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Springfield PODS Finds Social Marketing
Success On Facebook
Facebook has become a happy medium advertising venue for Brian Cates, owner of the PODS of Southwest Missouri franchise located in Springfield.
With the rise of social networking sites, business is booming on Facebook. Official statistics report its fastest growing demographic is those 35 years and older, with more than 300 million active users, and 150 million active users logging on to the site at least once a day.
To his delight, Cates’ PODS franchise garnered from 10,000 to 30,000 impressions daily, with 70,000 individual users meeting his geographical and personal demographics.
“The impressions don’t always lead to sales, but it is building PODS franchise and corporate brand awareness,” he says. “We change the ad to keep it fresh and know exactly when something works because the numbers jump. One week we may advertise long-term storage aimed at college students, and the next week promote long-distance moves or short-term storage.”
Cates says he brought his Facebook initiative to PODS corporate offices based in Clearwater, Fla., presenting to 100 franchise owners in 160 markets. It quickly became a best practice pillar for corporate.
“Facebook is a powerful testing medium that provides valid statistics as to the performance of an ad,” Cates says. “It’s not my end-all marketing solution, but it is very effective. People can file it away for a day when they do need moving and storage and, hopefully, PODS will be at the forefront of those thoughts.”
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