Virginia Franchise Forum  Franchisee Roundtable <br />Presented by Kate Dunn,Digital Innovations Group (DIG)<br />
Agenda<br />Current state of your marketing<br />5 Step Plan to Improve Results and Position Your Company for Growth<br />...
Moving From Survival To Growth<br />Recession Mode<br />Downsized<br />Reduced hours<br />Reduced non critical expenses<br...
Let’s Talk About Marketing<br />Only 15% of short term sales are the result of today’s marketing<br />Today’s marketing in...
But…<br />Business to Business<br />“We don’t have the budget.”<br />Business to Consumer<br />“We don’t have the money.”<...
Reverse Logic<br />Business to Business<br />“Wow, so you’re closing up shop? Who is going to provide cleaning services to...
The Real Meaning<br />For both<br />“You have not made what you are selling a priority for me.”<br />
Really Good News<br />“19% of advertising fails outright and 67% could achieve significant improvement that would require ...
Most Glaring Mistakes<br />We aren’t remarkable<br />If we are we don’t tell anybody<br />Author: Seth Godin<br />
Basic Principles of Purple Cow<br />Be Remarkable<br />If your not, get out<br />&quot;Quit or be exceptional. Average is ...
5 Step Action Plan for Growth<br />Step 1: Answer these questions:<br />What is your company the best at ________?<br />Wh...
Step 2:<br />Start with what you think and then validate with your current customers<br />Competitive Advantages<br />Must...
Visiting Nurses Association of Florida<br />Competitive Advantages<br />Management had the wrong understanding<br />They d...
Best Competitive Advantage EVER!<br />VNA’s patients are re-hospitalized 23% less than the competition<br />Patients visit...
Step 3: Accentuate the Positive <br />How can I get my existing customers to talk about my company?<br />Look for mavens a...
How Do You Find Them?<br />Ask happy customers when it is logical to ask<br />Investigate who is talking now?<br />Bloggin...
Business to Consumer<br />
Get People To Talk About You<br />Thumbs Up<br />Hustling Outback Kid<br />Arby’s Midlothian Turnpike, End on a High Note ...
A Big Mistake<br />Pay Attention<br />Fixing a problem is better for you then not knowing there is a problem!<br />
# 1 Prospecting Method is Referrals<br />84% of internal referrals will result in appointments<br />44% of external referr...
Step 4: Develop Your Own Following<br />Consider positioning yourself as an expert in your field<br />Create own content<b...
Google Alert – Free!<br />
Social Media Success Factors<br />Position yourself as a resource<br />Share your knowledge first<br />Avoid overt selling...
# 5 Review Your Other Tactics<br />Yellow Page Ads/Radio Ads<br />Use a unique URL or phone number to measure results from...
# 5 Review Your Other Tactics<br />Print Advertising<br />With longer sales cycles, use landing pages to learn from the in...
Blue Tape -  San Antonio, Texas<br />Recipient Personalization<br />Offer – Everybody Wins!<br />Versioned Copy<br />Conta...
Landing Page<br />Qualifying Question<br />PODi Best Practice<br />
Respondent Information Page<br />Pre-populated contact info. Additional info captured!<br />Capture Email Address<br />POD...
Page Two – Versions based Question One Answer<br />Versioned Pages Based on Answer to Question One<br />PODi Best Practice...
Final Qualifying Question<br />Versioned Copy Based on Answer to Question One<br />Respondent Requests Meeting<br />
Versioned Thank You Pages<br />Education for Nurturing<br />Data collection<br />Data collection<br />Relationship Buildin...
Results<br />4.45% Response Rate<br />Hit Landing Page<br />3.34% Conversion Rate<br />Completed URL Visit<br />27% of res...
Next Steps:<br />Find a place to hide and answer questions 1 – 5<br />Devote a 30 minutes to watching and learning from so...
Lastly and Most Importantly<br /><ul><li>Get help if you need it.
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Virginia Franchise Forum - Franchisee Roundtable Nov 11, 2009

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Presentation given to Franchise Business Owners In Richmond Virginia which was sponsored by the Greater Richmond Chamber of Commerce. Title: Moving From Survival To Growth

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  • Total US Ad Spend in $300 Billion
  • Virginia Franchise Forum - Franchisee Roundtable Nov 11, 2009

    1. 1. Virginia Franchise Forum Franchisee Roundtable <br />Presented by Kate Dunn,Digital Innovations Group (DIG)<br />
    2. 2. Agenda<br />Current state of your marketing<br />5 Step Plan to Improve Results and Position Your Company for Growth<br />Examples<br />Questions<br />
    3. 3. Moving From Survival To Growth<br />Recession Mode<br />Downsized<br />Reduced hours<br />Reduced non critical expenses<br />Marketing<br />Treading water<br />
    4. 4. Let’s Talk About Marketing<br />Only 15% of short term sales are the result of today’s marketing<br />Today’s marketing initiatives drive 85% of long term sales<br />Source: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, by Rex Briggs, Greg Stuart<br />
    5. 5. But…<br />Business to Business<br />“We don’t have the budget.”<br />Business to Consumer<br />“We don’t have the money.”<br />
    6. 6. Reverse Logic<br />Business to Business<br />“Wow, so you’re closing up shop? Who is going to provide cleaning services to your clients now?”<br />Business to Consumer<br />“Wow, so you’re moving in with friends or relatives?”<br />
    7. 7. The Real Meaning<br />For both<br />“You have not made what you are selling a priority for me.”<br />
    8. 8. Really Good News<br />“19% of advertising fails outright and 67% could achieve significant improvement that would require no additional spending.”<br />Why Do We Miss the Mark? <br />Aren’t talking to the right prospects<br />Targeting the wrong audience<br />Don’t understand the motivations of our prospects<br />Irrelevant messaging<br />Don’t know how to reach our prospects<br />Marketing Mix – VeriSign found that 10% of spend drove 98% of actions they wanted<br />Don’t know who is serious<br />Qualification - 80% of all deals are lost due to a in adequate or non-existent qualification process.<br />ES Research Group Study<br />
    9. 9. Most Glaring Mistakes<br />We aren’t remarkable<br />If we are we don’t tell anybody<br />Author: Seth Godin<br />
    10. 10. Basic Principles of Purple Cow<br />Be Remarkable<br />If your not, get out<br />&quot;Quit or be exceptional. Average is for losers.” Seth Godin, The DIP<br />Purple Cows will be talked about<br />WOM advertising is cheap<br />
    11. 11. 5 Step Action Plan for Growth<br />Step 1: Answer these questions:<br />What is your company the best at ________?<br />Why is your company the best at it? <br />Who needs what your are best at?<br />How long will they need it?<br />
    12. 12. Step 2:<br />Start with what you think and then validate with your current customers<br />Competitive Advantages<br />Must be unique<br />Must be quantifiable<br />Must be sustainable<br />So are they?<br />By Jaynie L. Smith<br />
    13. 13. Visiting Nurses Association of Florida<br />Competitive Advantages<br />Management had the wrong understanding<br />They did not understand what customers thought was important<br />Developed a list of quantifiable things<br />Told people what they were<br />
    14. 14. Best Competitive Advantage EVER!<br />VNA’s patients are re-hospitalized 23% less than the competition<br />Patients visited by VNA require emergency treatment 34% less often the those visited by competitors<br />VNA’s patients improve 34% faster than the national average<br />VNA’s incidence of unexpected death is 47% lower than the national average<br />
    15. 15. Step 3: Accentuate the Positive <br />How can I get my existing customers to talk about my company?<br />Look for mavens and connectors to find your Tipping Point<br />The Tipping Point by Malcolm Gladwell<br />
    16. 16. How Do You Find Them?<br />Ask happy customers when it is logical to ask<br />Investigate who is talking now?<br />Blogging<br />On Linked In<br />Twitter<br />Facebook<br />Engage the happy ones first<br />
    17. 17. Business to Consumer<br />
    18. 18. Get People To Talk About You<br />Thumbs Up<br />Hustling Outback Kid<br />Arby’s Midlothian Turnpike, End on a High Note teen<br />Gloria at the Origins Counter<br />Thumbs Down<br />“McDonalds Drive By People”<br />Companies who don’t handle a negative<br />
    19. 19. A Big Mistake<br />Pay Attention<br />Fixing a problem is better for you then not knowing there is a problem!<br />
    20. 20. # 1 Prospecting Method is Referrals<br />84% of internal referrals will result in appointments<br />44% of external referrals will result in appointments<br />No More Cold Calling by Joanne Black<br />
    21. 21. Step 4: Develop Your Own Following<br />Consider positioning yourself as an expert in your field<br />Create own content<br />Blog<br />Slideshare<br />You Tube<br />Comments on other blogs and communities<br />If you aren’t a writer, share content from others with your introduction<br />Google Alert Yourself!<br />
    22. 22. Google Alert – Free!<br />
    23. 23. Social Media Success Factors<br />Position yourself as a resource<br />Share your knowledge first<br />Avoid overt selling<br />Recognize that this tactic has a longer horizon<br />Be consistent<br />
    24. 24. # 5 Review Your Other Tactics<br />Yellow Page Ads/Radio Ads<br />Use a unique URL or phone number to measure results from your tactics<br />Direct Mail<br />Differentiate in compiled mailings or get out<br />Direct Marketing Success<br />40% from the list<br />40% from the offer<br />10% from the timing<br />10% from CREATIVE!!!!<br />
    25. 25. # 5 Review Your Other Tactics<br />Print Advertising<br />With longer sales cycles, use landing pages to learn from the interaction and nurture interest<br />With shorter sales cycles, provide ways for recipient to show they may have future interest<br />Tip Lists etc.<br />Promotions<br />Don’t buy the business over and over<br />Measure lifetime value or share of customer<br />
    26. 26. Blue Tape - San Antonio, Texas<br />Recipient Personalization<br />Offer – Everybody Wins!<br />Versioned Copy<br />Contact Personalization<br />Personalized URL<br />PODi Best Practice<br />
    27. 27. Landing Page<br />Qualifying Question<br />PODi Best Practice<br />
    28. 28. Respondent Information Page<br />Pre-populated contact info. Additional info captured!<br />Capture Email Address<br />PODi Best Practice<br />
    29. 29. Page Two – Versions based Question One Answer<br />Versioned Pages Based on Answer to Question One<br />PODi Best Practice<br />
    30. 30. Final Qualifying Question<br />Versioned Copy Based on Answer to Question One<br />Respondent Requests Meeting<br />
    31. 31. Versioned Thank You Pages<br />Education for Nurturing<br />Data collection<br />Data collection<br />Relationship Building<br />
    32. 32. Results<br />4.45% Response Rate<br />Hit Landing Page<br />3.34% Conversion Rate<br />Completed URL Visit<br />27% of respondents requested a meeting to discuss relevant marketing<br />First tier prioritized prospects<br />56% of respondent use direct mail now<br />Second tier prioritized prospects<br />29% of respondents were non customers<br />Direct Market Association quotes response rates at 1.38% which is a 222% Improvement<br />
    33. 33. Next Steps:<br />Find a place to hide and answer questions 1 – 5<br />Devote a 30 minutes to watching and learning from social media over the next two weeks so you can start to formulate a strategy for your company<br />Read or Listen to:<br />Purple Cow, The Dip<br />Creating Competitive Advantage<br />The E-Myth Re-visisted<br />Make sure you tell prospects exactly why they should buy from you every time you talk to them<br />
    34. 34. Lastly and Most Importantly<br /><ul><li>Get help if you need it.
    35. 35. If you aren’t out of business you are still spending money so spend it wisely and earn a better return.
    36. 36. Look for continuous improvement not just homeruns.
    37. 37. Waiting until the end of the recession may mean you don’t make it out of the recession.</li>

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