TeamLogic IT’s Integrated Marketing System Helps Build a Local Brand
By covering the bases from direct mail to social media mentions, TeamLogic IT ensures new franchises build a solid local presence
A grand opening ceremony is the culmination of a lot of work at a new TeamLogic IT franchise. The owner has undergone rigorous training on systems and processes, staff has been hired and a comprehensive, integrated marketing plan has been put into place that will pay many dividends.
“We take an integrated approach to marketing, which means that we teach franchise owners that no one media outlet wins the day,” explains Denise Denton, Assistant Vice President, Marketing Communications. “There are so many channels, avenues and opportunities to put our brand name in front of potential customers, and we work to leverage them all.”
Multi-touch approach gets results
Customer identification is easy: The TeamLogic IT client is the IT decision maker at a local business. Marketing to that individual, though, to get him or her interested in something like managed IT services requires a nuanced approach.
“We live in a distracted society, and in many cases we are speaking with different generations,” Denise says. “A franchise owner has to be able to reach that person effectively, so we have a multi-touch approach that begins with our initial marketing program. What that’s all about is building a consistent brand presence in the first year, and it has many moving parts. When all these materials and strategies are used together, over time, they do a very good job of building brand awareness within the market.”
Different materials for different audiences
The strategies reflect the fragmented nature of media outreach today. Direct-mail pieces to a targeted marketing list underpin the entire operation, as does an ongoing email campaign to those same individuals. As owners network and obtain leads, new names are added to both campaigns.
At the same time, packets made up of folders, brochures and other leave-behind collateral have been prepared for initial sales calls.
“When they use all these things in tandem, it really helps boost response,” Denise says. “We have a large brochure that works well for presentations, and then a smaller version a TeamLogic IT franchise owner and his or her staff can hand out at events. These print pieces are great follow-ups for leads that are generated by the email and direct-mail campaigns, and they help move those initial contacts down the line to becoming a client.”
TeamLogic IT is a top-rated technology franchise that solves a major headache for small and medium-sized businesses by offering managed IT services solutions that turn technology into an ally rather than an obstacle for clients. We are a fast-growing business with franchisees who meet a universal need among today’s businesses: the need for rock-solid IT solutions that prevent downtime and provide security for critical data.