Brand, Marketing & Customer Acquisition
HanTeeKom Group helps Franchisors build their Brands to acquire customers across the franchise system.
The Franchisor’s greatest asset is not the IP, the operating system and not even scale. Because the Franchisor’s Brand embodies all those things in one promise, the Brand is the Franchisor’s greatest asset. It is ultimately what attracts Franchisees to participate in the growth of the Franchise System. And it is ultimately what motivates customers to buy.
We help Franchisors build and sustain strong Brands and translate them into coordinated national, regional and digital marketing programs that generate customer demand while supporting individual locations.
Specific services include:
Brand Strategy & Positioning
We have the capabilities to assist in defining or refining the Brand’s positioning, value proposition, messaging, competitive differentiation and Brand architecture. Our process for this includes creating a strategic foundation that Franchisors can communicate nationally and Franchisees can communicate locally.
Our development of the Brand is done such that the critical support functions of Operations, Finance and Human Resources at the Franchisor are crystal clear on what they need to do to strengthen the Brand’s position. The Brand may be what attracts customers and Franchisees – but the entire Franchisor staff must believe in it for it to thrive. We make sure that happens.
National & Regional Marketing
We plan and execute integrated marketing programs designed to build awareness and generate customer demand across the franchise system. Programs can combine digital, social, traditional media, promotions, content and other channels based on the business objectives of the campaigns which we translate to marketing objectives before planning and execution.
Digital Advertising & Media
Digital advertising, if properly planned, can be very effective and cost-efficient in attracting Franchisees, customers for Franchisees and critical necessary visibility for the Franchisor Brand. We plan and manage and optimize paid search, paid social, display, retargeting and other digital media programs with an emphasis on customer acquisition, conversion and measurable return on marketing investment.
SEO & Local SEO
We believe strongly in the utility of the Franchisor’s website as a tool to improve organic visibility at both the corporate and individual-location level. We guide Franchisors through technical SEO, content strategy, location-page optimization, Google Business Profile strategy and local search programs designed to connect customers at each Franchisee.
Website & Digital Experience
A website is among the first Brand assets that a customer or potential Franchisee will visit. We design, develops and optimize corporate websites, franchise location pages, campaign landing pages and digital customer journeys. Our focus extends beyond the website itself to how effectively the complete digital experience turns traffic into inquiries, appointments, purchases (through e-commerce if relevant to the Franchisor’s business) and other valuable customer actions.
Content & Social Media
We develop scalable content and social media strategies that strengthen the overall Franchisor Brand while supporting individual Franchisees with relevant, brand-aligned content for their local markets. We are skilled at developing national Franchisor-driven content and adapting it to the needs of the Franchisees in each of their individual markets.
Creative Services
We are experienced at developing the creative assets required to bring marketing programs to life across the franchise system, including campaign concepts, digital and social assets, video, promotional materials, point-of-sale materials, sales collateral and customizable Franchisee templates. We have also led Mass Media executions such as TV, Print and Radio.
CRM & Marketing Automation Assessment and Installation
We believe deeply in the value of CRM technology to establish and maintain relationships with customers in one interface that serves all of Marketing, Sales and Customer Service. We can assess the effectiveness of your CRM systems, install new CRM technology and optimize your existing CRM technology. In each case, we can train your Sales, Customer Service and Marketing staff how to get the best out of the CRM investment.
CRM Campaign Planning, Execution and Measurement
We build CRM, email, SMS and automated customer journeys that improve lead nurturing, customer follow-up, conversion, retention and reactivation across the network, including adaptation where necessary to local Franchisee markets.
Marketing Fund Strategy & Performance
Through financial analysis, benchmarking and modeling, we help Franchisors establish marketing-fund priorities, budgets and channel allocations and create measurement and reporting systems that demonstrate how marketing dollars are being invested and what those investments are generating for the Franchise system.