Category Archives: Clients

Curves Leverages ElementsLocal to Launch Middle Eastern Websites

Posted on by Brandon

curves middle eastElementsLocal™ announces the launch of the Curves – Middle East network of websites. Franchise locations spanning eight Middle East countries will leverage the industry-acclaimed ElementsLocal™ Content Management System (CMS) for their online marketing.

Each website utilizes Google Maps technology, multilingual English and Arabic versions as well as powerful email marketing tools targeted at increasing custom loyalty and retention.

Curves is the first fitness and weight-loss facility designed for women, offering a supportive environment where women are empowered to “change their lives 30 minutes at a time.” ELEMENTS is proud to support Curves as it expands its offerings to women throughout the Middle East.

“This was a unique project that allowed ElementsLocal to expand its expertise and understanding of delivering localized marketing tools internationally,” says Jeremy LaDuque, President & CEO of ElementsLocal™. LaDuque continued that “Understanding how search engine optimization works in the Middle East and the various definitions of words was a unique and fun challenge for our team. We couldn’t be more excited about the opportunity to work with Curves as they grow.”

David Ramadan, President of Curves – Middle East, commented that, “these websites will be a great addition to the marketing plan we have in place to support our Franchisees. It provides us with the tools to market as well as allow our Franchisees to add fresh and relevant content as well.”

About Curves

With nearly 10,000 locations worldwide, Curves is the largest fitness franchise in the world. Curves combines an innovative 30-minute fitness program with nutritional information, and supports its members in reaching their goals. Curves franchise locations serve over four million women, in more than 85 countries.

About ElementsLocal

ElementsLocal™ provides online marketing solutions to franchise companies looking to leverage local franchise websites, email campaigns and social media marketing.  The ElementsLocal™ platform can be seen at www.elementslocal.com which includes a virtual tour of the franchise solution software. Based in San Luis Obispo, CA, and founded in 1999, Elements clients include Glass Doctor, Sport Clips, MAACO, Jiffy Lube, and Curves.

Click here to see all of the current Curves ME Franchise Locations.

CertaPro Painters Taps ElementsLocal to Increase Franchise Recruitment

Posted on by Brandon

Certa Pro PaintersElementsLocal™ announces the release of the Franchise Recruiting website for CertaPro Painters, the largest painting franchise in North America. CertaPro Painters has been ranked number one in their category by Entrepreneur magazine for 2011, 2010, 2009, and 2008 and is ranked 7th in overall franchisee satisfaction by Franchise Business Review.

“CertaPro’s impressive success has been built on bringing a feeling of “certainty” to homeowners looking for the right company to paint their homes,” explains ElementsLocal™ CEO Jeremy LaDuque. “We wanted to convey this commitment to their franchisee’s success because we knew it would be important to convey that sense of certainty to individuals looking for franchise opportunities,” continued LaDuque.

CertaPro’s Vice President of Franchise Development, Steve Hearon, recalled that, “when we decided it was time to upgrade our Franchise Recruiting website, we knew that ElementsLocal™ had the expertise in place to support us, with their flexible Content Management Software, and their proven Search Engine Optimization expertise. We were happy to learn that they also shared our own company’s core value to “deliver what you promise.” At CertaPro we like to say that, “we call back after the paint has dried.” We feel that Elements has given us the same kind of commitment to the success of our new Franchise Recruiting web site.”

Visit the CertaPro Painting Franchise Recruiting Website

About ElementsLocal

ElementsLocal™ provides online marketing solutions to franchise companies looking to leverage local franchise websites, email campaigns and social media marketing.  The ElementsLocal™ platform can be seen at www.elementslocal.com which includes a virtual tour of the franchise solution software. Based in San Luis Obispo, CA, and founded in 1999, Elements clients include Glass Doctor, Sport Clips, MAACO, Jiffy Lube, and Curves.

Is It Really That Easy Going Green? How Alt-E Companies can overcome challenges to increase business

Posted on by Jeremy LaDuque

Our article “Is it Really That Easy Going Green” was published in Renewaable Energy World October 2009 (http://www.renewableenergyworld.com/rea/news/article/2009/10/is-it-really-that-easy-going-green).

We all know that person who fashionably expresses concern for the destruction of our environment – and then they drive off in their gas-guzzling SUV to their home that’s lit up like a Christmas tree, all while drinking from a coffee cup made from non-recycled paper. Are they lying about caring? I’d like to believe most people would prefer to be environmentally responsible; however, the fear of the associated costs paired with the confusion as to how to actually go green is enough for many to hopelessly throw their hands up in the polluted air.

This is why it can be a challenge for renewable energy companies to convey the value of their services. In addition to the presupposed higher price tags, perplexing industry jargon serves as another roadblock, as it only further bewilders potential customers trying to navigate an already ambiguous industry.

In short, renewable energy companies are often communicating too much data and not enough useful information, which is scaring away potential customers. And if a renewable energy company can’t convince the consumer of the financial, environmental and personal value of their investment, there simply is no sale.

That being said, many renewable energy companies have proactively created an online presence to better communicate to potential customers, but they are still lost in how to best deliver their message. Because of the distinct challenges these companies face in the sales process, the bar is constantly being raised in terms of creative Internet solutions designed to attract and capture valuable customers. It’s really no longer enough to just have a presence online.

Here are four specialized strategies that renewable energy companies should consider in their online marketing efforts:

Create a Local Presence

Renewable energy companies, such as solar providers, should have not only a corporate web site, but also unique web sites for each location where the company provides installations. This makes the company more visible to search engines like Google, thus increasing their ranking when potential local customers search for them. ElementsGreen, for example, can create brand-compliant web sites, domain names and content management solutions for each city or region where installations are made, and the sites can be updated with attractive local content for local customers seeking services.

Engage Your Customers

Because many potential renewable energy customers fear encountering intimidating jargon, they often don’t want to speak with company representatives on the phone and would rather seek information online. Successful online engagement occurs when information is presented in a way that is user-friendly, digestible and relevant to the customer. Some effective web site tools to consider include online calculators that offer a clear breakdown of associated costs and the resulting return on investment (How will money spent translate into money saved?); photo galleries of the installation process (How will this affect the appearance of my home?); breaking industry news (What is the current buzz?); and online/live chat opportunities and social forums, which allow potential customers to ask questions and solicit feedback on concerns in an anonymous, casual setting.

Implement Customer Portal Software & Solutions

Leveraging social networking opportunities and fostering online relationships within the current client base should be a high priority for renewable energy companies. Existing customers — typically passionate about the product — can be a valuable resource in engaging new clients. Creating a “members only” area on the website provides a forum where existing clients can pose questions to each other and the company, access timely educational information and learn about current company incentives for referrals.

Allow Customers to Monitor for Success

A key component to understanding the value of renewable energy is being able to monitor personal usage. When solar, for example, is installed on a home, a monitoring device is also put in place. By integrating this information into usable software, customers can easily access their usage on the company website or on their Smartphone. This allows customers to always have ‘hands-on” access to the performance and functionality of their purchase, and the information can easily be shared, which helps to further share the company message to other potential customers.

Interest in renewable energy is high and will only increase. Through effective online communication, renewable energy companies can help demystify the process of “going green” and gain informed customers in the process.

Jeremy LaDuque is president and CEO of Elements Inc., creator of ElementsGreen, a software platform developed specifically for renewable energy companies and the unique challenges and opportunities they encounter in the sales process. Current ElementsGreen clients include REC Solar, Akeena Solar, Andalay, Underground Energy, Absolute Solar and Solar Technologies. For more information on the company, visit www.elementsinc.net.

Always Best Care Franchise Gets “Local” Online

Posted on by Tony

With seniors considered the fastest-growing population, America is aging, so it’s no surprise that Always Best Care – provider of in-home care and assisted living placements for seniors – is an increasingly successful franchise anticipated to nearly double its growth in 2010.

Increasingly instrumental to the company’s further expansion, however, is its ability to appear local to its potential customers, which is why Always Best Care has teamed up with ElementsLocal™ – an innovative new solution designed specifically for franchises that helps increase web traffic and online leads by creating local web sites for each franchise location.

“We are a relationship-based business, so it is very important for our franchises to have a local presence on the Internet,” said Michael Newman, founder, president and chief executive officer of Always Best Care. “Our clients want to know that we are in their local community and that we are there when they need us.”

Research company eMarketeer recently found that local search is now more popular and relevant than regular search for people looking for a local product or service, so it’s not surprising that a strong, localized search-marketing strategy is now considered one of the most critical components of an overall web marketing approach for companies with franchises in distributed markets.

And according to an article by ElementsLocal CEO Jeremy LaDuque published in the current issue of Franchising World, companies not leveraging a local online presence are fast losing customers to competitors who are.

Before signing on with ElementsLocal in late 2008, Newman became aware that his franchisees were no longer satisfied with having just a location-specific landing page on the franchisor web site. However, in an effort to protect brand integrity, Always Best Care policy prevented franchisees from creating their own, independent sites.

“We were looking for a solution that would empower our franchisees and give them the right tools to reach out to their local markets, yet we also wanted to make sure our company message was the same across the board,” said Newman. “Essentially, we needed a platform that enabled them to have their own web sites that would comply with the national brand.”

ElementsLocal offered just that solution. The San Luis Obispo, CA-based company provided each Always Best Care franchise location with its own web site – fully optimized to get the best results in search engines like Google – that can be regularly updated with content specific to that franchise location while still maintaining the corporate brand.

These location-specific updates, which can range from video testimonials of local clients to the franchise owner’s involvement in various local organizations, increase the company’s organic search engine rankings when potential customers perform local searches.

Consumers put considerably more stock in local and organic search engine listings, so although paid search campaigns such as Pay-Per-Click advertising can still add value, a franchise’s opportunity for greater return on investment really lies in influencing where it shows up in the organic results.

In addition, people better identify with information local to their community and gain peace of mind that the business is run by their neighbor – not a national corporation. Franchisees also benefit by saving on marketing expenditures, not only due to increased organic search rankings, but also because they’re able to target additional marketing efforts, such as paid search, to a smaller, local radius.

Bill Mathis, owner of the San Diego, CA, Always Best Care franchise, could not be happier with the services ElementsLocal has provided.
“It’s perfect. I was able to create a web page that reflected my business in San Diego, not that of the franchisor’s location,” Mathis said. “The site has the look and feel of the corporate office, but also the look and feel of my community.”

Taking advantage of the many ElementsLocal components available, Mathis has uploaded videos to his site, posted emblems of his local Lions Club and Chamber of Commerce, provided link-backs to other local service agencies relevant to the senior population, and even posted pictures of himself and his wife so that clients can see who they’re talking to when they call.

“ElementsLocal has given me so much more of a presence on the Internet, which is increasingly important, because I know that in the very near future, the majority of my business referrals will be generated through this medium,” he said. “I’ve worked with a lot of different web page programs, and this is by far the easiest to operate. After just 15 minutes of training with the ElementsLocal staff, I was ready to go.”

Always Best Care franchisees are also pleased with the fact that the local web sites have helped attract more potential local employees, which keeps application numbers for open positions up and recruitment costs down.

“Across the board, everyone is noticing an improvement,” said Newman. “Signing on with ElementsLocal has been a good move and it’s been the right move. They are one of the few companies that actually get it and understand what we are trying to achieve at a local level without compromising the brand.”

Driving Leads Through Mobile Internet Technology: The importance of adding “mobile” to the marketing mix

Posted on by Jeremy LaDuque

This article was published in Franchising World Magazine in August 2009. http://www.franchise.org/Franchise-Industry-News-Detail.aspx?id=47280

In a world where technology has infiltrated the very fabric of our social culture, consumers have evolved to be human spam filters, adept at tuning out the constant messaging coming in from TV and banner ads, billboards, email newsletters and the like. With marketers now realizing that the age-old premise, “if you display it, they will see it,” may no longer be viable, the current buzz throughout board rooms, marketing forums and coffee houses is whether or not Mobile Internet Marketing is the next effective and practical progression in the marketing mix.

As companies question the effectiveness of traditional “outbound” marketing initiatives like broadcast and billboard advertisements, which push a message out far and wide, hoping that it resonates with a few individuals, they’re putting more emphasis on “inbound” marketing strategies that organically attract potential and already interested customers through search engines, blogs and social media. This has spurred franchises to take a closer look at making their messaging more local. Franchisors have moved from national level marketing, to regional, and local, by way of localizing online presence for every franchisee, and are now faced with Mobile Internet Marketing and wondering where it fits and what benefits it offers.

The shift from traditional marketing efforts to inbound, permission-based initiatives has also created the requirement that communication with potential customers become more personal. Addressing people by their first names and narrowing the message to focus specifically on what a potential customer has “signed up for” is replacing more impersonal, mass messages.

Mobile Internet Marketing offers the next wave of inbound, localized, personalized marketing by providing a more intimate, targeted, and increasingly proximity-aware method of reaching consumers.

 

And Mobile Internet Marketing is here now.

Are you ready for the burgeoning mobile world?

The mobile phone is unique in that it’s a convergent device that brings together voice, Internet and technology all in one place. Its very nature is that it’s always on, always with you, intimately aware of your favorite content and music, and always connected to your network of friends. Marketers will soon be able to leverage its location-based technology, as well.

According to Nielson Mobile, we’ve reached “critical mass” in the mobile world, with 40 million people in the United States categorized as ‘”active” mobile users. Even more, 144 million of the total 254 million mobile subscribers have data on their mobile phone, which allows them to use text messaging and access the Web.

This mobile phone penetration can be startling when you realize that in the U.S., there are more mobile devices than TVs and personal computers (PCs) combined.

And even more interesting is the information on who’s using them. Despite the belief that the mobile world is made up primarily of young people, Nielson’s data shows that 11.8% of mobile users are between the ages of 18-24; 27.4% are 25-34; and a staggering 37% are 35-54.

In addition, recent data compiled by M:Metrics shows that the world has surpassed the 3 billion mark on mobile phones, making brand marketers now fixated on this “third screen” (PC, TV and now phone) and curious about the marketing opportunities best suited for this new medium.

Before delving into opportunities available to franchise marketers for appealing to new markets, crossing cultural barriers and satisfying current customers through the mobile phone, let’s explore exactly what Mobile Internet Marketing is.

 

What is Mobile Internet Marketing?

Mobile marketing begins with the mobile web, which refers to browser-based web services such as the World Wide Web or Wireless Application Protocol (WAP) using a mobile device such as a cell phone, PDA, or other portable gadget connected to a public network.

Although newer mobile devices use standard browsers (one you would use on a PC), a WAP browser on a mobile device provides all of the basic services of a PC-based browser, only simplified to operate within the restrictions – such as the smaller view screen – of a mobile phone. WAP web sites are also written in a special language so that a WAP browser can access it. Both of these browsers are being used by people surfing the Net on their phones.

In addition to browsing the Internet, people are also text messaging. According to the CTIA – the International Association for the Wireless Telecommunications Industry, more than 110 billion texts were sent every month in 2008, for a total of over 1 trillion text messages for the year.

Also known as a Short Message Service (SMS), text messaging can be used in several ways by marketers. When you “push” a text message out, you are sending a marketing message, such as a coupon or a client communiqué, directly to a potential customer, much like Expedia sends flight status updates via SMS. You can also create a “pull” message by communicating with someone who has actively engaged with a traditional marketing message. TV programs like American Idol have made this a popular marketing approach by running contests that require voting via a mobile phone. In this model, the initial message is conveyed through TV, radio or billboard advertisements and creates a call to action to text a code to a certain number.

When discussing Mobile Internet Marketing, one cannot leave out the almighty iPhone. The iPhone has revolutionized downloadable applications – software programs you can choose to download to your iPhone that perform some action, similar to a program on your PC. The “App Store” for iPhone applications touts 50,000 programs, which have been downloaded one billion times. Applications include everything from games like Tetris to productivity tools to Loopt, which allows users to connect with friends by seeing where they are at all times.

Palm and Blackberry have also come out with respective application stores for their mobile devices.

 

The key factors of Mobile Internet Marketing

Some fear that Mobile Internet Marketing will result in the mobile inbox becoming just as cluttered as the email inbox. However, the highly permission-based quality of mobile marketing makes it more relevant and targeted than any other marketing method, including email. It’s also believed that psychologically, consumers are more apt to “trust” mobile marketing because of the intimate nature and connectedness one has with their phone.

In addition to the relevance mobile marketing offers to potential consumers, immediacy based on location, or presence-based marketing, adds to its effectiveness. If the Holy Grail of marketing is reaching the “right customer with the right message at the right time,” then mobile marketing may have found it.

The ability for marketers to provide timely messages has already arrived. Take a pizza franchise, for example, that can text you a coupon code to order a Pizza at 5 p.m., just as you’re driving home from work. And for franchises that target the college audience, services such as eCampusCash may be appropriate, as they offer a multitude of coupons that they will text to potential customers’ phones. Customers then simply show the text to the business to use the coupon. And although it’s not here quite yet, text messages based on a customer’s location that pop up regarding a business they’re interested in when they’re in proximity, are indeed coming.

Another key factor to Mobile Internet Marketing is how social media ties in. Social media sites like Facebook and MySpace can now be updated on the go with mobile devices. And considering the mobile phone is one’s “constant companion,” it has become as integral to social media marketing as the Web itself.

 

How to use Mobile Internet Marketing

First, make sure your website is “viewable” to the mobile world. Your current website may not be as user-friendly on a mobile phone as it is on a PC. You should speak to your web developer to make sure your website is properly optimized for viewing on mobile phones. Some Content Management Software (CMS), like ElementsLocal™, allows you to update your own company and local franchisee websites, making it easy to revise for both the PC and mobile phone. Further, software like ElementsLocal even offers features that allow users to send text messages to their mobile phones from a company website, making it easier for a potential customer to continue browsing your business’ website, even as they move from their PC to their mobile phone.

You should also consider whether your company even shows up in the mobile world. Having a presence in Google and Yahoo on a PC does not necessarily mean you’ll show up on a mobile device. For starters, people can access your business’ location in a multitude of ways on a mobile phone, from browsing the Internet and texting Google your business name to using an iPhone application that is designed for a specific use. The common element is ensuring you’re listed not only in search engines like Google and Yahoo, but also local search engines like Google Maps and online directories like the local online Yellow pages. These directories are used by major companies to attain your address and contact information.

Once your company is “in” the mobile revolution, customer service can be dramatically improved. Again, using the example of Expedia texting you your flight status, take into account the possibilities of updating a potential customer with timely details about your company that they may find critical while they’re on the go. Always Best Care, an in-home senior care service franchise, is working on sending text message updates to clients’ loved ones with pertinent information about appointments. In the future, this service will also allow family members to pinpoint a client’s location via GPS using mobile technology.
Messages like this can go beyond just customer notifications and into marketing messages. The immediacy of Mobile Marketing can greatly benefit customer loyalty and VIP programs. Think about a hair salon franchise that during slow periods sends out a text message offering a discount for customers who show up in the next hour.

Advertising dollars continue to move to mobile phones, as well. EMarketer forecasts that advertisers will spend $3.3 billion on mobile advertising in 2013, up from $648 million in 2008, while Experian Marketing Services predicts that mobile advertising, including mobile search, social networks and location-specific services, will become a more viable marketing strategy as consumers continue to adopt smart phone technology.

If nothing else, consider this. Think about the web firm that convinced you almost a decade ago to start building your email lists to stay ahead of the game. Call it déjà-vu or just good planning, but it’s critical to start building your text message list now. As a consumer initially responds to a campaign by sending a text message, a marketer also captures his or her cell phone number. This valuable information, given by the consumer with permission, can then be used for future marketing campaigns.

 

The Conclusion on Mobile Internet Marketing

As franchises continue to strive to improve communications with customers and create brand awareness in an increasingly technological world, it’s hard to ignore the benefits of mobile marketing. Any brand that ignores mobile technology could be losing potential customers to competitors who are leveraging the technology and, more importantly, missing an opportunity to take the next step in creating a local marketing presence both on the Web and the mobile phone.

In conclusion, Mobile Internet Marketing does need to be a part of your brand’s overall marketing plan, and it should rank in priority with your corporate website, local websites, social networking and email messaging strategies.

Mobile Internet Marketing can’t be ignored as a viable solution to keep your company on the forefront of leveraging technology to improve brand awareness, extend product and/or service offerings and, most importantly, provide greater value and service to your customers.
Jeremy LaDuque is the President and CEO of Elements Inc., developers of ElementsLocal™, a software solution for localized websites designed specifically for franchises. He can be reached at (805) 547-1160 or jladuque@elementsinc.net.

Latest Survey Results: What Are Franchises Saying About Local Leads

Posted on by Jeremy LaDuque

Elements, in partnership with a leading online survey company, has just completed an extensive mail and online survey of United States Franchisee locations, on behalf of franchisors who want to know more.

 

After extensive analysis it became increasingly clear that franchisees believe the local independent competitors are significantly beating them at obtaining on line leads. The graphic below shows that over 75% of the respondents feel that local independents are doing a better job.

 

77%  Local Independents are dominating Local Market

13%  Franchisees lack budget or time

10%  Franchisees lack expertise

 

Local competitors can be better positioned because of many reasons. Chief among these reasons is the fact that Google can now discern when a franchisee is really a micro site on a corporate web site. Some forward looking franchisors are actually creating brand controlled, fully autonomous web sites for their franchisees.

 

 

With a fully autonomous site (meaning it has it’s own domain name) Franchisees obtain a much higher Google ranking and significantly increase leads. These entrepreneurial companies are harnessing the power of the ‘network effect’ and combined power of their franchisees through cross links and local content to not only increase leads for their franchisees but to also increase leads for future franchise sales.

 

Reasons Local Competitors Win:

·         Google Knows They are Local

o    Independent URLs

o    Contains Local Content

·         Shoppers Feel They Are Buying Local

Solutions:

·         Allow Franchisees to add local content

·         Create Corporate Controlled Autonomous web sites

·         Cross-link all Franchisees and Corporate sites

 

Results:

·         Higher Search Ranking

·         Lower Pay per Click Costs

·         Increased Leads/Sales

·         Happier Franchisees

 

                Jeremy LaDuque is the president and CEO of Elements Inc., an interactive web agency that assists businesses in solving critical challenges through forward-thinking implementation of web strategies and business solutions. Elements is the creator of ElementsLocal, an innovative software solution for franchises that helps increase company leads by maximizing search engine results. For more information on ElementsLocal, visit www.elementslocal.com and take the Tour. For additional tips from Jeremy or to set up an interview, editorial media can contact Jordan at On the Horizon Communications at (805) 773-1000 or jordan@thepressroom.com.

Riding Out the Recession – 8 Marketing Strategies for ’09

Posted on by Michael Boyer

While the President-elect Barack Obama readies an economic stimulus plan to revive our failed economy, franchises can turn the current recession into positive and successful sales and marketing opportunities. There are a myriad of ways to help you ride the storm, one of them is to revise your marketing strategy.

John Quelch, a professor at Harvard Business School and known worldwide for his expertise in global marketing, branding and communications, discusses this issue in the Harvard Business Review. His original blog was posted in February 2008 and outlines some excellent ways to address marketing revisions.

Quelch was one of ten marketing experts profiled in Conversations with Marketing Masters, (Laura Mazur and Louella Miles). He also co-authored Greater Good: How Good Marketing Makes for Better Democracy (Quelch and Katherine Jocz). Additionally is a non-executive director of WPP Group plc, the world’s second largest marketing services company, and of Pepsi Bottling Group. He served previously as a director of Reebok International.

Please read the full article at the HBR, John Quelch, Marketing KnowHow: How to Market in a Recession.

The ripples of our nation’s recession have gotten wider and more far-reaching, touching everyone. Effects from the subprime mortgage crisis have stretched consumer confidence and spending (on credit) to its limit, both of which have been keeping our economy afloat.

Your 2008 marketing strategies are probably already updated this late in the year. We’ve distilled Quelch’s eight factors here. Give yourself some flexibility and consider these principles for your 2009 plans.

1. Know your target customer.
The economy has left consumers with less diposable income and everyone is now more frugal and savvy at finding the good deal. We will spend more time searching for goods and services, drive a harder bargain at the counter, or will trade off: put off purchases until a better deal comes along, settle for less, or buy less. We weigh: want vs. need more heavily. Although brand loyalty is high and those brands can pull off a new product launch, think about limiting new product lines and new brands – they may not be so successful in this market.

2. Home sweet home.
It’s human nature to retreat to the hearth-and-home in stressful times. Rethink and gear your advertising images from action-packed, extreme, and fear factors toward warm-and-fuzzy family images. We spend less by staying in, but still want to be connected, therefore, we will still spend on things that make our homes more comfortable (furnishing and entertainment), as well as greeting cards, telephone and internet use.

3. Maintain marketing spending.
As competitors cut their advertising budget, companies increasing their advertising during a recession experience a high level of success. They improve their market share and lower their return-on-investment. As more consumers stay in, television watching increases and lowers the rate of cost-per-thousand impressions. If you need to reduce your marketing, maintain your frequency of exposure by shifting to shorter advertisements; incorporate radio and direct marketing, possibly giving you more immediate impact on new sales.

4. Keep product line essentials.
Companies need to re-evaluate their product lines and trim the weaker products. Consumers look for good values now more than ever and opt for multi-purpose over specialized products; private label/store brands over more expensive national brands; goods and services a la carte rather than bundled. If you’re launching a new product that puts pressure on competitors by addressing current consumer needs, focus your advertising on a high level of price performance rather than trying to extend your corporate image.

5. Support distributors.
Give your distributors added incentive to stock your full product line by offering early-buy allowances, financing and flexible return policies. Acquiring some strong distribution channels that have been let go by other company and phasing out your own weaker ones may also be good way to beef up your sales force. Beware of damaging the strength of your existing distributors and brand image by expanding into lower-priced channels.

6. Make the price right.
Consumers are hungry for the best deal in tough times. Sweepstakes, mail-in rebates and other promotions requiring a customer’s time and effort are not very attractive. Offer temporary price reductions, lower quantities for bulk discounts, extended credit (trusted customers) and better pricing for smaller pack sizes.

7. Protect your market share.
In this present economy, market share can be a matter of survival, not just a battle for a share. Before implementing cuts or consolidations, make sure you know your cost structure to avoid adversely impacting your customers. Strong national companies with productive cost structures have the best chance at a possible gain in market share. Smaller, but still profitable companies can also vie for a bigger share by acquiring weaker competitors.

8. Put people first.
Companies have had to implement different cost saving strategies, including letting employees go, closing facilities and the like. Executives need to maintain employee and customer morale and confidence by focusing on quality products and services and continuing to provide these to their clients. In a recession when concerns are redirected toward profit and loss, it’s easy to concentrate on balance sheets and managing company capital instead of managing relationships with people – internal and external.

Our ElementsLocal™ online solution provides franchise systems an unmatched ability to give franchise leaders BrandSecure™ online marketing tools. ElementsLocal puts the power of online marketing in your franchisees’ hands, while consistently driving your brand across all web properties.
For more information, call us at 805-547-1160 x205 or visit us at http://www.elementslocal.com/cm/Home.html.

The Continental Group Launches New Website to help Community Associations

Posted on by Michael Boyer

ELEMENTS Launches The Continental Group on ElementsConnect™ for website management.

San Luis Obispo, CA – August, 21 2008. Elements, an interactive agency, today announced that they have launched The Continental Group website on ElementsConnect. ElementsConnect is an online marketing and website management platform .

“The primary objective of the new website was enhancement of brand messaging, interactivity and design.  ELEMENTS provides real value through a combination of beautiful designs, great customer service and innovative technology solutions,” said Chip Sollins, Executive Vice President Marketing and Business Development at The Continental Group.  “We use their ElementsConnect software system to manage our website and have been very pleased with the ease of use and the functionality offered by the system.”

“The Continental Group is recognized as the leader in Community Association Management, we are excited to partner with Continental in providing online marketing and website management services,” said Michael Boyer, Vice President and CMO of ELEMENTS.

About ELEMENTS – www.elementsinc.net

ELEMENTS is an interactive marketing agency, we design and develop online business products and corporate web sites.  Our online business products provide industry-specific platforms, which enable our clients to harness the power of the internet to streamline their business. Our world-class interactive services provide marketing solutions for mid-market companies. From conception and strategy to design and implementation, we combine world-class creative services and proven technological expertise with forward-thinking business strategies. We deliver successful and elegant solutions for deployment of enterprise web initiatives.

About The Continental Group – www.thecontinentalgroupinc.com

Founded in 1990, The Continental Group’s corporate headquarters is located in Hollywood, Fla.  It also has regional offices in Kendall, West Palm Beach and Orlando.  The company is the largest manager of multifamily rental communities and condominium and homeowner associations in the state, and one of South Florida’s leading private sector employers.  Guided by its Florida focus, the company has grown to approximately $300 million in annual business with 6,200 full-time employees.  Today, The Continental Group manages and maintains more than 1,300 condominium and homeowner associations in Florida, representing over 310,000 residential units.

Editorial Contact
Michael Boyer
(805) 547-1160 x208
mboyer@elementsinc.net