local marketing leveling the playing field · media local marketing . november 16-18, 2016 jw...

NOVEMBER 16-18, 2016

JW MARRIOT NEW ORLEANS

NEW ORLEANS, LA

Leveling the Playing Field

Local Marketing

Daniel Broudy Josh York



NEW ORLEANS, LA

What do franchisees want?

STRUCTURE



NEW ORLEANS, LA

How Do You Create Structure For Local Marketing?



NEW ORLEANS, LA

ADVERTISING ART APPAREL COMPLETE

CAMPAIGNS CUSTOM ITEMS

MARKETING COLLATERAL START UP KITS PROMO MERCHANDISE SIGNAGE/POP



NEW ORLEANS, LA

• Apparel

• Branded Merchandise

• Print Advertising

Traditional Local Marketing

• Sponsorships

• Out-Of-Home Advertising

• Direct Mail

In-Store Advertising

Outside Advertising

http://www.oaaa.org/outofhomeadvertising/oohmediaformats/oohmediaformats.aspx



NEW ORLEANS, LA

“The reports of my death have

been grossly exaggerated.”

– Mark Twain



NEW ORLEANS, LA

2015 Ad Revenues For Selected Media And Methods

Internet Advertising $59.6

Direct Mail $47.4

Promotional Products $20.8

Newspaper Advertising $20.2

Point-of-Purchase $12.2

Source: PPAI 2015 Distributor Sales Volume Report

Millions

Out-Of-Home (Billboards) $7.3



NEW ORLEANS, LA

2015 Ad Revenues For Selected Media

And Methods

Millions


Digital

Traditional



NEW ORLEANS, LA


Digital

Traditional

2015 Ad Revenues For Selected Media

And Methods



NEW ORLEANS, LA

Traditional Digital Mixed Media

Local Marketing



NEW ORLEANS, LA

Personalization

What puts the “Local” in Local Marketing?

Customization



NEW ORLEANS, LA



NEW ORLEANS, LA

Custom Items



NEW ORLEANS, LA

25% of franchisors have no local marketing plan

SOURCE: 2015 Franchise Local Marketing Trends Courtesy of FranConnect



NEW ORLEANS, LA

Elements of Local Marketing Plan



NEW ORLEANS, LA

Segment The Local Market

Geographic



NEW ORLEANS, LA

Segment The Local Market

Demographic



NEW ORLEANS, LA

• Target audience

• Local deals

• Promotions

• Partners

Why Segment?



NEW ORLEANS, LA

• Generic • National channels • Support brand and product • “Top of the mind”

• Focused • Local channels • Support store and franchisee • “Call to action”

National Local

The Balancing Act



NEW ORLEANS, LA

Permission Groups

Special offers by region

Unique artwork for ads

Different price points



NEW ORLEANS, LA

History

2014 First Franchise Location

2016

100 Locations in 16 states



NEW ORLEANS, LA



NEW ORLEANS, LA

“Let Clayton Kendall help you turn up the volume on your branded merchandise program.”



NEW ORLEANS, LA

ADVERTISING ART APPAREL COMPLETE

CAMPAIGNS CUSTOM ITEMS

MARKETING COLLATERAL START UP KITS PROMO MERCHANDISE SIGNAGE/POP

Resources

Facebook Twitter Instagram Print Ads Billboards Direct Mail Signage Door Hangers Brochures Flyers Apparel Business Cards



NEW ORLEANS, LA

Local Marketing



NEW ORLEANS, LA



NEW ORLEANS, LA

Budget



NEW ORLEANS, LA



NEW ORLEANS, LA

Developing The Tools Corporate Role



NEW ORLEANS, LA

Vendor’s Role



NEW ORLEANS, LA

Dominate your Local Markets

6 Buckets

Community

Cause marketing

Direct mail/EDDM

Partnerships Grand Opening Social



NEW ORLEANS, LA

Top 2 Challenges for Local Franchise Marketing

68% Lack of Budget

52% Franchisee Oversight




NEW ORLEANS, LA

“Let your fingers do the walking.”

Monitoring Participation



NEW ORLEANS, LA

Website Reports



NEW ORLEANS, LA



NEW ORLEANS, LA

Measuring Outcomes

“50% of my marketing is working. The problem is I don’t know which 50%.”



NEW ORLEANS, LA

35% are not tracking ROI on

their local franchisee marketing spend


of franchisors



NEW ORLEANS, LA

Credibility

Importance of Data

Fact, not intuition

Benchmarking

Compare performance

Justification for spend



NEW ORLEANS, LA

Tracking Methods

Clicks on email

Ask customer

Promotions with direct mail or coupons

Call tracking

SALES INCREASE



NEW ORLEANS, LA

Layering

• Layer in each different

channel

• If something is working,

let the community know.



NEW ORLEANS, LA

Theme I “The Rule of 7”

What Creates A Customer?

• Cumulative effect of multi-channel

exposure to a brand

• Consistent branding and messaging

KNOW

TRUST LIKE

$ $



NEW ORLEANS, LA

You Want To Be Wherever Your Prospects Are



NEW ORLEANS, LA



NEW ORLEANS, LA

Are you ready?

Great marketing cannot overcome poor operations

Theme II Timing



NEW ORLEANS, LA

Theme III Marketing Is Ongoing

“We never arrive”

“Everything we do is a test”

“We are constantly experimenting”

“Are We There Yet?”



NEW ORLEANS, LA

Summary

Plan Partners Platform Budget Monitor

local marketing leveling the playing field · media local marketing . november 16-18, 2016 jw...

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