NATIONALMARKETING STRATEGY Sarah Brunette Shares
By: Shelley Blaszak
M r. Handyman® Brand Director Sarah Brunette presented the National Marketing update to Convention attendees. Taking her cue from the 2017 Convention theme, Brunette showed how the goals of the MAP fund align with owners’ focus on achieving better results, more efficiently. She started her session by showcasing the 2016 MAP Fund Results video. Last year, the MAP fund was used to continue driving leads, improve speed to market and build brand recognition. To support franchise owners’ mission of increasing revenue, the Marketing team and National Marketing Committee’s top 2017 priorities are to boost brand awareness, drive leads, enhance the user experience and improve website health. Here’s an overview of the tactics Brunette shared, along with recommended calls to action or links to more information, where applicable:
Yelp continues to generate leads for Mr. Handyman service so the national partnership has been extended. Owners receive enhanced profiles on the Yelp website and are entitled to discounts on advertising. Additionally, Yelp is a ProTradeNet® vendor, so Mr. Handyman owners receive rebates and have access to dedicated brand support as needed. ReachLocal continues to manage the national pay-per-click (PPC) campaign, which supplements local advertising efforts of the Mr. Handyman franchisees. This online space is highly competitive and last year, ReachLocal successfully lowered the national cost per click average. • Five owners are currently participating in a local PPC test with Scorpion. The test is expected to conclude later this year and results and recommendations will be shared with the system. Public relations by Fishman PR are nationally focused to complement the brand’s editorial calendar and extend the reach to potential Mr. Handyman customers, technicians and future franchisees. • Owners who secure a local media opportunity or experience a crisis can contact Shelley Blaszak for media coaching and counsel. • Watch for the information about the 2017 National Day of Service and Remembrance coming this summer! Social media posts on Facebook, Twitter, Mr. Handyman’s blog, YouTube, Pinterest, Instagram and LinkedIn are comprised of engaging text, images and video. This space is ideal to promote events, contests and gift guides in fun ways that demonstrate Mr. Handyman’s repair, maintenance and improvement expertise. 2 3 4 5
Eight Brand Building and Lead Driving Initiatives
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Details is Mr. Handyman’s current marketing campaign.
The Dwyer Group® Creative team will make the materials even more relevant with additional northern and southern enhancements. You can access all available brochures, display ads, door hangers, web banners and more on the Marketing Materials website!
14 TOOLS OF THE TRADE® | EDITION 1 2017
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