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