How to grow your store using the national brand budget. Presented at the 2018 Franchise Association Of South Africa Conference

1. How to use your
brand’s marketing
budget to promote
your
own
business

2. How to use your
brand’s marketing
budget to promote
your
own
business
IN ONE EASY STEP

3. BE NICE TO THE
MARKETING MANAGER

5. COPYRIGHT?
COPYRIGHT
IS THE RIGHT
TO COPY

6. Slideshare.net/mikesaidwhat
FASA2018

7. The goal And The Function
of The bus
• The goal of the business
is to make money
• The function of the
business is to obtain
and retain customers

8. Three Ways To grow
Turnover
• Bring me more customers
• Make them spend more
• make them come back

9. Three Ways To grow
Turnover
• Bring me more customers
• “Support my marketing plan”
• Make them spend more
• “Teach your staff plus one selling”
• make them come back
• “Treat them nicely”

10. The Challenge
THE FRANCHISOR
• Grow brand awareness
• Raise the
topline
• Sell new Franchises
• Don’t forget I pay your
salary
THE FRANCHISEE
• Grow My Store for me
• Increase my bottom line
• Get more money for my
business
• Don’t forget I pay your
salary
The core of a marketing manager’s role is to drive brand
awareness and ensure that customers’ needs are met while
maximising the profits of the company in line with the brands
overall vision, ethos and growth strategy.

11. BE NICE TO THE
MARKETING MANAGER

12. How To be nice
• Get on the marketing com
• Speak up early and often
• Support the marketing initiatives
100 percent
• Get your staff on board
• Praise IN PUBLIC,
BERATE IN PRIVATE
• EMPOWER YOURSELF

14. The Seven Shifts
• Honesty & Transparency
• Perception Versus Reality
• Less Interruption Marketing
• Show Don’t Tell
• Targeting & Segmentation
• Integration
• Social Media Marketing
• Regular
• Relevant
• Remarkable
• Real