Marketing Update
Neighborly / Neighbourly At Reunion, we encouraged franchisees to do three items to help drive the Neighborly program. Those three things are the following:
By: Brooke Salinas
T he Mr. Rooter® Plumbing marketing focus for 2017 is to continue to increase the awareness of Mr. Rooter in the marketplace with select branding and lead generation partnerships to
become the plumber of choice for our ideal target audience. As a reminder, our marketing efforts will focus on the following objectives for 2017. • Brand Awareness • Search Engine Optimization/Lead Optimization • Search Engine Marketing/Lead Generation • Customer Relationship Marketing • Cross Marketing with Neighborly™/Neighbourly™ As we think about planning marketing tactics, we always keep in mind our core Brand Target customer- the affluent, 45+, “Baby Boomer” Women as the core target market, but keeping in mind that men are very influential in the purchase decision. We know that 60% or our revenue comes from 29% or our customers and the opportunity is to understand the characteristics that make up those customers and find more customers like them that we can turn into a loyal cheerleader customer of Mr. Rooter . The National Advertising Fund consist of the following tactics*: • National YouTube Pre Roll • Remarketing Ads on Google and Facebook (US) • National Cable TV flight (Q1 2018) US • National SEO content, strategies and blogs • SEO enhancements such as Google Analytics and conversion tracking • Online Directory and Listings management (US)
For Decal order information, please reference this information below:
Magnets/Leave Behinds Magnets are an excellent tactic and can be used even without a fully formed cross marketing group. Your brand’s Local Marketing Support Team can assist with the layout and artwork. Remember to add local tracking numbers on all marketing pieces when applicable. Some of the reasons magnets work: • Inexpensive & easy to order • Great customer leave behind, one they will keep • Perfect home show giveaway • Long marketing life • Test response rates exceed 4% with a $27 customer acquisition cost Capture emails • Collect accurate customer data ( i.e., emails, cell #’s) to ensure national CRM tactics deliver maximum results • Did you know you can check your email capture rate at any time? Log onto your CES profile via the Single Sign On button on Franconnect. Selection “Franchise Metric Reporting”. From there, you can see your email capture rate as well as email metrics from all the campaigns being sent out to your customers.
• Lead Generation • Mobile Marketing
• Banner Ad (CA) • Live Chat (CA) • Lead Optimization website testing • Customer Relationship Marketing program • Online Reputation Management • Cross Marketing - Getneighborly.com and getneighbourly.ca *SUBJECT TO CHANGE. Quarter 3 2017 Recap US Total Calls (National Programs) = 17,710 US Booked Calls (Opportunities) = 9,029 US Call to Opportunity Rate = 50.9% Website Total Traffic = 14% Website Organic Traffic = 36% Website Form Leads Total = 4,825 US Website National Calls = 14% decrease US Website Local Calls = 83,091
Make sure you are reviewing the Mr. Rooter Quarterly Business Update (QBU) send out each quarter to get the latest results from the Advertising Fund reporting.
16 PIPELINE® | EDITION 2 2017
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