at Greenbaum Marketing Communications. We’ve converted our basement into a place where you’ll find our conversation more relaxed and straightforward. Down here, we talk about all kinds of topics, share our thoughts, explore wild ideas, brainstorm and approach marketing strategy and creativity from a recreational perspective.
Am I Invading Thier Privacy?
November 20, 2008, 10:11 am
Submitted By: Martin Greenbaum
Last week I sent out an eBlast to my contacts announcing the launch of our new Greenbaum Marketing website (the one you’re on right now). I use a email provider called SwiftPage because it is not only easy to use, but they provide me with up-to-the-minute detailed reports. I know who viewed the email, when they viewed it, where they clicked, and how many times they viewed it. Why do I feel that looking through the report is like spying on my clients and contacts? It is great to see that a high percentage of my contacts opened up the email more than once. In fact, we had a lot that viewed in 5, 10, and even more than 20 times. And the times they viewed it, it was across the board and it makes me wonder why people are looking at my eblast at midnight or 2:00 in the morning. Of course I did use this “secret intelligence"; to make some “seemingly casual"; strategic calls to viable prospects. If they only knew.
Off to the West Coast Franchise Expo
November 6, 2008, 3:11 am
Submitted By: Martin Greenbaum
Tomorrow the Greenbaum Marketing Communications team will be headed off to downtown Los Angeles to attend the West Coast Franchise Expo for a couple days of fun and adventure. Coming by land and by air, because some people are afraid to fly (Karey Crowl), we will be showing up in force at the event. I love the event because it's a great time to see my friends in the industry and hang out. Of course the social aspects are not the primary reason for attending, it is to learn what people are doing in the industry and find out how they are positioning their companies. The recent election of Barak Obama, economic downturn, and international events will be great topics for deep discussion. The highlight of the weekend will be taking our Hummer Limo to the party we are co-hosting with some friends at the Bonaventure Brewing Company. It should be incredible fun and we plan to make some new friends and clients in the process. I'll let you know how it all goes.
Economic downturn turns focus to unit revenues.
November 1, 2008, 1:11 am
Submitted By: Martin Greenbaum
With the average franchisor realizing a 50% decrease in franchise development (new store sales) from prior year(s), there is a huge focus on boosting store sales (unit revenues) and maximizing royalty revenues. Franchise systems will need to implement marketing strategies that focus on the customers and prospects that live and work within five miles of their location. They will need to enhance their “neighborhood marketing"; approach, providing franchisees with training and tools for easy and successful implementation. Customer loyalty programs, promotions, online marketing, and email campaigns are all key strategies that will need to be implemented with frequency and impact. Developing the programs is one thing, gaining adoption from franchisees is yet another. Internal marketing campaigns are most often necessary to complement major marketing initiatives that require franchisee participation.
