Tom Feltenstein

IFA Convention Highlights:

Precision Marketing –  A Bold Plan to Maximize Franchisees’ Marketing Resources

Are you aware that 93% of local store marketing dollars are wasted on ineffective or poorly executed programs with little or no ROI?  This dire situation, which has wreaked havoc with franchisees all over North America, has haunted me for a decade.  I finally came up with the solution!  And at the International Franchise Association’s national convention on February 7, 2010, I rolled out my proprietary plan for franchisees, which I call precision marketing.  I want to take 2% of the franchisee marketing budget, allocate it to a national fund is spent proportionally back every month in all the franchisee locations.

After merging local and national-fund marketing dollars, you create a 12-month marketing plan that includes a tightly integrated approach of promotions, incentives and tactics customized to each franchisee’s operation.  Franchisees will then see the economy of scale through the pooling of all marketing dollars.  This enables franchisees to have programs working on their behalf that they could never do themselves; these programs will now be done for everyone!

I have to tell you when I first floated this idea to franchise CEOs, they told me:

“Well the franchisees will never go for that. “

Over the past two years, I’ve refined this exciting new plan into a can’t-miss blueprint for success. I’ve boiled it down into a science, and have never failed to convince a gathering of franchisees that precision marketing is the most powerful and cost-effective way for them to generate greater sales and provide a higher level of service.

In fact, when I pitched the idea to East Coast Wings’ conference, the franchisees were behind it 100-percent
When I explained that they’d be able to enjoy the benefits of powerful, store-specific marketing programs they’d never be able to execute themselves, while being able to focus entirely on operations within their own four walls, they knew the system was a sure-fire winner.

P.S.  East Coast Wings implemented the program and increased same store sales in the face of a national recession, with some units experiencing sales growth as high as 23%!

The five most powerful reasons for getting franchisees on board with this system:

1. Execution is done for the franchisees, leaving managers free to focus on what is important inside their four walls:  training, recruiting, operations, motivating their internal customers (employees), and delighting their existing customers to return repeatedly.
2. It is scalable across the system whether a franchisee has 50 or 5000 operations.
3. At last franchisees and managers don’t have to concern themselves with creating and managing a local marketing program
4. Franchisees and managers don’t have to worry about legal aspects, timing, resource allocation, time investment, coordination, execution, tabulation, and post-promotional research
5. Increased same store sales and customer counts in all franchise locations

I’m confident that its implementation will allow franchisees to provide better service, increase sales, and enjoy the freedom to really focus on what’s important, without having to worry so much about marketing.

Call 561-650-1315 or Email Me to speak to me further about integrating my innovative system into your franchise.