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