Turning the Invisible Tangible
January 13, 2010 // Franchising.com // How do you market in a service industry? Attracting customers, or as author Harry Beckwith describes it—Selling the Invisible—is a strength that Marton Medina, President & Founder of the newly launched franchise opportunity HomeSweetHome®, is most proud of. "Our marketing differentiates us from our competitors. You can see it and feel it in the colors and in every part of our company…from our name, logo and tagline to our vehicles, uniforms, promotions and gift packages. Everything we create communicates the same attractive message that our customers respond to and love." Medina describes excitedly.
"The purpose of a business is to create a customer." —Peter F. Drucker
"It is from this understanding that all of our marketing was created. We based everything from what we learned of our customer in order to satisfy their want(s). It is the customer that determines what our business is and that's why our company looks and operates the way it does," Medina explains thoughtfully.
The result of this marketing is a young and powerful brand poised to dominate each local territory it enters. And leading this charge is the HomeSweetHome® service vehicle, awarded Best Vehicle in the Association of Residential Cleaning Services International's (A.R.C.S.I.) 2008 Image Awards.
This vehicle is one of the many things that make this service business tangible. "When customers connect with HomeSweetHome® through these tangibles, they can't help but react and feel a certain way. That's when we know our marketing is working," Medina adds.
Another tangible incentive that HomeSweetHome® is using to attract franchise candidates is a $12,000 Discount off its franchise fees. "This offer is only available to the first twelve owners chosen. And it is absolutely imperative our first twelve are the right twelve. So our Distinguished Dozen must genuinely care about people, both customers and employees, they must have a teachable spirit, and they must believe in themselves and have the courage to dream. Character before credentials is the formula we are basing our success on," Medina confidently exclaims.
Get acquainted with this new and exciting organization to see if this opportunity is the right fit for you.