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Presentation during IFA2014 Moderator: Mary Ann O’Connell, CFE, President, FranWise Speakers: Kelly Crompvoets, Marketing Coordinator, Home Franchise Concepts, Inc. Donnie Robertson, Director of Marketing, Nothing Bundt Franchising, Inc. Deb Evans, President, Franchise Foundry Explored efficient ways to increase local revenue, save staff time and foster strong and meaningful customer engagement. Franchisors and franchisees need local customer contact information to begin two-way engagement and learn operational deficiencies at the local and regional levels. Attendees learned how to use Social Media to create Top Of Mind Awareness, how to effectively use the ad fund to support local branding, automate programs that are easy for franchisees to use and automate the use and distribution of in-store kits.
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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Increase Local Share and Customer Engagement With Less
Time and Effort
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Your PanelKelly Crompvoets – Home Franchising ConceptsManager of Franchise MarketingDonnie Robertson – Nothing Bundt CakesDirector of MarketingDeb Evans – Franchise Foundry PresidentMary Ann O’Connell – FranWise®President
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Home Franchise Concepts
• Kelly Crompvoets
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
National Advertising Fund
We are stronger together than we are alone.
Walter Payton
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
National Advertising Fund
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
National Advertising Fund
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
National Advertising Fund
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Key Take-AwaysPlan
CommitOptimize
TestTrack
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Strategic Partners
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Nothing Bundt Cakes
• Donnie Robertson
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
ENGAGEMENT & ACTIVITY LEVELS
‣ Facebook: 55%
‣ Pinterest: 20%
‣ Twitter: 15%
‣ Instagram: 10%Facebook
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
CURRENT SOCIAL (TOTALS)
NBC Facebook Growth
158,000+ Fans
145% increase in fans over prior year
(2012 vs. 2013)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook OffersHighlights from January
(3 Week) Campaign
Over 112,000 NBC Facebook Offer Claims during 3 week push
+ 45.4% lift in Local Bakery Traffic
3 Week SSS% Lift of
+28.5%
Total Cost for Campaign
$4500
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook ContestsEntries: 14,000
New Likes: 13,501
Emails Growth: 7880
Reach: 639,694 Friends of Fans 2/4 thru 2/12 - 2013
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Key NBC Learnings• Your social media engagement should be driven
by key goals and objectives• Acquire new fans and encourage engagement
through appealing Facebook campaigns• Pick social platforms that target your
demographic and areas of brand strength• Trying to do too much in social media is a recipe
for failure!
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Franchise Foundry
• Deb Evans
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
S.A.L.E.
• Social
• Analytics
• Listening
• Engagement
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Analytics
If you don’t measure, then how can you decide, lead and
grow?
~ Nicole HudsonFounder Inbound Lead
Solutions
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Listening
Every good conversation starts with good listening!
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Listening Tools
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Engagement
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
3 Things to Remember
• The Web has a lot to offer but IFA supplier partnerships will keep things calm
• Remember it’s all about the S.A.L.E.• One size will not fit all
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Contact Info Kelly Crompvoets Deb Evans www.homefranchiseconcepts.com www.franchisefoundry.com
Donnie Robertson Mary Ann O’Connell www.nothingbundtcakes.com www.franwise.com
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