Franchise Marketing
Easy Print/Easy Mailer
ACME Solutions was recruited to implement a web-to-print solution designed to streamline the ordering process, reduce costs and facilitate target marketing for a growing franchise company. With over 50 stores, the company was looking for a solution that would help franchise owners execute more marketing and direct mail campaigns in their local markets without having to deal with designers, printers, mail houses and other vendors on their own – all of which had proven time consuming and very inefficient in terms of securing consistent print quality and brand fidelity.
Providing collateral and mass marketing material to franchisees involved working with multiple vendors and took the marketing coordinator at the corporate office 4-5 weeks at a time. Versioning and personalization were not even part of the picture yet – all marketing was generic in form. ACME Solutions had just the answer.
Challenge
The client needed a solution that would be easy and convenient – one that franchise owners would actually want to use. That seemed like a major challenge since the majority of franchise owners were not particularly tech savvy. The client also needed to ensure consistent branding and printing quality across the board. Franchise owners are busy running their stores and have no time (or desire) to mess with complicated ordering systems. It had to be simple and streamlined!
VDP or ‘variable data printing’ would allow for easy personalization and versioning of printable items such as postcards, brochures, flyers and window signage to meet local preferences and promotions.
While only 46% of stores had computers with online access, the company knew that close to 97% percent of franchise owners had home computers and could easily place orders from the convenience of their homes. The remaining 3% were able to place online orders at internet cafés and public libraries.
Solution
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ACME Solutions created a digital asset library (online catalog) with templates of all marketing materials available. The catalog also included a large image and photo library that could be integrated into any printed piece.
All franchisees are given a unique ID. When they log into the website they only see items applicable to their region. Each printable template has pre-defined locked-down areas that are unalterable by franchisees (such as company logo, website and national 1-800 customer service number) and variable areas where the franchisee would include their own special promotion and store information.
Some of the items available may be purchased directly by the franchisee while others are designated as request items and require pre-approval by corporate before the order is released.
- After the selected printable has been customized and online proofed, franchise owners have the option to upload their mailing list or purchase one directly from their online system. Lists can be based on a specific radius around their store or segmented by target audience using popular consumer demographic criteria such as gender, age, kids in the home, income, etc.)
- Franchisees then have one more chance to review an order before checking out. If all is ok, the order is then automatically sent to a pre-approved production facility for complete fulfillment of the order. The franchise owner never again has to be burdened with any part of the design, print production or mail process.
Result
The system is a hit with franchisees who find it very easy and convenient to use. To encourage franchisees to use the system, the client provides monthly marketing allowances to be used to pay for local marketing efforts. The allowance is only good for a period (monthly, bi-monthly) and if not used, it expires.
The large majority of franchise owners say that the system simplifies their direct marketing process and helps drive business to their stores. The company claims that over 85% of franchisees take advantage of the allowance every month to use the system and order marketing materials.
New Additions
Satisfied with the results and ease of use, the client has continued to add in-store items to their online system such as promo items, branded apparel and uniforms. Franchise owners can now order many of their marketing and in-store supplies directly from their computer and have it delivered to their store.
One-to-One Approach
ACME Solutions went a step further. It created a VIP card program for the company that allows customers to receive points for their purchases when presenting their card (in similar fashion to what supermarkets do). Customers then redeem points for gifts and prizes. Franchise owners can now track consumer purchases and preferences that get added to the company’s database and incorporated into the personalized communication pieces that are routinely being sent out.
We look forward to discussing your project needs.
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