FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment...

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Transcript of FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment...

Page 1: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny
Page 2: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny

FOCUSEDONROI:INTEGRATINGMARKETINGTACTICSFORBETTER

STRATEGICRESULTSINFRANCHISESALES

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TRACYWEISEPRES|WEISECOMM

DAWNKANEPRES|HOTDISHADV

JASONZICKERMANCEO|TAB

@JasonZickerman@TracyWeise@XXXXX

Twitter:#IFA

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TheImportanceofIntegration

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THEIMPORTANCEOFINTEGRATION

TraditionalCommunication

Communication2.0

Marketing MassBroadcast

PublicRelations FilteredReporters

Advertising Media

Marketing&PublicRelations

DirecttoConsumerMessaging

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THEIMPORTANCEOFINTEGRATION

TraditionalCommunication

Communication2.0

ONE MANYMessaging Call to Act ONE

ONE ONEMessaging Call to Act MANY

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WHYINTEGRATE

• Protectthebrandvoice• Maintainconsistencyofkeysellingpoints• IncreaseSEO• IncreaseROI• Developmorerobustcampaigns• Createopportunitiesforexposure

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THEPROCESSFORSUCCESS

• IdentifyCandidate• SetBudget• IntegrateTactics• TestCampaigns• TrackResults• RefineExecution• LessonsLearned

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IDENTIFYTHECANDIDATE

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IDENTIFYTHECANDIDATE

WhoistheBestCandidateforOwnership?• Evaluateyoursuccessfulowners

‐ onlinesurveys

• Studynewownersandtheirleadershipstyles

‐ focusgroups

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IDENTIFYTHECANDIDATE

• Demographics• Geographics• Psychographics

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IDENTIFYTHECANDIDATE

• Psychographics

‐ Needsimmediatefinancialreturnoninvestment

‐ Focusedonlong‐termfinancialreward

‐ Wantstodecidehis/herowndestiny

‐ Wantstodeterminewhatandhowmanyhourstowork

‐ Wantstomakeadifferenceinthelivesofothers

‐ Wantstohelpthecommunity

‐ Iswillingtoputinsweatequity

‐ Managesfromafar

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IDENTIFYTHECANDIDATEDeterminetherightmixoftraits

altruistic community focused

financially motivated

retirement focused

rolls up sleeves

needs immediate

gratificationegocentricmanagerial

needs life balance

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IDENTIFYTHECANDIDATE

• Demographics

‐ 40‐55

‐ Male

‐ HighlyEducated

‐ ManagerialExperience

• Geographics

‐ Urban

‐ EastCoast

• Psychographics

‐ Wantstobeself‐employed

‐ Pragmatist

‐ Financiallymotivated

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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

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DETERMINETHEBUDGET

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THEBUDGET

• Determinethesalesgoals• Evaluatethebudget

‐ Isitinsyncwiththesalesgoals?

‐ Arethegoalsrealistic?

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THEBUDGET

2010Averages:• Costperlead:$54.00• Costpersale:$10,000• Leadtosale:1%• Applicationtosale:8%• DiscoveryDaytosale:65%

AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport

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THEBUDGET

TrackYourEfforts!

Understandtheleadsourcetokeepleadsflowing

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THEBUDGET

DoNotOver/UnderCommit

A3‐monthcommitmentwithanymediashouldgiveyouenoughfrequencytoevaluateeffectiveness.

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DETERMINETHEPLAN

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THEPLAN

• Determinethemediahabitsofthetargetaudience• Knowhowmuchbrandawarenessexists

• Knowwhattacticswill/willnotworkforyouraudience

• Surprisethetargetaudience

‐ Don’tgetcomplacentaboutfindingyouraudience

‐ Don’tassumetheywanttobuyafranchise

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INTEGRATION

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INTEGRATINGTHEMESSAGE

• Controlthemessage

• Focusonthemostmotivatingfactor

• Providedistinctcall‐to‐actions

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INTEGRATINGTHETACTICS

AdvertisingAdvertising OnlineMarketingOnline

Marketing

DirectMailDirectMail

VideoVideo PublicRelationsPublic

Relations

TradeShowsTradeShows

SocialMediaSocialMedia

PrintCollateralPrint

Collateral

SalesToolsSalesToolsSalesTools Print

Collateral

SocialMedia

TradeShows

PublicRelations

DirectMail

Video

OnlineMarketing

Advertising

BrokersBrokersBrokers

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BrokersBrokers

INTEGRATINGTHETACTICS

AdvertisingAdvertising OnlineMarketingOnline

Marketing

DirectMailDirectMail

VideoVideo PublicRelationsPublic

Relations

TradeShowsTradeShows

SocialMediaSocialMedia

PrintCollateralPrint

Collateral

SalesToolsSalesToolsSalesTools Print

Collateral

SocialMedia

TradeShows

PublicRelations

DirectMail

Video

OnlineMarketing

Advertising

Brokers

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TheLawnDoctorIntegratedCampaign

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LawnDoctorMulti‐TieredCampaign

• National• Regional

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LawnDoctorIntegratedTactics

• PortalAdvertising• ContextualAdvertising• Webinars• DirectMail• RegionalPrint• Referral• Brokers• PublicRelations• SocialMedia• UpdatedFranchiseWebsite

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LawnDoctorPortalAdvertising

• NumberofPortals:4• LeadsGenerated:931• IncreasedSearchEngineOptimization• IncreasedTraffictolawndoctorfranchise.com

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LawnDoctorContextualAdvertising

• NumberofImpressions:82,879,842

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LawnDoctorWebinars

• Multiplewebinarswereheldthroughouttheyear• AverageRegistration:80• AverageDial‐in:15

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LawnDoctorRegionalMarketing

• Regionaldirectmailandprintcampaignsinmarketswithhighbrandawareness

• 2‐3dropsperpublicationacrossvariouspubs

• 18classifiedprintinsertions• 6onlinenewsportals

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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

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EFFECTIVEINTEGRATIONOFPR&SOCIALMEDIA

• ContentisKing

‐ Updateregularly

‐ Focusonrelevantsocialmediasites

• PublishorPerish

‐ Directtobuyernewsreleases

‐ Blogarticles

‐ Onlinepublications

‐ Photogalleries

‐ Videopresentations/podcasts/e‐books/webinars

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LawnDoctorPublicRelations

• MarketOutreach

‐ Socialmediaconnections

‐ Marketmeetings/lunches

‐ Pressoutreach

• TargetAudience

‐ Communityinfluencers

‐ Cityofficials

Note: Managed by No Limit

Page 38: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny

 

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LawnDoctorReferralProgram

• Acommunicationpiecewasdevelopedtoannouncetheprogramtothesystem

• RecognitionattheLawnDoctorAnnualConvention

• Referralscontinuetobethehighestconversion

• 1dealin2010

25%ofallfranchisesalescamefromreferralsin2010‐AccordingtoFranchiseUpdate’s2011AnnualDevelopmentReport

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Page 41: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny

LawnDoctorDirectMail

• Targetedlist

• Personalization

• Alwaysfollowup

• Trackthroughusageofunique800#orURL

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Page 44: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny

TRACK

• Whichstrategybroughtmostleads?• Themost“quality”leads?• Thelowestcostperlead?• Thelowestcostpersale?• Themostsales?• Themostleadsthatdidn’tsell?• Howdidtheseresultscomparetoprioryear?

Page 45: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny
Page 46: FOCUSED ON ROI: STRATEGIC RESULTS IN FRANCHISE SALES · immediate financial return on investment ‐ Focused on long‐term financial reward ‐ Wants to decide his/her own destiny

ACHIEVINGSUCCESSINFRANCHISESALES

• IdentifyTheCandidate• SetTheBudget• IntegrateTheTactics• TestTheCampaigns• TrackTheResults• RefineTheExecution

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REFINE

• Whatworked• Whatdidn’twork• Keepaneyeonyourfranchiseprospect• Alwaysbeonthelookoutfornewopportunities

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PITFALLSTOAVOID

• Inconsistentmessaging• Programsoutofsync• Misunderstandingwheretheleadinitiallycamefrom• Quittingatactictooearlyortoolate• Targetingthewrongcandidate• Lackingtherightmotivators• Assuminganything• Settinggoalsandexpectationstoohigh• Missingopportunitiesforimprovement• Acceptingwhatwasdoneinthepastwillworkinthefuture

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HELLER FINANCIAL Indiana University POOP Presentation September 26, 2000 Focused on Performance.

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