We Know All Franchisees Are Different
I’ve been a Senior Care franchisee for 7 years now and realized from day one that I needed a marketing system that would give me reach, frequency and consistency. My experience leading sales and marketing teams in the pharmaceutical industry gave me the framework for developing the 52 Weeks Marketing System. Using the system has turned our business into one of the most successful Home Care businesses in the world.
Running a Home Care business is not easy! As a franchise owner, our day is often spent putting out fires and dealing with other operational matters. As a result, marketing our business gets pushed to the back burner. Even when we have a dedicated marketer, we don’t have the time to direct their efforts, measure their effectiveness and support them with collateral materials. With the number of competitors entering the Home Care industry every day, we can’t afford to take our eyes off the ball!
We’ve been working in the Home Care industry for 7 years and realized from Day 1 that if we wanted to build our business we needed to make sure that we had referral sources totally engaged, and calling us as their first choice or port of call.
We looked at our master system (which was as good if not better than others for marketing), and noticed that there was not a lot around how to effectively generate referrals at a local level.
Being from the pharmaceutical industry where business is almost totally focused on sales and marketing and running big sales teams, I developed a system that could work just as well for Home Care.
We built a $9m business organically in just 7 years, and I can say that without 52 Weeks Marketing system we’d still be running with the rest of the pack.
Most franchise systems do a great job with corporate marketing but fail to provide the tools needed for a franchisee to drive marketing at a local level.
We’ve developed the 52 Weeks Marketing system to the point where new marketers without previous experience can generate business from day one.
We have commercialized the very program that we use, to make it accessible to franchisees for franchisees to simply `bolt-on’ to their current operation.
It’s so easy to use and generates results almost straight away. The marketers get their tool box every month and we plan out the strategic approach targeting the key referrers already in their database.
As a franchisee, I’ve run up to 5 marketers at a time and maintained their performance at a top level. We have our meeting communicating the key strategies for the month, and in between track their performance on a weekly basis.
Whether you are a new, growing or top performing franchisee the discipline of setting up and running a Local Area Marketing program requires an organized approach. It might be as simple as how to build a database, recruiting a top performing marketer or setting key performance indicators. Templates are available for all these key processes.