Franchise Update Magazine Issue II, 2015 | Page 26

How do you prepare a marketing plan
and execute the strategies? It’s a discipline and there’s a formal process. But in
brief, you figure out what you are trying
to accomplish (goals), decide who cares
and why they care (target behaviors and
attitudes), and identify the reasons and
actions that would persuade them to
achieve what you are trying to accomplish (strategies and tactics). Then you
implement with deadlines. Finally, you
celebrate the results.
How do you measure marketing results and effectiveness? It depends on
what you are trying to accomplish. If it’s
demand, then we track transactions and
average check. If it’s loyalty, then we track
repeat visits. If it’s mobile messaging, then
we track our ROI on how many people
served the message actually visited our
restaurants.
Discuss your core consumer marketing
strate