Woodhouse Day Spas Partners Up To Make Local Digital Marketing More Effective
We asked Paul Erdelt, Chief Marketing Officer at The Woodhouse Day Spas, “How has your brand used innovative marketing strategies effectively?”
Our success is based on the success of our franchisees, so we put an enormous level of resources behind supporting local store marketing. In particular, we have focused heavily on reaching potential customers through a variety of digital channels, namely Google Search, Facebook, Instagram, YouTube, and display ads.
But as anyone who has managed national digital marketing campaigns understands, it’s a tedious, time-consuming, and often costly process. Each channel has its own ad specifications and reporting tools, and we struggled to effectively optimize our media spend. The space can be very complex, especially when many of our franchisees are small-business owners without sufficient marketing skills or the means to afford them.
That’s why in 2018 we partnered with Eulerity to help us streamline our local digital marketing efforts. It’s an app that allows franchisees to deploy marketing campaigns from their smartphone using creative that we, the franchisor, push out through a desktop dashboard. Using machine learning and automation, budgets are shifted to the best-performing ads several times a day, eliminating the need for manual monitoring and optimization. This self-service or do-it-yourself form of advertising has allowed our franchisees to feel in control of their marketing efforts so they can get back to running their businesses. And they are able to do it all for a fraction of what it costs to use an agency or hiring multiple digital marketing firms.
Using our franchisor dashboard, our corporate marketing team can monitor performance, understand the creative running in our local franchise system, and understand how our franchise system is engaging in their Internet marketing in efforts to help drive new business and retain our best customers.
Implementing new technology in a franchise system can be scary and potentially risky, but we’ve been thrilled with the results so far. As an example, during our Black Friday and Cyber Monday seasonal period, our advertising with Eulerity paid off immediately from a revenue perspective. As we are able to track online conversions, our cross-channel marketing program paid for itself our first 30 days into the promotion, and we continue to drive a strong ROI from our paid marketing spend with Eulerity.
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