how to get franchisees to buy-in to marketing campaigns jan timms, national retail manager worldwide...
TRANSCRIPT
How To Get Franchisees To Buy-in To Marketing Campaigns
Jan Timms, National Retail ManagerWorldwide Online Printing
The Challenge!• The best researched, planned and executed
marketing campaign can consume a huge amount of franchisor resources and fail to make a difference at store or territory level if franchisees themselves don't support the campaign and 'buy-in' locally!– It was a text book campaign – what went wrong?
• How to overcome franchisee indifference and
skepticism to ensure that marketing campaigns deliver real results across the board!
7 Steps to Overcoming Indifference & Scepticism
1. Sell the Benefits! 2. One Size Doesn't Fit All!
• Its All About Choices! 3. Ongoing Franchisee Involvement in Decisions4. Training the Whole Team to Work the Plan 5. Integrated with Local Sales Plan6. Tool Kit of Local Area Support Materials7. Field Support – Accountability Coaching
Step 1 - Sell The Benefits
• The National Conference is a Great Place to launch something new!
• Otherwise franchise meetings or any other regular forums
Result:Energised,
Motivated EEs, ready for action!
Step 2 - One Size Doesn't Fit All!
• Each Centre allocated a monthly budget to spend on promotional activities
• A bonus $100 is added for completing the monthly evaluation so we can track results
• Orders for Promo300 activities must be placed by the published cut off date each month
• Conditional upon account with Marketing Fund being up to date
• Franchisees can purchase additional budget – every month more do!
Its All About Choices!
• Budget can be spent on a combination of these promotional activities:– eBulletins– 3 choices of Direct Mail– Telephone Sales Calls– 3 choices of Unaddressed Mail– Unaddressed Mailers delivered to Centre– Posters & Banners– Promotional Giveaways
• System also used to order business stationery, forms etc
Result:Increase in EE Take Up & Satisfaction
Promotional Activities Ordered
0
10
20
30
40
50
60
70
80
Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Total UMs
Total DMs
eBulletin
Telephone Sales
Givaways
Did not place orderOptions Introduced (200 DMs OR 100
DMs plus 1000 eBulletins)
Promo300 Introduced
Our Franchisees are More Satisfied
Step 3 - Ongoing Franchisee Involvement in Decisions• Marketing Review Group• Product and service promotion suggestions
from the coal face• Results monitored• Continuous improvement
– Offers– Support tools– Training Result:
Increase in Leads Generated from
Campaigns
$-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Feb March April May
Estimated Dollar Value of Quotes Generated from Promo300 Leads
Step 4 - Train Whole Team to Work the Plan
Result:On the Job
Behaviour Change
Step 5 - Integrated Local Sales Plan
• All team members involved in the sales plan• Sales Growth Activities
– Local area lead generation system– Lapsed customer System– New Customer Follow-up– Quote Follow-up
Result:Increase in Sales
Local Area Lead Generation
• Integrated prospecting system– Local area friendship visits– Email– Direct mail– Telephone contact
• Aim is to get F2F with qualified prospects
• It takes an average of 4.6 hits with a suspect before they show an interest in buying
Demonstrate Success – Share Results Case Study 1• 10 years of ownership, became reliant on regular
client base, no outside sales activity occurring • Decline in sales due to GFC
– change in sales mix– client base comprised many construction firms &
architects• Same staff numbers even though business had
declined• WWOP is their superannuation, need to build
it back up again as a saleable asset
RESULTS FROM LEAD GENERATION STSTEM - SOUTHPORT CENTRE
Activity QTY ResultHit 1 - Friendship Calls 209Hit 2 - Follow up emails sent 154 73.7%Hit 3 - Helping Locals Succeed DMs sent 154 73.7%Hit 4 - Follow up phone calls made 34 16.3%Results QTY $ ValueRequests for quotes received 14 51,992.74$ Won 7 8,005.00$ Awaiting decision 4 23,300.00$ Lost 6 20,687.74$
6 Week Sales Plan Results
Monthly Sales Figures
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Comments from the Franchisees“Campaign to door knock our territory has been a positive experience. Owing to the constant movement of staff within companies it has given us chance to reacquaint with existing customers and meet new potential customers within our area”
“We also found that existing customers which in some cases had “lapsed” owing to new staff taking over were renewed and our name was out there again.
“The dropping off of “friendship” gifts has been well received generally. Some people have let us know in no uncertain terms that they are more than happy with their existing printer, but mostly it has been very positive.”
Demonstrate success – share results Case Study 2
• Very diligent in outside sales• Used friendship calls and then followed up with a letter and
phone call
Step 6 - Tool Kit of Support Materials
• Local area lead generation materials– Friendship calls– Prospecting
• Microsite banner• Email footers• Email templates:
– Customer targeted– Prospect targeted– Lost quote follow-up– Lapsed customer targeted
• Messages on hold
Result:Increased Tool
Usage
Step 7 - Field Support & Accountability Coaching• Adapt Sales Plan to business and territory needs • All team members involved complete self paced
training modules and assessments• Preparation tasks completed and forwarded to
Field Support Manager• Submit weekly sales reports • Weekly coaching session• Monthly benchmarking report
Result:Continuous Sales
Improvement
Any Questions?
7 Steps to Overcoming Indifference & Scepticism:1. Sell the Benefits! 2. One Size Doesn't Fit All!
• Its All About Choices!
3. Ongoing Franchisee Involvement in Decisions4. Training the Whole Team to Work the Plan 5. Integrated with Local Sales Plan6. Tool Kit of Local Area Support Materials7. Field Support – Accountability Coaching