MAPs
Marketing Action Plans
Most small business owners want more customers. They also want customers to visit more often and buy more when they do.
That is the purpose of a Marketing Action Plan. It gives franchisees a simple structure for creating visibility, building customer relationships, and growing sales.
At Instant Imprints, we focus the plan around three practical goals:
- More Customers: bring in new customers.
- More Often: encourage existing customers to return.
- More Money: create add-on sales when they make sense.
Building a Marketing Action Plan
Using our sales and marketing experience, along with the experience of franchisees who have gone before you, we have built a plan that we recommend franchisees use.
Once you become an Instant Imprints franchise partner, you gain access to a practical recipe for creating visibility and starting your sales development process.
We believe customers buy from relationship-based businesses in three main ways: new purchases, repeat purchases, and add-on purchases.
Because of that, your marketing action plan should include a few specific actions that you can do well, complete consistently, and measure over time.
Your MAP helps create visibility for your center by getting the right message to the best customer, regardless of how that customer chooses to buy from you.
More Customers
New customers matter, especially when you are opening a new center.
At the beginning, people do not know your business yet. You have not opened your doors, and you do not have an existing customer base.
Therefore, getting your first customer is a big step. Getting more customers will continue to matter until the business builds enough activity to reach break-even and beyond.
The recommended MAP includes six actions designed to make your business more visible to new customers.
More Often
Repeat business is important because existing customers already know you. In many cases, marketing to current customers can be easier and more productive than finding a brand-new customer.
However, repeat business only grows when you communicate well and do it consistently. Many businesses promise follow-up, but fewer do it in a dependable way.
As a small business owner, you have an advantage. You can build real dialogue with your customers, while larger companies often rely on one-way messages.
Customers notice when you continue that dialogue beyond the first transaction. As a result, good follow-up can help strengthen relationships and encourage repeat orders.
The recommended MAP includes three actions designed to encourage repeat business.
More Money
Add-on sales are about increasing the value of each transaction by giving customers helpful reasons to buy more.
This should not be about pushing products customers do not need. Instead, add-on sales should help customers get a better result, improve their experience, or solve a related problem.
There are three common ways to create add-on sales:
- Suggest a related product or service. For example, a customer ordering shirts for an event may also need signs, flyers, or promotional giveaways.
- Offer a higher-quality version of the same item. A customer may choose a better garment, upgraded material, or premium finish when the benefits are clear.
- Encourage larger quantities when price breaks apply. In many cases, customers can get more value when they order at a higher quantity.
These options do not work for every customer. However, when they fit the customer’s needs, they can create a better outcome for the customer and a larger sale for the center.
The recommended MAP includes three actions designed to add value to customer relationships and grow the average customer transaction.
Training and Implementation
During training at IIU, or Instant Imprints University, you will customize the plan. This gives you the chance to make the Marketing Action Plan fit your leadership style, market, and budget.
During the FastStart portion of training, you will also receive coaching support. This helps you turn the plan into action and begin building visibility in your local market.
The goal is not to create a complicated marketing plan. Instead, the goal is to focus on practical actions you can complete consistently and measure over time.
Making logos stand out.
We provide quality embroidery services on practically anything you can imagine. Our centers have state-of-the-art embroidery machines to provide you with anything from individual personalization to thousands of pieces. You can count on us to make your brand more visible.
Big or small, fancy and fast.
With wide format and digital printing equipment, our centers can produce nearly any sign, banner or display a business or organization may require, including retractable banner stands, A-frames, tradeshow booths and much more. For permanent or temporary use, indoors or out.
Personalized shirts with your logo or design.
We create t-shirts with custom designs using the latest technologies in direct to garment, heat transfers, lettering and screen printing which allows for maximum flexibility with order size and a fast turnaround to customize each order.
Items that stand out and are remembered.
There is no shortage of ways to promote your business. From branded pens to drinkware to flashlights, there are endless options at your disposal. Talk to us about finding the right solution for you and your customers.
Effectively communicate with ink and paper.
Let us help you create the printed materials that will promote both your brand and your message. Customized brochures, flyers, business cards, postcards, manuals, mailers and more designed to make you more visible to your customers.