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Creative Marketing for Your Franchise
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Creative Marketing for Your Franchise


Keynote speaker and Marketing Expert reviews traditional, guerrilla, social media, and content marketing here. He also states 8 marketing trends impacting business today. This was delivered to the …

Keynote speaker and Marketing Expert reviews traditional, guerrilla, social media, and content marketing here. He also states 8 marketing trends impacting business today. This was delivered to the Alabama Franchise Alliance as a keynote address. Al is available to speak to your conference, breakout group, workshop or panel. For more on Al - Google Al Lautenslager.

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  • 1. ”Creative Marketing for Your Franchise" Al Lautenslager | 630-740-1397
  • 2. The Plan • Traditional • Guerrilla • Social Media • Content • Local • Marketing Trends
  • 3. Traditional • Target Market • Positioning • Benefits • Vehicle / Messaging • Frequency
  • 4. Guerrilla Marketing
  • 5. 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
  • 6. Taco Bell
  • 7. Social Media Marketing
  • 8. 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.
  • 9. 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?
  • 10. Distributing Control of Your Brand • Are franchisees empowered to run their own marketing initiatives? Is your business comfortable with distributing control of your brand?
  • 11. 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.
  • 12. 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
  • 13. 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.
  • 14. Social Media Diversification • Social media diversification: – Pinterest – Instagram – Vine – SnapChat – ???????
  • 15. Content Marketing
  • 16. Consumers Of Your Product/Service • Many choices today • Consumers shop, compare, refer and share
  • 17. 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
  • 18. Why Content Marketing • People choose based on: – Google search – Website – Facebook/Twitter postings – Blog postings – Comments from previous or current consumers
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. Benefit of Content Marketing • Establishes expertise and positioning • Cost per lead is 30-40% lower than paid search • Value is cumulative
  • 23. Developing the Content • Write it • Repurpose offline and other content • Outsource the development
  • 24. Other Content Marketing Thoughts • It’s a long term commitment and process • You cant do it all
  • 25. Local Marketing • Yelp • Trip Advisor • Urban Spoon • Four Square • Google • Any Review Site
  • 26. 8 Marketing Trends
  • 27. Content is King • 30,000,000 pieces of content are shared everyday • Customers compare, shop • 90% of Customers trust reviews; 14% trust advertising • Content is a hook
  • 28. Integration • Many things all working together • Different touches to different target market members • Frequency • Awareness • Identity and Branding • Social Media • SEO
  • 29. Visual Content will Win • Over 60% of social media has imagery • Pictures & Video • 30% of Pinterest Users Bought what was pinned • Video is hot – Vine, Instagram, FB instant play
  • 30. Google Plus • SEO • Google Rules • Google Rules
  • 31. Targeting Becomes Personal • Personalized messages • Smaller communities • Engagement and outreach – one on one
  • 32. Mobile is Hot • What’s in your pocket/purse • How many are looking at their device right now • Tablets • Multi-tasking; multi-screens • Content delivery; customer experience
  • 33. Attentions Spans will Decrease • Creative Marketing will win • Instant Communication; The Right Messages • Attention Getting • Get Noticed, Get Remembered, Get Talked About
  • 34. Its all about conversion • Its not about website hits, likes, followers or connections • ….unless it turns into sales – Messaging – Offers – Engagement – Relationships – Positioning
  • 35. Takeaways • Markets and Customers are Changing • People forget fast • Engage, Relationship, Sell • PLAN IT OUT
  • 36. Outsourcing Social Media & Content Marketing • Al Lautenslager – Social Media Marketing & Content Marketing Expert, Strategist and Enthusiast • • 630-740-1397 • Available to Speak at Your Conference Keynote, Workshop, Breakout, Panel -Outsourced Consulting Available – Inquire for Packages That Fit You
  • 37. Wrap Up/Conclusion/Action • Launch what is comfortable • Get help if you need it • Do something…in 30 Days
  • 38. One Way Mind vs. Two Way Mind
  • 39. Happy Marketing! 630-740-1397