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Archive for the ‘Marketing’ Category
Friday, January 28th, 2011
It can’t be ignored any longer: social media has become a part of daily life amongst Internet users. More and more people have their own Facebook or MySpace profiles and use them to stay in touch with friends. According to Facebook’s statics, “people spend over 700 billion minutes per month on Facebook”.
But how can small business owners use social media to establish themselves on the Internet?
Facebook is, by far, the most popular form of social media on the web. Millions of people around the globe have a Facebook profile and are checking it constantly.
Facebook allows business owners to create a profile specifically for their business, and every person who likes the business, or wants to know more about it, can become a “fan” of it. After becoming a fan of the business, they will now be notified every time the business posts something on Facebook.
Although it is relatively new compared to Facebook, Twitter has become a force to be reckoned with on the web. Twitter bases its communication not on writing on peoples walls, but solely on updates posted by users.
Twitter is similar to Facebook in the same way that it uses status updates to communicate with consumers. People “follow” your business on Twitter, and whenever you post something, they are able to view it on their news feed. In the past, this would have been comparable to posting an ad in the newspaper or a billboard on the side of the road.
Why is this significant? Instead of having just a handful of random people see an advertisement, hundreds of already interested consumers will now see every promotion or announcement your company makes.
Both Facebook and Twitter are very easy to use, and are quickly becoming essential tools for business owners. If you haven’t already done so, make a Facebook profile and a Twitter account for your business. They are both great ways to advertise for free and a great recourse to communicate with consumers.
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Tuesday, December 28th, 2010
How many of you say (or hear your grandparents/parents say) “You’ll attract more flies with honey than vinegar!”? I am in NO way comparing our valued customers to bothersome insects, but I am trying to make a point.
Are you utilizing your methods of social media correctly? Are you employing social media in a way to keep and attract customers’ attention and interest, or have you become the page that people click “Ignore” or (Gasp!) “UNLIKE”?
Below, I hope you all will find valuable ways to keep the customer first and foremost in the mind. A business is NOTHING without customers, and building your customer following can start, or continue, with online social media.
That golden, goopy, sweet and delicious honey:
 Cover up that vinegar with some honey! Dear Abby [Insert franchise name here]! A primary reason customers look to connect with companies via social media or by Google is because they need you to fix something. If you provide it, they will come. Have the easy-peesy answers to simple questions available at their convenience, but also invite them to ask you directly via an @name tweet or message on Facebook. A great way to boost your following is to simply provide a fun tip each day.
A GREAT example is @MrAppliance. They search for comments on Twitter with “broken” or an appliance name, and respond directly to those users with, “No need to make food in the microwave. Look up the nearest Mr. Appliance and give them a call. We can fix it!” You have to give people a reason for sticking around and remaining a fan of your page or Twitter account.
Good PR is a two-way street! How to improve a service if there is no feedback? People REALLY like to feel like their opinions matter (AND THEY DO!) When you invite them to comment on service, it makes them feel more valued and not just your average, run-of-the-mill customer. If you invest more interest in their opinion, you have a friend/customer for life. Not to mention those wonderful “how are we doing?” posts you can put on Facebook and Twitter, fearlessly inviting the world to see how your customers view you. Those companies with guts are able to handle anything, even a bad review. Ask how you can improve it!
SALE ON AISLE 8! Let’s face it, people LOVE bargains, coupons, ANYTHING to save them money. The primary reason customers connect with brands is to take advantage of promotions or coupons, so bring it to them in the simplest of ways, a click away!
Customers are willing to “like” a page with the hopes that the brand will “thank them” by giving them a discount or special offer. When you’re creating these offers, aim higher than the mundane and average, “10% off…” Make sure it’s something unique and is an offer people will want to cash in.
Guarantee a coupon for following on both Twitter AND Facebook. Host contests on Twitter with trivia related to your concept and award the first 10 people who respond with the answer and your @direct name! Make sure you are reaching out to people in the way they WANT to be reached out to; the new-age of social media is upon us, people!
Make ‘em laugh, make ‘em laugh, make ‘em laugh! Okay, no one likes a sourpuss with absolutely NO sense of humor…But a class clown isn’t exactly what we are shooting for. You want to show the world your personable side, without losing their confidence in your brand.
There is no harm in posting a link to something funny (within good taste/reason), to a recipe or to something you support (like The Ronald McDonald Charity House, Relay for Life, etc.). Don’t bombard them with opinion, stay out of politics, but make them realize you aren’t an automaton that posts blogs, never reads comments, doesn’t care what people are thinking, etc. Have a blog that details what you did with your family, post pictures of the grandkids; essentially help them to get to know you.
But here comes the vinegar…
R.E.S.P.E.C.T. I was always taught, religion and politics are NOT dinner conversations. Don’t make following you on Twitter or Facebook an awkward or embarrassing fact. I know I have deleted a cousin or two who spouted off religion-related rants or politic-fueled fodder just because I didn’t want others to see it!
Be Switzerland. Make sure you allow your followers their rants about your service (or praises!). If you invite it, it will be given. Treat each and every comment as if it will help your image, (and you would be surprised, bad comments help too!)
Don’t start pointing your finger or criticizing the customer, because who knows, maybe they will remain loyal to you! Instead of censoring their messages because it’s not nice, have a public discussion with that customer on how to improve!
I. Am. A. Robot. Another reason people’s fingers hover over that “Unfollow” or “Unlike” button is because they can’t get around your updates and Tweets to see others! Don’t flood the screen with information.
A Tweet or three a day will suffice. A question or blog update twice or thrice a week will do. Don’t change directions so many times that you lose their interest. You can even have a theme per week, if it floats your boat! You know your audience best, so go from there!
Tumbleweed Tweeter. You know those old Westerns where, to emphasize nothingness, a big tumbleweed floats across the screen? Do NOT be that tumbleweed! You are emphasizing to your customers that you CARE, therefore you need to actually be there… I know, it’s a shocker.
You want your image to be between a season veteran grandpa of five and a helicopter parent. Show you care enough to let them comment freely on your brand, while also emphasizing that you are there to help with absolutely anything they need. (Pretty spot on, don’t you think?)
If you start something, like a blog, Twitter account, Facebook or something else, maintain it! Nothing annoys people more when they go to the trouble to find you online, only to have you disappear on them. What was the point?
Tags: franchisee, Marketing, new franchise owners, PR, public relations
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Thursday, December 9th, 2010
For all of you current franchisees, take this lesson to heart! These social media tutorials are for you! We want to help you all step up with the times in social media and see its benefits reflected in your customers’ happiness and satisfaction. So, without further ado, here is another tutorial on how to fancy up your Facebook!
 How can you put this social media tool to use? By Mari Smith
If you build a Facebook Page, will fans come? This is the great hope for many businesses. However, fans do not magically appear from the Facebook mist.
The Big Myth
There’s a great myth that once you create a Facebook fan page for your business, the first thing you should do to get fans is invite ALL your friends from your personal profile using the “Suggest to Friends” feature.
Unfortunately, this strategy may not be that effective and can, in fact, often backfire. I have seen many industry gurus complain that when they decline a fan page request; it’s frustrating to continue to be asked again and again.
There are several reasons not to use the “Suggest to Friends” feature:
- Facebook users can only like up to 500 pages and may wish to be selective. (Though I have seen it’s possible to go over this limit).
- Fan page suggestions may often build up, unnoticed. (At last count, I have 593 overlooked fan page suggestions and am already a fan of 500!)
- To aggressively pursue all your friends to join your fan page – for no apparent incentive – is counterintuitive to the nature of social media.
So, the good news is there are many ways to promote your fan page and proactively increase your fan base without bugging all your current Facebook friends, and also by thinking wider than just Facebook.
Here are 21 ways to get more fans for your Facebook fan page:
#1: Embed Widgets on Your Website
Select from a number of the new Facebook Social Plugins and place them on your website and blog. The Fan Box widget is now the Like Box and it works well to display your current fan page stream and a selection of fans - see screenshot below with Whole Foods Market Facebook Like Box. I would recommend adding a title above the box encouraging visitors to your site/blog to click the “Like” button (which makes them a Facebook fan).
You might also consider the Live Stream widget for more advanced uses, particularly on an FBML custom tab of your fan page itself. The Live Stream widget allows Facebook users to add their comments to a live event, for example, and that activity pushes out into their stream.
#2: Invite Your E-mail and E-zine Subscribers
Assuming you have an opt-in e-mail list, definitely send out an invitation to your subscribers via e-mail (several times, over time) letting them know about your fan page and encouraging them to join. Ideally, provide them with a description of the page and an incentive to join.
Be sure to have the Facebook logo/badge appear in your HTML newsletters. Instead of the usual “Join our Fan Page,” say something creative like “Write on our Facebook wall,” or “Join our Facebook community,” or “Come add your photo to our Facebook group” (where “group” is actually your fan page). Users have to be a fan in order to interact with your fan page in this way.
#3: Add to Your Email Signature Block
Instead of promoting your Facebook personal profile (if you do), include a link to your fan page in every email you send out. If you use web-based email, check out the Wisestamp signature addon.
#4: Make a Compelling Welcome Video
Create an attractive landing tab (canvas page) with a video that explains exactly a) what your fan page is about, b) who it’s for and c) why they should become members. The result: you’ll increase your conversion rate from visitors to fans. One ofmy favorite fan page welcome videos is by Steve Spangler, the Science Guy! After watching his video, you can’t help but want to join!
(By the way, with the new Facebook changes, if your custom welcome tab and video talk about clicking the “Become A Fan” button, you may want to change the wording to “click the Like button” now).
#5: Use Facebook Apps
I recently tested a new live video-streaming app called Vpype. The app adds a tab to your fan page called “Shows” and when you broadcast as your fan page, everyone can view by default. (You can also broadcast as your personal profile and selectively invite friends/friend lists). I wrote up a review of this app here. By announcing via Twitter, your personal Facebook profile, your blog and your email list,you can broadcast regular live Internet TV shows from your fan page and create much buzz.
Another example of app integration is Target’s “Bullseye Gives” campaign. Target had their fans vote on which of ten charities they most wanted to see the company donate to. By voting, a post goes out onto your Facebook wall and into the News Feeds of all your friends, thus providing Target with valuable exposure. (For custom apps, see companies like Buddy Media, FanAppz, Wildfire Apps, Involver,Virtue, Context Optional.) [UPDATE: Thank you to Context Optional, the creators ofTarget’s “Bullseye Gives” campaign!]
#6: Integrate the Facebook Comment Feature
My favorite example of this is the t-shirt company Threadless. On their landing tab (canvas page), you can view and purchase t-shirts as well as Like and comment on any item and choose to have that comment posted to your Facebook profile, as shown in this screenshot:
Threadless actually has their landing tab set up so visitors don’t have to become a fan to purchase/comment/interact. Yet they have organically built well over 100,000 fans.
As users comment on items, that activity is pushed out into their stream (profile wall and their friends’ News Feeds), which creates valuable viral visibility for your fan page.
For further information on adding the comment box to your FBML page/app, see thesepages.
#7: Get Fans to Tag Photos
If you host live events, be sure to take plenty of photos (or even hire a professional photographer), load the photos to your fan page and encourage fans to tag themselves. This, again, pushes out into their wall and friends’ News Feeds, providing valuable (free!) exposure. And, a picture says a thousand words – we notice the thumbnails in our feed more than text. (Props to Nick O’Neil for this tip.)
#8: Load Videos and Embed on Your Site
Facebook’s Video feature is extremely powerful. You can load video content to your Facebook fan page, then take the source code and embed on your blog/website. There is a “Become a Fan” button right in the video itself. For an excellent tutorial, see Nick O’Neil’s post: How To Get Thousands of Facebook Fans With a Single Video.
[UPDATE: Since Facebook changed the Become a Fan button to the Like button,embedded Facebook videos now display a white watermark hotlink of the Facebook name in the upper left corner of the video player - see first screenshot below. This is a clickable link that goes to the original video page on your fan page. If the visitor to your site clicks through to Facebook from your video, and they are logged into Facebook at the time, they will see a Like button at the top left corner of the video player - see second screenshot below.]
#9: Place Facebook Ads
Even with a nominal weekly/monthly budget, you should be able to boost your fan count using Facebook’s own social ad feature. It’s the most targeted traffic your money can buy. To buy an ad, scroll to the foot of any page inside Facebook and click the link at the very bottom that says “Advertising.” From there, you can walk through the wizard and get an excellent sense of how many Facebook users are in your exacttarget market.
Then, when you advertise your fan page, Facebook users can become a fan (click the Like button) right from the ad as shown in the screenshot below. Additionally, Facebook displays several of your friends who have already liked you, thus creating social proof.
My book with Chris Treadaway, Facebook Marketing: An Hour a Day (Sybex) contains comprehensive instructions on maximizing your marketing through Facebook social ads.
#10: Run a Contest
This is somewhat of a gray area because Facebook changed theirPromotional Guidelines last year. Essentially, you need prior written permission from Facebook and need to be spending a significant amount on ads per month. However, you CAN require Facebook users to become a fan of your fan page in order to enter a contest, sweepstakes, drawing or competition. See these two postsfor further explanation. PLUS, good news: you CAN run contests and sweepstakes with the use of the apps created by Wildfire App.
#11: Link to Twitter
Link your Twitter account to your Facebook fan page and automatically post your Facebook content to Twitter. You can edit what gets posted, choosing from Status Updates, Photos, Links, Notes and Events.
You have 420 characters on the Facebook publisher and 140 on Twitter. In the tweet that goes out, Facebook truncates your post past a certain character count and inserts a bit.ly link back to your fan page. To track click-through stats on that link, just paste the bit.ly link that Facebook created for you in your browser’s address bar and add a “+” sign to the end. This works for any bit.ly link!
I also recommend you promote your Facebook fan page on your Twitter background and possibly in your Twitter bio/URL field too.
#12: Get Fans to Join Via SMS
Your fans can join your fan page via text message! You’ll need to get your first 25 fans and secure your username. Then, to join your fan page, Facebook users just send a text message to 32665 (FBOOK) with the words “fan yourusername” OR “like yourusername” (without the quotes).
This feature is ideal when you’re addressing a live audience, say. Have everyone pull out their mobile phones and join your fan page on the spot! This would also work well for radio or TV. (Note that this only works for Facebook users with a verified mobile device in his or her account.)
#13: Use Print Media
Look at every piece of print media you use in your business. Your Facebook fan page (as well as Twitter and any other social sites you’re active on), should be clearly displayed. Put your Facebook fan page link (and the logo) on your business cards, letterhead, brochure, print newsletter, magazine ads, products, etc.
#14: Display at Your Store/Business
If your business is run from physical premises, put a placard on the front deskletting your customers know you’re on Facebook. Ideally, you have a simple, memorable username. Incentivize customers to join right away via their mobile device and show you/your staff the confirmation for some kind of instant reward!
You might give out physical coupons promoting your fan page. For restaurants, put the Facebook logo, your username and a call to action on your menus.
I was at a hotel in San Francisco last fall and they had a placard in the elevators promoting their presence on Facebook and Twitter. The sign was very noticeable because of those ubiquitous Facebook and Twitter logos/colors!
#15. Add a Link on Your Personal Profile
If you’d like to promote your fan page to your Facebook friends, just under your photo on your personal profile there is a section to write something about yourself. I call this the “mini bio” field and strongly suggest adding a link to your fan page like so:
Be sure to format the URL with http:// otherwise it will not be clickable with just the www’s. You have a limited amount of characters, so keep it succinct and leave out the www’s. You can put in hard line breaks though to make the content easier to read.
#16: Add a Badge/Button to Your Profile
Using an app like Profile HTML or Extended Info, you can create your own custom HTML, including a Facebook badge and/or graphic embedded, as shown in the screenshot below:
#17: Use the Share Button
The Share button is all over Facebook and is a very handy feature. It only works for sharing on your personal profile. So periodically go to your fan page, scroll toward the bottom left column and click the “Share+” button. Add a compelling comment along the lines of exciting news, recent changes, special incentives, etc., happening on your fan page and invite your friends to join if they haven’t already. I find the Share button far more effective than the Suggest to Friends approach. (And, if you’d like to Share content from the web on to your fan page vs. profile, I highly recommend using theHootlet bookmarklet tool at HootSuite.com).
#18: Use the @ Tag
As long as you’re a fan of your own fan page, you can “@ tag” it on your own personal profile wall. From time to time, you can let your friends know about something happening on your fan page by writing a personal status update that includes tagging your fan page with an @ tag. Simply start typing the “@” symbol and the first few letters of your fan page name (this works whether you have your username registered or not), and it will appear from a drop-down menu to select. This then makes it a nice, subtle hyperlink that your friends can choose to click on.
#19: Autograph Posts on Other Walls
A subtle way to gain more visibility for your fan page is to add an @ tag for your fan page when writing on your friends’ walls as a way to sign off.
I would use this one sparingly and, again, monitor the response from your friends. I have never been a fan of adding a signature block on Facebook wall posts because our name and profile picture thumbnail are always hyperlinked right back to our profile anyway. But the simple @ tag could be effective.
#20: Autograph Other Fan Pages
As with adding your fan page @ tag to posts you make on your friends’ walls, you could equally use the same technique when posting on other fan pages. Thisneeds to be used with discretion and I would advise against doing this on any potentially competing fan page!
#21: Maybe Use “Suggest To Friends”
I won’t rule this one out completely as it does depend on how many friends you have, your relationship with your friends, how often you suggest fan pages/friends to your friends, etc (see ‘The Big Myth’ above). But I do recommend monitoring the response to this technique – perhaps simply by asking for feedback in your status update.
Tags: franchise, franchisee, Marketing, PR, public relations
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Friday, October 29th, 2010
 I know this may come as a shock, but marketing doesn’t come naturally. Rest assured, it can be learned, especially with so many resources made available to franchisees. These resources are essential in establishing a business, but why?
They can seriously help franchisees, novices or experts, gain skills in building a solid customer base and thus growing their business. It’s on you to make it happen, and here’s how you do it:
- Pre-opening – You’re the new guy in town – so get the word out!
- Signs should be in the window and calls need to be made to the local media.
- Walk around the neighborhood to meet owners of other businesses in your area.
- Advertise opening-day giveaways, coupons, etc. Use social media (Twitter, Facebook) to spread the word.
- One of the most effective advertising is the two-way Tweet. Make sure you get feedback from your customers! Advertise coupons, ask questions and put a survey out there if you want!
- Grand opening – Raise the roof in your new town!
- Announce the date well in advance, make it a festive occasion, and above all, provide material incentives:
- Giveaways to the first (insert a number here) people.
- Free samples, balloons, flyers, the whole nine yards.
- Discount coupons to bring customers back.
- An e-mail signup list to keep them informed of special offers.
- Promote LOUDLY that you can be followed on Facebook and Twitter!
- Ongoing support – Don’t be afraid to ask for help, advice during a new product/promotion.
- Be willing to share any problems or obstacles you’re facing in the area of marketing with your franchisors or even fellow franchisees. (Trust me; they’ve seen it all before.)
- More than likely, they’ll be able to provide you with solutions and suggestions, and the names of experienced franchisees in your area that you can contact – they might also serve as a coach or mentor.
- Make your franchisor your “go-to-guy” for anything marketing information, tactics, and materials. Although there is an official training period to go through, you can learn so much more when you begin your brand-investigation in your search for the perfect brand.
- National and regional advertising – If you’re part of a well-known national brand, use that to your advantage.
- Television, radio, and newspaper ads for the brand can only help. Your job is to connect the more generic brand ads to local marketing efforts.
- Marketing materials – Increasingly available on the company intranet, so you have no excuse for not using them!
- Marketing materials approved by the franchisor can be downloaded, customized for your location and market, and distributed through any local media you like, from print or radio to Twitter or your own website; and, of course, in your store windows and through in-store flyers and coupons.
Although some of this information may be common sense or standard procedure, remember this: even the most experienced pilots consult a checklist before taking off.
Tags: franchise, franchisee, Marketing, new franchise owners, PR, public relations
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Wednesday, October 13th, 2010
 Three things to know:
1) no one really understands this yet,
2) there are ways to make these channels work for you, and
3) you have to get involved. The idea is to add these channels to your other efforts and see how they work for you.
The level of your involvement should be based on the type of business you operate. Many brands have found great success using Twitter, Facebook, and YouTube to reach their target audiences (younger, more tech-savvy). Some brands have bundled promotions with music, movies, and sporting events, offering discounts to customers who provide ticket stubs from events or receipts from product purchases (video games, DVDs, etc.). The ticket stub idea is great for small communities, showing you support local sports while also generating interest in your business!
In these days, when your target customer is on the move, on the phone, and lives a good part of their life in the social media-sphere, you have to reach them where they are – and when they’re most likely to be making buying decisions. Set up text-message alerts, specials, or links to your Twitter account so they can see updates within your company!
Service brands offering discounts or savings for oil changes, early-bird tax filers, home cleaning, pet care, or after-school programs through emails, as well as through social and mobile media, have found these channels effective in bringing old customers back and in attracting new ones.
You also can set up a local website for your business where you offer specials. Check to see if your franchisor can provide a template for you to use or adapt. Be sure to check with your franchisor before you launch your own website; there could be legal restrictions in your franchise agreement about what you may or may not do or say.
These channels also provide a better way to track responses than using traditional media, so you can better see the results of your marketing efforts and adjust accordingly.
Brought to you in part by Eddy Goldberg
Tags: franchise, franchisee, Marketing, PR, public relations, The Dwyer Group
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Monday, October 11th, 2010
What is Community Involvement?
Basically, community involvement constitutes the goodwill generated by active participation in your neighborhood and community (aka your customers!). It goes a long way toward building your customer base and sales. It’s a way to do good, to make yourself and your business better known, and to attract more customers faster. Here are some areas to consider:
 Meet with other business owners on your block or in your neighborhood.- Join civic groups: the local Chamber of Commerce, Rotary, Scouts, town committees, school committees – even run for local office if that appeals to you.
- Sponsor sports or other teams. And if you operate a restaurant, bring them in after the event!
- Volunteer to speak at local schools or colleges about your business (or your life).
- Try public speaking. Toastmasters, for instance, is free, and many are organized by local business owners. You’ll learn to feel more comfortable in public situations, as well as meet some surprisingly great people.
- Sponsor a booth at local events (fairs, concerts, plays, sports) or other public occasions. Play up your company’s product or service, offer discount coupons to those who attend, bonuses for staff who spend time at your booth, and sign people up for your e-mail list.
- Flyers – Pay local kids to distribute them and generate new customers (their parents and friends) and goodwill.
- Use e-mail marketing to advertise specials.
- Stick with the usual: local, advertising, direct mail, bundled coupon mailers, etc.
- Public relations – Contact the local news outlets. Don’t be pushy. Do ask the reporters or editors what they think would be newsworthy about your business or about yourself. Are you a veteran? Did you switch careers? Follow a dream? It’s all human interest. Announce promotions, anniversaries and other milestones (1,000th customer), and let them know what you’re doing to help the local schools, charities, and other community organizations. Provide food or services to local soup kitchens, provide t-shirts to volunteers, use your staff for a local cleanup day; the possibilities are endless. Providing plenty of advance notice increases your chances of coverage.
- Use social media, (To be continued in the next blog of the series! Stay tuned!!!)
(These bullets/advice are brought to you in part by Eddy Goldberg at Franchising.com)
Tags: franchise, franchisee, Marketing, new franchise owners, The Dwyer Group
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Wednesday, October 6th, 2010
In your business, one of the most often overlooked areas that can make-or-break your new franchise is the importance of training front-line employees in customer service.
No matter how well your business is run, the customers deal with your front-line staff. If your service company employs those with little to no social skills, it’s up to you to train them to be on time, courteous AND to clean up after themselves.
Without customers, your business is history. Although you can’t control the market or what other businesses do, you can control your business. It’s time to practice some old-fashioned HR. The following bullets are tips from Eddy Goldberg at Franchising.com:
- Customer service – This can be your most powerful marketing tool. Volumes have been written on the “customer experience,” too numerous for this article.
- Show up – Not only for training employees and monitoring the business, but also because you’re the owner. Making direct contact with customers as an ambassador for your business goes a long way in creating connections and trust.
- Upselling – Good business owners look to serve the interests of their customers (and make money). If someone orders a $1 burger special, train your staff to ask if they’d like a better deal for $1 more. If someone wants an inexpensive kitchen floor replacement, ask them to consider the long-term value of investing in a higher-quality product. Open the door to possibility, but don’t push too hard.
- Loyal customers – This is simple: reward your “frequent flyers” through discounts, special treatment, members-only offers, and the occasional giveaway. Everyone likes to be treated special, even if it’s only when buying a coffee or a couple of tacos; so treat them to specials. They’ll keep coming back … and they have friends.
- Gift cards – These have become a very popular birthday or holiday gift. They’re easy and quick to buy for the last-minute shopper. Sell them, of course, but also offer weekly or monthly gift card giveaways to new customers, loyal customers or through a random drawing.
- Charity box – If you have a store, prominently display a box on the counter to support local organizations. You can change the beneficiary each month or when a goal is reached. Instead of a tips jar, offer your customers a way to support local community groups by parting with some of their change after each transaction. You can balance the lost tips with your employees through other rewards.
At The Dwyer Group, it’s about reaching financial and personal goals while maintaining a commitment to integrity. It’s about creating businesses that communities can look to for more than just service. Through our superior franchise system and years of experience, we know how to build the best and most successful franchise businesses in the service industry. It is our mission to teach our principles and systems of personal and business success so that all people we touch will live happier, more successful lives.
We live our Code of Values by…
RESPECT
… treating others as we would like to be treated.
… listening with the intent to understand what is being said and
acknowledging that what is said is important to the speaker.
… responding in a timely fashion.
… speaking calmly and respectfully, without profanity or sarcasm.
… acknowledging everyone as right from their own perspective.
INTEGRITY
… making only agreements we are willing, able and intend to keep.
… communicating any potentially broken agreements at the first appropriate opportunity to all parties concerned.
… looking to the system for correction and proposing all possible solutions if something is not working.
… operating in a responsible manner: “above the line…”
… communicating honestly and with purpose.
… asking clarifying questions if we disagree or do not understand.
… never saying anything about anyone that we would not say to him or her.
CUSTOMER FOCUS
… continuously striving to maximize internal and external customer loyalty.
… making our best effort to understand and appreciate the customer’s needs in every situation.
HAVING FUN IN THE PROCESS!
For more information, visit www.LeadingtheServiceIndustry.com.
Tags: franchise, franchisee, Marketing, new franchise owners, PR, public relations, The Dwyer Group
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Tuesday, February 16th, 2010
 My Home Life is coming soon to an inbox near you. Our customers get the best in service and now they’ll get the best in home news. Tips from our companies’ top experts, recipes and more. Do your customers get this level of service?
What do your customers expect from you in between service calls? How do you keep your name fresh in your customers’ minds? With a Leading the Service Industry franchise you will be the name in home service in your city. And with the help of our other service brands in town, even more customers will find you because of cross-marketing pieces like My Home Life.
Check out My Home Life today. It also has a home on Twitter and Facebook. There will be many issues each year. Join Leading the Service Industry to get the marketing edge you need to succeed. Contact us today to find out how MyHomeLife can be sent to your customers.
Tags: Aire Serv, Glass Doctor, Marketing, Mr. Appliance, Mr. Electric, Mr. Rooter, My Home Life, Rainbow International, Texas, The Dwyer Group, Waco
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Thursday, January 28th, 2010
Is your company in the news as often as it should be? Does your local media run stories about seasonal checkups and how your company can help?
With a franchise, you get active public relations support to share your good news with your local media. You’ll be the number one source for any news about home service. This article about effective media relations comes from Julina Macy, the PR Specialist for Aire Serv. Join our team and you’ll have a public relations and marketing team working to make your business stand out.
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Whether you’ve witnessed the demise of a local newspaper firsthand or just heard about the collapse of newspapers and TV stations, you may be thinking that the general public isn’t interested in the news anymore.
While a common idea, it just isn’t true. In fact, a recent study on American journalism from the Pew Research Center found that audiences consider newspapers more valuable now than in past years, but readers are turning to more online sources for information instead of print media.
Unfortunately, due to a lack of resources or manpower from media down sizing, information provided to them must be timely and relevant. Today’s news environment is in overdrive and a consumer’s news interest must be fed 24/7 to keep them coming back for more, whether that news is sent in real time to Internet news Web sites or mobile phones.
In order to adapt to the new forms of communication, it’s more important now than in ever (while it was always important) to provide timely and interesting news stories to your local reporters. To grab their attention quickly — and not lose their interest in the first three seconds of a press release — it’s important to provide solutions to their readers’ problems and to make community interest stories available as they happen.
Gone are the days where a story would sit in a reporter’s inbox or take 24 hours to get printed and read by its audience. Now a story becomes old if it takes 24 hours to get into the reporters hands. As the forms of communication continue to expand and evolve, remember that it is not an option to hold on to a story opportunity for a couple days or more.
With an Aire Serv franchise you get the marketing and public relations support you need to make your company the name in home service.
Tags: Aire Serv, franchise, home service, HVAC franchise support, Marketing, PR, public relations, Texas Monthly, The Dwyer Group, Waco
Posted in Aire Serv, Marketing | Comments Off
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