Clickable Product Used: Clickable Platform
Industry: Marketing Services; Franchise
Problem Solved:
Franchise Company Solutions (FCS) enables large franchisers to easily connect local franchisees with customer prospects. FCS's challenge was to engage a scalable online advertising partner to drive front-end lead-generation for its complete franchise marketing system. FCS chose Clickable Platform for its ability to deliver the greatest advertising performance to franchisees, while constantly innovating and adapting to the dynamic online landscape.
About Franchise Company Solutions: Instant Marketing For Franchisees
Co-founded in 2006 by CEO John Jorgenson, Franchise Company Solutions is an Internet-based marketing and advertising company that enables franchisers to easily connect local franchisees with customer prospects. Its Easyway solution offers large franchisers the power to instantly deploy sophisticated, geographically targeted marketing campaigns for large numbers of franchisee businesses. It centralizes all prospect data though a contact resource manager, and seamlessly ties them to a complete, automated marketing infrastructure. Easyway enables franchisees to generate and accept new prospects; and automatically enroll them into customized lifecycle marketing programs. Easyway integrates all forms of online and offline marketing and advertising; as well as list management and reporting. Easyway is a complete marketing workflow that activates simply, without franchisees even having to take any action.
Business Challenge: Driving Effective Lead Acquisition
Search and online advertising is a critical front-end element for Easyway. In fact, it’s the primary engine to acquire new prospects into the Easyway database for large-scale, integrated marketing campaigns. The importance of the Easyway lead engine prompted Jorgenson to spearhead the partner-selection process himself. He described two primary requirements:
1. Innovation, including state-of-the-art technology, monetary capital and intellect to constantly adapt to the dynamic online advertising landscape.
2. Performance, including a cost-effective, scalable product that delivers the greatest conversion results to FCS’s franchise customers.
The Solution: Clickable Platform
Jorgenson selected Clickable Platform, a white-label solution for partners to quickly build and deploy scalable online advertising programs under their own brands. Platform enables partners to serve higher volumes of local businesses at lower cost, while allocating greater customer investment to better-performing media spend. This performance orientation helps FCS foster more loyal and profitable customers. It also helps them build a superior reputation in a category challenged by dissatisfaction and churn among local businesses.
“We were looking for a platform partner that was focused on ROI for our customers,” said Jorgenson. “We weren’t interested in how much FCS was going to profit from online advertising so much as delivering ROI for our franchisees,” said Jorgenson. “If our online advertising can deliver substantial ROI, FCS and Clickable will be successful because they will cultivate happy customers who continue Easyway campaigns indefinitely.” Jorgenson added: “We wanted to avoid churning people through search and online advertising and leaving them with a bad taste in their mouth. We’re more interested in driving conversions — with more of the ad budget going to the ad buy — and delivering satisfaction and more business for the franchisee.”
Clickable In Action
Clickable developed an interface within the Easyway front-end that enables franchisees to instantly activate an effective online advertising and lead-generation campaign. “Clickable Platform is a set-and-forget operation, which franchisees can activate with only a few clicks of the mouse,” said Jorgenson. When a prospect is generated through Clickable, the franchisee receives a notification. That prospect is then immediately enrolled into the Easyway marketing mix, which is designed to acquire new customers and drive loyalty over the long term.
FCS’s first major franchiser to activate with Clickable Platform was Ductz, a large B2B company specializing in air quality systems. “Ductz has a number of franchisees that came out of the trucking industry with a limited computer skill set, and they’re finding Clickable’s online lead-generation very easy and effective,” said Jorgenson.
The Future
FCS is now working with over 60 different franchise companies, in industries ranging from haircutting to window washing to executive consulting. Easyway is a universal application for virtually any franchise business, and Clickable Platform is the scalable engine to deliver lead performance as the service grows.
“We look to Clickable to take the lead as our platform partner in search and online advertising,” said Jorgenson. “We’ll rely on Clickable to keep us up-to-date on new internet trends and opportunities, and keep us cutting edge.”