Robert Pifke, Chief Marketing Officer of Property Management Business Solutions (PMBS), LLC, the franchisor of Real Property Management, recently spoke at the 2016 FranTech Conference as part of a three-person panel on Measuring ROI of PR, Social Media, and Content Marketing – New Tools and Approaches. Mr. Pifke has worked with some blue-chip organizations with large marketing budgets, as well as smaller operations with significantly smaller marketing budgets, but states that minus the extra zeroes, organizations face the same fundamental problems. However, with smaller budgets, each dollar is that much more important and therefore must be used wisely. As such, franchises should not fly blind with their marketing dollars when they can use a variety of free or low-cost resources.
One free tool that franchises can is use is Google Analytics, which allows for in-depth analysis of website traffic, including the ability to measure the number of visitors, time spent on a site, pages viewed, and other factors. Google Analytics’ timeline feature also allows a company to make connections to other marketing efforts. For example, in February of this year, PMBS COO (now CEO) Lukas Krause appeared on television’s Fox and Friends, which led to a significant one day spike in website traffic.
Another source of data is through vendors, many of which provide reporting. For example, Grade.Us, a reputation management tool used in the Real Property Management franchise system, provides data on online reviews, including the total number of reviews, overall star rating, and how those metrics have changed over time. These metrics allow for making correlations not only with marketing efforts but customer service efforts as well. Agencies, CRM systems, and other providers also offer results tracking.
Other speakers included Desirae Franco, Director of Communications for The Dwyer Group, and KT Remus, Vice President of Marketing for RetroFitness. The discussion was moderated by Sherri Fishman, President of Fishman PR.
FranTech is an annual event hosted by the International Franchise Association and connects franchise marketing and technology professionals. The conference includes numerous industry experts and speakers to assist attendees in understanding technology trends and how those affect marketing strategies. FranTech also assists attendees with understanding a large number of digital marketing resources available and how those can assist in growing a franchise operation.