Emma HolahanDirector, Digital Marketing
@certapro
Jason KnillCEO
@bythoughthouse
Heather McLeodDirector, Marketing
@heathermcleod
Get Your Mobile On: Best Practices and Key Trends for
Today’s Marketplace
“We cannot become what we want to be by remaining who we are” -Max Depree
Trend 1: (Un)Expected Competition
Trend 2: Mobile compliments legacy initiatives
Trend 3: “Mirroring” our customers, prospective owners AND franchisees
Trend 1: (Un)Expected Competition
Today’s outlook:2014: Marketplace “Uberization”Today…And Here they come (or came)
Today’s Outlook:Even Google has jumped in!
…..And Tech Brands, not Franchise Brands, are winningpartner channel deals
Why it Matters:Franchise Brands must OWN Customer Experience
?shouldn’t they
Build Experiences to Deliver Brand Promise within Mobile Displays: And Focus On UI/UX
Build Experiences to Deliver Brand Promise within Mobile Displays: And Focus On UI/UX
Deliver on Mobile Trends: Own Tech Within the Brand Promise
Deliver on Trends: Estimates through Mobile
And Focus On Making UI/UX EASY!
Estimating in Mobile:
Trend 2: Mobile Compliments Legacy Initiatives
Mobile is more than mobile
+Affinity Interests
IP addresses
+Mobile Device
Mobile + Direct Mail
Mobile Retargeting = A Gentle Nudge
Local Banner Ad Campaigns= REACH+Incorporate Clickable Phone
Own Branded Mobile Search
How strong is your Google account?
Trend 3: “Mirroring” our customers, prospective owners AND franchisees
Invite Franchisees To Take Part In Your Mobile Journey
EngageAd Council / committee
on specs, scope, features
SurveySolicit zee feedback on plan and process
TestWith a pilot group of highly engaged zees
ChampionLeverage test zees to build
network excitement
In-Field Devices to Improve Efficiencies
Takeaway 1:Systems Matter
Don’t be overanxious about those “tech folks” entering the marketplace
Takeaway 2: Inclusive Decision-Making
Incorporate franchisees throughout decision-making processes. Perspective and dialogue are most important.
Communicate with customers, prospective owners and franchisees on their terms
Takeaway 3: Mobile or Not, Dialogue Wins
Emma HolahanDirector of Digital Marketing
@certapro
Jason KnillCEO
Thought House@bythoughthouse
Heather McLeodDirector, Marketing
@heathermcleod