Integrated Marketing Builds a Local Brand for TeamLogic IT Franchises
5-part plan helps new franchises get off the ground, and then continues to grow the business by promoting it on multiple platforms over time
Getting and keeping clients is the main goal of a small business, but it’s often one of the hardest to accomplish. Every TeamLogic IT franchise owner has great techs and a solid roster of products and services to offer and, thanks to an in-house marketing system, is never stumped on how to get the word out.
“We have an integrated marketing system that works to raise awareness, get customers and then retain them,” says Denise Denton, Assistant Vice President of Marketing Communications. “There are five key objectives: build brand awareness in the local market; generate leads; nurture opportunities; cross- and up-sell; and then retain those customers. When all that is taking place, the pipeline of new and existing clients stays full — and the business succeeds.”
Early efforts get the ball rolling
TeamLogic IT franchise owners get up to speed on the value of marketing during their initial training. Denise walks them through the importance of creating a local brand and showing how it differs from competitors, so that their business is not seen as just another chain.
“Our integrated approach teaches that it’s not just one method that wins the day,” she explains. “There are so many channels, avenues and opportunities to put your brand name in front of the customer. Different generations use different platforms, from email to direct mail to social media. You’ve got to be able to do a little bit of everything, and that’s what our plan does.”
An initial marketing program includes a three-month push with direct and email campaigns that tie closely together. Those generate interest and get a good response, Denise says, and that sets up early client calls and in-person visits to begin building a client base.
“At the same time, they’ve got a brochure outlining what a TeamLogic IT franchise is and does, and those are in two sizes,” she says. “One can be used in a presentation folder, while another is smaller and can be handed out at networking events.”
Similar look and feel heightens brand awareness
From there, telemarketing, email newsletters and other elements come into play, but they all are designed to have a similar look and feel so that they all tie back to TeamLogic IT.
“When we talk about an integrated approach, we mean using several methods of marketing, but with all the pieces easily identifiable as coming from one source,” Denise says. “It’s all part of a system to generate awareness, provide information and then elicit a response.”
TeamLogic IT’s corporate marketing team is on tap any time an owner has questions, adding another layer of professionalism.
“We know that a lot of TeamLogic IT franchise owners are new to selling and marketing,” Denise says. “That’s why we built a system that is very front-loaded with the support they need as they are getting up and running. At the same time, we don’t just turn everything off after 90 days and hope they do well. When we say ‘integrated system,’ we also mean that we are integrated into their business. We are ready to help them try something new if one platform isn’t getting the desired result, for example. We continue to work with our franchise teams that have been open for years, because we’re all learning from each other. We know our marketing can’t be static and unchanging, and that’s why we succeed.”
TeamLogic IT is the technology franchise small and medium-sized businesses increasingly rely on for turnkey support. TeamLogic IT’s managed services contracts give clients peace of mind around their technology needs and provide franchise owners with a steady, predictable revenue stream. TeamLogic IT now serves a wide and growing variety of clients in every business sector, from tourism and hospitality to healthcare, legal and accounting. Along the way, TeamLogic IT has grown to 100 locations in North America and continues to expand in both new and existing markets.