Attention Franchisors: There Is A Way To Dramatically Improve Your Franchisees Marketing Results
September 2nd, 2008FROM INTRIMARKETING:
09/01/2008
Dear Franchisor,
If you need an immediate infusion of sales and results form your franchisees and have no idea how to motivate them, I have some bad news.
You can’t.
Some of your exceptional owners will always outperform the rest. (It’s usually 10-20% of the group). But now you don’t have to settle for 80-90% of your franchisees being average or below because of a lack of individual marketing acumen.
IntriMarketing www.intrimarketing.com is revolutionizing the LSM industry.
Of the franchisors and franchisees that I speak with, most of them operate on a piece meal approach- “improve my direct mail”, “help me get more local hits online”, “handle my yellow page account”, etc. Their underlying marketing problems run much deeper. Writing a check for advertising is the first place they start when the ideas run out.
Spending more money for something that’s not working is like giving a drowning man more water to drink. Until now Franchisors struggled to motivate individual franchisees with regard to Local Store Marketing. When the corporate marketing team offers ideas, the franchisees respond with excuses.
Not anymore.
As a former franchisee, I understood the adversarial relationship that can form between a franchisor and franchisee. My individual problems and aspirations had little to do with the corporate branding strategy and direction of the franchisor. From 2001-2003, I built my local marketing system and my small company got bigger. In 2004, I began to catalog and document my procedures for local store marketing. I sold that franchise in 2006 and began with my current business, IntriMarketing.
The concept is this:
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From a marketing standpoint, IntriMarketing will ensure that 3 critical steps are taken consistently and that if left to your own devices have a high probability of never being done:
1. We will build a targeted, effective, profitable marketing system specifically for you and your company.
2. We will proceed to implement the marketing tools created, systematically and consistently.
3. We will track all of the tools (that can be tracked) to ensure performance, profitability, and effectiveness, enabling us to replicate the model throughout your network of franchisees with small adjustments for each.
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The net effect to you is that you end up with an effective marketing system, humming along as you spend your time where you deem necessary. A close analogy is that of your CPA. Most likely you don’t stay up at night working on depreciating inventory or stressing over the pros and cons of the F.I.F.O. method for next year.
You trust that you have selected a competent, skilled CPA and you monitor his or her progress. Their success is evident each quarter and each year. The CPA manages your Financial Function.
So it is with IntriMarketing and your Local Store Marketing Function. As the Local Marketing Director for your individual franchisees, I will report to you via email monthly, via telephone whenever, and onsite each quarter. My primary aim? Your targeted growth and the marketing profitability of your franchisees.
Marketing profitability means that we acquire our ideal prospects and clients in the least expensive ways possible. Creativity trumps spending.
Another point to keep in mind, do not assume that I will be controlling your marketing function. The fact is I will be organizing, researching, investigating, suggesting and managing. This is far different than controlling. My skills and talents lie not in my ability to always provide the right answers. My value to you will be in asking the right questions.
Look forward to hearing from you,
Scott
PS: Summing up my value to you:
· Save you boatloads of Time
· Revenue and profit will go up through use of techniques and targeting ideal clients
· The equity of your business will be increased by having such a marketing system in place
Scott Mader
IntriMarketing
Founder
email: scott@intrimarketing.com
513.328.1108