Presentation given to Franchise Business Owners In Richmond Virginia which was sponsored by the Greater Richmond Chamber of Commerce. Title: Moving From Survival To Growth

1. Virginia Franchise Forum Franchisee Roundtable Presented by Kate Dunn,Digital Innovations Group (DIG)

2. Agenda Current state of your marketing 5 Step Plan to Improve Results and Position Your Company for Growth Examples Questions

3. Moving From Survival To Growth Recession Mode Downsized Reduced hours Reduced non critical expenses Marketing Treading water

4. Let’s Talk About Marketing Only 15% of short term sales are the result of today’s marketing Today’s marketing initiatives drive 85% of long term sales Source: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, by Rex Briggs, Greg Stuart

5. But… Business to Business “We don’t have the budget.” Business to Consumer “We don’t have the money.”

6. Reverse Logic Business to Business “Wow, so you’re closing up shop? Who is going to provide cleaning services to your clients now?” Business to Consumer “Wow, so you’re moving in with friends or relatives?”

7. The Real Meaning For both “You have not made what you are selling a priority for me.”

8. Really Good News “19% of advertising fails outright and 67% could achieve significant improvement that would require no additional spending.” Why Do We Miss the Mark? Aren’t talking to the right prospects Targeting the wrong audience Don’t understand the motivations of our prospects Irrelevant messaging Don’t know how to reach our prospects Marketing Mix – VeriSign found that 10% of spend drove 98% of actions they wanted Don’t know who is serious Qualification - 80% of all deals are lost due to a in adequate or non-existent qualification process. ES Research Group Study

9. Most Glaring Mistakes We aren’t remarkable If we are we don’t tell anybody Author: Seth Godin

10. Basic Principles of Purple Cow Be Remarkable If your not, get out "Quit or be exceptional. Average is for losers.” Seth Godin, The DIP Purple Cows will be talked about WOM advertising is cheap

11. 5 Step Action Plan for Growth Step 1: Answer these questions: What is your company the best at ________? Why is your company the best at it? Who needs what your are best at? How long will they need it?

12. Step 2: Start with what you think and then validate with your current customers Competitive Advantages Must be unique Must be quantifiable Must be sustainable So are they? By Jaynie L. Smith

13. Visiting Nurses Association of Florida Competitive Advantages Management had the wrong understanding They did not understand what customers thought was important Developed a list of quantifiable things Told people what they were

14. Best Competitive Advantage EVER! VNA’s patients are re-hospitalized 23% less than the competition Patients visited by VNA require emergency treatment 34% less often the those visited by competitors VNA’s patients improve 34% faster than the national average VNA’s incidence of unexpected death is 47% lower than the national average

15. Step 3: Accentuate the Positive How can I get my existing customers to talk about my company? Look for mavens and connectors to find your Tipping Point The Tipping Point by Malcolm Gladwell

16. How Do You Find Them? Ask happy customers when it is logical to ask Investigate who is talking now? Blogging On Linked In Twitter Facebook Engage the happy ones first

17. Business to Consumer

18. Get People To Talk About You Thumbs Up Hustling Outback Kid Arby’s Midlothian Turnpike, End on a High Note teen Gloria at the Origins Counter Thumbs Down “McDonalds Drive By People” Companies who don’t handle a negative

19. A Big Mistake Pay Attention Fixing a problem is better for you then not knowing there is a problem!

20. # 1 Prospecting Method is Referrals 84% of internal referrals will result in appointments 44% of external referrals will result in appointments No More Cold Calling by Joanne Black

21. Step 4: Develop Your Own Following Consider positioning yourself as an expert in your field Create own content Blog Slideshare You Tube Comments on other blogs and communities If you aren’t a writer, share content from others with your introduction Google Alert Yourself!

22. Google Alert – Free!

23. Social Media Success Factors Position yourself as a resource Share your knowledge first Avoid overt selling Recognize that this tactic has a longer horizon Be consistent

24. # 5 Review Your Other Tactics Yellow Page Ads/Radio Ads Use a unique URL or phone number to measure results from your tactics Direct Mail Differentiate in compiled mailings or get out Direct Marketing Success 40% from the list 40% from the offer 10% from the timing 10% from CREATIVE!!!!

25. # 5 Review Your Other Tactics Print Advertising With longer sales cycles, use landing pages to learn from the interaction and nurture interest With shorter sales cycles, provide ways for recipient to show they may have future interest Tip Lists etc. Promotions Don’t buy the business over and over Measure lifetime value or share of customer

26. Blue Tape - San Antonio, Texas Recipient Personalization Offer – Everybody Wins! Versioned Copy Contact Personalization Personalized URL PODi Best Practice

27. Landing Page Qualifying Question PODi Best Practice

28. Respondent Information Page Pre-populated contact info. Additional info captured! Capture Email Address PODi Best Practice

29. Page Two – Versions based Question One Answer Versioned Pages Based on Answer to Question One PODi Best Practice

30. Final Qualifying Question Versioned Copy Based on Answer to Question One Respondent Requests Meeting

31. Versioned Thank You Pages Education for Nurturing Data collection Data collection Relationship Building

32. Results 4.45% Response Rate Hit Landing Page 3.34% Conversion Rate Completed URL Visit 27% of respondents requested a meeting to discuss relevant marketing First tier prioritized prospects 56% of respondent use direct mail now Second tier prioritized prospects 29% of respondents were non customers Direct Market Association quotes response rates at 1.38% which is a 222% Improvement

33. Next Steps: Find a place to hide and answer questions 1 – 5 Devote a 30 minutes to watching and learning from social media over the next two weeks so you can start to formulate a strategy for your company Read or Listen to: Purple Cow, The Dip Creating Competitive Advantage The E-Myth Re-visisted Make sure you tell prospects exactly why they should buy from you every time you talk to them

35. If you aren’t out of business you are still spending money so spend it wisely and earn a better return.

36. Look for continuous improvement not just homeruns.

37. Waiting until the end of the recession may mean you don’t make it out of the recession.