Download - Creative Marketing for Your Franchise
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The Plan
• Traditional• Guerrilla• Social Media• Content• Local• Marketing Trends
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Traditional
• Target Market• Positioning• Benefits• Vehicle / Messaging• Frequency
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Guerrilla Marketing
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The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination.
Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!
Theory of Guerrilla Marketing
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Taco Bell
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Social Media Marketing
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Franchisor / Franchisee
• Franchisees are the continuous extension of the franchisor brand.
• Entrusting franchisees with locally oriented social media is beneficial, not only for the customer, but for the franchisor.
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Social Media Presence
• Is your target market on social media? Where are they already consuming information, and can your appearance on social networks enhance the content they are already receiving from the other sources?
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Distributing Control of Your Brand
• Are franchisees empowered to run their own marketing initiatives? Is your business comfortable with distributing control of your brand?
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Personal Connections
• Social media can facilitate a personal connection. It allows franchisees to humanize the brand — their interests, their community involvement and their special expertise, building builds stronger customer relationships.
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Franchisee Resources?• It is important to consider the resources that
typical franchisees have at a local level. Social media takes time, education and constant platform management.
• Time, expertise and budget
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Local Communities
• More and more franchise owners are realizing how big of a role Social Media plays in their marketing.
• Franchisees - manage, maintain and grow an entire social media presence to local communities.
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Social Media Diversification
• Social media diversification:– Pinterest– Instagram– Vine– SnapChat– ???????
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Content Marketing
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Consumers Of Your Product/Service
• Many choices today• Consumers shop, compare, refer and
share
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Content Searched For Online
• People who search online are looking for:
– Relevant information that can solve their problems and eliminate pain points
– Information to Teach them something new– Valuable Information– Like, now and trust
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Why Content Marketing
• People choose based on:– Google search – Website– Facebook/Twitter postings– Blog postings– Comments from previous or current
consumers
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What is Content Marketing?
• Information that is of interest that draws target market prospects to you to get that information; usually online content
• Distribution of the information – make it available
• Engage with the audience – content = connection
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Why Content Marketing
• Caters to consumer’s desire for information they want (when they want it and in a form they like).
• Search engines love it – relevancy• Lets your target market
know who you are and why you are the preferred choice
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Benefit of Content Marketing
• A steady, consistent, helpful, valuable stream of information linked to the business can overcome any negative content by one unsatisfied customer
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Benefit of Content Marketing
• Establishes expertise and positioning
• Cost per lead is 30-40% lower than paid search
• Value is cumulative
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Developing the Content
• Write it• Repurpose offline and other content• Outsource the development
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Other Content Marketing Thoughts
• It’s a long term commitment and process• You cant do it all
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Local Marketing
• Yelp• Trip Advisor• Urban Spoon• Four Square• Google• Any Review Site
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8 Marketing Trends
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Content is King
• 30,000,000 pieces of content are shared everyday
• Customers compare, shop• 90% of Customers trust reviews; 14% trust
advertising• Content is a hook
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Integration
• Many things all working together• Different touches to different target market
members• Frequency• Awareness• Identity and Branding• Social Media• SEO
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Visual Content will Win
• Over 60% of social media has imagery• Pictures & Video • 30% of Pinterest Users Bought what was
pinned• Video is hot – Vine, Instagram, FB instant play
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Google Plus
• SEO• Google Rules• Google Rules
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Targeting Becomes Personal
• Personalized messages• Smaller communities• Engagement and outreach – one on one
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Mobile is Hot
• What’s in your pocket/purse• How many are looking at their device right
now• Tablets• Multi-tasking; multi-screens• Content delivery; customer
experience
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Attentions Spans will Decrease
• Creative Marketing will win• Instant Communication; The Right Messages• Attention Getting• Get Noticed, Get Remembered, Get Talked
About
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Its all about conversion
• Its not about website hits, likes, followers or connections
• ….unless it turns into sales– Messaging– Offers– Engagement– Relationships– Positioning
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Takeaways
• Markets and Customers are Changing• People forget fast• Engage, Relationship, Sell• PLAN IT OUT
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Outsourcing Social Media & Content Marketing
• Al Lautenslager – Social Media Marketing & Content Marketing Expert, Strategist and Enthusiast
• 630-740-1397
• http://contentmarketingofficer.wordpress.com
Available to Speak at Your ConferenceKeynote, Workshop, Breakout, Panel
-Outsourced Consulting Available – Inquire for Packages That Fit You
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Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
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One Way Mind vs. Two Way Mind