Digital MarketingDigital Marketing

Franchise AdvertisingFranchise Advertising

Marketing ToolsMarketing Tools

WHY SHOULD YOU LISTEN:WHY SHOULD YOU LISTEN:

The world is changing...The world is changing...

Digital marketing will impact your Digital marketing will impact your franchise business ... whether franchise business ... whether you do anything about it or notyou do anything about it or not

The biggest single commercial The biggest single commercial opportunity – EVER!opportunity – EVER!

100% of our potential franchise 100% of our potential franchise clients have web accessclients have web access

More than 500m people in the More than 500m people in the EU have an e-mail addressEU have an e-mail address

25% of all searches on Google 25% of all searches on Google are for commercial informationare for commercial information

1. 1. WEBSITEWEBSITE

You must have a Site...You must have a Site...

...that gets traffic......that gets traffic...

...and gets the email account ...and gets the email account buzzingbuzzing

You have to be crystal clear about

the objectives of your business on

your website

People want proper information ...People want proper information ...

...that is relevant and to the point....that is relevant and to the point.

If you generalise, you lose them.If you generalise, you lose them.

Quality is more important than quantity.Quality is more important than quantity.

Be on the first page(s) of Google.Be on the first page(s) of Google.

It is a new world of communication and It is a new world of communication and research.research.

2. DATABASE 2. DATABASE

The single biggest asset in your The single biggest asset in your businessbusiness

Build it, nurture it, segment it...Build it, nurture it, segment it...

USE IT!!!!!USE IT!!!!!

Build your database with all fields

that allow best possible filtering

What will clients be looking What will clients be looking for?for?

What search words will they What search words will they type?type?

Carefully consider that when creating

your Domain name and keywords

Excellent domain name (URL)Excellent domain name (URL) HTML- & user-friendly web portal HTML- & user-friendly web portal Clear and attractive contentClear and attractive content Multi-lingual website (for int. Multi-lingual website (for int.

expansion only)expansion only) Optimised meta tags & keywords Optimised meta tags & keywords SEO = Search Engine OptimisationSEO = Search Engine Optimisation Register other URLs with relevant Register other URLs with relevant

keywordskeywords

1.1. Create a clear goal and a marketing planCreate a clear goal and a marketing plan

2.2. Make use of all offline marketing MUSTS : Make use of all offline marketing MUSTS : editorial, referrers, direct mail, search editorial, referrers, direct mail, search engine optimisation (SEO), seminars, engine optimisation (SEO), seminars, advertising, franchise fairs, radio-/TV-advertising, franchise fairs, radio-/TV-interviews, etc.interviews, etc.

3.3. Make use of all online opportunities such as Make use of all online opportunities such as Franchise PortalsFranchise Portals

4.4. Sign up Adwords – and use it for projectsSign up Adwords – and use it for projects

5.5. Invest in yourselfInvest in yourself

6.6. Keep learningKeep learning “50% of success is turning up

and doing it!”

Build realationships with relevant Build realationships with relevant editors in charge of your business editors in charge of your business sector, and feed them with useful sector, and feed them with useful editorial content – journalists often editorial content – journalists often need YOU as much as you need need YOU as much as you need them.them.

Organise seminars that attract Organise seminars that attract potential franchisees and/or clients. potential franchisees and/or clients. Subjects should be Subjects should be educationaleducational and and interesting, they should convince the interesting, they should convince the attendants of your business, attendants of your business, WITHOUT you advertising it. WITHOUT you advertising it.

Google AdWords can put you in the web Google AdWords can put you in the web position you want to be in. It is cost position you want to be in. It is cost effective and can cost you less than a effective and can cost you less than a Euro a day. It works on the “pay per Euro a day. It works on the “pay per click” system. Your offer is displayed click” system. Your offer is displayed on the right frame of Google’s on the right frame of Google’s websites. websites.

Allow your advertising budget to attract Allow your advertising budget to attract potential clients potential clients substentiallysubstentially with with clever, trustworthy advertisements. An clever, trustworthy advertisements. An easy formula is easy formula is

AIDA AIDA A = Attraction / I = Interest / D = Desire / A A = Attraction / I = Interest / D = Desire / A = Action= Action

Introduce your franchise with a great Introduce your franchise with a great effort to anybody with a large effort to anybody with a large network of business contacts, network of business contacts, amongst which you can find your amongst which you can find your future partners and customers. Offer future partners and customers. Offer referrers a referrers a success or finder’s fee success or finder’s fee on on closing. closing.

Franchise Fairs are one of the most Franchise Fairs are one of the most important vehicles to find new important vehicles to find new business partners, improving your business partners, improving your brand’s image amongst the visitors brand’s image amongst the visitors at the same time. at the same time.

An absolute An absolute MUST MUST when good address when good address material of potential investors is material of potential investors is available. DM must be followed available. DM must be followed partially by phone calls, and partially by phone calls, and statistics must be kept up-to-date. statistics must be kept up-to-date. Again, the Again, the AIDAAIDA formula must be formula must be used. used.

Assume topics when negotiating, when Assume topics when negotiating, when advertising, whenever, read between advertising, whenever, read between the lines, emphasize next steps of the lines, emphasize next steps of your opponent(s). your opponent(s). Listen!Listen!

Your biggest asset. Here you collect Your biggest asset. Here you collect the names of your customers, the names of your customers, potential partners, press contacts, potential partners, press contacts, suppliers, etc. Useful for fast and suppliers, etc. Useful for fast and easy access, for dispatch of easy access, for dispatch of newsletters, emails, advertising newsletters, emails, advertising campaigns, the lot. campaigns, the lot.

Database fields in groups:Database fields in groups: Basics: Date, Source, Operator, Usage, Basics: Date, Source, Operator, Usage,

Group (Master, Franchisee, Customer, Group (Master, Franchisee, Customer, Press, etc.)Press, etc.)

Company: Name, Address, City, Country, Company: Name, Address, City, Country, Communication Data (phone, fax, email), Communication Data (phone, fax, email), Domain NameDomain Name

Contact: Name, Firstname, Gender, Title, Contact: Name, Firstname, Gender, Title, Position in Company, Email, Remarks; Position in Company, Email, Remarks; BackgroundBackground

Extras: Industry, Segment, Employees, Extras: Industry, Segment, Employees, EntityEntity

Financials: Sales, EBITDA, Capital, etc.Financials: Sales, EBITDA, Capital, etc.

Your web portal is an important Your web portal is an important business reference. It should reflect business reference. It should reflect a sophisticated and professional a sophisticated and professional image of your company, and must image of your company, and must follow Corporate Identity guidelines follow Corporate Identity guidelines for better brand recognition. for better brand recognition.

Today your web portal can not survive Today your web portal can not survive successfully without professional successfully without professional SEARCH ENGINE OPTIMISATION, SEARCH ENGINE OPTIMISATION, putting you in best possible position putting you in best possible position for the users eyes that seek your for the users eyes that seek your kind of business. kind of business.

Links to other web portals are an Links to other web portals are an important part of SEO, and improve important part of SEO, and improve your ranking – the more links, the your ranking – the more links, the higher ranking. higher ranking.

Tele-Marketers can bring leads to Tele-Marketers can bring leads to potential franchise partners. One potential franchise partners. One should only use professionals with should only use professionals with reputation and good references. Not reputation and good references. Not in-expensive! in-expensive!

When done well, personalised e-mailing When done well, personalised e-mailing (via Windows “mail merge”) to (via Windows “mail merge”) to selected addresses can lead to leads. selected addresses can lead to leads. It is cheap, but beware of spam It is cheap, but beware of spam issues. Your e-mail account might be issues. Your e-mail account might be blocked under certain circumstances. blocked under certain circumstances.

Image advertising reflects the broad Image advertising reflects the broad view on a business. It creates trust, view on a business. It creates trust, professionalsim, quality, beauty, etc. professionalsim, quality, beauty, etc. This builds an image of the company. This builds an image of the company. Product ads push the sale of a Product ads push the sale of a particular product and service.particular product and service.

Thank youThank you

for your attention

for your attention

!!