Bringing Your Digital Audience Through the Front Door

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2 Bringing Your Digital Audience Through the Front Door

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4 Online to Offline Selling Everything

5 But it s not so simple online 100% success offlin e

6 Measuring & Tracking ROI Franchisee s lack of knowledge & access to tools Insufficient budget & resources Customizing & localizing marketing Maintaining unified presence & content Franchisor s lack of knowledge & access to tools Lack of reporting tools/platforms Inconsistency in brand messaging Lack of education & training No challenge Measuring and tracking ROI was the #1 concern for franchisors in 2014

7 The New Customer Journey www

8 Consumers Go Online For Purchase Decisions 82% of smartphone users say they consult their phones on purchases they re about to make in a store. Near me searches have grown 2X in the past year. 69% of online consumers agree that the quality, timing and relevance of a company s message influences their perception of a brand. 2015

9 Mobile Has Completely Shifted How Consumers Shop of all Internet activity in the U.S. 60% originates from mobile devices FACEBOOK TABS S LOCAL Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook s website (391) minutes DEALSSSSS Consumers will spend $5.5 billion by 2016 on daily deals, flash sales and other online discounts, up 53% from $3.6 billion this year EXLNCIA BRGR AMERICAN BISTRO & BAR 50% of mobile searches are conducted in hopes of finding local results. 61% of those searches results in a sale TWITTER Twitter s top mobile client is m.twitter.com (Twitter s mobile website) with 14% of total users CLICK TO CALL L L Leads generated from click to call campaigns are times more likely to convert than leads generated from website forms CLICK TO has reared its head and is now a viable, most powerful mobile call to action

10 What pieces do you connect to create an online to offline conversion?

11 The Real Formula to Increased Conversions Reach the right customers Through the right channels At the right time = Conversions With the right message

12 How do you track your consumers online actions?

13 Conversion-Tracking Tools and Drivers Geofencing Conversion tracking pixels Digital coupons

14 Reach the Right Customers Targeting young people Targeting older folks Knowing who your audience is and what behaviors affect purchases at your business.

15 Through the Right Channels SEARCH SEO PPC Retargeting Maps listings SOCIAL Organic posts Paid ads Review management Targeted Opt-in *For both the franchise brand and individual franchisees.

16 Through the right channels Find the right mix SEARCH of solutions SOCIAL for SEO Organic posts Targeted PPC Paid ads Opt-in Retargeting your business Review Maps listings management *For both the franchise brand and individual franchisees.

17 At the Right Time The same search is made for different reasons depending on the time.

18 With the Right Message Craft the right message for the right audience.

19 Who has done this well?

20 Warby Parker

21 Online-First Mentality Started as online-only eyeglass manufacturer Affordable, high-quality, on-trend Heavily advertised on Facebook and PPC Targeted younger demographic Bridged online-offline gap with first retail store in 2013

22 Sporting Goods Retailer Family-owned legacy sports equipment franchise with no e-commerce platform. Used digital coupons in PPC ads. Trackable through POS system Competitive conquesting element People searching for Dick s Sports or competing retailer got a discount coupon for the sporting goods retailer

23 Case Study: Pinot s Palette Solution: PPC + Facebook Ads

24 Campaign Details Search Advertising (PPC) Locations: 4 corporate locations (+11 franchise locations added over the course of 2015) Goal: Drive prospects to purchase painting classes on their website Actual class purchase = Conversion

25 Reach the Right Audience Demographics Women ages Certain locations have significant success with women 25+ and teens as well Location Targeted miles around each location Each location has its own unique targeting mix

26 Through the Right Channels Using a conversion-tracking pixel, Pinot s Palette was able to measure each PPC conversion. Targeted keywords: Fun Paint Parties, Ideas for Corporate Events (among others)

27 With the Right Messaging Pinot s Palette Bring Your Friends, Have A Drink & Be Inspired By Our Local Artists! We Do Corporate Events Looking For A Creative & Unique Idea? We Can Help. Learn More Here! Sip Wine & Paint With Us Bring Your Friends, Have A Drink & Be Inspired By Our Local Artists!

28 PPC Results From October 2014-October 2015 for the 4 corporate-owned locations: CTR: 3.55% Conversion Rate: 4.84% 1,232 conversions Generated at least $46,816 worth of sales in a 1-year period *Based on minimum $38 order

29 Campaign Details Facebook Ads Locations: National All locations Goal: Drive prospects to purchase painting classes on their website

30 Reach the Right Audience Facebook Lookalike Audiences Uses current lists Creates audiences with similar attributes Targets ads to those new potential customers Persona Created with an emphasis on users interested in paint and wine Each region has their own lookalike audience

31 Through the Right Channels Why Facebook Ads? Facebook isn t for shopping. Pinot s Palette has: Entertainment-based offer Similarities in audience preferences Compared to An auto-repair franchise

32 With the Right Messaging

33 Facebook Ad Results From June to September 2015: 4,751,481 impressions 2,079 conversions Grew fan base by 6,240 likes $14.33 average cost per conversion Generated at least $79,002 worth of sales in a 4-month period *Based on minimum $38 order

34 What is the real secret to increasing conversions? Finding the right mix of solutions for your business

35 Recap Reach the right customers Through the right channels At the right time = Conversions With the right message

36 Q&A

37 Learn More The Facebook Playbook for Franchisors Franchising s Take on Digital Marketing

38 Thank You!