“In total, Zoellner saidwe nowhave nearly a thousand pieces of creative available for you to use in your local markets.”
This article covers the presentation given at Reunion 2017 by Dwyer Group Chief Strategy and Marketing Officer Lisa Zoellner.
WHAT’S NEXT? Our biggest impact will come from increasing the traffic driven to the Neighborly websites and improving conversion of those visitors into leads to fill your sales funnel. To do this, we will better leverage our existing customer touch points, such as our websites, email and more. We are also working on focused optimization efforts to improve our search engine ranking, decrease our bounce rate, and increase the conversion rate. In addition, we have partnered with franchisees to run a media test in Huntsville, Alabama. The test is still ongoing at the time this was written and we’ve already seen strong results: • Leads for all brands are up 119% over same period prior year. • Neighborly leads account for 30% of the leads generated. • 58% of jobs have been for new customers.
HOW TO CONNECT LOCALLY Find-a-Neighbor is an internal resource that enables you to search for Neighborly brands in your area and partner on Neighborly marketing efforts, community involvement engagements, public relations opportunities, and other joint endeavors. The Find-a-Neighbor single sign-on link is available on each brand’s Franconnect, SharePoint, or other franchise internal site. Simply, locate the “Find a Neighbor” single sign-on link, click it, and type in your zip code to locate fellow Neighborly brands in your area. While Neighborly has come quite far in just six months, we are really just getting started. Together with your help, we will build the Neighborly Brand and maximize the positive impact it will have on your business.
WHAT CAN YOU DO? We are doing a lot at the national level to build our Neighborly brand to benefit your business. Have you done your part? Zoellner challenged all franchisees to do three simple things:
1. Vehicle Decals: Order your Neighborly/Neighbourly vehicle decals. This is an inexpensive step that will drive awareness of Neighborly and all the services we offer. 2. Magnets/Leave-behinds: Replace your current magnets and leave-behinds with the new Neighborly materials, currently available for order. Even if only one other brand joins you on the magnet, you will decrease your cost for magnets and dramatically increase exposure to your brand. 3. Emails: Ensure you and your technicians are collecting complete and accurate customer data every single time. This includes name, address, email and cell phone number. Good data drives incremental revenue through our CRM programs.
To make these steps as easy as possible, please email neighborly@dwyergroup.com for an order form.
TOOLBOX® | REUNION EDITION 2017 7
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