FRANCHISE BUSINESS NETWORKJuly 14, 2015

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2an integrated marketing & branding company

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40+ YEAR HISTORYLARGE AGENCY EXPERIENCE, HAPPILY INDEPENDENT

Group 243 • 1974

Ross Roy • 1991

Fitch • 1996

since 2003

Omnicom • 1995

WPP • 2002

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OUR APPROACHCOLLABORATIVE STRATEGICHOLISTIC

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OUR PASSIONHELPING COMPANIESTRANSFORM THEIRBRANDS AND GROW THEIR BUSINESS

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WE’RE MAID FOR THIS.

FRANCHISE EXPERIENCE

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INTEGRATED SERVICES

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branding & positioning

search engine marketing

newspaper

blogs

television

word of mouth

research & strategy

eventsradio

websites

social media

communitiesmerchandising

search engine optimization

standards

experimental

email marketing

outdoor

collaterallocal search guerrilla

video

online banners & retargeting

direct mail

pos and on-packagenaming & identity

mobile marketing

• is not? • What would you like to do differently? • How can we help?

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SURPRISING NEW MARKETING TOOLS AND TACTICS

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SOME THINGS DON’T CHANGEYOU STILL NEED A MARKETING PLAN• What are your objectives? • What are your constraints? • Who are your audiences? • What is their customer journey? • What behavior do you want to change? • How will you know if you succeed ?

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BUT MEDIA TACTICS CHANGE QUICKLYLET’S SEE WHAT’S NEWModerator:

Jan Muhleman, President

Our panel:

• Karry Oleszkiewicz, Media Director

• Domenick Viviano, Digital Media Manager

• Taylor Hulyk, Social Media Director

• is not? • What would you like to do differently? • How can we help?

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MOBILE

• Usage • Advertiser options • Mobile sites

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MOBILE DEVICE OWNERSHIP CONTINUES TO CLIMB

Source: ComScore

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WHO OWNS A SMARTPHONE? EVERYONE

Source: Pew Research

18-29 85%

30-49 79%

50-64 54%

65+ 27%

<$30,000/yr 50%

$30,000-$49,999 71%

$50,000-$74,999 72%

$75,000 84%

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THEY USE IT FOR MANY PURPOSES

Source: Pew Research

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AND FOR INCREASINGLY LONGER PERIODS OF TIME

Source: ComScore

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SMALL SCREEN, BIG OPTIONS

Ad types: •Banners •Pre-roll video

Targeting:•Demographics •Psychographics •Geographic

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MOBILE WEBSITES MAKE IT EASY

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BECAUSE CUSTOMERS CARE

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RESTAURANTS ARE A HIGH-ENGAGEMENT CATEGORY

Source: NinthDecimal, Q4 2013

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GOOGLE CARES ABOUT YOUR MOBILE SITE, TOO

Google recently added

“mobile friendliness” to the algorithms it uses to rank websites in its search results. Web pages not meeting Google’s new standards may be penalized by not being featured on the first page of search results.

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WHERE IS MOBILE HEADED?

•Real time bidding •Interior GPS tracking / beacons •Adoption of mobile payment • Increased paid social options for advertisers

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PAID SOCIAL MEDIA

SELF-SERVICE TOOLS & TARGETING TACTICS

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NO LONGER FREE :’( TIMES THEY ARE A-CHANGIN’

•Gone are the days of keeping all your fans informed with only organic posts •Algorithms in place making it harder to reach the infrequent visitor

THEY WANT YOU TO PAY•Not only for new customers, but for the ones who are already connected

THEY WANT YOU TO USE THEIR TOOLS•Self-service platforms with real-time bidding •Goldmine: tons of data and levers at your disposal to connect the dots •Constant updates

DON’T EXPECT MUCH HELP•Facebook…crickets! Try YouTube instead •Twitter does it better

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OMG THE BUGS!

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THE KEY PLAYERS

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AD EXAMPLESFACEBOOK TWITTERPINTEREST

LINKEDIN

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THE ONES IN BETA

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THE OTHERS

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FACEBOOKTARGETING YOU SHOULD KNOW ABOUT

•Retargeting: Follow users until they convert •Custom Audience: Utilize e-mail lists to include and exclude users •Look-a-Like: Target users who look like your fan’s friends, users within your e-mail list, have already converted or have visited your website

•Interest: Target users who have expressed certain interests •Behavioral: Tap into 3rd party data to find users based on education level, income, homeownership, life events, buying habits and more

•Day Parting: Advertise to users at only certain times of the day •Advanced Geo-targeting: Target down to a physical address with the option to target permanent residents, recently visited or those traveling to the location

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TWITTERTARGETING YOU SHOULD KNOW ABOUT

•Retargeting: Follow users until they convert •Custom Audience: Utilize e-mail lists to include and exclude users •Website Visitors: Target users who have visited your website •Interest: Target users based on what they are interested in •Behavioral: Tap into 3rd party data •Keyword: Target based on terms people are tweeting about •Followers: Interested users who are following your competitors or influencers

•TV Targeting: Target users who are talking about specific tv shows •Lead Generation: Receive opt-in Twitter handles and e-mail addresses instantly

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PINTERESTYOU NEED TO CATER TO WOMEN IN THESE CATEGORIES

•Food, Fashion, Fitness, Beauty, Decor, Crafts, Babies, Kids, Pets, Travel

TARGETING THAT’S AVAILABLE NOW•Keyword: Add 15-20 relevant keywords •Basic Geo-Targeting: Target all of the US or select metros •Gender•Device

• is not? • What would you like to do differently? • How can we help?

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(ALMOST) EVERYONE’S ON SOCIAL!74% OF ONLINE U.S. ADULTS ARE USING SOCIAL MEDIA.

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SOCIAL, BY THE NUMBERS

Network Interbrand 100 U.S. Internet Users

Monthly Active Users Demo Snapshot

96% 71% 1.44B Everyone

100% n/a 1B Everyone

98% 23% 302M Under 50, College-educated

85% 26% 300M Gen Z/Y, African Americans/Hispanics

67% 28% 47M Women, White, College-educated

n/a 28% 70M College-educated, Higher Income,

30-64n/a n/a 100M daily Gen Z, Women

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SYSOMOS HEARTBEATTrack social conversation by branded, competitive and industry keywords.

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WELINKTrack social conversation within a radius of your locations to identify prospects!

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MAKE IT OR BREAK IT WITH REVIEW SITES.

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• 88% of consumers have read reviews to determine the quality of a business in the past year.

• 57% have searched for a local business more than six times per year; 15% do so almost every day!

• 45% of people share bad customer services experiences on social media, while 30% share positive.

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NEWBRANDGet review alerts and incredible text analysis that extracts operational insights by the aggregate system, region or store.

• is not? • What would you like to do differently? • How can we help?

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LET’S TALKASK US ANYTHING, WE’LL BE GLAD TO ANSWER.