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Overview
We handle field marketing programs for dealer and franchise groups by
managing all the details of their campaigns from start to finish. We provide
customer profiles that include territory maps and a detailed description
of advertising vehicles available in their area. This gives each dealer
a road map for planning and tracking each individual campaign.
How
it Works
The corporate headquarters, regional marketing department, master franchise,
distributor or other marketing/advertising decision makers work with Market
First to develop guidelines for the program. In most cases, a test marketing
campaign is put together so we can gather valuable research before we
begin a national campaign. Once we finalize procedures, pricing and responsibilities,
the program is rolled out to the field.
Research,
Mapping and Profiling
By plotting locations, customers, competitors or prospects on a map, we
provide visual support to advertising programs. Once an area is identified,
we research it completely for all available advertising vehicles. We can
also add demographics and psychographics of a particular audience in order
to help us better target our advertising message. For example, an automotive
repair facility can look at each specific ZIP Code in their profile and
identify which households are most likely to need an oil change. Armed
with this information, we can segment our advertising message and pinpoint
our best prospects.
The
Plan
A turnkey marketing plan is established to help reach our target audience
in the best way. This can include but is not limited to a plan that allocates
sales and/or leads over a specific period in a particular area. For example,
if a customer has a field staff of technicians (like a Satellite Dealer,
Pest Control Company, Security Company, Lawn Care Company, etc.), they
want to be able to plan their technicians time in order to get the most
number of customer contacts in a day. We custom design our programs to
make the best use of the technician's time.
We can also help predict
the manufacturing process! Because we can estimate the number of sales
or leads we generate with our advertising and marketing plans, we can
successfully predict needed inventory levels. Imagine the advantages and
bottom line impact this makes for our customers.
Printing
& Production
Our print prices can't be beat! Because we have established relationships
with several national printers, we can ensure our clients of competitive
prices regardless of size, color, or volume. We monitor all or our jobs
for quality, turn-around and deliverability so every job runs smooth from
start to finish. Production of solo-mail, kit fulfillment, and other special
marketing projects are processed in-house at Market First headquarters.
So whatever the necessary in-store or POS support, we can provide the
dealer with a one-stop solution.
Print
Ad Placement
Whether we're managing the newspaper or shared mail drop of hundreds of
dealers nationwide or a targeted solo mail campaign for a local retailer,
Market First is Your Single Source Marketing Solution. We have a proprietary
database of print media alternatives and a research department ready to
assist you in reaching your target audience.
Broadcast
Planning and Buying
Our broadcast buyer has over 20 years experience in planning and buying broadcast media for restaurants, automotive and other retailer accounts. She has worked with multiple regional groups including those for Golden Corral, Charter and Emory.
Tracking
& Analysis
Advertising and marketing is measurable! We help our clients develop lead
tracking and analysis programs so we can learn from every single campaign.
Whether it is customer acquisition, lead management or customer retention
initiative, all programs are tracked so we can determine each campaign's
ROI.
Corporate
Advantages
The corporate office wins because they have field marketing experts on
their team. As field specialists, Market First makes sure that the corporate
message is consistent from one dealer to the next, that each dealer is
treated fairly and with equal service regardless of size, and that dealers
do not compete with one another in the same area.
The
Dealer And Franchise Win
The dealer or franchisee gets one-on-one attention and is walked through every step
of the process. From creative to production to distribution, the dealer
only has one contact - Market First. We manage all the details so the
dealer can focus on running his/her business.
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