Steamatic leverages technology to help franchisees generate leads for business
One of new franchisees’ main concerns is getting their name out quickly to potential customers. Steamatic has top-notch marketing support strategies that help them do this right away — beginning at their two-week training at Steamatic University.
Director of Marketing and Communications Courtney Caldwell has a one-on-one conversation with each franchisee to help formulate a marketing plan for that specific business. Franchisees list the sources and customers they want to pinpoint. Then Courtney and other Steamatic staffers help the franchisees develop a one- to two-page overall plan with a three-year and 10-year outlook, so they will have a blueprint to follow.
Franchisees get business cards and professional portraits to assist in their one-on-one and online print and marketing efforts.
Online marketing efforts widen our reach to potential customers
Also at training, Courtney helps franchisees set up email lists of potential customers. Then we create marketing pieces like brochures and sales pieces to be emailed to those customers, sent through the U.S. mail or delivered by technicians to the job site. In addition, we build marketing campaign templates that franchisees can easily customize to their locations and email to customers and insurance companies. Steamatic also produces a digital newsletter that franchisees can direct to customers.
Courtney helps franchisees set up professional social media profiles on sites like Facebook and LinkedIn. Steamatic’s corporate office has a system that allows companywide posts to appear on franchisees’ Facebook pages, keeping customers across the system up to date on the company’s latest information.
Steamatic’s marketing department also works with franchisees to collect customer reviews. Each franchisee’s website has a place that encourages customers to write a review about Steamatic on sites like Yelp, Google, WP and Yahoo. In addition, franchisees can have their technicians leave cards instructing customers about how to go online and leave feedback about Steamatic.
“It helps them get more online visibility,” says Courtney about clients’ online reviews. “It is important for people doing an online search.”
Refreshed logos and wraps help Steamatic franchisees make a mark
Recently we updated the Steamatic logo to add a pop to letterheads, documents, brochures and van wraps.
“It is more modern, bolder and cleaner,” Courtney says.
Steamatic corporate representatives also market the brand by speaking and attending national trade shows and events and by filtering leads through to franchisees. We launched a website to recruit Steamatic franchisees in September 2015 and we plan to reveal an updated state of the art corporate website in 2016.