Archive for the ‘Franchise’ Category

Event Update : Fall 2016

Summer is winding down but our conference season shows no signs of stopping. this fall, our teams are hitting the road to attend shows across the country to share the importance of great content. Here are the shows we will be attending in the next few months: East Coast Marketing and Business Development Conference September 22-23, 2016 in Virginia Beach, VA ABA Marketing and Retail Conference– Booth #200 September 25-27, 2016 in Nashville, TN NEFMA Fall Conference October 14-15, 2016 in Hartford CT Valvoline Instant Oil Change Franchise Workshop November 4, 2016 in Miami Beach, FL Cornerstone Marketing and Business Development Conference November 15-17, 2016 in Ft. Worth, TX Want to stay up to date on where we’ll be next? Check our events page. We hope to see you soon!

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5 Tactics for Better Holiday Campaigns

Do you start your Christmas shopping in July? If you’re anything like the average shopper, you are at least making lists and browsing, even if you’re not quite ready to buy. As reported by Ad Week, a Facebook IQ study from August 2015 noted that about half of respondents would shop in December. But, 49 percent said they planned to do most of their shopping before Black Friday, and 12 percent planned to be done before October. That means, when holiday sales can often make or break a retailer’s year, it’s never too early to shore up your current marketing campaigns and begin planning your holiday messages. Here are 5 tactics for better marketing campaigns: Know what’s hot – and align with it. You may not have the hottest new product for the season, but you might have something that relates to it. This tactic works no matter what time of year. Build your campaign around that related item to help attract customers to your products. Use contests to inspire action. Social media promotions, paid ads, and website banners can […]

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Get Better Franchise Marketing with Channel-Specific Strategies

Automotive marketers have one more “lesson from the car lot” for franchise marketers. This time, it’s all about content – and how marketers can share that content better. (Missed the last two posts? Check out these lessons on data-driven marketing and branding strategy.) Automotive marketers tailor content to each channel they own. In fact, 100 percent of them said so in IMN’s 2014 Content Marketing Survey. They have a strategic approach to using content. That approach contrasts how most other industry marketers adapt content. Less than 30 percent of non-automotive marketers use content strategies for specific channels. Franchise marketers, want to stand out from the digital crowd? Keep reading to learn why matching the right content to the right channel matters.   Types of content There are three basic types of content: long-form, short-form, and bite-sized. Long-form content, such as contributed articles, whitepapers, or eBooks, illustrates a problem. Then, the writer highlights possible solutions to that problem and things to consider. Writers of long-form content speak from a place of authority. They apply their brand’s insights to the information shared […]

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Get Better Franchise Marketing Through Customized Branding

It’s time for another lesson from the car lot. This lesson is dedicated to our franchisee audience. (If you’re a franchisor, check out our previous post on better franchise marketing.) According to Local Vox, 64 percent of franchisees feel disappointed by the quality of marketing support they receive from their franchisors. It’s not that franchisees think they don’t get any support; however, they feel their franchisors don’t support their individual franchise location. In the automotive world, OEMs provide marketing support to dealerships. However, many of the OEM’s messages market the OEM and its benefits – not a specific dealership and its unique qualities. It seems that franchisees of all types face a similar problem: How can they market their individual location while also taking advantage of and complying with their franchisor’s brand marketing program? Brand compliance matters In the eyes of consumers, franchisees are part of their franchisor’s corporate brand. The actions taken by the corporate franchise brand – and the messages it sends – reflects on the franchisees. The reverse is also true. When franchisees send a message, their […]

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Get Better Franchise Marketing Through Data

Automotive marketers today are mastering their digital marketing efforts and coordinating efforts across a specialized franchisor-franchisee relationship. The franchisor (OEM) and the franchisee (dealer) send brand messages that harness the power of data to reach the right audience on the right channel with the right message at the right time. But it wasn’t always that way. In the heyday of traditional media, most marketers relied heavily on the “spray and pray” marketing method to get one message seen by as many prospective customers as possible. Back then, it worked, especially for automotive marketers. A limited number of channels existed, so OEM and dealership marketers could reasonably assume one message on a specific channel—such as print, radio, or TV—would create profitable impressions on a well-defined audience. Two things happened in the 2000s that would forever change the face of automotive marketing. First, internet use and access for consumers exploded. Second, the Great Recession knocked down car sales—and knocked out some 4,000 dealerships. The dealers who survived the recession also learned to adapt their marketing so they can thrive in the digital […]

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