How Traditional PR, Done Right, Can Accelerate Your Franchise System                 Speakers:        David Chapman Founde...
Today’s Co-HostsDavid ChapmanFounder and CEO919 Marketing CompanyDoug SchadleCo-Founder and CEORhino7 Franchise Developmen...
Today’s Agenda  What do we mean by traditional PR?How should traditional PR be integrated  within your overall marketing m...
Before we get started…I suspect someone on the call is thinking…“Why invest in marketing at all given the currenteconomic ...
Before we get started…When the alarm clock went off this morning… a brand was with you every step of theway as you…Brushed...
What Do We Mean By PR?Generating unpaid (aka earned) mediacoverage on your company, spokesperson,products or services:MEDI...
What Do We Mean By PR?Potential audience question #2:“How is this different than social media? How doesit work with social...
The Marketing Battlefield
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...
How Should PR Be Integrated Within   Your Overall Marketing Plan?Regarding PR, it depends on your specific…-Category-Compa...
How Should PR Be Integrated Within   Your Overall Marketing Plan?What we do know about PR:Exponentially more crediblethan ...
How Are Franchise Systems          Using PR Now?Franchise Industry Goals:Grow the systemHelp zees do more businessMaximize...
How Are Franchise Systems          Using PR Now?New / Emerging Franchise Brands:Levels the playing field for smaller playe...
How Are Franchise Systems          Using PR Now?Established Franchise Brands:Brand acceleration – company or newofferings,...
Standard MetricsHow is PR success measured?$ per impression versus other mediaCoverage in predetermined media outletsWeb t...
When PR WorksCompany:-Patience         Corporate commitment                  to real brand dominance,-Clear goals      not...
When PR Works“A doctor was watching the news and saw a story on us. That very night he andhis sisters were meeting to disc...
When PR Doesn’t Work So WellCompany:-Chasing short term revenue with PR-Unrealistic goals / weak “me too” offering-Gym mem...
How You Can Use PR To Drive Your       Franchise SystemDevelop a PR action plan with agreed upongoals, spending level, tim...
How You Can Use PR To Drive Your       Franchise SystemImplementation Phase:PR doesn’t stand for press releaseEmail can br...
How You Can Use PR To Drive Your       Franchise SystemImplementation Phase:Use social media to engage, build keymedia rel...
How You Can Use PR To Drive Your       Franchise SystemLeverage your results:As stated, leverage PR coverage as contentin ...
How You Can Use PR To Drive Your       Franchise SystemLeverage your results:Use PR campaigns as topics for speeches,lunch...
Questions?In my opinion PR is the most powerful singlemarketing tool there is- but anything worthhaving isn’t easily had.W...
Upcoming SlideShare
Loading in …5
×

How Traditional PR, Done Right, Can Accelerate Your Franchise System

1,986 views
1,933 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,986
On SlideShare
0
From Embeds
0
Number of Embeds
1,637
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How Traditional PR, Done Right, Can Accelerate Your Franchise System

  1. 1. 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
  2. 2. Today’s Co-HostsDavid ChapmanFounder and CEO919 Marketing CompanyDoug SchadleCo-Founder and CEORhino7 Franchise DevelopmentCorporation
  3. 3. 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?
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. The Marketing Battlefield
  9. 9. How Should PR Be Integrated Within Your Overall Marketing Plan?
  10. 10. How Should PR Be Integrated Within Your Overall Marketing Plan?Marketing Options Audit:-Advertising-PR-Digital Marketing-Social Media-Direct Mail-Conferences-Other
  11. 11. 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
  12. 12. 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
  13. 13. How Are Franchise Systems Using PR Now?Franchise Industry Goals:Grow the systemHelp zees do more businessMaximize royalty stream
  14. 14. 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
  15. 15. 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.
  16. 16. Standard MetricsHow is PR success measured?$ per impression versus other mediaCoverage in predetermined media outletsWeb traffic / downloadsPhone callsLead interviews
  17. 17. When PR WorksCompany:-Patience Corporate commitment to real brand dominance,-Clear goals not just leads!-Commitment-Responsive-CEO buy in- Company or product differentiation
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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?

×