FOCUSED ON ROI: INTEGRATING MARKETING TACTICS FOR BETTER STRATEGIC RESULTS IN FRANCHISE SALES

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2 FOCUSED ON ROI: INTEGRATING MARKETING TACTICS FOR BETTER STRATEGIC RESULTS IN FRANCHISE SALES

3 DAWN KANE PRES HOT DISH TRACY WEISE PRES WEISE Twitter: #IFA JASON ZICKERMAN CEO

4 The Importance of Integration

5 THE IMPORTANCE OF INTEGRATION Traditional Communication Marketing Public Relations Advertising Media Reporters Mass Broadcast Filtered Marketing & Public Relations Communication 2.0 Messaging Direct to Consumer

6 THE IMPORTANCE OF INTEGRATION Traditional Communication ONE Messaging MANY Call to Act ONE Communication 2.0 ONE Messaging ONE Call to Act MANY

7 WHY INTEGRATE Protect the brand voice Maintain consistency of key selling points Increase SEO Increase ROI Develop more robust campaigns Create opportunities for exposure

8 THE PROCESS FOR SUCCESS Identify Candidate Set Budget Integrate Tactics Test Campaigns Track Results Refine Execution Lessons Learned

9 IDENTIFY THE CANDIDATE

10 IDENTIFY THE CANDIDATE Who is the Best Candidate for Ownership? Evaluate your successful owners online surveys Study new owners and their leadership styles focus groups

11 IDENTIFY THE CANDIDATE Demographics Geographics Psychographics

12 IDENTIFY THE CANDIDATE Psychographics Needs immediate financial return on investment Focused on long term financial reward Wants to decide his/her own destiny Wants to determine what and how many hours to work Wants to make a difference in the lives of others Wants to help the community Is willing to put in sweat equity Manages from afar

13 IDENTIFY THE CANDIDATE Determine the right mix of traits needs life balance altruistic managerial rolls up sleeves community focused needs immediate gratification financially motivated egocentric retirement focused

14 IDENTIFY THE CANDIDATE Demographics Male Highly Educated Managerial Experience Geographics Urban East Coast Psychographics Wants to be self employed Pragmatist Financially motivated

15 IDENTIFY THE CANDIDATE Create the Persona Remove your own personal biases and market to the right people with the right message Bill Smith Area Sales Director, Large Company Early Majority, Pragmatist "I love working in sales, but I want more control of my own Key Attributes life and my destiny. I want something else out of my Wants to be self employed career, but I don t know what it is." Wants to make more money than current position Wants to determine own destiny 46 years old Looking for opportunities to secure financial future Married, 2 children Has nearly 2 decades of sales experience Bachelor's Degree in Business Life event caused crisis opportunity Outgoing, self motivated, a good listener Has some managerial experience Uses the internet and mobile technology regularly

16 DETERMINE THE BUDGET

17 THE BUDGET Determine the sales goals Evaluate the budget Is it in sync with the sales goals? Are the goals realistic?

18 THE BUDGET 2010 Averages: Cost per lead: $54.00 Cost per sale: $10,000 Lead to sale: 1% Application to sale: 8% Discovery Day to sale: 65% According to Franchise Update s 2011 Annual Development Report

19 THE BUDGET Track Your Efforts! Understand the lead source to keep leads flowing

20 THE BUDGET Do Not Over/Under Commit A 3 month commitment with any media should give you enough frequency to evaluate effectiveness.

21 DETERMINE THE PLAN

22 THE PLAN Determine the media habits of the target audience Know how much brand awareness exists Know what tactics will/will not work for your audience Surprise the target audience Don t get complacent about finding your audience Don t assume they want to buy a franchise

23 INTEGRATION

24 INTEGRATING THE MESSAGE Control the message Focus on the most motivating factor Provide distinct call to actions

25 INTEGRATING THE TACTICS Advertising Advertising Online Marketing Online Marketing Direct Mail Direct Mail Video Video Public Relations Public Relations Trade Shows Trade Shows Social Media Social Media Print Collateral Print Collateral Sales Tools Sales Tools Sales Tools Print Collateral Social Media Trade Shows Public Relations Direct Mail Video Online Marketing Advertising Brokers Brokers Brokers

26 Brokers Brokers INTEGRATING THE TACTICS Advertising Advertising Online Marketing Online Marketing Direct Mail Direct Mail Video Video Public Relations Public Relations Trade Shows Trade Shows Social Media Social Media Print Collateral Print Collateral Sales Tools Sales Tools Sales Tools Print Collateral Social Media Trade Shows Public Relations Direct Mail Video Online Marketing Advertising Brokers

27 The Lawn Doctor Integrated Campaign

28 Lawn Doctor Multi Tiered Campaign National Regional

29 Lawn Doctor Integrated Tactics Portal Advertising Contextual Advertising Webinars Direct Mail Regional Print Referral Brokers Public Relations Social Media Updated Franchise Website

30 Lawn Doctor Portal Advertising Number of Portals: 4 Leads Generated: 931 Increased Search Engine Optimization Increased Traffic to lawndoctorfranchise.com

31 Lawn Doctor Contextual Advertising Number of Impressions: 82,879,842

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33 Lawn Doctor Webinars Multiple webinars were held throughout the year Average Registration: 80 Average Dial in: 15

34 Lawn Doctor Regional Marketing Regional direct mail and print campaigns in markets with high brand awareness 2 3 drops per publication across various pubs 18 classified print insertions 6 online news portals

35 WOULD IT BE REDUNDANT TO SAY WE RE NUMBER ONE? Lawn Doctor, the largest franchise in the lawn care industry, has immediate franchise opportunities available in Long Island. Join an established company with 40+ years of making lawns healthy and customers happy. Become a Lawn Doctor Franchisee Today LAWN DOC ( ) LawnDoctorFranchise.com 2010 All rights reserved. Lawn Doctor, Inc. This is not an offer to purchase a franchise. Offerings are made by Franchise Disclosure Document only.

36 EFFECTIVE INTEGRATION OF PR & SOCIAL MEDIA Content is King Update regularly Focus on relevant social media sites Publish or Perish Direct to buyer news releases Blog articles Online publications Photo galleries Video presentations/podcasts/e books/webinars

37 Lawn Doctor Public Relations Market Outreach Social media connections Market meetings/lunches Press outreach Target Audience Community influencers City officials Note: Managed by No Limit

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39 Lawn Doctor Referral Program A communication piece was developed to announce the program to the system Recognition at the Lawn Doctor Annual Convention Referrals continue to be the highest conversion 1 deal in % of all franchise sales came from referrals in 2010 According to Franchise Update s 2011 Annual Development Report

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41 Lawn Doctor Direct Mail Targeted list Personalization Always follow up Track through usage of unique 800# or URL

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44 TRACK Which strategy brought most leads? The most quality leads? The lowest cost per lead? The lowest cost per sale? The most sales? The most leads that didn t sell? How did these results compare to prior year?

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46 ACHIEVING SUCCESS IN FRANCHISE SALES Identify The Candidate Set The Budget Integrate The Tactics Test The Campaigns Track The Results Refine The Execution

47 REFINE What worked What didn t work Keep an eye on your franchise prospect Always be on the lookout for new opportunities

48 PITFALLS TO AVOID Inconsistent messaging Programs out of sync Misunderstanding where the lead initially came from Quitting a tactic too early or too late Targeting the wrong candidate Lacking the right motivators Assuming anything Setting goals and expectations too high Missing opportunities for improvement Accepting what was done in the past will work in the future

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