end” date

• Make sure to measure impact on customer service• Don’t compromise brand standards

Tracking success• Establish goals

• Needs to be more than “cool” activity or ad• Determine what is going to define success

• Communicate clearly the implementation process• Include localization/customization to address – “but

my market is different”• Determine how to track success measures

Recognize success • Reward • Publicize• Communicate the best practices leading to success• Recycle learning moments that can be used to improve

the process next time

Case study • Situation -

• TWO MEN AND A TRUCK ® considered local home movers.

• Identified opportunities• Interstate moving• Business moves

Case study: franchise involvement• Discussed situation with TEAM• Conducted separate summits for with franchisees who were

capturing marketshare in these areas• Discussed

• SWOT• Complimenting the core business• Collected best practices

Case study: test market• New marketing tools• Onsite estimating process

Case study: interstate tools• Onsite estimate binder

• Customizable materials• Brochures• Customizable marketing

advertising materials• Staff training tools

Case study: business move tools

•Onsite estimate binder•Leave behind CD•Estimate folder•Brochure•Customizable marketing templates

Case study: tracking• Movers Who Care Software• Monthly reports• Revenue reports• Customer Reply Cards• Individual franchise best practices• Collecting best practices

Case study: next steps • Version 2.0

• Marketing materials• Best practices• Enhanced tracking tools• Online video

• Enhanced training

Karen DeHartServiceMaster Clean

Franchisee

ServiceMaster Absolute Water & Fire Damage Svcs.,

Lemon Grove, California

Pitfalls for the Franchisor• Separated from the Franchisee• Franchisee vs. Franchisor agendas• Voice of the customer • Franchisee buy-in

Pitfalls for the Franchisor• Separated from the Franchisee

• The Franchisor is looking from the top down, not living the day-to-day business with the customers.

• Prior ad materials were too difficult to use/train personnel or too expensive to purchase.

Pitfalls for the Franchisor• Agenda not the same as the Franchisee

Franchisee needs marketing material/processes to be• Easy to use• Affordable• Easy to train, duplicate

Pitfalls for the Franchisor• Agenda not the same as the Franchisee

Franchisor focus on the national level:• Marketing materials geared for every Franchise

• Voice of the customer not being heard

What do Customers WANT?:

Peace of Mind

Brand Promise:

Peace of Mind

MasterMoments

MasterMoments

MasterMoments

Implementation Guide• Step-by-step process for starting the Master Moments

Program1. Purpose

a) Specific Goals b) Voice of the Customer

Implementation Guide

2. The Plana) Office Staffb) Marketing c) Technicians (out in the field)

3. Vocabularya) Phrases and words best suited to establishing

the Brand: “Peace of Mind”

MasterMoments

MasterMoments

Marketing Materials3. Recovery Guides

Bio sheets about the Franchisee and the Technician on the job site.

MasterMoments

Staff Training:

• Videos• Role Playing• Weekly Training

FranchisorSupport

Our Franchisor has giventhe Franchisee all the TOOLS they need.

Tools to grow on!

Ten LSM Takeaways• Don’t be afraid to enforce your standards• Understand the customer• Set clear expectations and brand standards

• What is acceptable and what is not• Consistency is key• Share brand strategy• Involve franchisees in process

• Formalize process for sharing ideas• Provide necessary tools and guidelines• Corporate team, franchisees and employees need to own the plan• Share ideas internally and externally• Reward or highlight the successes

Thank You!