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! 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

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 System also used to order business stationery, forms etc Result: Increase in EE Take Up & Satisfaction

Our Franchisees are More Satisfied

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

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 – –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

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 Very diligent in outside sales Used friendship calls and then followed up with a letter and phone call

Step 6 - Tool Kit of Support Materials Local area lead generation materials –Friendship calls –Prospecting Microsite banner footers templates: –Customer targeted –Prospect targeted –Lost quote follow-up –Lapsed customer targeted Messages on hold Result: Increased Tool Usage

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 Monthly benchmarking report Result: Continuous Sales 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