some . Silvercrest makes it simple and ultimately gives franchisors and franchisees what they need .
Preparation When Silvercrest takes on a new client , Rodriguez personally meets with the marketing team to identify their priorities and plan the execution of the marketing initia-
William Rodriguez on Local Marketing
Unfortunately the
“ term ‘ local marketing ’ has been diluted by providers in the space that specialize in one very specific marketing tactic but have taken over that word . Local marketing is not just paid search . Local marketing is not just making sure your listing is accurate on Yelp or Google , and it ’ s not just sending out e-blasts to the local community . Local marketing is an amalgamation of all different media tactics and it ’ s important to work with a vendor who recognizes that . Otherwise the brand is just doing a disservice to themselves and their franchisees .
” tives . For example , Rodriguez says some brands might have a problem with co-op funds , such as how to distribute and manage them , while another might have a problem with transparency at the local level . Silvercrest creates a unique process that works for each client , and offers custom reports for every brand because , Rodriguez says , no two people want to see the results the same way .
Silvercrest reps work closely with the franchisor to identify goals and use a small test group to roll out the program . “ This will allow us to get a good gauge on how the owners feel about using our technology . Things that might make sense to one brand might not make sense to the other .”
Franchisees want to feel empowered , know that someone is listening to them and that they can make decisions on their own — while satisfying the franchisor that the brand integrity and consistency are maintained .
Unique Qualities Rodriguez says a number of differences make Silvercrest unique . “ We listen . We aren ’ t going to give anyone an off-the-shelf solution ,” he says . He doesn ’ t believe there is a one-size-fits-all solution for every brand . He believes that while franchisors ’ needs may be similar , the execution of the solution can be extremely different .
“ We ’ re an industry leader . Media giants that have been in the space for years , like Valassis , are teaming up with us to provide an even stronger local marketing product offering ,” he says . “ We ’ re innovative . No one has what we have . The brands we work with say this on a daily basis . We ’ re happy to put people in touch with these folks .”
Silvercrest is committed to understanding the needs of its franchising clients and providing custom solutions that get results . “ We want to give the best media tactics and print-on-demand solutions at the lowest cost so the owners don ’ t have to worry about negotiating or figuring out how to buy media . They can do what they need to do and run their businesses ,” he says .
“ We ’ re a partner . We ’ ll solve problems for our clients and take care of business .” n
Can I Get a Witness ?
“ One of this year ’ s key focus points for ZIPS Dry Cleaners was to help our franchisees improve their local marketing efforts . We have started utilizing Silvercrest Advertising and already we are very impressed . Right from our onboarding , their guidance on how we can get our branded messaging into LMap has been easy and streamlined . They really bring a ‘ been there , done that ’ experience level to the table . They have taken the time to speak to every franchisee on what their media choices are in their local market , how to best utilize those choices , and how to order and track their marketing efforts through LMap . They have really fast tracked our franchisees ’ local marketing efforts ! As we continue to grow our franchise from the 50 stores we currently operate to the more than 300 we have under development , it ’ s clear that Silvercrest will help keep our local marketing efforts on track .”
— Philip LeVee , Marketing Manager ,
ZIPS Dry Cleaners
Franchiseupdate ISSUE IV , 2016 57