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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
Steve Rafsky Greg Delks, Steve Howell, Jim Lake, Padgett Business Firehouse Subs Sandler Training Michael Walters Services Advertising
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
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
• 20-year old privately-held, debt-free
• 725 open restaurants
• Operating in 38 states and Puerto Rico
• #1 Fastest Growing Brand
• #1 Overall Rating by Technomic
• #1 2012/2013 Franchisee Satisfaction
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Operations = Marketing • Need to measure Customer Satisfaction • Technomics-
– We are in the Fast Casual category along with 25 other brands
– They measure 56 attributes – Firehouse Subs has a focus on 8 Key measures
that most align with our Mission Statement
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Technomic
Fast Casual Year End Rankings
8 Key Metrics + Overall Rating 2013
Overall Rating 1
Taste & Flavor 1
Food Quality 1
Beverage Quality 2
Staff Product & Concept Knowledge 2
Pleasant, Friendly Service 1
Where the Customer Comes First 8
Supports Local Community Activities 1
Is Socially Responsible 4
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
73%
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Local Store Marketing 1. Plan
- Get to know your neighbors 2. Prepare
- Pack your (goodie) bag 3. Promote
- Hit the road 4. Persevere
- Follow up – Don’t let your leads go to waste!
Plan Prepare
Persevere Promote
4 Ps of LSM
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Media • Dedicate resources to monitor and interact with you
customers. • Many companies have a presence on Facebook and never respond to the postings of the customer. • Firehouse Subs has two dedicated people who make a living on Facebook and Twitter
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Aligning Philanthropy with your Marketing Strategy
3 of 5
Number of consumers who say social responsibility is important to the “where to eat decision”
Millennials are more likely to agree
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Case Study Firehouse Subs Public Safety Foundation
Each year our franchisee partners collect money at the register and sell pickle buckets for $2.
We donated over $3 MILLION to first responders in the markets we operate in. The donations take
the form of life saving equipment, scholarships and disaster relief.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Case Study
2013 Average collections $ 3,635 Lowest 25 $ 871 Highest 25 $15,840
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
The Results
The top 25 fund raisers Gross Revenue $850,562 The bottom 25 fund raisers Gross Revenue $665,470 A difference of $185,092
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
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
Sandler Training • Established in 1987 • 250 offices • Multi-lingual and multi-cultural training capabilities
through local training centers in 30 countries • Ranked #1 in the Management Training category in
Entrepreneur Magazine 9 times • 92,000 hours of training each year
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
Sandler Training National Branding Campaign
• Social Media and Blogging
• Press Relations
• Search Engine Marketing
• Lead Generation/Data Collection
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Marketing Support for Franchisees is provided through:
• Monthly Campaign Highlights newsletters (internal)
• Monthly Marketing Conference Calls & Webinars (internal) • Quarterly e-newsletters (external) • Brochures, flyers, podcasts, videos • Templated Website with Customer Support and training • Marketing Cookbook (Implementation Manual utilizing pre-
approved templated materials)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Small to mid-size companies
Franchisees Global Companies
Franchisor
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
Franchisee Business Challenge
Become the sales and management training expert in their local market
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Franchisee Marketing Strategies
• Leverage National Branding • Strategic Alliances • Speaking Engagements • Social Media • Referrals • Blogging • Workshops • Writing for local
business • Philanthropy • Publications
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
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
National Brands For over 25 years now,
Michael Walters Advertising has partnered with some of the best known brands in the world, driving year over year increases in
both brand awareness and sales. At Michael Walters, we measure achievements
with only one benchmark….your success.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Agency Expertise Auto-Owners Insurance – 7500 agents in 26 states BD’s Mongolian Grill – 34 locations in 12 states Beltone Hearing Aids – 1400 stores in 50 states Chem-Dry – 3,500 worldwide outlets and 2,000+ franchises in US Glass Doctor – 270 locations in US and Canada Holiday Retirement – 300 communities in US and Canada Morton’s The Steakhouse – 77 worldwide restaurants NAMIC – 1400 insurance companies in US and Canada Select Medical – 19 hospitals 950 rehab locations in 26 states Valvoline Instant Oil Change – 108 locations in Midwest
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Media Opportunities Digital Facebook • Precise and cost efficient audience targeting controlled by budget • Only pay for clicks to site which provides tremendous amount of branding at no cost • All traffic recorded and real time allowing for changes based on trends
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Pandora • All web traffic and phone calls tracked improving confidence in owners • Targets a specific audience in each market and changes based on success • Boosts all other media success rates (PPC, YP.com, Organic search, Calls)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Behavioral Targeting • Creates quality leads • Targets a specific audience according to true demographics • Generates increasing ROI • Optimizes constantly to lower cost per lead / cost per conversion
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook Social Networking–by age group
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Listen to Our Clients
“Morton’s posted it’s sixth consecutive quarter of same-store sales growth since the depths of the recession. Social media and branding media implementation greatly helped us succeed in reaching our goals.” –Roger Drake, Senior Vice President of Marketing
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Sample Results
Valentine's Day Mother's Day Father's Day Total
Total Clicks (reported) 15,251 17,826 16,470 49,547
Reservations 573 600 445 1,618
Booking Rate 3.80% 3.40% 2.70% 3.30%
Seated Reservations 431 491 348 1,270
Spend Per Visit $263 $301 $298 $287
Investment $22,022 $30,961 $35,500 $88,483
Total Revenue $113,470 $147,664 $103,709 $364,843
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Pandora #2 Most downloaded app of all time • More than 73% of all streamed music was listened to through Pandora • The Pandora mobile app has been downloaded over 70 million times
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Overview • Click to call with messaging and placement to drive calls to your locations • Includes Tap-to-Landing Page functionality • Banner, Full Screen, Audio and Video available and can be changed
throughout campaign based on results
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Case Study Impressions – 2,226,667
Total Number of Clicks – 28,115
Expectations – 10,000
Incoming Calls – 2189
Calls inside franchise areas – 1575
Calls in Franchise Development – 615
Cost per incoming call – $5.71
Calls more than 2 min – 828
Percentage of web traffic -- 40%
Outperforms SEO/PPC, Reach Local and YP.com
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Behavioral Targeting A View from Above -Improved click through rates -Number of quality calls grow -Increased percentage appointments from calls
Demographic Interest/Lifestyle
Purchase behaviors
Retargeting Bizographic
Real-time surveys
Page category Site
Geographic Technographic
Time of day Day of week
Local weather
Channel Ad size
Message version
Sequencing Frequency Recency
CONTEXT
AUDIENCE
MESSAGE
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Learn: Continuously observe positive/negative correlations between audience and conversions, contextual and creative signals. Scale: We evaluate every impression opportunity based on what our models have learned in order to scale toward the best-performing conditions, maximizing efficiency while delivering audience.
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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Behavioral Reporting
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Today’s Marketing Strategies for Growth-Oriented Franchisees/Franchise Systems
Questions?
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Give Us Your Feedback! • Log on to the IFA App. • Find our session under the appropriate day on the Schedule Tab. • Click on the green button that says “Tap
here to take a survey for this event.” • Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!
