• Video is literally the king of content marketing and studies show those who view videos are 1.81 times more likely to buy than posts without video. Good thing Mr. Handyman developed its video library in 2016 and will work with the Dwyer Group® Video Team to create additional assets. The videos are used nationally on social media and are available for Mr. Handyman owners to share from the national Facebook and YouTube accounts. • If your technicians aren’t already participating in “Photo-opoly,”make sure you share the flyer to help them Snap. Post. Win. There’s still time to get started with great project photos. The contest runs through September 1 and four technicians will each receive a $500 gift card! • National Pet Month was May and Mr. Handyman hosted our first-ever My “Pet”Peeves Photo Contest to fetch the attention of approximately 79 million homeowners with pets. • The Discovery Channel has a Richard Rawlings’Fast & Loud spinoff show, which will debut in late summer, called Garage Rehab. Mr. Handyman was called upon by producers for assistance and Mark and Carol Bush, Mike and Susan Riley and Teddy Tenenbaum and Mark Harrison participated in three episodes. Watch for more details on air dates, coming soon! • Pumpkin Carving with Power Tools has been featured on Fox & Friends Weekend for five consecutive years. The team is hopeful for a 2017 return and is already planning to make this year bigger and better than ever! • As industry experts, Mr. Handyman is updating our essential tools list this year and will launch the Ultimate Guys’Gift Guide – Tool Edition just in time for the December holidays. Dig into the Digital Directory to learn about 13 of the most common lead aggregators (Angie’s List, Houzz, Porch, etc.). Bryce Bernard researched and compiled a living library of websites used by fellow Dwyer Group® brands. The directory outlines the mission of each lead aggregator, what they do, how much participation costs, etc. – we know you get bombarded by these options and it can seem overwhelming. This is posted on Team Site and will be periodically updated. Neighborly™/Neighbourly™ was launched on March 27 to effectively cross-market the Dwyer Group family of service brands in the U.S. and Canada. The new websites GetNeighborly.com and GetNeighbourly.ca are working in concert with the on-going CRM email campaign to generate exposure and new business for Dwyer Group franchisees. • To learn more about Neighborly , you can access the interactive Brand Guidelines document. • To connect with your Dwyer Group neighbors, gain customers and grow your business locally, visit the Marketing Playbook. 6 7
Click the button to view the marketing playbook online.
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Updated market research will be begin this summer/ fall and will extend across all 13 Neighborly brands. By packaging the Mr. Handyman research into a larger Neighborly project, we are accessing world-class brand intelligence for a fraction of the price. This information will be key to helping Mr. Handyman continue to grow in 2017 and beyond. Optimize the Online Experience An increase of website traffic is essential to growth, and continuous improvement of the online experience is key to drive customer conversions. With mobile users representing 40% of the Mr. Handyman website traffic, the need to optimize the online experience for smaller screens continues to be a focus. Currently, website tests are being conducted and will continue throughout the year until the best conversion results on the national home page, local pages and service pages are achieved. In addition to edits of the site’s text, colors and placement of the call to action links, phone routing and speech zip are top priorities. “ Mr. Handyman worked alongside the Molly Maid® marketing team to launch a speech-to-text feature for our national phone line,” Brunette said. “We saw 37% of our calls hang up at the zip entry in 2016 and that volume equates to 31,701 dropped calls! Even a 10% improvement in hang-up reduction would deliver more than 3,000 calls to Mr. Handyman businesses.” The technology went live on May 9th and we’re looking forward to the results.
TOOLS OF THE TRADE® | EDITION 1 2017 15
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