The Sales and Marketing process for Kalma Life is one where we have to thoroughly educate the potential customer on the benefits of doing business with us. This will include showing them the results that we have achieved for other customers.  It is vital that the key steps of the process are followed at all times. Unless we thoroughly educated the prospect as to what we can do for them we will be perceived as just another company which means we are likely to be competing simply on price. 

Lead Generation and Identifying Opportunities in your Franchise

Leads are generated through a variety of sources.  Potential customers then contact us via telephone, email or the Contact Us form on the site. The only exceptions are if we are following up to a mailshot or email.  The lead generation strategies you need to implement for your business are as follows:

Introducers

Get to know introducers or local businesses through researching the area and looking at other parent/child groups.  Make contact and it can potentially lead to cross promoting. Contacting local children centres or local surgeries to see clinic days can help with talking to health visitors. Look for local breastfeeding groups and antenatal groups, these can all be good introducers.  This is an ongoing process and you should look for new groups on a monthly basis.

Social Media

All social media advertising must be passed by Head Office and must always have the Kalma Life branding attached. All guidelines for social media posts can be found in the dropbox folder Social Media and Marketing.  The Facebook page MUST have the Kalma Life logo on the main photo header at all times.  This logo will be provided as a template. When posting on Facebook brand perception and professionalism must always be kept as a priority.

Brainstorm Contacts

Brainstorm Personal and Business Contacts to generate direct leads, referrals, and intelligence gathering for opportunities. Send them an email or speak to them to let them know what you are now doing. Ask them if they have any business contacts who they think might be interested in your services.  Also ask them to put up leaflets at work or any clubs they are members of. You can also ask them if they know specific people or specific kinds of businesses. If they do they can probably arrange an introduction for you.

Networking

Networking is an excellent way to build your business. As well as existing contacts Business Clubs such as BNI are set up to help businesses generate more business. You can visit several as a guest without paying for membership. You get the chance to introduce your business for 60 seconds and we have included a 60 second speech in the Marketing Deliverables.  To find the various Networking Clubs and meeting in your area go to google and type in networking, <your area> and a list of suitable clubs and meeting will appear.

You can use these clubs and meetings for:

• direct business with members
• referrals to businesses + individuals who are in the market for your services
• introductions to introducers
• collecting e-mail addresses
• set up meetings (1 to 1s) with influential people from the groups (very important)

We recommend you attend a local networking group for at least two to three months. This should generate many leads for you. It is also worthwhile undertaking some Networking Training.

Flyers

Flyers can generate regular business for you. You can distribute them or put them up anywhere. You can pay people to distribute them by the thousand for you, do it yourself and ask contacts to put them up in their place of work or any clubs they are a member of.  Other places to display leaflets include notice boards, children’s centres, leisure centres and libraries. The list is endless – brainstorm suitable places within your territory.

Repeat Business

Keep in touch with existing customers by e-mail where possible and the occasional phone call. This will help you to generate repeat and referral business.

Word of mouth

Word of mouth will happen automatically as long as you do a good and professional job for people. Promote the ‘recommend a friend’ scheme.

Website Enquiries (SEO and PPC)

This is already set up for you. All website enquiries for your area will be passed directly to you.

Internet Pay Per Click (PPC).

If you want to set up a pay per click campaign for your area please contact Head Office. We may also arrange to do some joint marketing in this area too.

PR

Any press releases or free publicity you can generate in your local area could generate good leads for your business. Speak to Head Office about the best way to do this.

Local Advertising – Research your local free newspaper and small local magazines, contacting your local what’s on 4 Kids rep as they offer deals on advertising.  Facebook has been hugely helpful in this.  Using local online groups to introduce yourself and your business.  It helps to share classes into these too.  Often a leaflet drop into areas your starting classes also helps.  Using a local Children’s Advertising Company to do an email blast.