franchise marketing

The Do’s and Don’ts of Email Marketing

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Email marketing can be tricky. The last thing you want to do is send something that is meant to promote your services and convey your expertise, but instead seems like spam or just another straight-to-delete junk email. Marketing your business through email blasts to potential clients is a very valuable tool, but you have to go into it with a strategy.
Make a schedule and cohesive theme you stick to.
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How often do you want to be reaching out? You may decide to send an email once or twice a month to the same group of people, or break down a big list into once a week emails and then a follow-up phone call and mailing, making the email just one step in a larger marketing strategy. However you decide to schedule it, stick to it. Don’t bombard people’s inboxes – think about how often you have pertinent information to give out, and what makes sense for your target market.

A cohesive theme to your emails is important. Maybe you are establishing yourself as an expert in your industry, and will present a short informative opinion piece each month. Maybe you’ll present “Top Tens” each week, or you’ll let people know about upcoming events in your industry, making you a go-to for this type of information. Just promoting your services isn’t enough – the emails should have a what’s-in-it-for-me aspect for the recipient. Even if they don’t sign on for your services or buy your product right away, if the content has some value for them, they’re likely to open more emails in the future and begin to think of your brand name, or you individually, as a solid knowledge source.

 

Create emails that are eye-catching.

While solid content is vastly important, so is the look of the email. Too many images can seem overwhelming, while none may seem empty or boring. Think about who your audience is, and don’t be afraid to sound personal while still being clear and straightforward with what you’re conveying.

Don’t underestimate the power of the subject line – it has the capacity to determine whether the email will get opened or moved directly to the trash. It needs to be interesting, but not promise something outlandish that you can’t follow through on. I’ve found a great way to do this is to ask a question that presents a need. If that need is something the recipient feels, they are likely to open.

Track Open Rates and Test what is Working
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Using an email system that tracks open rates and statistics by send is invaluable. Try testing out different subject lines and writing styles on different prospect groupings if you have a big list to work off of. Then, simply see which styles or subject lines get the best open rates. Once you know your open rates, identify how to make them even better. One way is to avoid using spam words, because spam filters are getting more and more sensitive. Avoid using words like “free,” “cheap,” “click here,” and “discount,” as they are spam red flags.

Use links and even video

Multimedia is a great way to add an element of entertainment to your email. If you have a quick, pertinent video, embedding it into your email is a great idea. It can make you as a brand seem more personable. You can also provide useful, interesting links to whatever you’d like – blog posts, press releases, industry event pages, and valuable articles will help solidify you as a knowledgeable industry source.

Follow up

It usually takes a few attempts at communication with a prospect before anything really comes of your efforts. Be patient and be consistent, working to build a trust along the way by providing useful information and not being pushy.

Cross-Promote Social Media

With social media becoming more and more prominent in many communication forms, it’s important to provide links to your business or franchise social media pages.

Email Marketing, when done strategically and cohesively, really can work well for franchise promotion. And at Stark Logic, we love talking marketing of any kind. Questions? Comments? Give us a call at 888.915.6442.


M-Commerce: The New Mobile Shopping Trend and What it Means for You

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While the E-Commerce trend has continued to flourish, it’s brought about the sub trend dubbed by some as “M-Commerce,” aka, mobile shopping.

Web-capable mobile devices are everywhere, and people are using their smart phones and tablets more and more commonly to shop for anything and everything.  Further, many cell phone and tablet users research products and prices from their device.  I recently posted about the “SoLoMo Revolution” – Social, Local, Mobile search trends and how mobile devices are changing things.  According to a recent report from Experian Simmons, at least 41 million Americans now report using their cell phones for shopping related activities. Read more


Local Searches and the SoLoMo Revolution

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Localeze and 15 Miles, digital marketing research experts, recently released their 5th annual comScore Local Search Usage Study, surveying over 4,000 U.S. adults to document how consumers search for and find local business information digitally.

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Principles for Franchise Marketing at a Local Level

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As discussed in this article from the New York Times Small Business page, being part of a franchise system doesn’t mean you don’t have to take your franchise marketing into your own hands at an individual level for your business. While the franchise system definitely has its huge advantages, namely instant brand recognition, there are also constraints put on you as a franchisee, because your promo and marketing activity has to be approved in most cases by the franchisor. That being said, there are plenty of ways you can drive business to your individual location – you just have to be strategic. Some ideas:

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Internet Marketing Series #5: Franchise Internet Marketing through Email

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We all know the beauty of email at this point. It’s free, it’s fast, and it’s easy. We’ve discussed the importance of List Building and Content Management for franchise leads in the past weeks. Now it’s time to reach discuss how to reach those leads in the most effective way possible: enter email marketing!

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Article Marketing for Franchise Web Sites

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Article marketing can be a great way to drive traffic to your website when done correctly. But how, you may ask, is that really done when applied to franchise marketing? Read more

STARK LOGIC SIGNS UP THREE ACTIVE FOR MARKETING SERVICES

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January 25, 2012
 
Oceanside, California– Stark Logic, a franchise marketing agency, has signed on with a new client, Three Active. Three active is an e-commerce web site based in Minneapolis, Minnesota that specializes in athletic and active lifestyle clothing. Stark Logic will perform Search Engine Optimization and marketing services, including advanced analytic integration and strategy.
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5 Reasons for Franchise Growth in 2012

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It looks like 2012 will be a great time for franchise growth opportunities, according to Joe Libava, a franchise-acquisition consultant and author of Become a Franchise Owner!

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Libava has come up with 5 reasons this year may be the right time to purchase a franchise. Read more