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NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Leveling the Playing Field
Local Marketing
Daniel Broudy Josh York
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
What do franchisees want?
STRUCTURE
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
How Do You Create Structure For Local Marketing?
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
ADVERTISING ART APPAREL COMPLETE
CAMPAIGNS CUSTOM ITEMS
MARKETING COLLATERAL START UP KITS PROMO MERCHANDISE SIGNAGE/POP
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Apparel
• Branded Merchandise
• Print Advertising
Traditional Local Marketing
• Sponsorships
• Out-Of-Home Advertising
• Direct Mail
In-Store Advertising
Outside Advertising
http://www.oaaa.org/outofhomeadvertising/oohmediaformats/oohmediaformats.aspx
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
“The reports of my death have
been grossly exaggerated.”
– Mark Twain
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
2015 Ad Revenues For Selected Media And Methods
Internet Advertising $59.6
Direct Mail $47.4
Promotional Products $20.8
Newspaper Advertising $20.2
Point-of-Purchase $12.2
Source: PPAI 2015 Distributor Sales Volume Report
Millions
Out-Of-Home (Billboards) $7.3
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
2015 Ad Revenues For Selected Media
And Methods
Millions
Source: PPAI 2015 Distributor Sales Volume Report
Digital
Traditional
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Source: PPAI 2015 Distributor Sales Volume Report
Digital
Traditional
2015 Ad Revenues For Selected Media
And Methods
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Traditional Digital Mixed Media
Local Marketing
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Personalization
What puts the “Local” in Local Marketing?
Customization
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Custom Items
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
25% of franchisors have no local marketing plan
SOURCE: 2015 Franchise Local Marketing Trends Courtesy of FranConnect
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Elements of Local Marketing Plan
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Segment The Local Market
Geographic
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Segment The Local Market
Demographic
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Target audience
• Local deals
• Promotions
• Partners
Why Segment?
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Generic • National channels • Support brand and product • “Top of the mind”
• Focused • Local channels • Support store and franchisee • “Call to action”
National Local
The Balancing Act
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Permission Groups
Special offers by region
Unique artwork for ads
Different price points
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
History
2014 First Franchise Location
2016
100 Locations in 16 states
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
“Let Clayton Kendall help you turn up the volume on your branded merchandise program.”
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
ADVERTISING ART APPAREL COMPLETE
CAMPAIGNS CUSTOM ITEMS
MARKETING COLLATERAL START UP KITS PROMO MERCHANDISE SIGNAGE/POP
Resources
Facebook Twitter Instagram Print Ads Billboards Direct Mail Signage Door Hangers Brochures Flyers Apparel Business Cards
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Local Marketing
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Budget
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Developing The Tools Corporate Role
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Vendor’s Role
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Dominate your Local Markets
6 Buckets
Community
Cause marketing
Direct mail/EDDM
Partnerships Grand Opening Social
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Top 2 Challenges for Local Franchise Marketing
68% Lack of Budget
52% Franchisee Oversight
SOURCE: 2015 Franchise Local Marketing Trends Courtesy of FranConnect
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
“Let your fingers do the walking.”
Monitoring Participation
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Website Reports
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Measuring Outcomes
“50% of my marketing is working. The problem is I don’t know which 50%.”
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
35% are not tracking ROI on
their local franchisee marketing spend
SOURCE: 2015 Franchise Local Marketing Trends Courtesy of FranConnect
of franchisors
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Credibility
Importance of Data
Fact, not intuition
Benchmarking
Compare performance
Justification for spend
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Tracking Methods
Clicks on email
Ask customer
Promotions with direct mail or coupons
Call tracking
SALES INCREASE
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Layering
• Layer in each different
channel
• If something is working,
let the community know.
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Theme I “The Rule of 7”
What Creates A Customer?
• Cumulative effect of multi-channel
exposure to a brand
• Consistent branding and messaging
KNOW
TRUST LIKE
$ $
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
You Want To Be Wherever Your Prospects Are
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Are you ready?
Great marketing cannot overcome poor operations
Theme II Timing
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Theme III Marketing Is Ongoing
“We never arrive”
“Everything we do is a test”
“We are constantly experimenting”
“Are We There Yet?”
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Summary
Plan Partners Platform Budget Monitor
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