Franchise Sales: Setting Standards and Measuring Sales Performance
We asked Jeff Platt, CEO of Sky Zone Indoor Trampoline Park, how the brand sets standards and measures the performance its sales and development department. Sky Zone, creator of the world's first all-trampoline, walled playing courts, opened its first trampoline park in 2004 in Las Vegas. Today the brand has more than 30 parks in the U.S. and Canada.
We first pay close attention to our leads to determine how many we are driving and where they originate. Most important, we evaluate the effectiveness of our marketing initiatives by conducting a comprehensive analysis of the results achieved in comparison to the amount of money spent. For example, say we spent $100,000 on franchise marketing and closed 50 deals. We would have averaged a marketing cost of $2,000 per license sold. We compare last year's marketing spend and cost per deal to ensure that we continue to improve upon the efficiency and effectiveness of our marketing initiatives.
In terms of where we develop, we do not have one specific plan we use for saturating each market. Instead, we create a strategy for each market by analyzing the total population through a mapping program that uses address data provided by the customer. Overall, we place a high importance on developing a strategy that focuses on target marketing that uses our candidate profile and, when appropriate, key geographical areas.
This strategy allows us to effectively develop a lead generation marketing plan that provides the most return in terms of contributing to overall growth. We prefer to have higher-quality leads that equate to a higher probability of converting to a franchise sale. To achieve this, we use print and online publications that have a proven record of interaction with our typical candidate profile. We also have an active referral program for our current franchise partners, targeted digital campaigns, in-store information, website access, and multi-faceted public relations campaigns.
Conversions are reviewed within each of these avenues at various stages of the development process to evaluate the effectiveness of each initiative and help determine where we should continue spending marketing dollars. Comparing year-over-year cost per deal data maintains consistency and allows for further analysis of our efforts.
Our development process has checkpoints for following the system, aligning with our culture and brand, and providing opportunities for us to see if the franchisee is the right fit for a place within our system. We have high standards when awarding a franchise to maintain brand integrity and gain a franchise partner who is as excited and dedicated to the brand as each individual within the Sky Zone team.
Jeff Platt is CEO of Sky Zone Indoor Trampoline Park.
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