Franchisor Marketing » Advertising: Print

CAN FAKE BOOBS SELL REAL FRIES?

Sean — Wed, 13 Aug 2008 20:41:57 +0000

Mediapost’s Out to Launch reports that Canadian fast food restaurant New York Fries has launched a series of print ads featuring fries juxtaposed with fake boobs, hair and people to communicate to spread the word that their fries are preservative-free.

They are running their “Real Fries in a Fake World” ads throughout Canada in Chatelaine, Hello, Flare, Canadian Living, People, Style at Home and Canadian House & Home through May 2009. Zig created the campaign and Media Experts handled the media buy.

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CAN FAKE HAIR SELL REAL FRIES?

Sean — Wed, 13 Aug 2008 19:00:49 +0000

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CAN FAKE WOMEN SELL REAL FRIES?

Sean — Wed, 13 Aug 2008 18:53:08 +0000

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Nothing Attracts Attention Like a Good Hummer

Sean — Fri, 25 Jul 2008 08:09:57 +0000

Providing franchisees with a great Hummer might not be the secret to franchise sales success, but it can’t be hurt.

According to a story on FranBest, Adam & Eve franchise stores (part of the retail division of adult industry giant Adam & Eve) has doubled its number of franchise stores in the past two years. Adam & Eve currently have 27 stores and have agreements in place for 70 more, Adam & Eve Stores. The company plans to open an additional 12 stores in 2008, and to have 50 stores open by the end of 2009. Read more about the Adam & Eve franchise at FranBest.

With competition fierce for quality franchise prospects, it pays to stand out. What are you doing to set your concept apart from the pack?

WHAT DO YOU THINK? LEAVE A COMMENT.

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Image source: Adam & Eve

PMQ Outclasses Goliath in Pizza Magazine Wars

Sean — Thu, 14 Dec 2006 02:40:59 +0000

On management guru Tom Peters’ blog, he points out that one of IBM founder Thomas Watson’s Golden Rules was “Though shalt never badmouth a competitor.” Peter’s adamantly agrees, stating “…when one badmouths one’s competitors or tries to limit their activities, the ‘word gets around.’ And one develops a reputation as prickly and egocentric—and, well, as a selfish jerk.”

The folks at pizza industry trade magazine Pizza Today and publisher Macfadden Protech LLC might want to spend a little time on Peter’s blog. Seems in October they had too much time on their hands and produced and circulated a negative “expose” accusing competitor PMQ (Pizza Marketing Quarterly) of, in essence, inflating their circulation by junkmailing their magazine indiscriminately to pizza companies who could care less about getting it. [interpretation mine]

The Pizza Today “expose” is written in a pseudo-folksy style in which publisher Pete Lachapelle answers questions posed by an imaginary pizza industry member who speaks in italics and uses words like “amongst” in everyday conversation. At one point, the incredulous mystery reader asks Are you saying that amongst all the copies PMQ sends out each month… no one receiving it requested it… no one?

Lachapelle, like a dad telling his two year old there’s no Santa Claus – for his own good – replies solemnly, “…those are the facts… no one receiving their publication requested it. Furthermore, no one receiving their magazine is as a result of a company asking PMQ to be sent to some of its employees.”

No one? I requested my subscription to PMQ many years ago, and call to request another if I don’t receive a copy. My employees have also requested subscriptions, and I know of numerous clients who contacted PMQ directly to request subscriptions.

I’m sure Lachapelle’s “expose” turned off many who, like I, read and like both publications. PMQ has a very loyal following among independents, as evidenced by their active web forum. Not only does his “report” undermine the credibility and character of Pizza Today, it gave PMQ the chance to take the high road, and to point out that they have virtually the same circulation as Pizza Today, yet their ads are about half the cost of PT’s.

So remember these lessons: Don’t badmouth competitors. If you do, have your facts straight. If you’re a publisher, use your copy editors (“…no one receiving their magazine is as a result of a company…” ?!) And remember, it’s not always a smart strategy to come on like Goliath… especially in an industry of Davids.

See PMQ’s Pizza Expose website by clicking here.

DID YOU REQUEST YOUR PMQ SUBSCRIPTION? WHAT DO YOU THINK? LEAVE A COMMENT AND BE HEARD.

Franchise Times debuts SUPERBOOK franchise advertising opportunity

Sean — Thu, 30 Nov 2006 18:08:34 +0000

Franchise Times is getting ready to debuts its Super Book franchise directory. The Super Book Deadlines have been extended to DECEMBER 18th, 2006 for inclusion in the 2007 SUPERBOOK. If interested in a listing, contact Kevin Pietsch at Franchise Times (email: kpietsch@franchisetimes.com phone: 612-767-3206)

According to the the Franchise Times Superbook Superpage:

…The Super Book will allow your franchise brand to be marketed in both a print and online directory all at one price, and good for one full year (January 1, 2007 through December 31st, 2007) of franchise advertising.

The Franchise Times Super Book of Franchise Opportunities will be mailed to all Franchise Times subscribers, distributed at each conference and franchise show where Franchise Times is an exhibitor, and offered as a supplement to every new Franchise Times subscriber. On top of that, the Super Book will be available 24/7 on the Franchise Times website.

There are two advertising options.

The Basic Directory Listing ($695.00) includes the following information about your company/franchise:

Company Name
Company Address
Phone number
Contact Name
Web site
Email address
# of units open
Total investment range
Year Started
Multi-Unit Deals (yes or no)

The Extended Directory Listing ($995.00) includes the Basic listing info, plus:
Color logo
Detailed description of franchise opportunity (50-75 words)
Targeted growth region indicators

If you advertise, tell Kevin that FranchisorMarketing.com sent you. Then we can both hit him up for a free pint after the next franchising event.

Success Magazine is back. New franchise advertising opportunity?

Sean — Thu, 26 Oct 2006 18:23:30 +0000

The Success Magazine franchise has been resurrected once again. Could it provide a much-needed media option for franchise opportunity advertisers? The jury’s still out.

If you have experience advertising with the new Success magazine, share your comments here.

Advertising is available directly from the publication or through Venture Direct for the Marketplace section. For information on advertising in the Marketplace section, contact Paul Mitchell at 212-655-5319, or email him at pmitchell@ven.com. Tell him FranchisorMarketing.Com sent you.

Not much franchise competition in the October 2006 issue. Liberty Tax has a full page, 4 color ad. Eagle’s Nest Homes has a quarter page and there are several bizopps advertising, including Epilog Laser, Prosperity Automated System and “online branding experts” eBiz Marketing System, whose ad and websites look like they were designed by Don Lapre.

Here’s more on Success Magazine, excerpted from their June 2006 press release:

…Success’ latest incarnation will include motivational tools, executive profiles and stories focusing on the rewards of hard work, including luxury cars and antiques. Publisher Joe Guerriero said Success will target a mid-40s reader with a household income averaging $136,000. The title will have a roughly even male/female readership, compared to traditional business magazines that typically skew more male.

“We found that most of the other magazines address the business side only of being a small business owner,” said editor in chief Gay Bryant. “We want to address the whole life of the small business owner, for example how they dealt with failure, how they dealt with leadership, and how their personal life affected their professional life. It’s more of an emotional, holistic approach.”

One thing that could give Success an advantage over its competitors, which next spring will include Conde Nast’s new business book, is its unique circulation model.

Quantum Media struck a seven-year deal with Florida-based business event firm Get Motivated Seminars to distribute Success free to its 1.15 million seminar attendees who request the magazine. Get Motivated paid Success for 650,000 subscriptions, all of which will contribute to the magazine’s 650,000-circ rate base. (However, high subscription renewals will be key to sustaining the title’s ambitious rate base.) Success will also be sold for $4.95 on newsstands and bookstores, as well as in 77 major metro airports.

“[The deal] allows us to deliver a highly competitive rate base in a highly competitive category,” said Guerriero. “By establishing a relationship with Get Motivated, Success can now go to market with the ability to guarentee advertisers and marketers an ironclad distribution network of small-to-medium-size business entrepreneurs.”

Buyers are intrigued by the magazine’s unique circulation strategy. “The seminar integration creates a different or more personal involvement with the reader base,” noted Rich Gagnon, executive vp, media director for FCB. “Whether or not it’s successful, it creates a catalyst for a different way of looking at business editorial.”

The magazine will publish three times in 2006 and will move to a bimonthly schedule in 2007. The premier issue carries 24 pages of advertising, including State Farm, Monster.com, Wachovia Securities and Hilton.

Franchise Update Releases 2007 Media Kit

Sean — Thu, 19 Oct 2006 17:54:10 +0000

Franchise Update Media Group – publishers of Franchise Update and Area Developer magazines, the Franchising.Com website and hosts of the annual Franchise Development & Leadership Conference – have released their 2007 Media Kit.

To request a copy, email them at sales@franchise-update.com or call (800) 289-4232 ext. 202.

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