Transcript Jan Timms, National Training & HR Manager, Worldwide

How To Get Franchisees To Buy-in To
Marketing Campaigns
Jan Timms, National Retail Manager
Worldwide 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!
•
3.
4.
5.
6.
7.
Its All About Choices!
Ongoing Franchisee Involvement in Decisions
Training the Whole Team to Work the Plan
Integrated with Local Sales Plan
Tool Kit of Local Area Support Materials
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
Result:
Increase in EE Take
• System also used to order
Up & Satisfaction
business stationery, forms etc
Promotional Activities Ordered
80
Total UMs
Total DMs
70
eBulletin
Telephone Sales
Givaways
60
Did not place order
Options Introduced
(200 DMs OR 100
DMs plus 1000
eBulletins)
50
Promo300 Introduced
40
30
20
10
0
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Our Franchisees are More Satisfied
Satisfaction with Services Provided by National Marketing
100. 00%
90. 00%
80. 00%
70. 00%
60. 00%
50. 00%
40. 00%
30. 00%
20. 00%
10. 00%
0. 00%
2007
2008
2009
2010
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
Estimated Dollar Value of Quotes Generated from Promo300 Leads
$45,000
$40,000
$35,000
$30,000
$25,000
$20,000
$15,000
$10,000
$5,000
$Feb
March
April
May
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
6 Week Sales Plan Results
RESULTS FROM LEAD GENERATION STSTEM - SOUTHPORT CENTRE
Activity
Hit 1 - Friendship Calls
Hit 2 - Follow up emails sent
Hit 3 - Helping Locals Succeed DMs sent
Hit 4 - Follow up phone calls made
Results
Requests for quotes received
Won
Awaiting decision
Lost
QTY
209
154
154
34
QTY
14
7
4
6
Result
73.7%
73.7%
16.3%
$ Value
$ 51,992.74
$ 8,005.00
$ 23,300.00
$ 20,687.74
Monthly Sales Figures
$70,000
$60,000
$50,000
$40,000
$30,000
$20,000
$10,000
$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
120000
100000
80000
60000
40000
20000
0
Feb08
Mar08
Apr08
May- Jun08
08
Jul08
Aug- Sep08
08
Oct08
Nov08
Dec08
Jan09
Feb09
Mar09
Apr09
May09
Jun09
Jul09
Aug- Sep09
09
Oct09
• Very diligent in outside sales
• Used friendship calls and then followed up with a letter and
phone call
Nov09
Dec09
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
Marketing Centre Tools Used
40
Number of Franchisees
35
Feb
March
April
May
30
25
20
15
10
5
0
Email Footer Friendship
call f/up
email
template
Lapsed
Customer
email
template
Missed
New
quote email Customer
template
Follow up
Email
Customer
contact
email
template
Microsite
Banner
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
Result:
Continuous Sales
• Monthly benchmarking report
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 Decisions
4. Training the Whole Team to Work the Plan
5. Integrated with Local Sales Plan
6. Tool Kit of Local Area Support Materials
7. Field Support – Accountability Coaching