Fast Food Franchises Are Like Brothels

I know that subject line caught your attention. That’s the whole point of a blog post or an e-mail subject line. It’s something I’ll talk to you more about in a future blog post, but for now, you must be wondering what the $^%&*#&??? And rightly so. What could a brothel have in common with a fast food franchise?

Let me start at the beginning -

Recently, I attended a Boardroom Briefing by Dr Marc Dussault, the World’s #1 Exponential Strategist and I thought I just had to share one of more than 100 ideas he presented – with his permission of course!

Dr Marc is constantly finding new and innovative ways to help his clients grow their businesses – exponentially. What that means is increasing sales 100 to 200% in 12 to 24 months. The only way to do that is by thinking as he calls it – antimimeticisomorphically.

In the fast food, quick service retail business, a lot of people think marketing doesn’t apply to them because retail clients don’t want to give their personal contact details over the counter.

That’s not unlike a brothel.

All brothel clients are called John Smith. They want to keep their identity confidential.

Just like a fast food franchise client.

So what can you do? Sure the ‘coffee club’ buy 10, get 1 free card is popular, but not completely exponential. Sure you can match the reward to the client, but you can’t track the effectiveness of the campaign SCIENTIFICALLY.

What you need to start doing is capturing DEMOGRAPHIC details with a checklist and NUMBER the cards to TRACK them.

Imagine if you were able to identify:

• That your sales to mid career women were TWICE the sales to young male students?
• That the average repeat visit was 12.8 days. You could give people a coupon to come back within 3 days to INCREASE the frequency of visits – that could add 10% or more to your sales at a cost of PENNIES. The point here is to give the coupons ONLY to this clientele – NOT en masse. For most franchises, the mass approach is too costly and doesn’t work. One-off visitors are not interested – you need to TARGET your marketing.
• That your sales to one person is less than when 2 people come to the counter – you could offer a 2:1 to start getting people to come in groups – imagine having a 3:1 or 4:1 campaign? Again, this is not a campaign you offer to everyone, just the segmented clients that you have identified and track.

Now you’re starting to think as Dr Marc says – EXPONENTIALLY.

There are countless ways of tracking clients -unfortunately, I can’t get into all these strategies in detail with you – that’s what Marc does, what I want to accomplish with this blog is get you to start CONSIDERING marketing more seriously to help you grow your business.

You can always get in touch with Marc – I highly recommend his products and services, in fact, we’re working together on products just for quick service businesses – more on that in a few blog posts… In those posts, we’ll cover strategies from end-to-end.

Stay tuned and if you haven’t registered to this blog by now, please do it now.

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