Getting Local: How Franchises Connect with Content

Getting Local:  How Franchises Connect with Content


In the franchise world, the power of localized content cannot be underestimated. After all, giving franchisees the ability to localize their touch points with customers is a must in today's competitive franchise environment. Sound like a difficult task? It doesn't have to be!


In a recently-penned article in Franchise Expo, we walk you through a series of best practices when it comes to localized content (hint: a lot of the steps can be automated) and how you can reap the many benefits.  It’s an informative read – check it out here.



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Marketing to Own the $83 Billion Travel-Agency Channel

Marketing to Own the $83 Billion Travel-Agency Channel

Fun fact: The modern travel agency first appeared in the 19th century. Since then, the travel industry has evolved. From supporting agents with new technologies to designing websites that showcase the most up-to-date travel offers, it’s always been critical that agents have the marketing tools to enhance the customer journey.

In fact, in today’s climate – it’s prime time for agents to get personal. Why? The $83 billion travel-agency channel is back in business, scoring a whopping 50% increase in interest from Millennial travelers.
Travel-industry marketing and research firm MMGY recently found that more than 9 million U.S. travelers will work with a travel professional to help them book a trip this year – resulting in the use of travel agents being at a six-year high.

"As these travelers are vacationing more and spending more on leisure travel than those booking on their own, travel agent users are becoming a more desirable segment for both destinations and travel service providers," the report said.

This amounts to a great opportunity for travel professionals to make online experiences and promotions much more personal – ultimately helping to shorten the sales cycle and boost their bottom line. So how do you stay ahead of the competition? One sure method is called Dynamic Content.  Check it out here.



Localized Dynamic Marketing Content

Localize That Content!


Whether you’re a travel company with multiple agents or a franchise with many stores, localized dynamic marketing content is more than just a buzz word … it’s a necessity to building your business and setting yourself up for success with content that is timely and targeted.


It is possible to provide personalized consumer-to-agent (or store) engagement and enhanced user tracking – while eliminating costly web page development.


Here are a few things to keep in mind when incorporating localized dynamic marketing content into your business:


• Complement to existing marketing software – localized dynamic marketing content doesn’t need to compete with your current promotion management and CRM solutions.  Rather, it should complement these existing tools. 


• Landing page – make sure you have a landing page that is unique for individual agents or store locations.  It should include information such as address, hours of operation, phone number, directions, graphics, and so forth.


• Call-to-action – once you select the target audience for your promotion, it’s vital to include a call-to-action link embedded in the outgoing message with the landing page and unique customer ID.


• Evaluate the data – because the outbound marketing link contains a unique customer ID, you are able to automatically gather key analytics from the user.  But it’s not just enough to collect the data; it needs to be analyzed to create remarketing campaigns tailored for each customer.


We’ll have more on this topic in the weeks to come – stay tuned!



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