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Aligning our Networks About Me Responsible for marketing all of - - PowerPoint PPT Presentation
Aligning our Networks About Me Responsible for marketing all of - - PowerPoint PPT Presentation
Aligning our Networks About Me Responsible for marketing all of The Dwyer Group brands Previous marketing and advertising roles with several national brands Martin Franchises, Inc. Service Experts ARS/Rescue Scooter Pam
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About Me
- Responsible for marketing all of
The Dwyer Group brands
- Previous marketing and
advertising roles with several national brands
- Martin Franchises, Inc.
- Service Experts
- ARS/Rescue Scooter
Pam Harper Vice President of Marketing The Dwyer Group
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About The Dwyer Group
- 8 Brands (including newly acquired Five Star Painting)
- 1,600+ North American Franchisees
- Recently re-acquired by private equity firm Riverside Capital
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About The Dwyer Group
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The Yodle/Dwyer Story
Centermark launched for both Mr. Rooter and Aire-Serv
- Mr. Rooter and Aire-Serv both roll out Centermark Foundations &
Reviews for all Franchise locations (400+) Yodle presents Centermark to Dwyer Executive Team Invited to attend DMS. Saw Centermark for the first time. Had opportunity to meet Ari/Corey at GIFA Yodle initiated contact with Dwyer HQ March 2014 May 2014 June 2014 Late June 2014 July 2014 October 2014
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Our Goals
- Field Operations support team confusion over digital
marketing and how to direct franchisees
- Little visibility into local marketing spend
- Little visibility into performance of local spend
- Hours of consultation time with franchisees—particularly on
digital marketing
- Franchisees ‘begging’ us to do the local digital marketing
for them Before seeking a partner, we were struggling with…
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Choosing Centermark
We needed:
- Marketing Automation Solution for multiple large franchise systems
- Network Adoption Partner to help encourage franchisee participation
- Business Insight to help manage and refine the program
- A one-stop Digital partner to support all franchise marketing efforts
Insight Applications Adoption RIGHT THINGS EVERYWHERE
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Centermark Experience
To date…
- Both MRR and ASV launched Centermark Foundations and Reviews
in September/October of 2014
- 43 Mr. Rooter’s adopted PPC with YBN in first 60 days
§ Approximate monthly spend: $50K ($600K annual)
- 60 Aire Serv’s adopted PPC with YBN in first 60 days
§ Approximate monthly spend: $30K ($360K annual)
- YBN has generated 100+ online reviews for Dwyer brands
- All other brands scheduled to launch Centermark Foundations +
Reviews in first half of 2015
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Network Adoption is Key
Getting locations to invest is essential to our program:
- Greatest growth opportunity for our brands is getting our franchisees
to spend marketing dollars locally.
- Same vendor partner = deeper level of transparency and
- accountability. Learning’s from shared data allows for further
- ptimization of the overall strategy.
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Stepping In
- It is critical to the growth and protection of The Dwyer Group brands to
create alignment both in operations and in marketing throughout the enterprise and all 8 brands.
- It’s not just Centermark, it requires investment from our team.
- I seek opportunities to collaborate with franchisees.
- Gain feedback on programs/partners before implementation
- Work with the Ad Council to understand the goals and perceived areas of
- pportunity within the network
- Share success stories and the facts even when things don’t go as planned.
- TRUST
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Take-Aways
Advice to fellow franchise marketing leaders:
- Collaborate on everything! With internal stakeholders as well as
franchisees.
- Take digital marketing out of the hands of franchisees—
- They don’t understand it!
- They don’t know how to hold vendors accountable.
- They have to run their businesses by focusing most on the delivery of their
- service. In a franchise system, they do not need to be digital marketing
experts.
- Overshare results in a ‘push’ rather than ‘pull’ format.
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