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Small Business Marketing Tip #4: Ego Normous - Learn Marketing From The King

I was reading the latest edition of is a common mistake among stupid business
Adverting Age magazine, an industry pub owners that don't take the time to learn
for us advertising nut-cases. Actually, even the most basic fundamentals of the
I'm not real fond of the journal - too most important part of their business -
much junk about big brands and million marketing.They are also being resistant
dollar budgets. Not really the game most to run the specials and promotions that
of our clients play in.But there was an corporate suggests.You must pick a target
interesting story I thought I'd share and stick to it. Be absolutely for them.
with you...The story is about the battle Make them love you. Identify them and
between Burger King and their National follow them, grow with them and change as
Franchisee Organization.The two they do. Be fast and agile. Burger King
organizations are fighting over pricing is doing that and it has proved
and promotion plans, including the successful for them for the first time in
chain's $340 million dollar ad a decade.None of the franchisees are in
budget!!Over the last year the new ad the target demographic - so none of them
campaign had been working marvelously. "get" the commercials. So they don't like
Same-store sales rose 6.8% last year, the them. The funny thing is - they're not
best performance in over a decade for the supposed to like them. The commercials
burger giant. But last quarter numbers aren't for them.But their ego is getting
weren't as good, only a 1.1% same-store in the way. They want to like the
sales gain.So now franchisees are commercials. They want to give them their
starting to voice their displeasure. stamp of approval. They think they know
What's their main beef?? -- no pun everything.A lot of business owners are
intended.Is the campaign too narrowly this way. Entrepreneurs have big egos.
focused??Most of Burger King's profit It's part of being an entrepreneur. But
comes from the target, Male Teens. So the the ones that find true success and
agency built the Crazy King, Dr. Angus, wealth are the ones that can put their
Subservient Chicken, Coq Roq and all the ego aside and surround themselves with
other wild campaigns round them.The people who know more about all the
campaigns have gotten massive attention subjects that they themselves aren't
in this demographic but some franchisees uniquely and 100% qualified to do.For
are concerned that they are missing out every point of ego you add to your
on other segments of the population, like marketing you subtract one point of
the women market that McDonalds is effectiveness. Many small business
focusing their efforts on right now.So owner's ads are 100% ego driven and they
the question I pose you all of you 100% fail.Jimmy Vee and Travis Miller are
is...Are the franchisees right?Is the authors of "The Ten Tall Tales Of
focusing your $340 million dollar ad Traditional Advertising That Cost You
budget on specifically the portion of the Tons" and their newest release, "The
population that represents the largest Small Business Owner's Guide To The
profit center for your company a smart Galaxy: Jim & Travis's Super-Stellar, Out
move?I would have to say absolutely Of This World, Step-By-Step Guide To
YES!It doesn't surprise me that the Generating Leads, Attracting Customers
non-marketing educated franchisees would and Making Sales.
want to be all things to all people. That




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