Creative Marketing for Your Franchise

transcript

”Creative Marketing for Your Franchise"

Al Lautenslager al@allautenslager.com | 630-740-1397

The Plan

• Traditional• Guerrilla• Social Media• Content• Local• Marketing Trends

Traditional

• Target Market• Positioning• Benefits• Vehicle / Messaging• Frequency

Guerrilla Marketing

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

Taco Bell

Social Media Marketing

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.

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?

Distributing Control of Your Brand

• Are franchisees empowered to run their own marketing initiatives? Is your business comfortable with distributing control of your brand?

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.

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

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.

Social Media Diversification

• Social media diversification:– Pinterest– Instagram– Vine– SnapChat– ???????

Content Marketing

Consumers Of Your Product/Service

• Many choices today• Consumers shop, compare, refer and

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

Why Content Marketing

• People choose based on:– Google search – Website– Facebook/Twitter postings– Blog postings– Comments from previous or current

consumers

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

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

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

Benefit of Content Marketing

• Establishes expertise and positioning

• Cost per lead is 30-40% lower than paid search

• Value is cumulative

Developing the Content

• Write it• Repurpose offline and other content• Outsource the development

Creative Marketing for Your Franchise

Business