Maid Right and Salons by JC franchisee Angie Kyle shares how her marketing focus has both evolved and stayed the same.
Everyone knows the importance of marketing (or, at least, they should). Whether we know it or not, marketing is ingrained in us from a very young age. Those commercials in between Saturday morning cartoons weren’t just for fun, after all.
Angie Kyle, a multi-brand franchisee with Maid Right and Salons by JC out of Reno, Nev., had a long and successful career in corporate leadership positions before becoming a franchisee. She primarily held positions in management and marketing, spending the majority of her career in executive roles with Fortune 100 companies.
I got the chance to speak with Kyle, a true marketing expert, about what caught her eye when it came to her two brands.
Here’s what she had to say.
How important was the look and feel of the brand in your decision to buy a franchise?
I am a career marketer, so brand was one of the largest factors in my decision for both businesses. So for me, there were two important factors:
First, I had to personally feel comfortable and proud to bring these brands to new markets.
Next, I needed to know that the customer’s perspective with the brand (the look and feel) would create a positive first experience. Since you only get one first impression with a prospect, I would say the look and feel of the brand is critical.
What elements of the brands’ design appealed to you?
For Maid Right, I love that their brand strategy includes enough client feedback to have the logo include two critical client experience features – the tag line (“Life is short. Clean less.”) and the check mark. These two elements and the professional-grade cleaning branding of the process help us tell our story very efficiently and very effectively. It helps the target consumer connect with the brand, and it makes our job much easier.
For Salons by JC, the brand creates a sense of relationship with prospective stylists. Their brand delivers a high-end, luxury suite experience for stylists, and every detail of their brand strategy brings that to life for prospects.
In a fragmented industry like residential cleaning, how important is the brand’s overall look and feel?
I believe it is paramount. People are trusting us to come into, and ultimately care for, their homes. They are evaluating every single thing about our brand – from advertising to marketing collateral, uniforms, processes, attitudes and execution. We’ve learned that the small things like in-home evaluations and customer logs create a deep impression of professionalism that others aren’t delivering.
Do you notice any differences in strategy from your background with large private/public companies to the strategy of a franchise?
I do. Although my marketing career has helped me with tools to be successful at bringing a brand to a new market, the franchise experience has taught me to sharpen my relationship building and interpersonal marketing skills.
Large corporations have the luxury of time, budgets and personnel, but they have to cast a wide net to gain a following. It takes a long time to see results, and individual actions rarely have significant impact. For franchise owners, every marketing decision, every interaction and every client experience impacts the company’s direction.
The strategy for a franchise owner must be more targeted, measured and meaningful. If done thoughtfully, though, the franchisee has the advantage of forming lasting relationships with clients in their communities. Those clients then become ambassadors for that brand. That is very difficult to achieve in corporate America.