As part of its aim to strengthen its support package to franchise owners, Betterclean Services is trialling a lead-generation telemarketing campaign.

Dan van Kuyk, Managing Director at Betterclean Services, said: “The two franchise owners who are taking part in the trial are Kishore Patel, who owns our North West London franchise, and Ian Bailey, who owns our Plymouth franchise. To cleanse their data, they have each identified up to 100 leads who have been put into the system. This is not cold calling, all leads are prepared and only those who express an interest in learning more about Betterclean Services receive a phone call from the professional telemarketing consultant. The key benefit, of course, is calls are made to ‘warm leads’, which means much less time wasted trying to communicate with those who are unlikely to become customers. To be successful when marketing, your campaign must be carefully targeted.”

According to van Kuyk the feedback on the campaign has been excellent, and both Patel and Bailey are confident of adding new customers as a result. He said: “There are future plans to conduct similar trials adding additional touch points, therefore increases the chances of generating more warm leads. It’s a learning process, and knowledge gained will of course be shared with other franchise owners within our network.”

To aid lead generation, franchise owners already get their own profile page on the Betterclean Services website, and their own locally targeted promotional video. Betterclean Services has also supported its franchise owners with a targeted Google Adwords campaign.

Betterclean Services also continues to source national contracts, details of which are passed on to franchise owners. Van Kuyk added: “As a former franchise owner myself, I know just how important it is to support franchise owners every step of the way, in marketing and other areas of their business. The Betterclean Services brand has an excellent reputation and that certainly helps when it comes to attracting new customers.”

Published: 12 November 2012

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