OutboundEngine Launches ‘Harmony,’ The Platform To Unify Marketing Across Franchise And Agent Networks
Franchise, Real Estate, Insurance, and Other Network Businesses Gain Automation, Consistency, and Insight for Critical Local Marketing Strategies
Leveraging the proven power of OutboundEngine’s marketing automation suite, Harmony gives local brand representatives a simple yet powerful suite for email, social, reputation management, and more, while arming themselves, their peers, and their partners at the brand headquarters with the ability to identify & share best-practices. Unlike the “report card” dashboards offered by many marketing tools, Harmony provides a rich, actionable and collaborative environment to promote and protect brands across all of their locations.
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Franchise and agent network businesses share the marketing burden and costs between the corporate brand and individual local owners, creating a far more complex and challenging environment for putting a consistent, resonant message into the market. Without a guiding plan, individual business locations can spend money on advertising and marketing in ways that create friction and potentially damage the brand. At worst, franchise locations could even compete—driving up prices to reach the same audience. Harmony bridges the gap between franchise owners and locations, leveraging data to help these geographically diverse businesses succeed.
Harmony enables local business owners to control their marketing and build their businesses, fosters consistency for the brand and acts like a tide to raise all ships by identifying the best practices that could be put to work across the network. In addition, Harmony finally gives the brand CMO accurate tools to measure and influence network marketing activities.
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“The tenure for franchise CMOs is well below the already low 43-month average job-span of CMOs, who are tasked more than ever to show concrete revenue attribution for their efforts,” said Corey O’Donnell, owner and CEO of Synthesis Marketing Consulting and franchise-industry veteran. “Franchise CMOs are squeezed between franchisees and corporate staff, neither of whom recognize the peril of being in a job where you don’t directly control most local marketing activity. A musician plays his instrument, a conductor plays the orchestra. The network locations have their instruments for local marketing. It’s time for Harmony to give the CMO his instrument to conduct the network.”
“This is the perfect marriage between the proven OutboundEngine marketing platform and the actionable data of Harmony,” said Marc Pickren, CEO of OutboundEngine. “For years, brands have only had access to platforms that still require the franchisees to do the heavy lifting. With OutboundEngine’s content marketing done for you, the entire process of email, social, advertising and reviews, along with sourcing the highest potential leads, is taken care of.”
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