Real Time Communications Industry News

TMCNet:  IMN Provides Digital Marketing Platform for ShelfGenie and Floor Coverings International

[April 05, 2013]

IMN Provides Digital Marketing Platform for ShelfGenie and Floor Coverings International

Apr 05, 2013 (Close-Up Media via COMTEX) -- IMN, a digital marketing company that delivers branded newsletters and content for vertical markets, announced that Floor Coverings International, an in-home design floor coverings brand with 85 locally-owned and operated franchises, and ShelfGenie, a cabinet storage solutions company with 130 franchises in operation, have used IMN's Loyalty Driver for Franchise to tackle their email communication challenges head on.

According to a release, Loyalty Driver for Franchise is IMN's turnkey email marketing solution designed to help multi-unit franchise brands maintain ongoing communications with clients and prospects through a steady stream of relevant and engaging newsletter content, while expanding their database through targeted lead generation.

IMN said the content in each newsletter is original, timely and on-message, providing readers with information, tips and relevant points of interest. Franchisees have the option of distributing content developed exclusively by IMN for their customers or having IMN distribute the newsletter on their behalf.

ShelfGenie turned to IMN for help delivering a consistent message, identity and offers through individual franchise locations and pushing qualified leads through its sales funnel. Primarily a direct response-based business, ShelfGenie uses a central call center that books design consultations with prospects. By using a phone number, ShelfGenie can track which leads come in to its call center through the newsletter. This is critical, as ShelfGenie closely monitors the impact of all of its marketing tools in terms of inbound interest in ShelfGenie's products as well as on its sales pipeline and cost per qualified lead. Of the six marketing support programs tracked in the fall of 2012, the email newsletter program had the best ratio of the highest amount of call center talk time for the lowest cost per qualified lead. The cost per qualified lead through the newsletter was $74.

"Since ShelfGenie franchisees may not necessarily have sales or marketing backgrounds, the newsletter empowers them to reach out to their client and prospect network," said Courtney Carrasco, director of marketing and communications, ShelfGenie. "While the newsletter content is controlled at the corporate level to ensure brand and message consistency across each franchise, the franchisees can choose to personalize it, adding in special events or local promotions, for example, before distributing or forwarding it along as is in a 'soft sell' communications strategy." IMN noted that Floor Coverings International engaged with IMN to help the company communicate with, and market to, existing customers more regularly and effectively to increase brand engagement. After eight months of working together, 42 percent of the franchise's 40,000+ customers were opening the monthly newsletter and two-thirds of its projects came from those that read the newsletter.

"Floor Coverings' relationship with IMN has proven that if you provide relevant, interesting content, customers will read it and feel a stronger tie to the brand," said Ryan Aschauer, vice president of consumer marketing and IT, Floor Coverings International.

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