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