There's no better marketing tool than an authentic and memorable story. It gives your brand character and creates a point of difference that customers and fans can rally around.
Every brand has a story (whether you think you do or not), but not every brand is taking the opportunity to tell it in their physical spaces. Whether you've incorporated green materials into your design to promote your company's focus on the environment or you donate a portion of each sale to support a local, national or global cause, why not find a why to share that with your customers?
The closer you can connect your customers to your story, the better. Tell your story through graphics, video, literature at the POS counter, etc. Share it with your store employees so they can pass it on as well when interacting with customers. There are so many possibilities that there's no reason not to incorporate it somewhere, somehow.
You know your story best. It's up to you to get it out there.
Know of any brands that are fantastic storytellers? Share your thoughts here!
--Liz Blohm
Thursday, September 30, 2010
Monday, September 27, 2010
Start Up Quote
For me, one of the coolest things about working at F.C. Dadson is helping new business owners create a place to open up shop. It's like we're producing the physical manifestation of all their planning, hard work, and dreams. Their excitement is contagious and their motivation is inspiring.
Of course for as much excitement and motivation they have, I'm sure they also encounter a little fear and frustration along the way. Who better to understand these trials than other entrepreneurs?
If you're lacking in the inspiration department, check out Startupquote.com. It's a fun little website full of quotes from famous entrepreneurs who've trudged through the same start-up trenches to get to where they are today.
I'm still working my way through the site, but this quote from Omar Hamoui, Found of AdMob, struck a chord with me this morning:
"The largest opportunities are found in ideas that go against the grain."
--Liz Blohm
Of course for as much excitement and motivation they have, I'm sure they also encounter a little fear and frustration along the way. Who better to understand these trials than other entrepreneurs?
If you're lacking in the inspiration department, check out Startupquote.com. It's a fun little website full of quotes from famous entrepreneurs who've trudged through the same start-up trenches to get to where they are today.
I'm still working my way through the site, but this quote from Omar Hamoui, Found of AdMob, struck a chord with me this morning:
"The largest opportunities are found in ideas that go against the grain."
--Liz Blohm
Thursday, September 23, 2010
Chapter #7 - Think Inside the Box
Resident kiosk expert, Marie VanDrisse, is back on the blogging scene with the latest chapter in her kiosk development story. In case you happened to miss 'em, you can check out the previous chapters here, here, here, here, here and here.
Chapter 7 - Think Inside the Box
We're so used to being told to think outside the box, but no, that's not a typo in the subject line. While a little creativity in kiosk design helps attract customers, kiosk designers need to also consider what's going on inside the enclosure of a kiosk to ensure a positive customer experience. There are more things to mull over than ever before as more and more kiosks are being opened up to encourage customer interaction and/or offer self-service opportunities.
In planning a kiosk, it's important to understand how you want your customers served within your shopping environment. Do your products lend themselves better to being display in a glass counter with an employee standing behind them? This type of kiosk is quite common and popular for items like cell phones where the products are higher-priced and the vendors need the additional storage for inventory and accessories.
Two developing trends within kiosks, however, are increasing customer interaction with products and offering self-service. Customers, in general, want to pick up and touch items and compare them with other products. They may not want a salesperson hovering over them either. Imagine not having to settle for a standard-size dish of frozen yogurt and being able to decide and serve yourself as much as you want. Self-serve frozen yogurt kiosks like this are setting up shop and providing fun and interactive experiences for mall walkers around the country.
Designing interactive and self-service kiosks will take more thought and consideration on what elements need to be included. Here are some questions to ask yourself during the planning process:
--Marie VanDrisse (Connect with me on LinkedIn.)
Chapter 7 - Think Inside the Box
We're so used to being told to think outside the box, but no, that's not a typo in the subject line. While a little creativity in kiosk design helps attract customers, kiosk designers need to also consider what's going on inside the enclosure of a kiosk to ensure a positive customer experience. There are more things to mull over than ever before as more and more kiosks are being opened up to encourage customer interaction and/or offer self-service opportunities.
In planning a kiosk, it's important to understand how you want your customers served within your shopping environment. Do your products lend themselves better to being display in a glass counter with an employee standing behind them? This type of kiosk is quite common and popular for items like cell phones where the products are higher-priced and the vendors need the additional storage for inventory and accessories.
Two developing trends within kiosks, however, are increasing customer interaction with products and offering self-service. Customers, in general, want to pick up and touch items and compare them with other products. They may not want a salesperson hovering over them either. Imagine not having to settle for a standard-size dish of frozen yogurt and being able to decide and serve yourself as much as you want. Self-serve frozen yogurt kiosks like this are setting up shop and providing fun and interactive experiences for mall walkers around the country.
Designing interactive and self-service kiosks will take more thought and consideration on what elements need to be included. Here are some questions to ask yourself during the planning process:
- Is there a "purchase path" customers will have to take through the kiosk to purchase the product (i.e., will they have to select one product or complete one step before moving on to the next)?
- How much storage will be needed to replenish stock?
- What accommodations for spillage or easy clean-up need to be made?
- How many point-of-sale stations will you need and will you need to incorporate scales or other measurement tools into the point-of-sale area?
--Marie VanDrisse (Connect with me on LinkedIn.)
Monday, September 20, 2010
FC Dadson @ the Franchise Leadership & Development Conference
Franchise Update's Franchise Leadership and Development Conference is this week and F.C. Dadson's excited to once again be a hospitality sponsor for the show. The conference, which runs September 22-24 at the Ritz Carlton, Buckhead in Atlanta, is an annual event that features two days of education and networking opportunities for franchise leaders and those affiliated with the franchise industry.
We're also excited because Troy Schwehr, who will be representing F.C. Dadson at the show this year, has been selected to co-facilitate a business solutions round table. His round table, titled "Selecting the Right Real Estate and Lease Negotiations," will take place Thursday, September 23 from 4:15-4:45pm with another 30-minute session immediately following. Troy will be joined by franchise real estate expert Ryan Cunningham of Javelin Solutions.
For more info about the Franchise Leadership and Development Conference, please visit the show website.
We're also excited because Troy Schwehr, who will be representing F.C. Dadson at the show this year, has been selected to co-facilitate a business solutions round table. His round table, titled "Selecting the Right Real Estate and Lease Negotiations," will take place Thursday, September 23 from 4:15-4:45pm with another 30-minute session immediately following. Troy will be joined by franchise real estate expert Ryan Cunningham of Javelin Solutions.
For more info about the Franchise Leadership and Development Conference, please visit the show website.
Thursday, September 16, 2010
Selecting a Franchise Supplier
Anyone that's been involved with franchising in some way, shape, or form knows that it's quite a unique business model. For a franchisor that's just starting out, the idiosyncrasies can be overwhelming. That's when he or she turns to partners and vendors to help him or her figure things out. Unfortunately, not all suppliers understand the franchise model themselves.
The International Franchise Association is one of the best resources for franchisors out there. Within the Association they've assembled a Supplier Forum whose member companies cover a wide variety of functions -marketing, finance, legal, franchise sales, consulting, and even equipment and displays (like F.C. Dadson). If you're looking for suppliers for your franchise, this is a great place to start.
What makes these suppliers different from the rest is that they've made the commitment to understanding the franchise model and have developed products and services that are specially designed for franchise systems. While every franchise will still have its own unique set of needs and requirements, these suppliers tend to be better prepared to respond to those needs.
Because the suppliers a franchisor selects have a big effect on the rest of the system including the franchisees' businesses, it's incredibly important to thoroughly evaluate supplier options and select the one that is the best fit for the company. And it also makes sense to select a supplier that not only fits the system now, but can continue to fit the system as it grows. That way you can avoid the hassle and expense involved in seeking out new suppliers and getting them acquainted with your business.
So, how can you help weed out the bad seeds to find suppliers for your franchise? Here are some important questions to ask:
--Larry Myer (Connect with me on LinkedIn.)
The International Franchise Association is one of the best resources for franchisors out there. Within the Association they've assembled a Supplier Forum whose member companies cover a wide variety of functions -marketing, finance, legal, franchise sales, consulting, and even equipment and displays (like F.C. Dadson). If you're looking for suppliers for your franchise, this is a great place to start.
What makes these suppliers different from the rest is that they've made the commitment to understanding the franchise model and have developed products and services that are specially designed for franchise systems. While every franchise will still have its own unique set of needs and requirements, these suppliers tend to be better prepared to respond to those needs.
Because the suppliers a franchisor selects have a big effect on the rest of the system including the franchisees' businesses, it's incredibly important to thoroughly evaluate supplier options and select the one that is the best fit for the company. And it also makes sense to select a supplier that not only fits the system now, but can continue to fit the system as it grows. That way you can avoid the hassle and expense involved in seeking out new suppliers and getting them acquainted with your business.
So, how can you help weed out the bad seeds to find suppliers for your franchise? Here are some important questions to ask:
- Who are their clients and is there a good representation of franchise companies?
- How have the suppliers' products/services worked for those franchise clients?
- Are those franchises still clients?
- How would the suppliers' proposed products/services suit your franchise?
--Larry Myer (Connect with me on LinkedIn.)
Wednesday, September 15, 2010
Seeking a Project Manager
The Dadson Diaries is excited to announce that the F.C. Dadson team is looking to grow...AGAIN!
This time we're seeking an experienced Project Manager to add to the team.
As Project Manager, some responsibilities will include:
Interested individuals may send their resumes to: F.C. Dadson, N1043 Craftsmen Dr., Suite 2, Greenville, WI 54942 Attn: Human Resources no later than Thursday, September 30, 2010.
No phone calls, please.
This time we're seeking an experienced Project Manager to add to the team.
As Project Manager, some responsibilities will include:
- serve as clients' direct contact for all project-related activities
- set up new accounts
- prepare project proposals and handle project revisions
- direct project teams to stay on budget
- keep production and purchasing on schedule
- schedule, track, and follow up on order shipments
- field questions from clients and outside contractors and vendors
- follow up once projects are finished to ensure all aspects are complete -includes making sure all paperwork is filled out, all payments made, all orders received, etc.
- oversee all warranty and damage claims
Interested individuals may send their resumes to: F.C. Dadson, N1043 Craftsmen Dr., Suite 2, Greenville, WI 54942 Attn: Human Resources no later than Thursday, September 30, 2010.
No phone calls, please.
Thursday, September 9, 2010
How Much Build Out Support Is Enough?
A big selling point of franchise opportunities is the support franchisees receive from the franchisor. While each system is a little different, the three things most franchisees can expect when signing their franchise agreements is an established operations manual, extensive training, and marketing/advertising direction.
When it comes to building out a new franchised location, the support level becomes more varied across systems. It's not uncommon for franchisors to assist with site selection. They will also likely provide design guidelines and equipment lists as well as approve floor plans for the space. From there, it becomes less predictable as to how involved the franchisor will be.
Some franchisors take their programs a step further and contract with vendor partners that work with the franchisor to create an entire build out program that offers everything from construction management to interior decor and equipment. This approach helps the franchisor retain control over the final outcome, keeps the franchisee from becoming overwhelmed and bogged down with the build out details, and keeps costs fairly constant and predictable from one location to the next.
Other franchisors leave their franchisees to find their own contractors and suppliers to complete the build out. For an experienced franchisee that has built locations in the past, this may not be a big deal because they likely have a team of suppliers already in place. For the new franchisee, however, this can be a huge undertaking. With all the details involved in build out, it's all too easy to get tied up in the process applying for permits, managing the contractor bid process, and answering questions once build out begins. If the franchisee is tied up with these things, it's likely that other areas like pre-opening promotion and staff hiring and training are suffering because of it.
So the question I'd like to ask is how much build out support should the franchisor really supply? In my line of work, I've seen plenty of franchisees (And even a few franchisors) struggle to manage the build out process on their own. I've also seen a handful of franchisees master it beautifully. It really does come down to how experienced the franchisee is with construction and purchasing; and is it fair for franchisors to implement programs that can find new franchisees struggling?
--Troy Schwehr (Connect with me on LinkedIn.)
When it comes to building out a new franchised location, the support level becomes more varied across systems. It's not uncommon for franchisors to assist with site selection. They will also likely provide design guidelines and equipment lists as well as approve floor plans for the space. From there, it becomes less predictable as to how involved the franchisor will be.
Some franchisors take their programs a step further and contract with vendor partners that work with the franchisor to create an entire build out program that offers everything from construction management to interior decor and equipment. This approach helps the franchisor retain control over the final outcome, keeps the franchisee from becoming overwhelmed and bogged down with the build out details, and keeps costs fairly constant and predictable from one location to the next.
Other franchisors leave their franchisees to find their own contractors and suppliers to complete the build out. For an experienced franchisee that has built locations in the past, this may not be a big deal because they likely have a team of suppliers already in place. For the new franchisee, however, this can be a huge undertaking. With all the details involved in build out, it's all too easy to get tied up in the process applying for permits, managing the contractor bid process, and answering questions once build out begins. If the franchisee is tied up with these things, it's likely that other areas like pre-opening promotion and staff hiring and training are suffering because of it.
So the question I'd like to ask is how much build out support should the franchisor really supply? In my line of work, I've seen plenty of franchisees (And even a few franchisors) struggle to manage the build out process on their own. I've also seen a handful of franchisees master it beautifully. It really does come down to how experienced the franchisee is with construction and purchasing; and is it fair for franchisors to implement programs that can find new franchisees struggling?
--Troy Schwehr (Connect with me on LinkedIn.)
Wednesday, September 8, 2010
Seeking a Commercial Draftsman
The Diaries is excited to announce that the FC Dadson team is looking to grow.
CAREER OPPORTUNITY - COMMERCIAL DRAFTSMAN
FC Dadson is seeking a Commercial Draftsman to add to our team.
The candidate must possess 3 to 5 years of experience, be proficient with AutoCAD, and have strong communication, organizational, and customer service skills.
This is a full-time position and is located at our Greenville, WI office.
Interested individuals may send resumes to F.C. Dadson, N1043 Craftsmen Drive, Suite 2, Greenville, WI 54942 Attn: Human Resources no later than Friday, September 17, 2010.
No phone calls, please.
Thursday, September 2, 2010
Fall Franchise Conferences to Attend
Summer is winding down and kids are getting back to school. That usually means that it's getting time to start thinking about franchise trade shows and conferences again. I have to admit that after spending most of the summer in the office, I'm really looking forward to getting out and seeing many old friends, clients, and meeting new prospects.
The International Franchise Association (IFA) website has a fairly detailed list of franchise events listed but a few highlights for consideration through the end of 2010 are:
There are complete books written and numerous online articles available about how to "work" a trade show or conference. All have very good advice on pre-show marketing, show floor strategy, etiquette, and the importance of post-show follow-up.
If I could add one more small bit of advice though: it's been my experience that the show doesn't end when the floor closes or the sessions end for the day. It's just as important to get involved in the evening networking opportunities that are generally available. Attending cocktail receptions and sponsored parties or setting up a small (or large) dinner party with some close networking associates to invite key business prospects to are all great business development opportunities. I know that I have gained new clients and networking contacts through these interactions. Some would even say that I do my best work with a beer and a cigar in my hand. Hey, it works for me and it might just work for you too.
See you at the shows!
--Tim Matey, CFE (Connect with me on LinkedIn.)
The International Franchise Association (IFA) website has a fairly detailed list of franchise events listed but a few highlights for consideration through the end of 2010 are:
- Sept. 12-15: IFA Public Affairs Conference, Fall Leadership Meetings & Development Conference in Washington, DC
- Sept. 22-24: Franchise Update's Franchise Leadership & Development Conference in Atlanta.
- Nov. 3-4: IFA Franchise Development Super Session in Los Angeles.
- Nov. 5-7: West Coast Franchise Expo in Los Angeles.
- Nov. 8-10: Restaurant Finance Monitor's Restaurant Finance & Development Conference in Las Vegas.
There are complete books written and numerous online articles available about how to "work" a trade show or conference. All have very good advice on pre-show marketing, show floor strategy, etiquette, and the importance of post-show follow-up.
If I could add one more small bit of advice though: it's been my experience that the show doesn't end when the floor closes or the sessions end for the day. It's just as important to get involved in the evening networking opportunities that are generally available. Attending cocktail receptions and sponsored parties or setting up a small (or large) dinner party with some close networking associates to invite key business prospects to are all great business development opportunities. I know that I have gained new clients and networking contacts through these interactions. Some would even say that I do my best work with a beer and a cigar in my hand. Hey, it works for me and it might just work for you too.
See you at the shows!
--Tim Matey, CFE (Connect with me on LinkedIn.)
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