4.1 Bottom Level of the Pyramid-Foundation-Get Found Remember, your foundation vehicles serve the purpose of providing your contact information to your entire territory 52 weeks out of the year. These are places consumers can find you when they have “raised their hands” and are looking for service. Yellow Pages : Most franchise owners will find anywhere from two to six different yellow page directories in a single franchise territory, so it is important to examine each directory. The cost of advertising in the yellow pages can range from several hundred to several thousand dollars, depending on the population of the area in which you do business. NOTE: The minimum requirement for a trademark listing, as outlined in your Franchise Agreement, is that your ad must appear in at least one yellow pages publisher’s book. Internet: More and more people are turning to the Internet for basic consumer information – information they used to gather over the phone. With this in mind, include the MOLLY MAID website address (www.mollymaid.com) on all your marketing pieces. You’ll find that consumers as well as potential employees will contact you via the internet. You need to include local Pay per Click advertising in your marketing plan. We have preferred vendors that we work with to manage this for you. Contact information is on the Marketing Right Start Vendor list. You will contact and speak to our preferred vendor to learn more and recommended budget. Miscellaneous Print : Church bulletins, condo associations, club newsletters, theater programs, and special newspaper supplements are other relatively inexpensive ways to advertise. Because this advertising is generally less effective than Newspaper Inserts, doorhangers, and direct mail, these alternative print advertising vehicles should only supplement, never replace, our standard system. 4.2 Middle Level of the Pyramid-Acquisition-Go Find Marriage Mail Advertising (Valpak/Valassis): MOLLY MAID owners depend heavily on third party marriage mail companies to provide low cost/high frequency vehicles to penetrate their market effectively. These companies are referred to as “marriage” mail companies because they will produce your advertisement, along with several others, and mail them to specific zones. Through the years, MOLLY MAID has worked with all the major marriage mail companies and, in some cases, has secured national rates specifically for MOLLY MAID owners. A description of each marriage mail provider can be found in section 5 of the Marketing Manual. All preferred marriage mail providers have our approved artwork available. You have flexibility as to what is printed in the customizable area of the mailer insert; however, if you change the pre-defined format, you must get approval from the home office. Part of your contribution to the National Marketing Fund will go towards online advertising on the major search engines, Google and Yahoo.
MOLLY MAID Marketing Manual Copyright 2015, Molly Maid, Inc.
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