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 Harper Vice President of Marketing The Dwyer Group
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
About The Dwyer Group
The Yodle/Dwyer Story Yodle initiated contact with Dwyer HQ March 2014 Had opportunity to meet Ari/Corey at GIFA May 2014 Invited to attend DMS. Saw Centermark for the first time. June 2014 Yodle presents Centermark to Dwyer Executive Team Late June 2014 Mr. Rooter and Aire-Serv both roll out Centermark Foundations & July 2014 Reviews for all Franchise locations (400+) October 2014 Centermark launched for both Mr. Rooter and Aire-Serv
Our Goals Before seeking a partner, we were struggling with… • 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
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 EVERYWHERE RIGHT THINGS
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
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. • S ame vendor partner = deeper level of transparency and accountability. Learning’s from shared data allows for further optimization of the overall strategy.
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 • opportunity within the network Share success stories and the facts even when things don’t go as planned. • TRUST •
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.
THANK YOU Questions, Answers & Discussion
Recommend
More recommend
