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  • 3 Ways to Optimize Brand-To-Local Marketing and the Best Way to Manage It All

    3 Ways to Optimize Brand-To-Local Marketing and the Best Way to Manage It All

    Franchisors have traditionally faced challenges coordinating brand-to-local marketing support with local franchise owners. Chief among them have been encouraging fuller participation and increased local spending of franchise marketing funds, helping franchise owners become more marketing mature to build on brand awareness and drive revenue, and providing content management tools that allow for the seamless sharing of content and up-to-the-minute reporting from multiple locations through one easy to use content management platform.

    A top priority for franchisors should be developing a decentralized or distributed marketing strategy that gives local franchises a full range of brand-adherent marketing materials and support while still allowing the franchise to address its own special needs. It’s up to the franchisor to make it easier for the local business to make better, more informed decisions and to remove any barriers they encounter when attempting to participate more fully in brand-to-local marketing programs. Everyone benefits when brand-to-local marketing delivers higher revenue growth.

    Optimizing Brand-to-Local Marketing

    Among the steps franchisors can take to improve brand-to-local marketing, three stand out.

    1. Encourage Local Investment From Franchises– Despite the fact that local franchise marketing spend can play a critical role in the success of the business, it has been reported that up to 50% of local franchise funds available go unused each year, and only 75% of franchises utilize the total amount of funds available to them. Among the reasons local franchisees cite for not taking advantage of the money is a belief that the national brands don’t always take into account the unique characteristics of local franchise customers and that the local owners don’t fully understand how a national campaign is going to increase their business.

      Franchisors can remedy this by engaging early and often with local owners to build trust. They can empower them to invest in and manage their own local budgets, support local advertising campaigns driven by relevant customer profiles that complement a national one, and give them the tools to determine strategies that include a presence on multiple social channels, maps, and tactics like retargeting that are essential to attract local business.

    1. Help Local Franchise Owners Become More Marketing Mature – Most franchise owners do not get into business with a degree in marketing, and there can be an initial heavy reliance on the brand for marketing guidance and expertise. However, as the owners gain a greater understanding of their market and customers, franchisors should focus on giving them the training and support to help them take a more active role in improving marketing performance.

      Franchisors should work with their franchises to help them determine meaningful metrics that can be measured through customer data. It has been reported that only 18% of brands share ROI data with their franchises or explain how to apply it into their business decisions. This is unfortunate, because setting benchmarks based on collected data metrics can provide powerful incentives for franchises and help them identify new opportunities that might be missed without accurate data reporting from a thorough channel marketing platform.

    1. Simplify Local Brand Compliance Customization – Franchise owners grow frustrated with lengthy approval processes and what seems to be a quagmire of parameters and standards to wade through in order to adhere to brand guidelines. They also often feel as if they are left on their own when navigating a franchisor’s content management system. It’s been reported that 27% of franchise owners do not understand what is being offered through the franchisor’s marketing program or how to access it.

      Franchisor channel marketing platforms should keep the decision-making and creative process as seamless as possible, with the understanding that busy franchise owners don’t want to recreate the wheel, The only want room for relevant, local customization. The platforms should offer a wide variety of templates that align with brand and that are easy to access and localize with consistent and streamlined approval processes.

    How to Manage and Measure Brand-to-Local Marketing Best

    There are many moving parts involved in a smooth-running brand-to-local program. Successful franchisors are realizing the efficiencies and cost-savings of relying on an multi-channel marketing platform to manage every facet of these marketing programs with their franchises.

    The most innovative channel marketing platforms help franchisors prepare and share assets, monitor approval processes, and provide real-time reporting through powerful, user-friendly portals. Successful brand-to-local franchisor success is established through consistent effort, open lines of communication, and continual training and support. It begins by developing a trust that marketing strategies take into account local franchise preferences, nurturing franchise owner marketing growth, and providing easy-to-use channel marketing platforms that invite participation.

    Contact a Marketing.com franchise marketing expert today to learn more about Dot™, our comprehensive, technology-centered, people-powered platform that seamlessly connects the dots across all your franchise marketing channels.

  • Sustainable Swag – Our Favorite Sustainable Promotional Products

    Sustainable Swag – Our Favorite Sustainable Promotional Products

    There’s been a growing movement for businesses to act responsible in the ways they treat the environment, whether it’s through reducing harmful emissions, conserving energy, or producing/purchasing products made with sustainability in mind. Marketing promotional products, also known as swag, are one of the easiest and most effective ways to get the word out that your business cares.

    Before introducing you to some of our favorite sustainable swag, let’s take a moment to briefly define swag and describe what makes swag sustainable.

    What is Swag?

    Swag, Stuff We All Get, is term used to describe the wide range of promotional products given as employee and corporate gifts or distributed at trade shows and promotional events. Its purpose is to create a favorable impression and positive brand image and increase staff morale, build customer trust, and continue to create bonds with repeated use. Swag can include a wide range of items such as apparel, tech or travel items, candles, drinkware, tote bags, and office supplies, just the scratch the surface of options. To be considered swag, it should have the name or branding of the business prominently or tastefully displayed to spread brand awareness.

    What Makes Swag Sustainable?

    Consumer demand is dictating a move towards environmentally friendly, sustainable, and recyclable materials. This material can be sourced sustainably, produce a small carbon footprint in production, last longer and be easy to repair or recycle, and have low negative toxic environmental impact. Some of the most common natural materials used in swag and promotional marketing include recycled fabrics like PET fabrics and recycled cotton, bamboo, hemp, and other biodegradable substances.

    The Growing Movement for Sustainable Swag

    Consumers today are more conscious than ever of the ways the products they purchase and, yes, the gifts they receive impact the planet.. A Global Ad impressions study found that 46% of people have a more favorable opinion of a company if the branded corporate gift they receive is environmentally friendly.
    One goal of promotional gifts and swag is to convey shared values to consumers. Businesses must adapt to the latest trends in customer behavior to stay current on the issues that matter most to their customers. When people see, touch, handle, and wear swag that you share that has been sourced from sustainable sources, you’re telling them that your business is committed to making a positive impact on our world.

    This Year’s Sustainable Swag Trends

    The challenge every business that uses sustainable swag faces is the same every year: finding new, creative, and memorable swag items that make people sit up and take notice. Finding a great gift for your employees and clients means matching it to their way of life. Here are a few popular sustainable swag items you might want to put on your list to make a memorable impression.

    Carry-All Swag

    People always need a way to carry their stuff. Practically everywhere they go, they’re taking something with them or bringing something back. You can find the perfect travel swag to match their lifestyle.

      • Quick trips to the market? A reusable tote bag to carry groceries and household purchases is a terrific promotional gift that will get used. Emblazoned with your logo, it will stand out in a sea of plastic bags and reflect your commitment to the environment.
      • Get-aways for a day or a weekend? When your staff and clients pack and carry a branded recycled backpack cooler, your commitment to a cleaner and greener way of life world travels with them. This sustainable and popular swag lets them keep food cold or stored conveniently, and can have carrying handles or shoulder straps that make it perfect for a picnic or a hike.
      • Traveling for business or pleasure? Durable recycled duffel bags and luggage carrying your logo on the outside will get noticed in busy airport terminals and other transportation centers. Your gift, with zippered pockets, adjustable shoulder straps, or top grab handles and wheels, will be appreciated and used by people on the move.

    Customized Water Bottles and Tumblers

    At home, in the office, or when travelling about, people have water bottles, tumblers, and mugs with them. When you give sustainable drinkware swag you’re reducing the use of plastic and paper cups that end up clogging landfills.

      • Branded sustainable water bottles look great at the gym and keep liquids handy throughout a workout. They make an especially pleasant statement when manufactured using recycled plastic or other eco-friendly materials and have your logo proudly printed on the outside.
      • Reusable sustainable tumblers will get used by those coffee and tea lovers who love to fill up at coffee shops or take their drinks along when they hit the road. You can make your swag tumblers stand out and truly represent your company with either printed or engraved company logo displayed where it can’t be missed.

    Personal care

    Giving your employees and clients gifts they can use for personal care and health shows that you care about their well-being.

      • Eco-friendly blankets provide comfort and warmth that’s derived from sustainable organic fabric and material.
      • Customized yoga mats are a wonderful way to pamper and provide a personalized gift that contributes to their mental and physical health. This wellness gift provides fun branding opportunities on both the yoga mat and carrying case it comes with.
      • Branded, sustainable sleep masks provide sweet dreams and help people block out distractions for deeper and better-quality sleep. Did you also know that sleep masks have been shown to relieve headaches, minimize dry eyes, and help people fall asleep faster? Give your clients the gift of a good night’s sleep.

    Office/Remote

    Whether your gift recipient works in the office or remotely, printed notebooks and tech swag can be both useful and fun. A promotional office gift works best when it evolves into being something used every day or becomes an essential component of keeping them connected and more productive.

      • Even in a world of tech, recycled notebooks are still a treasured and used gift, and when manufactured from previously paper and other materials and bearing your logo, you help people stay organized while also going greener.
      • A custom, eco-friendly mouse pad is ideal sustainable swag that can brighten up a desktop, enhance the movement of the mouse, and be a daily reminder of your brand. It can be made of sustainable material like bamboo, cork, and recycled rubber that will last a long, long time.
      • Wireless charging stations make terrific swag because you’re giving your staff and clients the gift of convenience while also reducing electronic waste and eliminating the need for batteries. Every time they hook their phone or mobile device to the branded wireless charging dock, they’ll appreciate how you’ve made their lives easier and the world a little cleaner.

    3 Emerging Sustainable Swag Trends for 2024

    It’s never too early to start planning ahead to make sure that your company’s sustainable swag will continue to stand out from the competition and show your commitment to the environment. Here are some trends you can prepare for.

      • Sustainable and organic apparel as swag will never go out of fashion. Apparel will continue to be one of the most favored and effective ways for companies to promote themselves.
      • Sustainable kitchenware and lunchbox sets will make it easier for anyone returning to the office to save money and the environment when they bring their meals to the office in lunch boxes or reusable insulated bags. It’s easy to stylishly decorate these items that can be made from recycled materials or natural substances like bamboo or cork with colorful designs and branding.
      • Sustainable employee welcome kits create a sense of belonging and comradeship for your remote and in-office employees with welcome kits. Kits can quickly and easily be used to reflect and instill your company’s culture and values. These can include practical and useful items made from recyclable materials to demonstrate an understanding of the employee’s day-to-day activities.

    Few better ways exist to show your employees and clients than through the sustainable swag and eco-friendly promotional products you give away to promote your business.

    Contact a Marketing.com swag and promotional marketing expert today to learn more about how we can help you connect the dots to build stronger relationships with clients and employees.

  • Trends in Franchise Marketing – Looking Ahead to 2024

    Trends in Franchise Marketing – Looking Ahead to 2024

    With more than half of 2023 in the rearview mirror it’s time to start thinking about your 2024 franchise marketing programs and evaluate how new technologies will impact your franchisees in their local markets. In this article we breakdown some of the trends we’re watching and predict what it means for your brand.

    Need for True Multichannel Campaigns

    The simplest way to explain a true multi-channel campaign is that it’s an expanded way to improve the visibility of a franchise –  through its website, email, social media, mobile app, and even outdoor and indoor signage – across multiple devices that potential customers rely on for information during their journey to make a purchase. Consistency and accessibility form the backbone of any multi-channel marketing campaign with the goal of spreading brand awareness, generating wider and stronger audience engagements, and building greater long-term loyalty according to the preferences of their customers at the moment.

    Multi-channel marketing provides engagements at multiple touchpoints and meets shoppers on the channels they use while making purchasing decisions. Franchises are turning to content marketing and workflow management platforms to handle the complexities of running multi-channel campaigns and optimize their investment in every channel. Accordingly, channel marketing platforms use and multi-channel content marketing will continue to grow in importance. In 2024, it will become the dominant way franchises and their customers connect. According to Retail Dive, marketers using three or more channels in a campaign enjoy a purchase and engagement rate that is 250% higher than those using single-channel campaigns.

    Impact of AI on Franchise Marketing

    Artificial Intelligence (AI) is impacting the way companies across every business spectrum apply valuable customer data to streamline operations and make informed decisions. It will add efficiencies to data collection, analytics, and optimization throughout franchises in 2024 as well. According to a  MarTech survey, 64% of B2B marketers consider AI to be valuable in their marketing strategy. 

    AI will play a growing role in the way franchises market their business, identify and qualify customers, and allocate resources more efficiently. Many have already integrated AI-powered chat boxes and other natural language programs (NLPs) which enable computers to read text, hear, and interpret information offered by customers and provide real-time solutions without human intervention.

    For franchises, however, NLPs are only the beginning in terms of the possibilities that AI brings to the way transactional, marketing, and competitor pricing data can be analyzed, and content created. Based on recommendations powered by machine learning algorithms, franchises can identify trends earlier, tailor localized campaigns based upon specific, unique characteristics, and efficiently manage multiple locations with strategies specific to each, all based on actionable data.  The time to incorporate AI is now or risk falling behind. According to a Forbes Advisor survey, 64% of businesses believe that AI will help increase their overall productivity.

    Automation and Personalization

    For franchises in 2024, automation and personalization will grow in importance as a means to stay consistently connected with customers. Using comprehensive content management systems that seamlessly integrate customer data into decision making,  every communication can become more personalized and profitable. Franchises can time the messaging they share with customers based on the relationship they have developed and coordinate each with key promotions, anniversaries and birthdays, location, and past purchases. According to Oracle, 63% of businesses that implement marketing automation software expect to see benefits within 6 months.

    Together the automation of messaging and flexibility to refine the message to coincide with customer interests and environment gives franchises the ability to remain connected and relevant. They can incorporate personal information in email subject lines, make webpages more significant to visitors with automated localized content, and segment customers for streamlined customer service and reduced wait times. Customers see every communication as providing a service or solution and therefore engage with, rather than ignore, franchise messaging. A Forrester report reveals that 89% of businesses are starting to invest in personalization. 

    Systems Approach to Franchise Marketing

    In 2024, franchisors and franchisees will more fully employ and embrace a systems approach to structure marketing content through websites, print, email, and social media, and as a way to eliminate inefficiencies between channels and branding strategies. The best marketing content platforms offer a user-friendly interface that provide for customization to adapt to different workflows and management styles, and are scalable to make it cost-effective for any sized business.

    A systems approach helps franchises seamlessly collaborate, assign tasks, and keep team members on the same page, even remotely, and gives employees the tools to plan, carry out, manage, and benefit from real-time updates. It ensures greater brand consistency, with tighter control over brand values, image, and messaging across all channels, which is very important if franchises want to continue to grow their business. 

    It’s never too early for franchises to take steps now to get ahead of the competition. Understanding the franchise marketing landscape and planning to capitalize on the benefits to be found by integrating new technologies will help you build better and longer lasting relationships with your customers.

    Contact a Marketing.com franchise marketing expert today to learn more about Dot™, our comprehensive, technology-centered, people-powered platform that seamlessly manages multi-channel marketing campaigns across your franchise system.

  • 7 Benefits of Integrating Traditional Print with Your Digital Marketing Campaigns

    7 Benefits of Integrating Traditional Print with Your Digital Marketing Campaigns

    Tremendous gains are possible for marketing professionals to increase the effectiveness of their digital marketing campaigns by integrating traditional print assets that reinforce brand messaging. When print is mixed into multichannel marketing campaigns, your business adds a component to your customer communications that is consistently reported to be the most trusted and engaging ways to set your business apart from the competition.

    Here are seven advantages your business can realize when print marketing is included in digital campaign strategy.

    1. Enhanced Brand Recognition – Placing your brand on print marketing reinforces your brand identity in multiple places where your customers are likely to encounter and remember it. When your brand’s visual identity and message are consistent across both digital and print marketing materials and adapted to the preferences for how they receive marketing messages, your business will become more memorable with every encounter. Direct mail on its own delivers great results, but when it’s added to a multichannel marketing mix, conversions increase sharply. According to the USPS, marketers saw their ROI increase by 60% when combining direct mail with digital channels.
    2. A Fuller Multichannel Experience – Using print in coordination with digital marketing allows your customers to seamlessly transition between offline and online experiences. You give them a more holistic and convenient way to connect with your business that harmonizes with their lifestyle. One way to connect print and digital is with QR codes or Personal  URLs (PURLs) in print materials that lead to websites and landing pages and can be personalized to allow for better tracking of performance. When you meet your audience where they are, you increase the chances of engagement and conversions.  According to Retail Dive, the average engagement rate of campaigns using three or more channels is 18.96% across all channels while single-channel campaigns earned only 5.4%.
    3. Improved Personalization – You can use the data you’ve gathered through your digital channels to enjoy the benefits that only direct mail personalization delivers. Innovative print technologies, like variable data printing and software that handprints addresses, greetings, and signatures, allow for highly personalized messaging that creates emotional connections for even greater conversions. You can tailor print messaging to promote online events, use customer buying habits to offer special print deals, and even encourage them to return to complete an abandoned on-line shopping cart with value-added reminders sent by mail. Personalized direct mail has even proven effective for reviving relationships with dormant customers. According to a recent ANA study, 70% of customers surveyed have re-started a relationship because of direct mail.
    4. Increased Brand Reach and Engagement – Not everyone engages with every marketing channel equally. Your customers have preferences for the way they enjoy hearing from your business, and for many of them physical marketing materials like direct mail, brochures, and catalogs rank high. And it is not just older demographics that care about direct mail. It’s also a desired form of communication for age groups that you might think would rely only on digital throughout their purchasing journey. A USPS study shows that 57% of boomers, 45% of GenX, 41% of millennials, and 37% of GenZ would be disappointed if they stopped getting physical mail. 
    5. Higher Response Rates Across Channels – One of the remarkable aspects of adding print marketing into marketing strategies is that in addition to consistently recording high returns on investment (ROI) on its own, print marketing dramatically boosts the performance of other marketing channels. Your customers are more likely to take action when they encounter consistent messaging across different media. It’s reported that multichannel ad campaigns which include direct mail have 20% higher ROI than campaigns that don’t and according to Writers Block Live, businesses that opt to use direct mail and digital ads together lead to a 28% increase in conversion rates and a 450% increase in response rates.
    6. Increased Credibility – When print marketing is used in tandem with other marketing channels, it can add legitimacy and improve your brand’s perceived reliability and trustworthiness. There is something to the physical form of print marketing collateral, that by enabling recipients to touch, hold, and open it, makes the experience memorable and sincere. When a customer interacts with a promotional item or a product, it has been shown to influence mood, behavior and buying habits. According to DMR, 39% of customers say that they try a business for the first time because of direct mail advertising. 
    7. Optimize Channels for Measurable Results – Innovative interactive print content technologies make it possible to track, collect, and analyze the effectiveness of print campaigns integrated with digital marketing campaigns. Using unique phone numbers, URLs, or QR codes gives your print materials more responsive and robust measuring capabilities, and provides your business with valuable insights into customer behavior. Easy-to-use multichannel marketing platforms then lets you apply this knowledge to improve connections and stand out with customers across all of your marketing channels.  Harvard Business Review observed the shopping behaviors of 46,000 consumers and found out that around 73% of consumers prefer shopping through multiple channels.

    It is now easier for businesses to coordinate their digital marketing with direct mail to create cohesive brand messaging everywhere a customer goes for information. Whether online or offline, with multichannel marketing your businesses reach customers with personalized and relevant at every point along their buying journey.

    Contact a Marketing.com multichannel marketing expert today to learn more about how we can help you connect the dots of your digital and print campaigns.