Through partnering with SOCi, the Verlo Mattress team gained access to a comprehensive CoMarketing Cloud partner and the experienced team they were seeking utilizing SOCi Genius Reviews, Ads, Social, Listings, and Local Pages.
Verlo is improving its review management performance with Genius Reviews. “We are really excited about our use of new Genius Reviews. It is another way to help make localized marketing easier for our franchisees. We are able to control the tone and brand voice of the AI responses to different types of reviews. And we are seeing the outcomes we were expecting with fast response times for reviews, engaging responses, and ease of use for owners,” said Klusendorf.
With SOCi, Verlo home office team members can upload brand-approved social media assets that local franchise owners and their staff can confidently use along with pre-built templates that can be localized and scheduled weeks in advance. The approval process has allowed new members of the organization’s franchisee system to create content vetted by the home office before going live across local channels. Having the ability to quickly view the entire Verlo system and filter reports by individual owners, stores, and groups has also been a tremendous improvement to the team’s workflow.
SOCi has also helped demystify the brand’s Google rankings performance. The team has used in-platform findings to augment paid digital search initiatives for each location. From a consolidation standpoint, Verlo’s local franchisees now have access to everything they need from a single dashboard.
“The fact that social, reviews, and listings are all hosted in one dashboard, one spot for our franchisees to be able to go to – that was huge for us. That’s what really made it easy for us to measure the success of this program. We could easily identify store owners and sales reps who were performing above and beyond, and it has helped lessen the natural tension customers feel when they walk into the store. They feel comfortable knowing they are walking into a store with great reps who provide quality service,” said Klusendorf.