Franchise Success Story: Large Company
Background
- A large franchise organization with over 500 locations needed to increase the effectiveness of their franchisees’ direct marketing efforts
- Most direct mail efforts were 'shot gun approach' because franchisees did not know how to target those prospects that looked and behaved like their very best customers
- The client wanted to take the guess work out of the traditional prospecting direct mail process.
Solution
- Working together, characteristics of best customers were identified and modeled based on hundreds of criteria
- The result is a targeted prospect database of nearly 15 million households giving the franchisees their best chance ever to capture new business
- Client chose Conclusive Marketing for its modeling approach and ability to seamlessly merge this custom, targeted prospect list into our user-friendly, online direct mail solution.
Results
- Franchisees are experiencing, on average, a 30% increase in new client capture, representing nearly $45,000 of annualized revenue per franchisee
- Energized by this success, participating franchisees and previously reluctant franchisees alike are increasing their marketing investment
- Ongoing analysis of campaigns generates recommendations on when and how frequently to mail to continually optimize revenue and ROI
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