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

I was reading the latest edition of Adverting Agemistake among stupid business owners that don't
magazine, an industry pub for us advertisingtake the time to learn even the most basic
nut-cases. Actually, I'm not real fond of thefundamentals of the most important part of their
journal - too much junk about big brands andbusiness - marketing.They are also being resistant
million dollar budgets. Not really the game most ofto run the specials and promotions that corporate
our clients play in.But there was an interestingsuggests.You must pick a target and stick to it.
story I thought I'd share with you...The story isBe absolutely for them. Make them love you.
about the battle between Burger King and theirIdentify them and follow them, grow with them
National Franchisee Organization.The twoand change as they do. Be fast and agile. Burger
organizations are fighting over pricing andKing is doing that and it has proved successful for
promotion plans, including the chain's $340 millionthem for the first time in a decade.None of the
dollar ad budget!!Over the last year the new adfranchisees 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 bestdon't like them. The funny thing is - they're not
performance in over a decade for the burgersupposed 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 nowwant 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 theknow everything.A lot of business owners are this
campaign too narrowly focused??Most of Burgerway. 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 othertheir ego aside and surround themselves with
wild campaigns round them.The campaigns havepeople who know more about all the subjects
gotten massive attention in this demographic butthat they themselves aren't uniquely and 100%
some franchisees are concerned that they arequalified 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 focusingeffectiveness. Many small business owner's ads
their efforts on right now.So the question I poseare 100% ego driven and they 100% fail.Jimmy
you all of you is...Are the franchisees right?IsVee and Travis Miller are the authors of "The Ten
focusing your $340 million dollar ad budget onTall Tales Of Traditional Advertising That Cost
specifically the portion of the population thatYou Tons" and their newest release, "The Small
represents the largest profit center for yourBusiness Owner's Guide To The Galaxy: Jim &
company a smart move?I would have to sayTravis's Super-Stellar, Out Of This World,
absolutely YES!It doesn't surprise me that theStep-By-Step Guide To Generating Leads,
non-marketing educated franchisees would wantAttracting Customers and Making Sales.
to be all things to all people. That is a common