Transcript NBB_Digital Marketin..

Digital Marketing
Franchise Advertising
Marketing Tools
WHY SHOULD YOU LISTEN:
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The world is changing...
Digital marketing will impact your
franchise business ... whether you do
anything about it or not
The biggest single commercial
opportunity – EVER!
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100% of our potential franchise
clients have web access
More than 500m people in the EU
have an e-mail address
25% of all searches on Google are for
commercial information
1. WEBSITE
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You must have a Site...
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...that gets traffic...
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...and gets the email account buzzing
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People want proper information ...
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...that is relevant and to the point.
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If you generalise, you lose them.
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Quality is more important than quantity.
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Be on the first page(s) of Google.
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It is a new world of communication and research.
2. DATABASE
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The single biggest asset in your
business
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Build it, nurture it, segment it...
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USE IT!!!!!
What will clients be looking for?
What search words will they type?
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Excellent domain name (URL)
HTML- & user-friendly web portal
Clear and attractive content
Multi-lingual website (for int. expansion
only)
Optimised meta tags & keywords
SEO = Search Engine Optimisation
Register other URLs with relevant keywords
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Create a clear goal and a marketing plan
Make use of all offline marketing MUSTS :
editorial, referrers, direct mail, search engine
optimisation (SEO), seminars, advertising,
franchise fairs, radio-/TV-interviews, etc.
Make use of all online opportunities such as
Franchise Portals
Sign up Adwords – and use it for projects
Invest in yourself
Keep learning
Build realationships with relevant editors in
charge of your business sector, and feed them
with useful editorial content – journalists
often need YOU as much as you need them.
Organise seminars that attract potential
franchisees and/or clients. Subjects should be
educational and interesting, they should
convince the attendants of your business,
WITHOUT you advertising it.
Google AdWords can put you in the web position
you want to be in. It is cost effective and can cost
you less than a Euro a day. It works on the “pay
per click” system. Your offer is displayed on the
right frame of Google’s websites.
Allow your advertising budget to attract potential
clients substentially with clever, trustworthy
advertisements. An easy formula is
AIDA A = Attraction / I = Interest / D = Desire / A = Action
Introduce your franchise with a great effort to
anybody with a large network of business
contacts, amongst which you can find your
future partners and customers. Offer referrers
a success or finder’s fee on closing.
Franchise Fairs are one of the most important
vehicles to find new business partners,
improving your brand’s image amongst the
visitors at the same time.
An absolute MUST when good address material
of potential investors is available. DM must
be followed partially by phone calls, and
statistics must be kept up-to-date. Again, the
AIDA formula must be used.
Assume topics when negotiating, when
advertising, whenever, read between the lines,
emphasize next steps of your opponent(s).
Listen!
Your biggest asset. Here you collect the names of
your customers, potential partners, press
contacts, suppliers, etc. Useful for fast and
easy access, for dispatch of newsletters,
emails, advertising campaigns, the lot.
Database fields in groups:
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Basics: Date, Source, Operator, Usage, Group
(Master, Franchisee, Customer, Press, etc.)
Company: Name, Address, City, Country,
Communication Data (phone, fax, email),
Domain Name
Contact: Name, Firstname, Gender, Title,
Position in Company, Email, Remarks;
Background
Extras: Industry, Segment, Employees, Entity
Financials: Sales, EBITDA, Capital, etc.
Your web portal is an important business
reference. It should reflect a sophisticated and
professional image of your company, and
must follow Corporate Identity guidelines for
better brand recognition.
Today your web portal can not survive
successfully without professional SEARCH
ENGINE OPTIMISATION, putting you in
best possible position for the users eyes that
seek your kind of business.
Links to other web portals are an important part
of SEO, and improve your ranking – the more
links, the higher ranking.
Tele-Marketers can bring leads to potential
franchise partners. One should only use
professionals with reputation and good
references. Not in-expensive!
When done well, personalised e-mailing (via
Windows “mail merge”) to selected addresses
can lead to leads. It is cheap, but beware of
spam issues. Your e-mail account might be
blocked under certain circumstances.
Image advertising reflects the broad view on a
business. It creates trust, professionalsim,
quality, beauty, etc. This builds an image of
the company. Product ads push the sale of a
particular product and service.