A glimpse at ways websites and database marketing can increase leads and sales for franchisees using online and grassroots database targeting. It looks at the importance that directory listings, online responses, retargeting and social play in driving sales with digital demand generation for JAN-PRO, the top global commercial cleaner and Maid Right residential cleaning.

2. Pam Evans
Vice President Interactive Marketing
Premium Franchise Brands

3.  Websites – Pull in online prospects to build in house lists, create warm
prospects and sales revenue
 Facebook Unit Franchise Recruitment – Corporate messaging and
drip programs to local sites with Facebook Direct Response Ads
 Latino Community grassroots database targeting
Digital Database & Demand Generation

5. Web Campaigns - Consumer
Website landing pages:
the “hub” for all outreach

6. Local Targeted Email Campaigns
1) Current Customers in Database
2) Prospects in Database
3) Franchisee Prospects
4) Attendees to Local Home Shows
Results
Audience Opens Open
Rate
Click Thru Rate
Ex. Customer 122 48.7 3%
Prospects 127 14.8 2.1%
Franchisees 500 26.8 1%
Past Attendees 9 22.2 0

7. 1. Gold mine of data — when we get married, when we were born, what we like
2. Campaigns need a lot of tweaks to connect with people in the buying process
3. Post about the success of your franchisees so people can get behind that
4. Targeted campaigns with boosted posts and web ads
Facebook Franchise Recruitment
Objective is impressions / reach and conversions
$.50 Cost Per Click for targeted leads

8. Facebook – Franchise Recruitment
Maid Right 2-week Pilot
• Third Party Stories - shares
• 170,000 Impressions $600 Ads
JAN-PRO 10-week pilot
• 580K impressions
• 6,620 clicks
• $.48 CPC
• $3,200 Ads

9. Objectives : To identify franchisee prospects for Maid Right Owners
 Optimize bilingual website for SEO and maximize web visitors
 Connect and engage with the Latino community via sharable
content and engaging social media profiles
 Geo Target Latinos using zip codes.
Maid Right Latino
340 forms and 541 phone leads May YTD
4K Unique Visitors/month
G+ 11 Followers & 1,204 views
YouTube – 4,982 video views
Facebook– 730 Likes

10.  Latino SEO (on-site and off-site) and Conversion Rate Optimization
 Targeting via Content Marketing (editorial calendar), Latino Mom Blogging
(backlinks, citations, third party credibility, storytelling)
 Pay-Per-Click (PPC): AdWords and Facebook Ads (Posts, Website and Custom
Lists)
 Database Marketing (opted-in lists), Remarketing & eNews for Return Visitors
 PR (bilingual press releases, strategic wire placements) and Guest postings
Strategy

11. Do
Check accuracy and consistency of directory listings
Build list using online responses
Follow-up on all web or mobile responses within minutes
Use Retargeting and testing to improve the conversions of visitors
Target demographic segments using social media
Don’t
Expect visitors to come to your site – you must draw them there
Forget your target audience’s needs – your content must connect with them
Do’s and Don’ts