Five Questions with WOW 1 DAY Painting
I’ve been thinking a lot about painting lately. Actually, my wife has been asking me to think a lot about painting lately. Choosing between going to my local hardware store, gathering the variety of materials I’d need and dedicating a weekend or so to the job, or doing a little web research…I chose the latter.
I came across WOW 1 DAY Painting. The concept is simple. WOW 1 DAY Painting will paint peoples’ homes or businesses in one day, guaranteed. They promise four things: 1 DAY completion, high quality work, spotless clean-up, and professional, uniformed painters. I sat down with Tania Venn, Director of PR for WOW 1 DAY! Painting, to find out more about the company.
How did WOW 1 DAY Painting get its start?
The WOW 1 DAY Painting story began in 2010. Entrepreneur Brian Scudamore was looking for quality painters to do a job at his home. Already a successful franchisor with his global company, 1-800-GOT-JUNK?, Brian loved unique, service-based brands. He discovered a company called One Day Painting and was intrigued by the concept and the one-day promise. On paint day, Brian left for work in the morning and when he returned in the evening, his home was beautifully transformed by quality painters. The experience had been easy, efficient, and affordable. Most of all, what Brian saw in One Day Painting so impressed him that he made an offer to the owner, Jim Bodden, to buy the company!
That’s great. I don’t think there’s a better way to say I liked your work more than can I buy your company. As someone who has made a career on the web, I’m always interested in how businesses use the web. Is there an opportunity to tell your brand’s story in a new/unique way using social media?
Social media has given us the opportunity to reach out to new audiences and share stories about our business with them. At WOW 1 DAY Painting, we consider social media an engagement tool that delivers an immediate, positive impact. We know that in today’s fast-paced, information-saturated lifestyle we have precious little time to attract and keep a customer’s. We share diverse content, including human interest stories, stories about our people, and impactful advice that’s not promotional in nature. We intersperse these with a few interesting facts about our business and find that’s a great approach to building our brand’s story.
What do you want to accomplish through social media?
The ultimate goal in using social media is to convert fans and followers into customers for life. It’s as simple as that. However, there are numerous initiatives that feed up to that goal. First, wherever our customers are spending their social media time is a place WOW 1 DAY Painting needs to be. Next, we need to be attuned to the interests of our customers. If they are interested in do-it-yourself projects, we offer posts with helpful advice. It’s also important to use social media as a communications portal so that you can respond in a timely manner to requests, complaints or testimonials. In order to fulfill our ultimate goal of converting fans and followers into customers for life, our social media platforms offer the customer open access to our brand in the form of links to other channels, our blog, website, etc…
Blogging is a powerful tool for any business. We’re in an intense franchise development phase, so we often use our blog to profile our franchise partners. This is an effective way to share franchise partner stories and franchise partner satisfaction with franchisee candidates. Facebook has proven to be an effective franchise development tool also. We’ve installed a “Franchise Opportunities” Facebook app for visitors to the page who are interested in purchasing a franchise. It offers a brief description of the franchise opportunity and explains what sets our brand apart from the competition.
How do you convert social media followers into customers?
Converting social media followers into customers is a relationship-building initiative that is time-and-resource-consuming, yet incredibly lucrative to our brand. Our most effective method of driving fans and followers to use our service is by engaging with them in a way that they discover they have a need for our service. We use Facebook, Twitter and our blog to encourage them to visit our website and explore more about our great service.
One way we can do this is to invite them to our website to enter a contest for a giveaway. This way they get to try our service and we are one step closer to having another customer for life. In our efforts to boost engagement with the right people who could become our customers we do the following: boost posts on Facebook to targeted demographics, use advanced Twitter search to look up users with specific interests, and take advantage of LinkedIn’s product and service pages for companies.
How do you know your efforts are working?
There are several ways our PR, marketing, and franchise development teams measure our social media success. We are primarily focused on Facebook, Twitter, Yelp, Pinterest, YouTube, LinkedIn, and blogging. Each platform has analytics tools for determining levels of engagement, reach, and clout. Google Analytics can tell us if social media platforms are referring traffic to our website.
But our best assurance that our efforts are working comes from our customers. When our customers post on social media how happy they are with our service, or when interested franchisee candidates tell our franchise development team they heard about us from our Founder & CEO’s media posting on LinkedIn, that’s all the encouragement we need to know we’re doing the right things on social media.
Now, I just have to see if they can help pick out the colors…