generating leads on a tight budget...pay per click advertising aka – sponsored search • pay per...

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Generating Leads on a Tight Budget

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Steve BeagelmanChief Franchising Officer

Hollywood Tans

Randy WattsVice President, Franchising

Nathan’s Famous, Inc.

Jeff BernsDirector of FranchisingDunkin’ Brands, Inc.

Jeff SturgisVice President

Franchise Sales & DevelopmentFantastic Sams

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QUALITY ON A ROLL

Generating Sales Leads On A Tight Budget

Randy Watts, CFEVice President Franchise

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Generating Sales Leads on a Tight Budget

• Start with the Basics

• Nathan’s a Case Study

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On A TIGHT BUDGET YOU NEED TO FOLLOW “THE BASICS”.

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The Basics:• Organize your process and use Act or another program

to track your leads and follow up in a timely manner.

• Train your assistant or staff personal to answer simple questions.

• Clearly define the franchise process on all written materials.

• Update your website and brochures.

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The Basics:

• Continue to educate yourself on best practices.

– Franchise Update Conference every October

– CFE Education Programs

– IFA Convention/Networking

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NATHAN’S CASE STUDY FOLLOWING THE BASICS CAN WORK FOR YOU

TO:

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Nathan’s Lead Sources Per Year• Internet 1200 60%

– Company website only– No purchase of key words

• Referrals 100 5%– In-restaurant Brochures– Existing Franchisees

• P/R 200 10%– Hot Dog Eating Contest

• Other 500 25%– Franchise Road Shows– NRA Show– Multi-Unit Operator Conference

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Took Over Franchise Sales in 2005 No Budget for Franchise Sales

Marketing until 2007• Restaurants opened 2004 18

• Restaurants opened 2005 28



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Nathan’s Sales Closing Ratios

• 9.2% of Leads resulted in completed applications

• 20.1% of applications resulted in sales

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Cost of Lead Tracking Form

Month Leads Q Recd Appts

% Leads to Q

% Q to

Appt

% Leads to Appt

Signed FA New

Signed FAExisting

Total Signed

FA

% Signed to Leads

% Signed

to Q

% Signed to Appts

MONTHLY

QUARTERLY

ANNUALLY

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THANK YOU

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Jeff SturgisVice President, Franchise Sales & Development

Fantastic Sams Hair Salons

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• Sponsored Search/Pay per Click• Banner Ads• Webinars

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Pay per Click Advertisingaka – Sponsored Search

• Pay per click (PPC) is an advertising model used on websites, advertising networks, and search engines where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they believe their target market would type in the search bar when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, the advertiser's ad may appear on the search results page. These ads are called a "Sponsored link" or "sponsored ads" and appear next to, and sometimes, above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad. Pay per click advertising is a search engine marketing technique

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Google Search Page Results

Pay per click links

Pay per Click Links

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Yahoo Search Page Results

Pay per Click Links

Pay Per Click Links

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Local Links on Partner Sites

Text Links

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https://adwords.google.com/select/Login

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Ad Words Account Home Page

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Google Campaign Setup

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Geo-Targeting

Select DMA’s

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Write Ad

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Choose Keywords and Phrases

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Set a Budget and Bid Amounts

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Review your Account

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Track your Progress

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Banner Advertising

• What is it – advertising on local websites• Why is it important – readership of newspapers and

magazines is down. Viewership of internet and websites is up. Online advertising is augmenting and in some cases replacing print advertising

• How does it work – advertiser pays for a specific number of impressions (views) or buys a full sponsorship of a specific page(s).

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Leaderboard Banner Ad

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Small Cube Ad

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Skyscraper Ad in E-Newsletter

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Text Ad in E-Newsletter

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Online Classified Ad

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Online AdvertisingSteps to Setting up a Campaign

1) Identify websites in local area• Newspaper sites• Municipality sites• Chamber of Commerce Sites

2) Click thru each site & look for the different advertising options• Banners - Leaderboads, cubes, skyscrapers are most common• Links/Text Ads• Classifieds• Email Newsletters

3) Contact online sales rep

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Online Advertising4) Cost Metrics

• CPM – cost per 1,000 impressions• Fixed monthly cost• # of impressions• Delivery timeframe• Do they provide creative and production services

5) Ad design• Design/graphics• Message and call to action• Where does banner click to?

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Webinars

• What is a Webinar?– A webinar is a type of web conference, that tends to be

mostly one-way, from the speaker to the audience with limited audience interaction. A webinar, however, can be very collaborative, and include polling and question & answer sessions to allow full participation between the audience and the presenter. A webinar is 'live' in the sense that information is conveyed according to an agenda, with a starting and ending time. In most cases, the presenter may speak over a standard telephone line, pointing out information being presented on screen, and the audience can respond over their own telephones or via live chat using the Web Interface.

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Webinars

• Serve two Purposes– Educate Prospects – by providing a short,

information packed presentation to generate further interest in the franchise opportunity

– Generate more Leads – by requiring less information to register than typically required in a normal franchise information request form

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Webinars

• Format– Web-Based to view presentation and phone access to hear

presentation– No more than 30 minutes including Q&A– Powerpoint Presentation

• Costs– $.17 per minute total for both web and phone access.

• Scenario: 30 people for 30 minutes = $153 = $5 per lead

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Generating Sales Leads On A Tight Budget

Jeff BernsDirector of FranchisingDunkin’ Brands, Inc.

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Who Says you Need a Big Budget to Generate Solid Leads?

Three proven techniques that won’t break the bank:

1. Seed Letter Tactic2. Leadership Lead Program3. External Referrals

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Seed Letter Tactic

A targeted lead generation program designed to create interest with the appropriate decision maker:

• How Do You Set it Up?1. Utilize an industry specific database to generate a targeted list of candidates that meet

your ideal profile 2. Create a customized “Seed Letter” utilizing a non-traditional letter format to grab

attention3. Use express carrier (DHL, FedEx or UPS) to send “Seed Letter” ensuring your letter is

received4. Include a clever give away in your package to bring more attention to your message

• What’s in it for You?– Targeted approach allows you to focus your time and energy recruiting quality

candidates– Non-traditional letter format and use of express carrier to send your letter increases

your chances that it is read by the decision maker

Sample Seed Letter

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Sample Seed Letter

The importance of the attention grabbing quote:

•Things to consider–Utilize a quote specific to your company or industry that will grab their attention–Use a different color font to help the message stand out–The placement at the top of page makes sure it is read first

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Sample Seed Letter

The body of the letter:

•Things to consider–List the top three business reasons a candidate would consider your franchise opportunity–Utilize bold print and underlining to draw attention

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Sample Seed Letter

The closing of the letter:

•Things to consider–Be direct and ask them to consider the opportunity –Include a giveaway in the package if budget allows–Specify a date when you will call to follow up to discuss the potential opportunity

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Leadership Lead Program

A technique that takes advantage of contacts that executives anddirectors at your organization already have for the purpose of generating leads:

• How do you set it up?1. Gain support from your senior leadership to support the program2. Create a formal announcement that comes from the CEO requesting leads

from members of executive and director team 3. Identify a point person to send out the announcement and track leads4. Distribute updates on the status of each lead on a regular basis

• What’s in it for you?– Requires no $$$– Implementing a formal lead generation program that has executive level

visibility will ensure the programs success

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External Referrals

A proven lead generation tactic that enables you to focus on developing mutually beneficial relationships with organizations in your industry:

• How do you set it up?1. Research specific trade organizations consisting of members who meet your candidate

profile2. Utilize the “Top Down” approach and schedule meetings with the President of these

organizations to gain a better understanding of the organization and how it helps its members

3. Join organizations based on your assessment on whether or not they can help facilitate introductions to potential candidates

• What’s in it for you?– Strong relationships with leaders of organizations in your industry will help promote

your brand– Warm referrals from well respected organizations will improve your success of

generating solid referrals

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Questions?

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Generating Sales Leads on a Tight Budget

Steve BeagelmanChief Franchising Officer

Hollywood Tans

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Franchise Road Shows• Identify your target markets

– Where is your brand expanding – How many units are planned for the target market

• Identify brands to partner with that compliment your brand• Identify the Advertising and PR firms for your event• Identify a finance company to participate • Establish your budget

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Preparing for the Road Show• One brand will need to take the lead to handle all of the

administrative tasks– Organize conference calls with all of the participants and moderate

calls – Prepare call agendas– Identify hotel for event and negotiate costs

• Meeting room for the event needs to be large enough to accommodate your anticipated turnout, set up classroom style and pop up booths

• May be able to negotiate reduced rates for sleeping rooms for out of town brand participants

• Food and beverage for event• Audio Visual (i.e. projector, screen, microphone, sound)• Registration table, chairs

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Preparing for the Road Show– Have a main contact for the advertising and PR companies for

time sensitive decisions and for billing approvals – Manage the budget, pay bills and prepare the final billing invoices

after the event• Establish a web-site for your seminars

– Determine who will buy the domain name, set up the site and create the pages for the site

– Site should provide information about the event (time, location,directions to the hotel)

– Individuals can register for your seminar on-line– Establish automated email responses for the registration and

confirmation email notices– Test , test , test your site before it goes live!

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Preparing for the Road Show

• Advertising for the event is critical to your success– Direct Mail– Email blast to your sales database– Purchase lists from other companies– Newspaper– E-newsletters, banners – Radio– Signage in local market brand stores

• Review media plan and costs• Each brand must carefully proof advertising

– Spelling– Time, place, location– Phone number, web-site address

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Road Show AdvertisingMedia Plan Sample

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

December 2007 - Approved

Dallas MORNINGNEWS

2 col x 3 inch ad

Dallas MORNINGNEWS

2 col x 3 inch ad

1

3 7 8

14 15

21 22

9 10

16 17

4 65

11 1312

18 2019

302928272625

Ft. Worth STAR TELEGRAM

2 col x 3 inch ad

Ft. Worth STAR-TELEGRAM Business Insider E-Newsletter

Ft. Worth STAR-TELEGRAM

2 col x 3 inch ad


2 col x 3 inch adFt. Worth STAR-TELEGRAM Business Insider E-Newsletter

3030

Dallas BUSINESS JOURNAL 1/4 Page

KTCK-AM (Sportsradio)

Dallas Business Journal: Biz Journals e-newsletter


2 col x 3 inch ad

KTCK-AM (The Ticket - Sportsradio)

Dallas MORNING NEWS

2 col x 3 inch ad

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Dallas MORNING NEWS

2 col x 3 inch ad

2 3

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Road Show AdvertisingRadio Script Sample

Atlanta Road Show Radio Script HWD-07-001D 2nd Route to Client 10.29.07 Did you know that one out of every three dollars Americans spend for goods and services is spent at a franchise business? Owning a franchise is one of the best ways to get into business for yourself---without having to do it all yourself! Which is why you owe it to yourself to attend a FREE Franchise Opportunity Seminar, Wednesday, November 7th at the Doubletree Guest Suites Atlanta Galleria. At our free seminar you’ll be able to meet with the fastest-growing franchises in Atlanta today. Contours Express, Fantastic Sams, Hollywood Tans, Nathan’s Famous Hot Dogs and Wing Zone will all be there to talk about their businesses, and show how you could capitalize on their growth. Isn’t it time you made an investment in your future, by learning how you could own your own business? Then make sure to attend this one-day-only free event, Wednesday, November 7th, 7:00 p.m., at the Doubletree Guest Suites Atlanta Georgia. Register today at thefranchiseroadshow.net. That’s thefranchiseroadshow.net. You won’t want to miss it!

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Road Show Advertising

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Road Show AdvertisingPress Releases

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Road Show AdvertisingPress Releases

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• Determine responsibilities– Phone calls– On-site registration support

• Bring name badges for attendees• Take walk in registration• Confirm attendance of those who registered on-line

– Presentations• Each presentation should be 10-15 minutes• Presentations are combined into one power point file• Projector (if one not provided by the hotel)

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• Review with your hotel contact the details for the night of yourevent– Room set-up– AV set up– Refreshments– Marquee message – Easel and sign for the event

• One to two days before the road show, call all individuals who registered for the event to remind them of the date, time and location

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Preparing your Brand for the Road Show

• Create your power point presentation• Determine your giveaways• Sales literature• UFOC• Banner, pictures • Dress code • Arrange to ship your booth and collateral items to the hotel

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The Day of the Road Show

• Arrive at the hotel late morning – PR opportunities– Meet hotel staff supporting your event

• Meeting room set up in the afternoon– Set up booths– AV set up and test– Run through of presentation to ensure no surprises

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The Road Show

• All brands present their concept• Finance company presents • Questions are taken at the end of the presentations• Attendees can then visit booths to obtain additional information

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After The Road Show

• All registration information is provided to all of the brands• Contact those who attended and were interested in your brand• Send follow up letters to those who registered but did not attend • Plan your next Road Show!

generating leads on a tight budget...pay per click advertising aka – sponsored search • pay per...

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