Case Study
Mobiledumps
Next-generation franchise development marketing
The company
Mobiledumps is a professional, timely, and cost-effective dumpster service where residential and commercial customers can schedule mobile dumpster drop offs and pickups to manage the “throwing away process” on their time. The company has a unique business model that serves an unmet need in the market between the junk removal companies and the traditional roll off dumpster. The company was started in late 2018 and currently operates in 30 cities across 15 states, making it a relatively new, but very fast-growing franchise.
Industry
Waste management
Services provided
Franchise development marketing
The situation
Most franchise concepts operate in well-known market spaces that have a predefined pool of franchisee prospects to draw from – meaning that people have identified the industry they are interested in and are considering franchise brands in that sector. In these cases, the franchisor’s main marketing objective is to ensure they are part of the prospects’ consideration set by emphasizing their points of difference compared to other brands in their industry.
However, because Mobiledumps operates in a unique and largely unknown business segment, the company does not have a “ready” pool of franchisee prospects to target. This means the company needs to target people who either:
- Are in the market for a franchise but have not yet decided on the industry they are interested in
- Fit the model of our ideal franchisee, but are not necessarily in the market for a franchise
This clearly creates a major challenge from a franchise development perspective. We therefore required a creative lead generation approach that simultaneously achieved two, somewhat competing objectives:
- Educate prospective franchisees about the business opportunity
- Quickly and cost-effectively generate high-quality franchisee leads
In short, we needed to create a new market of prospective franchisees that were interested in the Mobiledumps model that we could then convert into tangible leads.
The approach
Based on Mobiledump’s objectives and target franchisees, we developed a completely custom franchise development campaign that included Meta (Facebook & Instagram) and Google search advertising, coupled with a nuanced retargeting strategy.
The purpose of the Meta portion of the campaign was as follows:
- Take advantage of Meta’s advanced targeting capabilities and massive audience to reach people who fit our target franchisee
- Engage, inform, and educate people on the Mobiledumps opportunity
- Retarget people who have shown an interest in Mobiledumps previously in order to stay top-of-mind
- Convert interest into leads once people are ready to do so
The Meta creative was carefully designed to achieve the above objectives (working in tandem with our targeting and retargeting). Knowing that we couldn’t possibly describe the franchise opportunity in one ad, we decided to focus our creative on engaging prospects by highlighting the aspects of the opportunity that would appeal to them:
- Investing in themselves and their family
- Making work a labor of love
- Connecting and being a part of their community
- Home-based business
Photography highlighted real franchisees and their families to make a strong visual impact and reinforce the value proposition.
The purpose of the Google search portion of the campaign was to:
- Ensure we captured any interest generated by the Meta campaign
- Engage prospects who are interested in a franchise opportunity, but are earlier in their decision-making process
It is very common for prospects to intereact with a Meta ad and then switch to Google to research the company and the opportunity. We therefore included keywords and ads that includes terms from our Meta ads such as “dumpster rental franchise”, “home based franchise”, “waste removal franchise”, etc. This way, when people were conducting additional research we were able to stay top-of-mind.
In addition, our campaign included search terms that were more general in nature to attract people interested in starting a business but who did not know about Mobiledumps – such as “start up business”, “buy a business”, “business opportunity”, etc. Typically these terms are poorly converting because they are very broad, so we were careful to pair them up with ad copy that highlighted aspects that would appeal to our target franchisees.
The campaign included a custom destination webpage that was carefully crafted to appeal to our target franchisees. The page includes enough information to inform the perosn about the opportunity, but not so much as to be overwhelming. Because the majority of people browse the web via their phones, the page was built as a “mobile first” experience.
In order to take this campaign from ordinary to extraordinary, we employed our proprietary franchise development platform called Franify throughout every step of the process. The software has deep integrations with Meta, Google and other platforms to enable:
- Faster and more robust cross-platform campaign creation
- Detailed audience targeting, using propietary data and algorithums
- Access to aggregated real-time analytics for both Mobiledumps and our agency team
- Automated campaign optimization tools to make real-time adjustments
- Improved cross-platform retargeting. Because the Mobiledumps business model is not well known, we found that we needed to achieve 3-6 interactions with people before they converted into a lead by either completing a form or calling
Through this approach, we were able to create a one-of-a-kind franchise development approach that achieved the company’s objectives in order to help them grow their company.
The outcome
The strategy was a complete success. The campaign achieved the company’s objectives, in that it both created a new pool of prospective franchisees while also being incredibly effective at converting interest into high-quality leads.
This campaign was named 2024’s Most Innovative Franchise Lead Generation Program by the Franchise Innovation Awards.
Over a period of 10 months the campaign achieved fantastic results:
>600000
Prospects reached>2000
Leads created>900%
Return on investment"The referrals we have received from this campaign is something we were not expecting. We are very happy with the Reshift team to come up with different ways to attract the prospects that we are looking for."
Teresa Yaniga
VP of Operations
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