Making A Difference - 1400+ Franchise Opportunities · 2019-12-16 · Truths of Marketing 5. The...
Transcript of Making A Difference - 1400+ Franchise Opportunities · 2019-12-16 · Truths of Marketing 5. The...
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Making A Difference
From the Front Line
to the Bottom Line
ByTom Feltenstein
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I want you to forget
everything you think you
know about marketing.
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Marketing is the Message,Marketing is the Message,Human BeingsHuman Beings
With Heart and SoulWith Heart and Soulare the Messengersare the Messengers
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Your ‘TO DO’ list is not your job.
Your job is your people and their feelings
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The Seven Fundamental Truths of Marketing
1. Isn’t the most fundamental concept of Neighborhood Marketing contained in the word itself – Neighbor?
2. Marketing is the planets largest religion but the billions that worship it don’t realize it.
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The Seven Fundamental Truths of Marketing
3. Marketing is not about creating award-winning commercials.
4. Marketing is not about creating an image. Having an image just means that I know who you are but it doesn’t motivate me to do anything.
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The Seven Fundamental The Seven Fundamental Truths of MarketingTruths of Marketing
5. The problem with marketing is that most people tend not to believe it. Most people tend to place credibility in the opinions of their friends.
6. Neighborhood Marketing is just like dating – it turns strangers into friends and friends into lifetime customers.
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The Seven Fundamental The Seven Fundamental Truths of MarketingTruths of Marketing
7. The sole purpose of
marketing is to get more
customers to buy more of
your services, more often,
for more money.
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LET’S TRY SOME TRUE –FALSE QUESTIONS
1. It is best to focus most of my marketing effort on finding new customers.
2. 95% of my marketing dollars should be spent in my local neighborhood.
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TRUE – FALSE QUESTIONS3. Customer satisfaction leads to a
competitive advantage and increased profits.
4. Customer satisfaction is a necessity of doing business and may keep you from losing business, but it’s not likely to provide a competitive advantage leading to profits.
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TRUE – FALSE QUESTIONS
5. 85% of ‘Satisfied Customers’ still demonstrate a wish to switch suppliers.
6. The real question isn’t: Are my coaches happy? – But rather: Are they returning?
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TRUE – FALSE QUESTIONS
7. You get customers to return by providing innovative benefits that go far beyond customer satisfaction policies.
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The HEART of the Matterto Building Top Line Sales
H – Hiring
E – Education
A – Attraction
R – Retention
T - Training
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People don’t buy because
they’re made to understand;
they buy because they feel
understood.
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NATIONAL
REGIONAL
MARKET-WIDE
NEIGHBORHOOD
PROPERTY LINE
FOUR WALLS
NATIONAL
REGIONAL
MARKET-WIDE
NEIGHBORHOOD
PROPERTY LINE
FOUR WALLS
FOUNDATIONAL MARKETING
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Research Shows...
80% of your customer
base lives or works within a 10-minute
drive of your business
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Why do you make it so hard for me to give you my money?
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“Service is so awful, customers expect to be abused. Cold food in restaurants,
dirty public washrooms, late deliveries, rejected parts, lost orders, lazy staff ---
it’s all normal. Bottom line, people expect bad and rude service.
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GiveGive’’emem junk and theyjunk and they’’re not re not
surprised. Just what they expected. surprised. Just what they expected.
As long as the abuse isnAs long as the abuse isn’’t any worse t any worse
than they expected, theythan they expected, they’’ll be back ll be back
for more.for more.””
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“Your customers are a revolt waiting
to happen. They’re only satisfied
because their expectations are so
low and because no one else is
doing any better.”
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Awesome hospitality is definedas an experience that is random and unexpectedand out of proportion to thecircumstances –creates positive,compelling word of mouth.
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IT’S ALL ABOUT RECRUITING!
“If you hire the wrong people, all the fancy management techniques in the world won’t bail you out.
The most important decisions I make are hiring decisions.”
Red Auerbach, President of the Boston Celtics
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Business is no different than sports.
The teams with the best players WIN!
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What’s the #1 ResponsibilityOf a Franchisee
In Running Their Business?
RECRUITING!
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Always be on the lookout for your next employee
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The secret to success lies in doing things failures don’t like to do.
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Outspend other customers by
13 to 1.
Loyal Customers
A 5% increase in customer loyalty can increase profits from
25% to 85%.
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Don’t ever practice on the
customer. Outrageous Hospitality
is your fiercest weapon and
biggest competitive edge in the
battle for the customer.
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One customer, well taken
care of, could be more
valuable than $10,000
worth of advertising.
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Neighborhood Marketing is Retention Marketing
Twice the visits
DOUBLE top line sales=
2% sales increase
10% expense reduction=
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Marketing To Your Internal Customer
Your Front Line is Your Bottom LineLine is Your Bottom Line
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Internal CustomerBusiness Card
3333 Michelson Dr. Suite 550Irvine, CA 92612
Phone (949) 399-2000Fax (949) 399-2025
Ellen Bright, Sparkle Manager
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The Mini-Brochure Business Card
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Employee’s First Day Dinner
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Employee’s First Paycheck
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“WELL” Pay
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1. Build Trial
2. Increase Frequency of Use
3. Boost Average Sale
4. Build Group Size
FOUR WAYS TO INCREASE
SALES
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Cross-Promotions
Leverage other party’s marketing efforts
• Increase Average Ticket
• Increase New Trial
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Your Business is Your Media Store
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Add the personal touch to welcome a new customer into your company…
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Surprise & Delight
You’re an Awesome Customer…
This Game’s On Us!
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What’s Your Answer?
Yes, I’m going to use these tactics to conquer the world?
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OR
No, I am not and my profits will dwindle and I’ll live on a pasteboard box.
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You don’t have to be great to start, but you have to start to be great.
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In closing…
• Concentrate on outcomes, not outputs.• Forget consumers, focus on customers.• Differentiate any way you can.• Customer engagement and experience
are your new 30 second ads.• Apply a focused neighborhood
marketing approach.• Leverage your employee capital to the max.
• It don’t mean a thing if it don’t go Ka’ching.
• Establish a measurement culture.
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…and for the rest of the story• Any problem you can solve with a
check isn’t a problem, it’s an expense.• Never engage in institutional advertising.• Every marketing program should pay
its own way.• Perfect execution IS the BIG IDEA.• Business education without execution
is just entertainment.
• Keep selling the sold.
• Don’t be blinded by visible demand.• Preference is perishable.
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Please Join Me at 2:45!Please Join Me at 2:45!
Change is Good, You Go First:The Astonishing Power Of Four Walls Branding
& Neighborhood Marketing.
((……II’’ll reveal 30 more killer promotional tactics).ll reveal 30 more killer promotional tactics).
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LetLet’’s Welcomes WelcomeOur Panel of the Pros fromOur Panel of the Pros from
President & CEOPeter Cohen
Vice – President - Austin Center, TexasSusan Fairbairn
National Director of Franchise ServicesMichele Popelka
Executive Director – Girard Center, Ohio Barry Miller