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Announcer: Welcome to All Things Marketing podcast, the podcast that talks All Things Marketing for both franchise and multi-location marketing leaders. ATM is bought to you by PureDriven. We’ll show you how to turn your brand into a money making machine. Here’s your host, Steve Rockwood.
Steve: Hello everybody and welcome to ATM. My name is Steve Rockwood, and I’m the marketing manager at PureDriven. Today we are going to talk about why sales and events are important for growing your business. I am joined by special guest Chris Swanson, the CEO at PureDriven as well as the head of franchise development. Would you like to say hello to the audience, Chris?
Chris: Yes, hello everybody. I’m really excited to be here today.
Steve: Well, welcome to ATM. I know we have had you on the PureDriven podcast before, but this is really our first podcast as the ATM podcast, so welcome to the fist episode.
Chris: Well, it’s awesome to be honored that way, Steve. It’s great to be back. It’s always a blast hanging out with you and talking All Things Marketing.
Steve: Definitely. So I’m just going to start right off with a question here. I know we’re talking about events today, so what is a good example of an event for a retail store?
Chris: Well, a good example of an event is one that’s successful.
Steve: Very true.
Chris: But I think what you’re trying to get you there is what kinds of events and things do we say hey, that makes a lot of sense because it creates a little more revenue, a little more foot traffic. And we’re always looking at those things that we call, are engaging. And so there’s a lot of different things you want to look at from an event standpoint.
Chris: The primary goal is it’s something that will stop a potential customer that will be interested in walking through your store, will it stop and get them to think for even a few seconds about well, that would be kind of cool to go check that out. That break in the mind and thinking, hey, that’s something that I might want to do, is the first step to any successful event.
Steve: Definitely. Well, I have an example here from Barnes & Noble actually. So, Barnes & Noble, what they did to increase the foot traffic and the amount of time that people spent in their stores, was they started having authors come in for book signings, and they found that it actually made people spend way more time in the store, so they could actually shop around while the event was going on. So it was kind of a two-fer for them and it really performed well, and they still do it to this day.
Steve: My next question for you, Chris, how do you run a successful event or sale?
Chris: Well, a good example of that, I like to give examples, real life-
Chris: So you can kind of get a good feeling of it. Mothercare is a global retailer for parents and young children with over 1,100 locations. They offer classes for new and expectant parents to learn important lessons on child care, and of course to meet other families. That’s a big part of families and growing up, so they get to meet other families in the area. They only allow a limited amount of students per class, so booking in advance and creating a feeling of scarcity is a big deal. It creates a lot of success.
Chris: And one of the things that we know about the human psyche is if you can create that kind of, again that feeling of wait, I might miss out-
Chris: Then you get that opportunity again to break the mind for a few seconds to say, hey, I don’t want to miss out on that. Bare minimum, of course, you want the action to be that they’re going to go to that actual event or sign up, but bare minimum they’re going to be thinking about you as a brand.
Chris: So you kind of got a big win there as well.
Steve: Definitely. All right, well I really like where we’re going with this. My final question for you here is as a franchise owner, should you be providing your franchisees with events and ideas, and the collateral for those events on a regular basis?
Chris: Yeah, that’s an amazing question because what we see so frequently is the franchise, the brand, corporate, whatever you’d like to refer to that as, really needs to think this through, how a process, a system in place that makes it extremely easy for everybody to be able to get the information you need. Now, what’s great about that is if you do a good job from a branding standpoint, you could actually create the exact events that you want, the collateral, all the information around it. So it becomes very simple to get that out, that message out to everybody.
Chris: Now, you can customize things. Some brands want to see things more customized to a local area, but that gives you the opportunity to do that. If you don’t have that creative in place, what’s going to happen is your brand message and the way you want your brand represented is not going to happen. You’re going to see all kinds of crazy things going on with your brand because you haven’t provided that easy ability for a general manager or store manager, an owner, whoever it may be that needs to put that content out there.
Chris: Did you know, Steve, the average chief marketing officer marks 24% of their marketing budget for events?
Steve: That is a crazy high number, actually.
Steve: So if they are doing that, then they better be actually showing the franchisee how to do those events, for they’re putting a lot of money into something that isn’t actually being run.
Chris: Exactly, and that brings up another great point about, you know, events and successful events, and that is we find so often, I hate to be the person that continues to reuse the long, overused potentially Nike brand messaging, but just do it is the most important thing, is to get that into the channels, your advertising channels.
Chris: Facebook, social media, Instagram, Snapchat, of course all those social media channels, as well as digital marketing, so that it’s easy for people to see what you’re trying to do from an event standpoint. If you make it complicated, the messages, it’ll become a problem for the people that are having to deploy it. If you make it simple, it allows for adjustments for that local market.
Steve: Definitely. Very well put, Chris. Well that’s about all we have time for today on this topic. I’m sure we’ll talk about something very similar to it in the near future. That’s all we have time for, so thanks for joining me, Chris.
Chris: Awesome. Thanks, Steve. I really appreciate being on your podcast.
Steve: Thank you everyone for listening to the podcast, and we will see you here next time at ATM.
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