ServiceMaster

Challenge

Research all B2B online channels to identify underlying brand problems and potential solutions to obtain consistent and effective marketing strategies and tactics among its franchisee base.

Solution

Feedback deployed its research strategies throughout North America, auditing all social and digital channels for current and past examples of franchisee marketing efforts. In six weeks, true influencers were identified, hard-to-reach audiences were located (including audiences our client was sure WERE NOT online) and online channels were reviewed for potential new marketing opportunities.

Results

Feedback’s report identified numerous areas for improvement and discovered previously unknown channels where influencers and decision makers were discussing our client and its competitors. Our recommendations included the development of targeted applications to increase penetration of channel segments and audiences, resulting in a huge first-mover advantage for this company among its target audiences.