Marketing Strategies Top List for Growth in 2014
QUESTION: What are you doing now to position your franchise business for a profitable year in 2014?
UEBERFLUSS: “Home health care is a high-growth, competitive business, so I am exploring new ways to separate my Assisting Hands Home Health franchise from others during 2014. Revenue growth over the past 12 months has been very positive, and as a result of increased cash flow, I plan to dedicate more resources to growth during 2014. In the past, I have achieved mixed results through traditional marketing tactics such as newspaper and radio advertising. I found the greatest success by launching community outreach programs. These efforts make continuing education courses easily accessible to area eldercare health professionals, and at the same time create an opportunity to build relationships with these colleagues. I will continue to expand this effort in the coming year.
According to a Pew Internet & American Life Project study released this summer, 80 percent of all Internet users, or about 93 million Americans, are searching online for information about health care. Because of this, I intend to focus my marketing efforts in the coming year more narrowly on Web marketing and social media. I want to know who is looking for home-care services, and I want them to find me in the top of their Internet search results. For example, I started a blog on health-care issues which I will expand in 2014, along with my e-newsletter. I recognize that search engine optimization is the key to ensuring my website and social media activities are being rewarded. Therefore, I intend to expand my use of online advertising, including pay-per-click services, although I’m exploring the most cost-effective ways to use these marketing tools and ensure that I can measure their effectiveness.
New marketing tools offer new avenues for sales and promotion for franchises, and I believe that devoting more resources to these options will increase my revenue and profitability.”
Richard Ueberfluss is the owner of four Assisting Hands Home Care franchise territories in the Chicagoland region. He has seven years of acute-care and hospital administration experience, is a board certified orthopedic and manual physical therapist with 25 years of hospital, outpatient, sports and home health care experience. Find him at fransocial.franchise.org via the directory.
WILLIAMS: “In today’s economic climate, customers, clients and alliance partners are concerned with quality, service and delivery more than ever before. I keep this in mind as I write marketing plans for my multi-unit business in the Lexington/Frankfort area. The first part of my plan focuses on the continued delivery of the best painting services in the communities I serve. It is critical to the success of my business to follow through and do what I say I am going to do, day in and day out. I live in the community I serve, so it is critical to make sure every customer is so completely satisfied that he will refer me to another friend or neighbor.
The next part of my plan focuses on capitalizing on the recovery of the housing market. We will have a two-pronged approach, one that helps increase the property value of existing homes. There is no better way to lift a property’s value than to apply a fresh coat of paint – inside and out. The second part is to promote our services to realtors and title agencies with an incentive or discount offer for their clients.
The final part of the 2014 plan is to “Pay it Forward.” I have tremendous respect for our current and returning veterans. As the last members of our deployed military units return home in 2014, I plan to donate an entire house painting job to one local veteran in our community. In fact, all our Fresh Coat Painters’ franchises nationally will also be donating an entire house painting job to a veteran in 2014 to celebrate their homecoming.
I have high hopes for the coming year, and am very excited to provide such a valuable service to my community.”
Terry Williams owns and operates two Fresh Coat Painters’ franchises in Lexington, Ky. Find him at fransocial.franchise.org via the directory.