Cabinet Storage Co. Upgrades Marketing Efforts
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Cabinet Storage Co. Upgrades Marketing EffortsATLANTA — ShelfGenie, a cabinet storage company, solidified its marketing email communications throughout its franchises with the help of IMN, a digital marketing company.

Using IMN’s Loyalty Driver for Franchise, ShelfGenie was able to lower its cost per lead, the company says, with the IMN email newsletter program delivering a consistent message, identity as well sales offers through the company’s individual franchise locations and pushing qualified leads through its sales funnel.

“Since ShelfGenie franchisees may not necessarily have sales or marketing backgrounds, the newsletter empowers them to reach out to their client and prospect network,” said Courtney Carrasco, director of marketing and communications, ShelfGenie. “While the newsletter content is controlled at the corporate level to ensure brand and message consistency across each franchise, the franchisees can choose to personalize it, adding in special events or local promotions, for example, before distributing or forwarding it along as is in a ‘soft sell’ communications strategy.”

ShelfGenie builds and installs Glide-Out shelving systems that are custom-built to fit into existing cabinets throughout the home. The company has over 130 locations and expects to grow to 150 to 175 locations by the end of 2013 by targeting major markets throughout the Northeast, Florida, Washington and California.

 

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