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Marketing Strategy for Franchise Marketing
We are very proud of our franchise awarding
process, designed to award franchises only to those
that are a great fit for our concept.
Lead Generation
We use six methods to generate franchise
inquiries: targeted ads, trade shows, targeted directories,
the web, public relations, and referrals.
Targeted Ads
Targeted ads run in strategically selected
newspapers and magazines create a constant stream of
qualified leads calling each day interested in the Parmasters
Golf Training Centers franchise opportunity and
what it has to offer them.
All calls received from ads are tracked
on a daily basis and costs per call are reviewed periodically
to ensure highest leverage use of advertising dollars.
The current target is $95 per lead ideal ($125 maximum).
If this number is not being achieved Regional Franchisors
contact Team HQ for feedback. New ads are tested periodically
by Regional Franchisors who share results with Team
HQ so we can all learn (good and bad lessons).
Trade Shows
Trade shows utilize the power of industry
specific exposure to pre-qualify potential owners, and
effectively screen out unqualified parties.
Our systems for working trade shows with
Puckmasters Hockey Training Centers have proven
highly effective. Training on working trade shows is
conducted as part of initial training package.
Targeted Directories
Targeted directories will provide a constant
stream of qualified leads each month interested in Parmasters
Golf Training Centers and what it has to offer them.
Determining which directories to run listings
and/or ads in. and setting a budget for the year in
advance is all part of the support and marketing plans
provided to Center Owners by Team Headquarters. Calls
are tracked and cost per call is reviewed annually.
Target is $75 per lead ideal ($100 maximum).
The Web
Internet marketing and effective website
can provide cost effective pre-qualified leads coming
in from cyber-space. The keys will be:
- Set aside time to find creative links.
- Nominate Parmasters site for links, and offer
reciprocals from our site.
- Communicate successes with Team HQ for updates in
the system.
While not a primary lead generator the
web can be an excellent secondary marketing tool for
us to use. It is a very helpful screening out tool.
Public Relations
We already have an effective system in
place to create free exposure in selected media, generating
franchise calls at little or no expense. All media exposure
is tracked and clipped and used in marketing materials.
Referrals
Create a system that encourages referrals
from existing customers, suppliers, investors, and staff
for pre-qualified franchise buyers. Our program has
three components:
- Earn the right to get referrals. That is to say,
always exceed our customer's expectations.
- Ask for referrals.
- Recognize and reward getting them.
Lead Conversion
Stage One
Quickly and efficiently qualify and educate
all initial franchise inquiries about Parmasters,
and email them the first stage package of information.
Stage Two
Build rapport by being a professional
source of information in the first real detailed contact.
Make a friend.
Stage Three - Qualify
Qualify and screen potential owner. Truly
use the Ethical Persuasion process to understand their
motivation and desire. Decide if you want this person
to become your friend.
Stage Four - Detailed Qualify
Continue to qualify and screen potential
owner. Core values screen completed.
Stage Five - Discovery Day!
To blow the customer's mind at the breadth
and depth of our systems, and to establish trust with
us by experiencing ethical franchising and full disclosure.
Stage Six - Deposit Arrives!
To professionally do our homework in analyzing
the financial strengths of the candidate and if appropriate,
approve the franchise.
Retention Process
Parmasters Golf Training Centers
has in-depth systems of initial and ongoing support
to create and Exceptional Event Experience for our Individual
Franchise Owners and Show Them We Care on an ongoing
basis. We offer support in two areas: Initial
Support and Ongoing
Support.
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