Franchise Marketing Services
Have you tried telemarketing, or email marketing and seen limited success? Have you always used direct mail and are starting to find it costly? Or perhaps you’re just interested in new approaches to marketing?
From a marketing point of view, Franchisors need to protect their brand. Franchisees need leads. So those are the two areas that we focus on.
Brand protection is easy with direct mail but not so foolproof with email. We’ve seen that it’s just all too easy for a creative franchisee to use a do-it-yourself email marketing tool and completely change the fonts, colours, logo sizing, graphics etc without realising the damage that does to the brand for everyone else. Yet the franchisor who offers a central email marketing system often finds that the franchisees do not want to share their contact details with anyone else in the franchise and it therefore fails to be effective.
If that doesn’t happen to you, we’re glad to hear it, but if your franchisees are asking for help with lead generation, and/or you have trouble keeping brand consistency when using email marketing do read on..
So what makes Intellegentia’s Franchise Marketing Service different?
Franchisors work with us to ensure that the design of email campaigns being broadcasted by their franchisees meets their brand guidelines. Franchisees work with us because they want a simple lead-generation process that works.
Let’s use an example of a franchise that finds new business by inviting people to free seminars:
We work with the franchisor to agree a set of templates for email marketing. Then we produce a “kick-start” pack that tells each new franchisee how our lead generation service works and what they need to do. Each new Franchisee receives the pack, completes the data selection form, chooses the template that they want to run with and gives us the dates of the next two seminars that they plan to run. It’s that easy!
We find data to match their criteria and broadcast the emails on their behalf. We send reminders to those who haven’t booked and can automate registration confirmation emails to those who have.
The franchisee goes on their initial training course, then on their return they have a prioritised list of contacts to call waiting in their inbox. Those contacts meet their criteria in terms of being in their target sector and geography and have expressed an interest in their email campaign.
The process is repeated and over time we review what subject lines, content and follow-up actions are really working both for the individual franchisee and across all franchisees. This information is used to update content, templates, subject lines etc to improve the marketing effectiveness across all the businesses that are part of that franchise. And we work with franchisees individually to ensure that all the data, processes and materials are working to best effect in their mission to find new business.
The whole process dramatically reduced my telesales and administrative effort, and left me feeling I could work “smarter not harder” at getting people to attend my seminars.
Steve Wright, MD Sandler Training