REUNION RECAP
CRM initiative shows early results for Neighborly possibilities BY SHELLEY BLASZAK Senior Communications Manager
all Dwyer Group brands are represented. The magnets were distributed to owners to leave behind after providing service. To date, the response rate is .62 percent and 439 leads have been received. Owners can currently reach out to the Marketing team to take advantage of jump start marketing pieces , which is administered by one approved vendor who has customer lists across all Dwyer Group’s businesses. “You can do a turnkey, direct mail program now, just reach out to your Marketing team for more information and visit our jump start vendor to get started,” she said. These efforts complement the national CRM initiative’s efforts, which launched in August. The thank you email customers receive following a form submit, the thank you webpage following a form submit and the cross-marketing e-newsletters are already underway and working to drive awareness and leads to all franchisees’ businesses. “CRM is no-cost for owners
and the emails feature 50 percent of the original brand’s content and the remaining shows off another’s brand’s seasonal content,” Kloostra said. “The calls to action are prominent for both brands and all emails are designed to optimize to any screen, tablet or mobile device.” Kloostra said Molly Maid’s Aug. 30 click-to-open rates are among the highest of Dwyer Group brands, which is 10 times the industry benchmark! The most important thing Molly Maid owners can do is focus on adding accurate email addresses for your customers to continue building on CRM’s early success. If owners want to reach out and identify neighboring Dwyer Group franchise owners in your area as many are already doing, contact jennifer.gregory@ dwyergroup.com or brandi. kloostra@dwyergroup.com . Owners can also access the FAQs document on this topic, as it is updated, as needed. “Stay tuned for more information on the launch of Neighborly in early 2017,” Kloostra said.
B randi Kloostra, Vice President on Dwyer Group’s CRM initiative and commented on the new umbrella brand, Neighborly. “A lot of effort went into building the Neighborly name – an impressive amount of research,” she said. “It was an honor to represent Molly Maid going through this process – and recognizing that people are our pedigree – disruptors like Google and Amazon services don’t have people in the field like we do.” An early testimony for cross marketing has been the Dallas area test, which began in March. This market has businesses representing all 10 brands. “We did a few initial concept tests with 39 owners in the DFW area including a direct mail piece with a magnet showcasing all of Dwyer Group’s brands,” Kloostra said. “More than 14,000 people received our mailing and the response rate was fabulous at 3.6 percent, which generated 513 leads so far.” More than 77,000 magnets were also sent to owners in 13 other markets where of Brand Management provided Molly Maid owners with an update
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