Developing Your Perfect Marketing Solution
Every franchisor, dealer network, or manufacturer is unique in their size, structure, and what their current needs are. Thus, the correct marketing program must be equally unique and customized to fit those needs. Before you spend another dollar on marketing, it is important to recognize where your organization currently is and what the next logical step is. To illustrate what that process looks like, here are some initial questions to consider:
How much national coverage do you have in terms of your network’s service areas?
The customized solution for your organization varies depending on what percentage of the country your dealer network covers, whether you have dealers in Canada, or if their territories overlap instead of being market exclusive.
What is the current size of your average dealer and what are their monthly Lead Gen needs?
Determining what type of network you have, which can be differentiated by the number of dealers, their average annual revenue volume, or level of marketing sophistication, allows you to determine which of the “Four Buckets” of marketing support needs to be filled next.
In terms of marketing support for each dealer, what are your goals and what limitations are there?
First, there is understanding your options based on the legal structure and current terms with your network so that, second, those options can be further analyzed to provide specific forecasts of lead volume, lead costs, and conversion rates by marketing source to develop a comprehensive marketing strategy.
After a call is scheduled to conduct a Needs Analysis, the proper marketing program can be developed.