Merle Norman Offers Franchisee Owners Robust Social Media Management Platform
All-in-one solution saves studio owners time, builds customer engagement and increases brand recognition
Marketing your own business is time-consuming, and at Merle Norman we have created a social media management platform to help owners build customer engagement and sales. Merle Norman was ahead of her time when she launched her business almost 90 years ago, and our SOCi social media management platform is just as forward-thinking. This all-in-one solution provides owners with professional, branded content, which frees them up to focus on building their business.
Social media is crucial to building a successful business, especially in the lifestyle and beauty space. In fact, 72% of all online women use Facebook, according to the Pew Research Center’s report. Our proprietary and user-friendly SOCi platform enable owners to create and publish their own studio-specific posts, as well as publish weekday content approved from the Home Office that features the latest products and promotions. Content also changes seasonally and reflects the corporate marketing calendar, ensuring that owners’ individual studio platforms are consistent with the overall Merle Norman brand.
Although nothing can replace the hands-on, personal consultation Merle Norman is known for, our online content informs and engages current and potential fans of our brand, which benefits owners in numerous ways.
“SOCi is very time-saving to studio owners,” says Program Manager Karen King. “It’s on trend in terms of the marketing calendar, it’s professionally done as far as images/assets and content, and it’s also optimized for peak times. The algorithm schedules posts at the best times for that particular studio location to maximize exposure.”
SOCi platform builds customer engagement
Social media marketing, particularly Facebook, is a big part of promoting business and SOCi, which is an optional program for owners that is priced at just $40 annually. It allows owners to effectively manage Facebook. The most popular social platform in the world, Facebook also is big with baby boomers, one of our target demographics.
Through SOCi, owners can schedule their studio’s social posts weeks in advance, freeing up time to spend on growing their business and engaging with customers. “Joining the program gives owners time to respond and answer comments rather than spending time creating posts,” King says. “Facebook is also a great way for studio owners to engage their community — they can interact with local organizations such as women’s networking groups and the local moms club in their area, et cetera.”
SOCi delivers five branded social posts per week that owners can leverage. Additionally, King says, owners are encouraged to post their own studio-centric makeover Saturday features. These before-and-after customer features are a great way to show the benefits of using Merle Norman skin care and cosmetics products.
SOCi program members benefit from growth on social media
Not only does SOCi free up Merle Norman cosmetic franchisees to focus on their business, the program also helps boost fan engagement and reach. SOCi uses metrics and insights from past posts to optimize future content and publish at optimum times for fan engagement.
SOCi implementation is well worth the growth users see on Facebook. In 2017-18, studios using SOCi reported a 43 percent increase in social media fans and a 79 percent increase in engagement. Additionally, posts had an increased reach of 106%.
Now is the time to open a Merle Norman Cosmetics Studio
There’s never been a better time to become a Merle Norman cosmetics franchisee. We are in the middle of a successful, exciting franchise recruitment effort, which will position our company for growth and expansion into the next decade.