Understanding TeamLogic IT’s 90-Day Marketing Launch for New Franchises
Using multiple channels to expand audience reach and brand awareness maximizes marketing impact throughout the local business community
In the world of marketing, the sweet spot for messaging lies between saturation and overloading the audience. For a new TeamLogic IT franchise, that means making the community aware of its presence, but not bombarding them on all fronts and turning potential customers off.
It’s a tricky balance, and it’s achieved by deploying a well-thought-out, carefully constructed series of marketing tools and programs that introduces the TeamLogic IT franchise to the surrounding business community, says Denise Denton, Assistant Vice President of Marketing Communications.
Initial outreach has multiple avenues
“Every marketing piece we bring to a new TeamLogic IT franchise location has a purpose, and they all tie together over a 90-day period to create brand awareness and give the new business a foothold in the local market,” Denise says. “We send direct mail postcards to announce the new business opening for three consecutive months. We also launch a Google AdWords account, because a key component of our integrated marketing system is doing paid-search marketing and having a strong presence on the web.”
A telemarketing component is set up for those crucial first few months to help set client appointments for our franchisees, and directory listings are purchased, as well. Email lists are activated so that awareness pieces can go out. The key, Denise says, is to put the TeamLogic IT name out in every conceivable venue so that the concept is introduced across a wide range of businesses. That helps the new franchise owner when he or she begins to make in-person contact with potential customers.
Calls to action support initial sales efforts
“All these pieces have a response element, so that interested recipients can get in touch with the local TeamLogic IT quickly,” Denise says. The idea, she points out, is to help the new TeamLogic IT franchise owner penetrate the market as quickly as possible, leading to a faster turnaround on sales and, subsequently, revenue.
“It’s about awareness, but also about cross-selling and upselling,” she says. “Someone might get a postcard about mobility, and they want more information. That becomes an opportunity to talk to them about cloud and security services too. At the same time, an email recipient may call about a one-off, break-fix job. Those always lead to a conversation about managed IT services, and we have a lot of great collateral pieces that walk a new customer through those benefits. Our goal with every angle of marketing is to find ways to secure, and grow, business opportunities.”
TeamLogic IT is the technology franchise businesses increasingly rely on for turnkey support. TeamLogic IT’s managed IT services contracts give clients peace of mind around their technology needs, and provide franchise owners with a steady, predictable revenue stream. The company 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 more than 120 locations around North America, and continues to expand in new and existing markets.