We Know All Franchisees Are Different

  • Some are brand new
  • Some are thinking about buying a franchise or expanding
  • Some lack the fundamental marketing skills
  • Some have been in the system for some time and are going nowhere fast
  • Some are looking at acquisition to grow but are held back by how they might integrate local area marketing into their new geographic area or sister territory.
  • Some are top performers but unable to take the next growth step.
  • Effectively they have `hit-the-wall’.
  • Some expect you to help them run their business, and
  • Others just don’t like you and are damaging the brand.

A uniform, centralized local area marketing system may not fix some of these franchisees but at the end of the day there will not be a franchisee who can blame corporate office for their own performance or complain that the master has not provided them with the tools to be the best they can be with local area marketing and referral generation.

A uniform, centralized local area marketing system may not fix some of these franchisees but at the end of the day there will not be a franchisee who can blame corporate office for their own performance or complain that the master has not provided them with the tools to be the best they can be with local area marketing and referral generation.

Franchisee’s Perspective on 52 Weeks Marketing

With Chief Executive Officer, Debbie Miller

debbiemiller

I’ve been a Senior Care franchisee for 7 years now and realized from day one that I needed a marketing system that would give me reach, frequency and consistency. My experience leading sales and marketing teams in the pharmaceutical industry gave me the framework for developing the 52 Weeks Marketing System. Using the system has turned our business into one of the most successful Home Care businesses in the world.

Running a Home Care business is not easy! As a franchise owner, our day is often spent putting out fires and dealing with other operational matters. As a result, marketing our business gets pushed to the back burner. Even when we have a dedicated marketer, we don’t have the time to direct their efforts, measure their effectiveness and support them with collateral materials. With the number of competitors entering the Home Care industry every day, we can’t afford to take our eyes off the ball!

Why referral sources are the key to your business development?

We’ve been working in the Home Care industry for 7 years and realized from Day 1 that if we wanted to build our business we needed to make sure that we had referral sources totally engaged, and calling us as their first choice or port of call.

What do other franchise systems lack?

We looked at our master system (which was as good if not better than others for marketing),  and noticed that there was not a lot around how to effectively generate referrals at a local level.

Why proven methods save `re-inventing the wheel’ for Local Area Marketing?

Being from the pharmaceutical industry where business is almost totally focused on sales and marketing and running big sales teams, I developed a system that could work just as well for Home Care.

How big can you grow with 52 Weeks Marketing?

We built a $9m business organically in just 7 years, and I can say that without 52 Weeks Marketing system we’d still be running with the rest of the pack.

What’s the difference between Corporate and Local Area Marketing?

Most franchise systems do a great job with corporate marketing but fail to provide the tools needed for a franchisee to drive marketing at a local level.

Can I generate business from Day 1 or re-invigorate my efforts?

We’ve developed the 52 Weeks Marketing system to the point where new marketers without previous experience can generate business from day one.

How can I use the system?

We have commercialized the very program that we use, to make it accessible to franchisees for franchisees to simply `bolt-on’ to their current operation.

How easy is it to use?

It’s so easy to use and generates results almost straight away. The marketers get their tool box every month and we plan out the strategic approach targeting the key referrers already in their database.

Does it have a method of tracking marketer performance?

As a franchisee,  I’ve run up to 5 marketers at a time and maintained their performance at a top level. We have our meeting communicating the key strategies for the month, and in between track their performance on a weekly basis.

Does it take into account the experience of a franchisee?

Whether you are a new, growing or top performing franchisee the discipline of setting up and running a Local Area Marketing program requires an organized approach. It might be as simple as how to build a database, recruiting a top performing marketer or setting key performance indicators. Templates are available for all these key processes.