Seeing a business succeed is something I love about working at Bluewater. I recently had the opportunity to work with Salons by JC owner Brent Koughan on the successful franchise grand opening of his Salons by JC of Riverdale Village in Coon Rapids, Minnesota.
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After receiving little response to his personal attempt at creating Facebook Ads, Brent decided to reach out to Bluewater for additional help with his local marketing strategy.His grand opening was just around the corner, and he wanted it to be as successful as possible.
There are many steps to a successful franchise grand opening, so it’s important have resources who understand marketing and it’s role in a growing local business!
When we first sat down with Brent, we went over the timeline for his grand opening and came up with a plan based on his goals for his Salons by JC location. The campaign began 90 days before the grand opening event date and continued for a couple of weeks after. Postcards, Facebook Ads, a local website, and storefront signage were used to drive the crucial traffic needed to fill Brent’s salon suites. This multichannel marketing approach was successful for Brent’s grand opening because it generated a large amount of leads for him within the first few days. A call tracking tactic was also implemented so Brent could easily see and track the success of his campaign through the phone calls he was receiving.
As an Account Manger, I’ve learned the most important part of working with our clients is staying engaged and providing consistent franchisee support and guidance. Brent knew he could call us any time, with any marketing question. We felt more like a member of his team than a vendor. This also kept communication open, allowing us to collaborate with Brent and think ahead to continue the success in the weeks following the grand opening.
After viewing the results, Brent knew his grand opening strategy had paid off. His Facebook Ads had 50 times higher conversion rates than average. The campaign also generated 80 leads, and over half of those leads led to real foot traffic and location visits. Additionally, over half of those location visits led to closed sales (in this case, leased suites). For every marketing dollar spent, Salons by JC Riverdale Village gained $4 in return!
The results were amazing, and Brent was extremely satisfied with the work Bluewater had put into his franchise grand opening:
“I partnered with Bluewater because like I help my tenants with their business, Bluewater helps me grow mine.”
This a successful franchise grand opening campaign that developed into a true partnership. We‘ve continued to work with Brent on his local marketing campaigns, using channels like paid search and Facebook Ads that are still generating leads for his franchise. Now that he knows what marketing works best for his location, he can continue growing his business.
Questions about your own franchise grand opening or local marketing strategy for your location? We can help! Share in the comments below, or follow us on Facebook or Twitter!