DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 New Orleans Convention Center/Hilton Riverside & Towers New Orleans, LA

Transcription

1 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems

2 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems Steve Rafsky Greg Delks, Steve Howell, Jim Lake, Padgett Business Firehouse Subs Sandler Training Michael Walters Services Advertising

3 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems

4

5 20-year old privately-held, debt-free 725 open restaurants Operating in 38 states and Puerto Rico #1 Fastest Growing Brand #1 Overall Rating by Technomic #1 2012/2013 Franchisee Satisfaction

6 Operations = Marketing Need to measure Customer Satisfaction Technomics- We are in the Fast Casual category along with 25 other brands They measure 56 attributes Firehouse Subs has a focus on 8 Key measures that most align with our Mission Statement

7 Technomic 8 Key Metrics + Overall Rating Fast Casual Year End Rankings 2013 Overall Rating 1 Taste & Flavor 1 Food Quality 1 Beverage Quality 2 Staff Product & Concept Knowledge 2 Pleasant, Friendly Service 1 Where the Customer Comes First 8 Supports Local Community Activities 1 Is Socially Responsible 4

8 73%

9 Local Store Marketing 1. Plan - Get to know your neighbors 2. Prepare - Pack your (goodie) bag 3. Promote - Hit the road 4. Persevere - Follow up Don t let your leads go to waste! Plan Persevere 4 Ps of LSM Prepare Promote

10 Social Media Dedicate resources to monitor and interact with you customers. Many companies have a presence on Facebook and never respond to the postings of the customer. Firehouse Subs has two dedicated people who make a living on Facebook and Twitter

11 Aligning Philanthropy with your Marketing Strategy 3 of 5 Number of consumers who say social responsibility is important to the where to eat decision Millennials are more likely to agree

12 Case Study Firehouse Subs Public Safety Foundation Each year our franchisee partners collect money at the register and sell pickle buckets for $2. We donated over $3 MILLION to first responders in the markets we operate in. The donations take the form of life saving equipment, scholarships and disaster relief.

13 Case Study 2013 Average collections $ 3,635 Lowest 25 $ 871 Highest 25 $15,840

14 The Results The top 25 fund raisers Gross Revenue $850,562 The bottom 25 fund raisers Gross Revenue $665,470 A difference of $185,092

15 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems

16

17 Established in offices Sandler Training Multi-lingual and multi-cultural training capabilities through local training centers in 30 countries Ranked #1 in the Management Training category in Entrepreneur Magazine 9 times 92,000 hours of training each year

18

19 Sandler Training National Branding Campaign Social Media and Blogging Press Relations Search Engine Marketing Lead Generation/Data Collection

20 Marketing Support for Franchisees is provided through: Monthly Campaign Highlights newsletters (internal) Monthly Marketing Conference Calls & Webinars (internal) Quarterly e-newsletters (external) Brochures, flyers, podcasts, videos Templated Website with Customer Support and training Marketing Cookbook (Implementation Manual utilizing preapproved templated materials)

21 Small to mid-size companies Franchisor Franchisees Global Companies

22

23 Franchisee Business Challenge Become the sales and management training expert in their local market

24 Franchisee Marketing Strategies Leverage National Branding Strategic Alliances Speaking Engagements Social Media Referrals Blogging Workshops Writing for local business Philanthropy Publications

25 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems

26

27 National Brands For over 25 years now, Michael Walters Advertising has partnered with some of the best known brands in the world, driving year over year increases in both brand awareness and sales. At Michael Walters, we measure achievements with only one benchmark.your success.

28 Agency Expertise Auto-Owners Insurance 7500 agents in 26 states BD s Mongolian Grill 34 locations in 12 states Beltone Hearing Aids 1400 stores in 50 states Chem-Dry 3,500 worldwide outlets and 2,000+ franchises in US Glass Doctor 270 locations in US and Canada Holiday Retirement 300 communities in US and Canada Morton s The Steakhouse 77 worldwide restaurants NAMIC 1400 insurance companies in US and Canada Select Medical 19 hospitals 950 rehab locations in 26 states Valvoline Instant Oil Change 108 locations in Midwest

29 Digital Media Opportunities Facebook Precise and cost efficient audience targeting controlled by budget Only pay for clicks to site which provides tremendous amount of branding at no cost All traffic recorded and real time allowing for changes based on trends

30 Pandora All web traffic and phone calls tracked improving confidence in owners Targets a specific audience in each market and changes based on success Boosts all other media success rates (PPC, YP.com, Organic search, Calls)

31 Behavioral Targeting Creates quality leads Targets a specific audience according to true demographics Generates increasing ROI Optimizes constantly to lower cost per lead / cost per conversion

32 Facebook Social Networking by age group

33 Listen to Our Clients Morton s posted it s sixth consecutive quarter of same-store sales growth since the depths of the recession. Social media and branding media implementation greatly helped us succeed in reaching our goals. Roger Drake, Senior Vice President of Marketing

34 Sample Results Valentine's Day Mother's Day Father's Day Total Total Clicks (reported) 15,251 17,826 16,470 49,547 Reservations ,618 Booking Rate 3.80% 3.40% 2.70% 3.30% Seated Reservations ,270 Spend Per Visit $263 $301 $298 $287 Investment $22,022 $30,961 $35,500 $88,483 Total Revenue $113,470 $147,664 $103,709 $364,843

35 Pandora #2 Most downloaded app of all time More than 73% of all streamed music was listened to through Pandora The Pandora mobile app has been downloaded over 70 million times

36 Overview Click to call with messaging and placement to drive calls to your locations Includes Tap-to-Landing Page functionality Banner, Full Screen, Audio and Video available and can be changed throughout campaign based on results

37 Impressions 2,226,667 Total Number of Clicks 28,115 Expectations 10,000 Incoming Calls 2189 Calls inside franchise areas 1575 Calls in Franchise Development 615 Cost per incoming call $5.71 Calls more than 2 min 828 Percentage of web traffic -- 40% Outperforms SEO/PPC, Reach Local and YP.com Case Study

38 Behavioral Targeting A View from Above -Improved click through rates -Number of quality calls grow -Increased percentage appointments from calls CONTEXT Page category Site Geographic Technographic Time of day Day of week Local weather AUDIENCE Demographic Interest/Lifestyle Purchase behaviors Retargeting Bizographic Real-time surveys MESSAGE Channel Ad size Message version Sequencing Frequency Recency

39 Learn: Continuously observe positive/negative correlations between audience and conversions, contextual and creative signals. Scale: We evaluate every impression opportunity based on what our models have learned in order to scale toward the best-performing conditions, maximizing efficiency while delivering audience. Age Related Content 8:30 am. In-Market: Home Cleaning

40 Behavioral Reporting

41 Today s Marketing Strategies for Growth- Oriented Franchisees/Franchise Systems Questions?

42 Give Us Your Feedback! Log on to the IFA App. Find our session under the appropriate day on the Schedule Tab. Click on the green button that says Tap here to take a survey for this event. Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!