Tom Feltenstein

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 innovative plan for franchisees called Precision Marketing. Here it is…I want to take 2% of the franchisee marketing budget, allocate it to a national fund that is spent proportionally back every month in all the franchisee locations.

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

The real eye-opener for franchisees is when they see that the dollars they send into the franchisor are now being proportionally sent back to their location. For example if the franchisee makes average unit sales of 700K, if your fund becomes a total of 4%, that is $28,000 spent effectively back in their own store!

This is a bold move for a franchise to take, but I’m confident that implementing this system 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.

I’ve put more information about my Precision Marketing on my website, so click here if you want to read more plus get the five most powerful reasons franchisees are getting on board with this system. Post a comment if you have any more questions or call my office at 561-6501-1315.