In today's article, we would like to share the success of one of our recent marketing campaigns, conducted for a client who manages a chain of franchises of popular neighborhood grocery stores. The client approached us with a specific goal: to reach out to people interested in opening their own store as a franchise. Our task was to create an effective marketing strategy that would bring tangible benefits in the form of applications from potential franchisees.
Determining the profile of the ideal customer
The first step in our strategy was to determine the profile of the ideal customer, i.e. a person who might be interested in opening a store in our client's franchise. After conducting in-depth analysis and interviews with the client, we identified the following profile:
Demographics:
- Age: 30-55
- Gender: Women and men
- Professional status: Entrepreneurs, people looking for new business opportunities, investors
- Asset status: Individuals with the capital to invest in the franchise
Consumer and business behavior:
- Individuals interested in a stable, profitable business
- Entrepreneurs looking for support in doing business
- People who are considering starting their own business, but prefer a proven business model
Motivations:
- Willing to run your own business while benefiting from the support of an experienced franchisor
- Seeking stable income opportunities
- Interest in the food market, especially in the context of local, neighborhood stores
Marketing activities
After carefully defining the profile of the ideal customer, we set about implementing a marketing campaign. We focused on two key communication channels: email marketing and SMS marketing to reach potential franchisees directly and effectively.
Email marketing: We created a series of emails targeting people who might be interested in opening a franchise. The content of these emails was carefully crafted to convey information about the benefits of franchising, support from the franchisor and financial opportunities. Our emails were personalized, with a clear call to action, encouraging people to get in touch and get detailed information.
SMS marketing: We used text messaging as a tool to quickly convey key information and encourage recipients to contact us further. The text messages were short, containing the most important information about franchise opening opportunities and a link to a website where one could learn more. These activities allowed us to reach a wide audience in a short period of time.
Campaign results
Our activities have brought the expected results. The client saw a significant increase in the number of inquiries about the possibility of opening a franchise store. As a result, our campaign not only met the client's expectations, but also brought additional benefits in the form of increased interest in the franchise offer. Thanks to the effectiveness of our actions, the client decided to increase the commissioned campaign limit for the next month, which is the best confirmation for us of the effectiveness of the adopted strategy.
Summary
This case study demonstrates the importance of precisely defining the target audience and tailoring the marketing strategy to the specific needs of the client. In this case, thanks to well-chosen tools such as email and SMS marketing, we were able to successfully reach and encourage people interested in opening a franchise. If you want your business to also benefit from our services and reach your ideal customers, contact us!