What Marketing Resources Are Available?
Planet Smoothie marketing tools, advice and resources help franchisees win customers
One of the great benefits of owning a Planet Smoothie franchise is that you start out with a sophisticated marketing plan that helps drive customers to your business. You also get expert guidance from the Planet Smoothie management team, and marketing support begins well before your store opens.
Our marketing resources help to identify a comprehensive strategy for attracting customers, encouraging repeat visits and boosting revenue. We will teach you how to analyze your competitors, identify potential community partnerships, and scout pools of likely customers. This analysis helps guide your community outreach, which can have a huge impact on your business. We also provide coupons and outreach strategies that are tailored to each audience.
We also provide a depth of assistance in planning and executing your grand opening marketing initiative. Whether your store is the first in a new area or is in a region where Planet Smoothie is already well-known, this is an essential step in getting your store known and visited by those in your community.
Keith and Corey Lehmann’s store in Orlando is a great example of the power of local marketing and bountiful opportunities to promote your store. The 2013 Planet Smoothie Franchisees of the Year have made themselves a fixture in the community by giving out samples to runners and walkers at the end of 5K charity events, and by providing Planet Smoothie items to community groups who then sell them to raise money.
“The more samples I give out at events, the more success we seem to have,” Keith says. “I actively pursue any opportunity to get out in the community and help — whether it’s a school, a church, a not-for-profit, a library event, neighborhood movies in the park. … We said, ‘Hey, can we support your event by coming out and giving free smoothies and free samples?’ They appreciate that we are coming out to support them, and I tell them, ‘It’s not 100% selfless — it’s a great way to promote my store.’ ”
Planet Smoothie’s corporate team provides a wealth of pre-designed marketing pieces that can be customized for local marketing efforts, and they can also assist you in the creation of custom marketing pieces. For instance, Keith and Corey’s store turned 15 in 2014, and to celebrate the anniversary, they wanted to offer a special promotion: 15% off on the 15th of each month. “I asked for help designing the materials because I am not a design guy, and they helped design a nice banner for the store and something for my store’s Facebook page,” Keith says. “They were great, and that’s just an example. I know they do that for other folks, too.”
Planet Smoothie franchises enjoy high customer frequency. Forty-two percent of our customers come to Planet Smoothie at least once a week, and a significant number of customers stop in every single day — sometimes twice! That means more revenue for franchisees and more healthy habits among our customers — both great things!
Franchisees can offer several types of rewards to keep customers coming back: bounce-back coupons for discounts off their next smoothie, same-day incentives for customers who order in the morning and come back for an evening smoothie, a rewards card program that provides a free smoothie on a customer’s return visit, and more.
Franchisees can also use our loyalty technology to conduct customized text-based marketing to customers who sign up for our rewards program. Perhaps you’d like to spot customers who come in at least twice a week, and offer them a special incentive to encourage them to bring in a friend who may join them for future visits. Maybe you’d like to see a list of customers who have stopped in over the past 60 days, but haven’t visited in the last two weeks, so that you can encourage a repeat trip. Our rewards program is a powerful tool for keeping customers coming back.
Limited-time-only menu items
Planet Smoothie is constantly monitoring health trends and creating innovative menu items to appeal to customers, and we maintain a yearlong calendar of coming promotions so that customers can always look forward to something new on the menu. Promotional items encourage customers to try more things and visit more often, and they help increase sales for franchisees. At the same time, promotional items create fresh marketing opportunities for your store, and they also give Planet Smoothie a chance to identify breakout hits that should be added to the regular menu. For example, a green smoothie that was recently offered as a promotional item was such a massive hit with customers that it earned a spot on our menu — when you visit a store to check out the atmosphere, be sure to try a Lean Green Extreme!
Mele Frumer, who owns a Planet Smoothie in Orlando, loves the way the promotions are created: Planet Smoothie’s headquarters team enlists the help of the entire community to learn what customers are asking for. Once we have those insights, we devise new menu items, carefully manage ingredient costs to ensure the products will provide a strong margin, secure the supply chain and design promotional materials. Like clockwork, franchisees receive everything they need to bring the new item to their customers and promote it effectively.
Mele says the attention to detail is awesome: “Sometimes, as part of our promotions, they send us new uniform T-shirts that feature the current promotion. It not only advertises the promotion, it also means we have new uniforms coming every couple of months, so our employees stay looking sharp!”