Twenty-year-old Michael Silva-Nash's family bought the Greater Little Rock Molly Maid franchise in 2005. "If you were part of the family, you had to come to work at Molly Maid, folding rags, filing, weekends," he says. Soon he was making customer phone calls and beginning to take on marketing-related activities. Now he's appearing on a local television station sharing cleaning tips on the air.
About a year ago, they revamped their marketing. "We started doing radio with a local personality we enjoy listening to and who spoke to our clients, the women we were trying to reach. She's almost a personal endorsement, like a friend," he says.
For someone so young, he seems to have his fingers on all the right marketing buttons. "You have to adapt your marketing to the local area and tie all your marketing together," he says. That currently includes Twitter, Facebook, radio, ads, TV, and more.
Silva-Nash says he loves coming up with marketing ideas and seeing their effect on the growth of the business--which has one location, employs about 40 people, and cleans an average of 50 to 60 homes per week. Here are some of them.
Google Adwords drives traffic to their local website, and they're building relationships with "mommy bloggers." One such blogger, who has about 5,000 unique views per month, gets her house cleaned once a month in exchange for reviewing the service online. Gift certificates for Mother's Day, he says, boosted their SEO results, and corporate assists in boosting it further by posting his TV appearances on Youtube.
Their Facebook page is packed with customer testimonials, housecleaning tips, local news, links to corporate sites, discount offers, tons of photos, and an upbeat, fun-loving tone (e.g., the debate about which way to hang toilet paper). It's worth a look.
They've also hired a company through the corporate office to generate customer reviews of their services. He says the reviews are short (about 2 minutes), drive up their SEO results, and provide local endorsements that build trust with potential customers. If a negative review comes in, he says, "We give them an immediate callback to see what happened."
Then there's the economy. "This is a time when people are looking for the best deal," he says. And while they can't lower costs without cutting into profitability, they will offer a freebie once in a while through contests on television, Facebook, or Twitter on Valentine's Day, Mother's Day, and at back-to-school time, for example.
"We get them enrolled through incentives. Even if they don't win, they get updates, allowing us to have some space in their mind." The goal is to have people who need housecleaning to think of Molly Maid automatically.
And with all the optimism of youth, he adds, "Just because it doesn't work one time, you have to keep going at it again and again."
The only publication dedicated exclusively to the hottest topic in franchising - Multi-Unit and Multi-Brand Franchisees.
A unique event because it is highly influenced by its advisory board, consisting of the very best multi-unit franchisees. The board works diligently to ensure that the conference delivers on its promise of being the best platform for franchisees to learn how to grow their businesses.