How Traditional PR, Done Right, Can Accelerate Your Franchise System
How Traditional PR, Done Right, Can Accelerate Your Franchise System Speakers: David Chapman Founder and CEO 919 Marketing Company Doug Schadle Co-Founder Rhino 7 Consulting
Today’s Co-HostsDavid ChapmanFounder and CEO919 Marketing CompanyDoug SchadleCo-Founder and CEORhino7 Franchise DevelopmentCorporation
Today’s Agenda What do we mean by traditional PR?How should traditional PR be integrated within your overall marketing mix?How are franchise systems using it now? When it works… and when it doesn’t How can you use PR to drive results for your system?
Before we get started…I suspect someone on the call is thinking…“Why invest in marketing at all given the currenteconomic climate?”It’s expensive!A significant commitment of resourcesThere are no guarantees
Before we get started…When the alarm clock went off this morning… a brand was with you every step of theway as you…Brushed your teethShoweredDressedAte breakfastDrove to work
What Do We Mean By PR?Generating unpaid (aka earned) mediacoverage on your company, spokesperson,products or services:MEDIA OUTLETS:-National and local TV, radio, print andmyriad outline media outletsAUDIENCES:Business, consumer, investor, tradeand franchise development audiences
What Do We Mean By PR?Potential audience question #2:“How is this different than social media? How doesit work with social media?”Same species –success of both hinges onthe quality of the content generatedPR success is harder to achieve –bringsthird party credibility to social media effortsThey must be integrated to maximize effect
How Should PR Be Integrated Within Your Overall Marketing Plan?
How Should PR Be Integrated Within Your Overall Marketing Plan?Marketing Options Audit:-Advertising-PR-Digital Marketing-Social Media-Direct Mail-Conferences-Other
How Should PR Be Integrated Within Your Overall Marketing Plan?Regarding PR, it depends on your specific…-Category-Company goals-Budget realities-Company - product lifecycle-Story angles-Franchisees
How Should PR Be Integrated Within Your Overall Marketing Plan?What we do know about PR:Exponentially more crediblethan direct mail / paid adsUses third party experts to validate and buildyour brand, and increases online rankings.Its ability to create relevant, high valuecontent for your brand is unmatchedAdds dimension to social, SEO efforts
How Are Franchise Systems Using PR Now?Franchise Industry Goals:Grow the systemHelp zees do more businessMaximize royalty stream
How Are Franchise Systems Using PR Now?New / Emerging Franchise Brands:Levels the playing field for smaller playersConcept validationSupport franchise sales effortsSupport the zee networkNational brand awareness and interest
How Are Franchise Systems Using PR Now?Established Franchise Brands:Brand acceleration – company or newofferings, CEO as industry thought leaderSupport franchise sales effortsSupport the zee networkNational brand awareness and interest toimpact investors, strategic partners, etc.
Standard MetricsHow is PR success measured?$ per impression versus other mediaCoverage in predetermined media outletsWeb traffic / downloadsPhone callsLead interviews
When PR WorksCompany:-Patience Corporate commitment to real brand dominance,-Clear goals not just leads!-Commitment-Responsive-CEO buy in- Company or product differentiation
When PR Works“A doctor was watching the news and saw a story on us. That very night he andhis sisters were meeting to discuss how to handle their aging mother. He saidthe TV story was very powerful and a message from God that he had to followup. We started service on his mom the next week for 40 hours a week.”DAVE WALLACE/SAN DIEGO“After the TV story aired, we got 20 calls and one new client. PR definitelyhelps business and has me recognized everywhere, even at the gas station.LOL. It always leads to business”JENNIFER CAMPISI/LOUISIANA“After my latest article in the local Sun City paper, I received about a dozencalls. You won’t believe how many times I hear comments about how ourcompany seems to be everywhere. The competition is always squeezing mefor info on how I get so much press.”JIM PODZIUS/PHOENIX ARIZONA
When PR Doesn’t Work So WellCompany:-Chasing short term revenue with PR-Unrealistic goals / weak “me too” offering-Gym membership mentality-Weak senior management support-Underspending / overspending
How You Can Use PR To Drive Your Franchise SystemDevelop a PR action plan with agreed upongoals, spending level, timelines and metricsMedia outlets list createdPitch bank created
How You Can Use PR To Drive Your Franchise SystemImplementation Phase:PR doesn’t stand for press releaseEmail can break the icePick up the phone – have a take!Know the reporter, their beat, their audience
How You Can Use PR To Drive Your Franchise SystemImplementation Phase:Use social media to engage, build keymedia relationshipsRespect deadlinesLearn from misfiresDon’t get roped into dead-end story ideas
How You Can Use PR To Drive Your Franchise SystemLeverage your results:As stated, leverage PR coverage as contentin social media outlets, your websitePromote in ads, email sign-offs“As seen on Good Morning America”“Brag book”, Five Guys example
How You Can Use PR To Drive Your Franchise SystemLeverage your results:Use PR campaigns as topics for speeches,lunches, breakfastsContributing writer / advertorialsDeliver press kit to local mediaUse coverage on blog, in social communities
Questions?In my opinion PR is the most powerful singlemarketing tool there is- but anything worthhaving isn’t easily had.When done correctly – it can catapult yourbrand to new heights.Questions?