Creative Marketing for Your Franchise

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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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Creative Marketing for Your Franchise

  1. 1. ”Creative Marketing for Your Franchise" Al Lautenslager al@allautenslager.com | 630-740-1397
  2. 2. The Plan • Traditional • Guerrilla • Social Media • Content • Local • Marketing Trends
  3. 3. Traditional • Target Market • Positioning • Benefits • Vehicle / Messaging • Frequency
  4. 4. Guerrilla Marketing
  5. 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. 6. Taco Bell
  7. 7. Social Media Marketing
  8. 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. 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. 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. 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. 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. 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. 14. Social Media Diversification • Social media diversification: – Pinterest – Instagram – Vine – SnapChat – ???????
  15. 15. Content Marketing
  16. 16. Consumers Of Your Product/Service • Many choices today • Consumers shop, compare, refer and share
  17. 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. 18. Why Content Marketing • People choose based on: – Google search – Website – Facebook/Twitter postings – Blog postings – Comments from previous or current consumers
  19. 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. 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. 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. 22. Benefit of Content Marketing • Establishes expertise and positioning • Cost per lead is 30-40% lower than paid search • Value is cumulative
  23. 23. Developing the Content • Write it • Repurpose offline and other content • Outsource the development
  24. 24. Other Content Marketing Thoughts • It’s a long term commitment and process • You cant do it all
  25. 25. Local Marketing • Yelp • Trip Advisor • Urban Spoon • Four Square • Google • Any Review Site
  26. 26. 8 Marketing Trends
  27. 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. 28. Integration • Many things all working together • Different touches to different target market members • Frequency • Awareness • Identity and Branding • Social Media • SEO
  29. 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. 30. Google Plus • SEO • Google Rules • Google Rules
  31. 31. Targeting Becomes Personal • Personalized messages • Smaller communities • Engagement and outreach – one on one
  32. 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. 33. Attentions Spans will Decrease • Creative Marketing will win • Instant Communication; The Right Messages • Attention Getting • Get Noticed, Get Remembered, Get Talked About
  34. 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. 35. Takeaways • Markets and Customers are Changing • People forget fast • Engage, Relationship, Sell • PLAN IT OUT
  36. 36. Outsourcing Social Media & Content Marketing • Al Lautenslager – Social Media Marketing & Content Marketing Expert, Strategist and Enthusiast • al@allautenslager.com • 630-740-1397 • http://contentmarketingofficer.wordpress.com Available to Speak at Your Conference Keynote, Workshop, Breakout, Panel -Outsourced Consulting Available – Inquire for Packages That Fit You
  37. 37. Wrap Up/Conclusion/Action • Launch what is comfortable • Get help if you need it • Do something…in 30 Days
  38. 38. One Way Mind vs. Two Way Mind
  39. 39. Happy Marketing! al@allautenslager.com www.marketforprofits.com 630-740-1397

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