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Welcome

Welcome. Great to see you all again…. The Great News First…. No Management Fee Increase No Product Cost Increase At least not until 1 st July 2011 anyway ! So ample time to prepare. Changes Are Needed… Why?. SIMPLES! Competitors are catching you up Some have overtaken you

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Welcome

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Presentation Transcript

  1. Welcome Great to see you all again…

  2. The Great News First… • No Management Fee Increase • No Product Cost Increase • At least not until 1st July 2011 anyway ! So ample time to prepare.

  3. Changes Are Needed… Why? • SIMPLES! • Competitors are catching you up • Some have overtaken you • We’re not here to be second best • Nobody remembers a silver medal winner!

  4. Treat this like a 400m Olympic Sport • Once upon a time…

  5. What ‘Joe Independent’ can’t bring to the Games… • National and international credibility, • Powerful brand image, • Top ranking websites, • Corporate national advertising to back-up local activity, • Thousands of delighted customer testimonials, • Clients who had work done FREE by winning a rebate.

  6. ISO training and support, • Hygiene Grade equipment and VEA approved products, • PR support & ideas, • National Yell.com, • Forum of expertise, • Expanding network with high visibility vans, • Increasing resale value.

  7. System Amends • Credit card acceptance • Mobile phone with e-mail access • Online banking for product purchase • Excel installed on PC • All by 31st December 2011

  8. Where We’re At… • Currently on the highest step of the podium, in gold medal position • How do we know this? By using; • Call statistics, • Product use, • Google analytics

  9. Call Statistics

  10. Calls From Mobiles

  11. Product Use • A record of all base products leaving HQ is carefully recorded • Importance of corporate uniformity cannot be understated

  12. Google Analytics

  13. 12 Month Search Terms

  14. 1 Month Local Results

  15. Mini-Site Search Terms

  16. National Advertising Account Monthly Spend Allocation • Yell.com circa £300 monthly generating 1,200 – 1,500 site visits. That’s about 200 bookings a month based on ratio of 1:7. Booking ratio for this media really does depend on the speed of response to initial enquiry. Blackberry users will do best. • Google Pay-Per-Click (Sponsored Ads) both locally and nationally costs between £1500 and £2000 a month depending on time of year. Average cost per click can be as low as 21p. All ‘clicks’ go to local mini-sites directly for ‘area’ searches and generic search terms go to main site. 43,728 site visits 1st Jan – 31st Dec last year. Even at 1:10 booking ratio that’s nearly 4500 jobs or, put another way, £360,000 or another way again, £3,600 each.

  17. PPC Analysis. You contribute £150 - £200 a month for expert analysis of your Pay-per-Click campaign and also for amends to keep you at the top of the pile. The recent introduction of long tailed headings meant changing 260 adverts in one go !! • Recognition PR. £1,000 a month for localised Press coverage, PR ideas, local radio opportunities etc. To be used and abused to get full value ! • Search Engine Optimisation. Here’s about £230 a month to make subtle changes to the main site based on 32 different criteria to maintain our #1 position for dozens of popular search terms. • Mini-site hosting comes in around £200 a month.

  18. The 0800 Freephone costs between £600 - £800 a month for calls and system maintenance, updates and up-grades. Calls to the national free phone average 90 a day and have been over 200 a day on the run up to Xmas. • Mobile call handling through 0800. Handling calls from mobile phones has been superbly introduced and has largely eliminated ‘hang-ups’ from the old system where prospective clients needed to enter their dialling code. Much more professional and costs around £500 a month. • Sponsorship on Property Hawk. Logo on shortholdtenancy agreement download costs £50 a month and is widely used by private and professional Landlords. • Landlordzone.co.uk. Online advert and many editorials feature on this site for around £25 a month.

  19. M.O.D. online Directory is also £50 a month (that’s just 50p each don‘t forget) and is well used by all divisions of the Military for ‘March-Outs’. • Testimonial pads….an integral part of your monthly fee. Those who use them most simply get the most benefit !! • Win A Rebate prizes and the rebates themselves come in at circa. £140 a month. That’s 3 quarterly winners at £80 each plus the ‘spot prize’. No entries = No winners = Reduced value for your contribution ! • Our electronic Newsletter, creation of same and sending has a cost of around £100 a month and the….. • Quarterly Newsletter ‘Blast’ is currently £240 a month. The Newsletter list is growing well and we are sending to over 18k addresses right now at just 4p a time !!

  20. Credit Card Payments also go through the Nat Ad. Account and there is a fixed fee for this of £30 a month. • The Account Bank Charges are roughly £20 a month. • The Maths…..up to here we’re looking at between £5,145 and £6,005 a month going out from the account. • Magazine Ads…are booked pretty much on a ‘late space’ basis but always in a series and Guaranteed Page Positions. Ads are booked as, when and if there is any money in the kitty !! (That being said, I make a point of getting us into the AGA Living Mag whenever and wherever possible). • ‘Spot Buys‘…..things like the recently introduced Google Places initiative are part paid from this account (if the funds are there). Likewise certain National Approved Advert artwork may come from this account. (The new Compact Yellow Pages ads for example).

  21. If the funds aren’t there for something important then I pay ! The Corporate Facebook Page and the PPC ads for example. As you’ll note from the above there isn’t a right lot left these days to part subsidise the AGM as we were able to once upon a time. Please also take note that Sue doesn’t get any extra money for adding the Testimonials to your mini-sites since they were introduced.

  22. Time for a break…

  23. Going for Gold… • Over the next couple of years, it needs to be appreciated that practice and training will be required to keep us fit and focused so we remain on the top of the podium…this simply won’t happen automatically!

  24. Changes – Part 1 • Getting work in • New ‘reactive’ brochures – 2 bundles FREE • 3 x complimentary brochure holders • New Yellow Pages compact ads • Ask Liam for Forum access • New mini-sites

  25. Why New Mini-Sites?

  26. Fresh New Look • In keeping with main site • More locally orientated • More personal • More ‘approachable’, added video • More SEO capabilities • More exposure • Higher rankings

  27. More Ideas… • Local area/county/regional meetings? • Tie ups with other service industry franchisees? • Brochure holders at butchers? • Your ideas…

  28. Getting Work Done • New product for ‘blues’ • In conjunction with existing gel ONLY • Product sales = R & D funding • Automated system under trial

  29. Client Retention • Annual reminder… look to 6 monthly? • Re-introduction of ‘corporate give-aways’? (Pens, fridge magnets, cupboard stickers, ladies and gents umbrellas?) • Gredi-Box… FREE give away today • Ideal for competition prize, schools etc.

  30. Any Other Business • Re-vamp of newsletter… any volunteer contributors? • Re-establish Nat. Ad. Committee? • Social Media course? (Facebook, Twitter etc.) • Template e-mail reply form? • E-mail appointment confirmation? • Digital signature? • Your ideas…

  31. Comfort break…

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