Marketing That Franchisees Will Actually Use:
How Neighborhood Direct Mail™ (NDM) Increased Website Traffic by 170% with 70% Franchisee Retention.
Marketing is hardly one-size-fits-all, especially for a widespread home services brand with multiple locations across several regions.
Maintaining participation in customized campaigns requires many moving parts. A flooring company found consistent branding and essential tools with Xpressdocs, and a campaign strategy beneficial enough to be adopted by its franchisees.
Client
A flooring company with franchise locations nationwide needed a direct mail marketing program so effective that the franchisees would see its value and continue after the initial trial period.
Create an effective marketing program that franchisees would employ regularly with in-depth insights.
Implement XD’s themed and seasonal marketing campaigns from corporate with Neighborhood Direct Mail™ address lists.
70% of franchisees continued with the NDM program, with a 170% increase in website traffic from the campaigns.
5-Part Strategy
Trial period – Corporate supplied the preliminary 90 days of marketing for franchisees.
Onboard training – Corporate trained franchises about Xpressdocs’ marketing channel benefits and followed up with field teams.
Creative assets – Xpressdocs hosted artwork and messaging to keep branding consistent for all franchise locations.
Storefront – Franchisees could easily place their orders with their XD storefront.
Address lists – Neighborhood Direct Mail gave franchisees the mailing route insights they needed to send marketing to prospective customers.
Assets
Xpressdocs hosted artwork and messaging supplied by the flooring company so franchisees would have easy access to quality, consistent marketing from their XD storefront. These assets included QR codes to the client’s website and special offers for a multi-channel approach.
Tools
Utilizing Neighborhood Direct Mail™, a product of Xpressdocs, enabled the client to run an effective marketing campaign across its locations, achieving a high lead conversion rate.
The insights offered by NDM offered the client further advantages over traditional saturation mail methods. The Xpressdocs storefront allowed franchisees to easily access the company-designed, brand-approved marketing materials for their campaigns.
With the addition of complimentary Informed Delivery™, the client’s franchisees gained additional customer insights and campaign metrics from the added digital touchpoint enjoyed by marketing material recipients.
Results
After an initial corporate sponsorship, 70% of the flooring company franchisees saw the value in direct mail powered by NDM and continued the program, even though it was now up to the franchisees to pay for it.
The 170% SEM lead increase from the direct mail campaign demonstrated the value of the marketing offered by Xpressdocs, giving the franchises the exposure they needed and enabling the company to provide localized campaigns across its widespread locations.
Franchisee Retention
Increase in Web Traffic