Archive for the ‘Franchise’ Category

Maintaining the Brand: Why Delivering Consistent, Content-Driven Messages is the Key to Long-Term Success

This article was first published in IFA’s Marketing Toolkit in April 2017. For more recent IMN press releases and coverage, visit our Recent News page. As a franchisor, your key marketing goals are twofold: maintaining the consistency of your brand across your franchisees and retaining the loyalty of your customers. Multi-unit franchise organizations face unique challenges delivering a consistent message, identity, and set of offers through individual franchise locations. Finding that consistency can be especially tricky when considering franchisees’ understandable desire for at least a little individuality. After all, how can they credibly connect with their local communities and customer bases if they’re seen as just another faceless piece of a larger corporate entity, ultimately no different than any other franchise location? Delivering a Consistent Message One of the best solutions to this problem is the strategic use of branded email newsletters, a marketing solution offered by IMN (iMakeNews, Inc.). Branded email newsletters are designed to help multi-unit franchise brands acquire, retain, and engage customers. Branded email newsletters work as a solution at both the corporate and local levels, solving problems for […]

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Measured Results: The Analytics Behind Email Newsletter Success

As a franchisor, maintaining the consistency of your brand and the loyalty of your customers is at the top of your list of priorities. Email newsletters have proven to be an effective vehicle for delivering targeted, dynamic content, but there is an important technological component to understanding that effectiveness: measured results through tracking and analytics. Any email newsletter solution you may be considering, or have already implemented, should be backed by a full suite of tracking and analytics. The reason? This component gives you complete insight into which email newsletter articles, promotions, and products are most popular and impactful with your audience. How do you know if the email newsletter solution you’re looking at is up to the task? Check for these characteristics: Analytics should be easy to read and understand, and should highlight those customers who responded to articles and promotions, making it fast and easy to identify hot leads and the most interested prospects. When engaged consumers signal they are in-market for your products and services, your franchisees should be alerted through an automatically generated report. Each report […]

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Meeting the Shared Goal of Franchisors and Franchisees

As a franchisor, you aim to maintain a certain consistency of brand image and messaging across your franchisees. At the same time, you know your franchisees face unique challenges in their marketing strategy. They demand some measure of autonomy in their efforts, to be sure: they know best what local customer wants and needs are. These two goals seem to be almost at odds with one another, but they share a core common interest: retaining customer loyalty. So, how can a multi-unit franchise acquire, retain, and engage customers, while maintaining both a broad consistency of message and localized appeal? Here at IMN, we have the answer to this marketing dilemma: Loyalty Driver® for Franchise. Solving Problems at Both Levels We consider striking this marketing balance a specialty of ours, and we strike that balance with Loyalty Driver for Franchise: a branded email newsletter template that adheres to your corporate branding and messaging specifications, but is flexible so franchisees can add content, such as local promotions, hours, and even special events. Our email newsletter offers unique capabilities, ranging from customizable, content-driven […]

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Know Your Account Manager– Cait C.

We work hard to provide our clients with the best possible email newsletter product to keep their customers informed and engaged. No one works harder than our Account Services team members who work each day to provide unsurpassed customer service to their assigned accounts. Over the years we’ve heard glowing reviews of their hard work and dedication, and this blog series is helping us put an additional spotlight on our greatest asset. This week we highlight Cait C. who has been with IMN for 4 years. Cait has spent her career working in online technology and marketing after graduating from University of Vermont with a degree in English and Studio Art. When asked about her favorite part of her job, Cait replied she enjoyed the unpredictable aspects of her work. Coming in to work each morning not knowing exactly what her day will look like gives her a challenge and keeps her work exciting. Of IMN she says, “IMN was the foot in the door I was looking for. I like the culture and the ability to learn about the […]

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Word on the Street Part 3: Loyalty Driver® Driving Up ROI for Franchise Businesses

We take pride here at IMN in being a leader in content marketing for franchises. Whether it’s due to our expertise, full service, or cost-efficient model, we have a proven track record of lowering customer acquisition costs and helping franchise companies expand their prospects and customer outreach. “It’s a well-known industry fact that drawing new customers costs many times what it takes to keep existing customers,” said Rick Kerr, vice president and general manager of IMN, citing a collection of studies. “Email marketing continues to stand as the most effective channel for customer retention,” he added. While IMN e-newsletters are effective at improving customer retention, they also deliver a cost-efficient method of generating new sales. Franchisors can build relationships and increase sales productivity with the power of exclusive content, social networks, online access and control, and audio and video – capabilities not found in every e-newsletter service! Franchisees and customers can share e-newsletter content to Facebook, Twitter, and LinkedIn, driving the viral spread of articles and promotions with the click of a button. “A consistent brand image is critical for franchisors, but […]

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