Social Media Roundup: April 24, 2018
How To Write a Marketing Budget Your CFO Will Love (or at Least Approve)
Tired of investing in extra deodorant and breath mints each year round about budget time? This blog from Marketo, by Matt Heinz, president of Heinz Marketing, lists 7 best practices for building a budget that will have your CFO taking you out to dinner—and happily paying for it:
- Ask for organizational goals up front
- Get sales buy-in first
- Cut unsuccessful line items from last year (and explain why)
- Organize by business objective (instead of marketing function)
- Project results wherever possible (revenue, not just spend)
- Make future expenditures contingent on early success
- Tie staff bonuses to sales performance, not marketing tactic completion
Got it? Now it’s time to get back to what you do best: marketing. (Enjoy dinner!)
3 Franchisees Tell Franchisors the Best Ways To Get Buy-In on Tech Upgrades
Ahh, the perennial problem of getting franchisee buy-in, especially when it costs money and is for technology (vs. a new fryer or digital signage). In this article from Fast Casual, three franchisee panelists provided advice to franchisor attendees on what inspired them to invest, reports Bradley Cooper on FastCasual.com. Advice included going slowly, especially with older operators or brands; not overselling the benefits; how needs (and ability to pay) can differ based on number of units; and making changes incrementally. For more, click here.
Tillster’s Delivery Index Shows Growth in Demand
With restaurant delivery exploding after years of slow and steady growth (more below), Tillster partnered with research firm SSI to survey 2,000 QSR and fast casual customers on their delivery habits and preferences, in an attempt to help restaurants develop their delivery strategy. One key finding from the Delivery Index survey: a majority of customers prefer ordering directly from a restaurant website or mobile app as their first choice, while fewer prefer ordering from third-party aggregators. “There are many benefits to offering delivery directly through a restaurant website or app,” said Perse Faily, CEO of Tillster, in a press release. “One of the most important is the ability to control the customer experience, resulting in an increased average check. Restaurants also own customer data, which is an important element in enabling remarketing and retention.” For more findings, click here.
Q&A with Former Yum Brands CEO David Novak on Millennials, More
David Novak may have retired as CEO of Yum Brands, but he still has a lot to say about the state of today’s consumer marketing. In a wide-ranging interview on ChiefExecutive.net, he described Millennials as the “most misunderstood generation in history.” He also talks about leadership, accountability, the importance of passion, and what motivates him to help people. For the full Q&A, click here. (Note: This website is well worth looking into for its interviews with CEOs, as well as its newsletters, research, magazines, and related news, including marketing.)
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