Small Business Marketing Tip #4: Ego Normous - Learn Marketing From The King

I was reading the latest edition of the magazine adverting time, industry advertising pub for us nut-cases. Actually, I'm not real fans of the magazine - too much junk on the big brands million budget. I do not really play the majority of our customers play in.

However, there is an interesting story I thought I'd share with you ...

is a story about the battle between Burger King and its national franchise organization.

two organizations are fighting over the price and promotion plans, including the chain is 340 million dollar ad budget !!

During the last year, a new ad campaign worked magnificently. Same-store sales rose 6.8% last year, the best performance in more than ten years for the hamburger giant. But last quarter numbers were not good, only 1.1% same-store sales gain.

So now the franchise began to express their discontent. What is their main beef? - no pun intended

.

campaign is too narrowly focused ??

Most of the Burger King profit comes from the target, Male Teens. So the agency has built Crazy King, Dr. Angus, subordinate Chicken, Coq Roq, and all other wild campaign by the year.

campaigns have gotten massive attention to this demographic, but some franchisees were concerned that they lack in other segments of the population, as well as women in the market that McDonald's is focusing its efforts on right now.

So, the question I ask all of you ... Is a franchise right?

is focusing its 340 million U.S. dollars budget ad dollars to a special section of the population, which represents the largest profit center for your business a smart move?

I would say absolutely YES!

It does not surprise me that non-educated marketing franchise want to be all things to all people. It is a common mistake among businesses that stupid not to take the time to learn even the most basic fundamentals of their business - marketing

.

They are also resistant to run specials and promotions that suggests corporate.

must choose a goal and stick to it. Be absolute for them. Make sure you love them. Identify them and follow them, with them to grow and change how it works. Be fast and agile. Burger King is doing it and it has proved successful for them for the first time in ten years.

None of the franchisees in the target demographic - so that none of them "get it" commercials. So, they do not like. The funny thing is - they should not like them. advertisements are not for them.

However, their ego is getting in your way. They want to be like commercials. They want their stamp of approval. They think they know everything.

a lot of businesses are using this method. Entrepreneurs have a big ego. It's part of being an entrepreneur. But for those who believe that true success and wealth are the ones that can put your ego aside and surround yourself with people who know more about all the topics that they themselves are unique and 100% qualified to do.

For each point the ego you add to your marketing you subtract one point efficiency. Many small business owners ad 100% ego driven and they are 100% fail.