Are You Missing Out on Local Business?
By Stuart Ayling, Solutions Found

It is surprising that many franchise groups are not including email as part of the local area marketing plan.

There are huge opportunities for franchisees to use email to increase repeat purchases and to increase retention and customer satisfaction.

In our discussions within the industry it seems that email is often overlooked because the marketing decision-makers don’t fully understand how to use email as part of the total marketing program.

In some ways this is understandable. Email is relatively new. But it is developing quickly and should not be ignored.

Email is the preferred communication channel.

Email is becoming the preferred communication channel by consumers. If you don’t use email to enhance your overall marketing program you are missing out on business from your local area.

And guess who is getting the business?

That’s right… your competitors.

Create synergy with national promotions.

Local area email campaigns can use the same themes being used in national promotions.

You don’t always need to ‘reinvent the wheel’ with new promotions. The local email campaign ensures the message gets through directly to the customer.

Of course the local franchisee will probably have their own promotions that can work in synergy with the national campaigns. Email is such a cost effective way for franchisees to communicate and encourage direct response – with immediate results.

Coupons in demand in tough times.

The use of coupons in email is a proven strategy that will become more responsive in tougher economic times. Research shows that all demographics seek a better deal when money is tight.

A recent study in the USA found that 67% of people are more likely to use coupons during a recession.

Maybe this isn’t too surprising. And of course the Australian economy is somewhat different to the American economy. But there is growing concern within the community regarding an economic downturn.

Can you help your customers by offering added value or special deals through coupons?

Why not use email as the delivery mechanism to get coupons directly into the hands of your customers. Even the ones that you haven’t seen for a while!

Email does have a legitimate place in the local area marketing plan. Make sure you use it to increase your share of local business.


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