Power in Partnership: We Are Kymera’s Winning Formula for Marketing a Franchise
We Are Kymera might seem like an odd name for a franchise marketing agency, but once you know the backstory, it makes more sense. It all started back in 2004 when entrepreneur Bob Heid decided to get into the printing business.
After purchasing an existing printing company and transforming it into Mailtropolis, a direct mail and printing company, Heid realized he needed more of an online presence, and so did his customers. He decided to go all-in and acquired Inspiration Media, a company specializing in search engine optimization (SEO) and digital marketing services.
The two successful companies worked together well but soon recognized another opportunity for growth: graphic design and branding. They joined forces with a graphic design company and became a full-service marketing agency. “We started as three independently successful agencies, and over time, realized that we needed what the others provided,” Heid says.
Rebranding to We Are Kymera
The name “We Are Kymera” resulted from a combination of research and creative thinking. “We were trying to find something that signified a group of people coming together,” says Heid. They based the company’s name on the word “chimera,” and gave it a twist. As you might expect from experts who specialize in branding and digital marketing, they created a name people would remember, and We Are Kymera was born. Although the company’s official name is “We Are Kymera,” the team often shortens it to “Kymera“ in daily conversations and less formal contexts.
Officially operating under the name We Are Kymera since January 2019, the agency has set itself apart for its high level of service and comprehensive capabilities. Kymera specializes in many areas, all essential to a franchise company’s needs, incorporating direct mail, web design, hyperlocal marketing, digital email, and branding and adding key strategies for marketing a franchise.
Kymera uses a beast-like logo (below) and calls itself a “beast of an agency” and “an agency with teeth,” but Heid says what really sets it apart is its personalized, honest business approach. “Even though we offer multiple services, we give our clients one point of contact. This helps us give them the best service.”
Kymera’s consultative approach helps franchisors make the most of the company’s services depending on budget, needs and size. As a franchisor grows, the Kymera team makes suggestions on adding or removing services. “We continually review our clients’ progress to see what’s working for them and what’s not. We believe in giving our clients a great return on investment so they stay with us,” Heid says. “We don’t put customers on long-term contracts. They stay with us because they like our work and get results.”
Common Mistakes Franchisors Make
Heid and his team help franchisors avoid common marketing pitfalls, and they are not afraid to tell clients when they are making mistakes. “We always tell the truth, even if it’s uncomfortable,” says Heid, who wants the best for his customers. Here, he shares the three most common marketing mistakes franchisors make:
- Marketing Underinvestments: A common problem franchisees face is not investing enough in marketing. “If you leave marketing up to the franchisees, they will underspend themselves to death. We advise franchisors to set the expectation that franchisees should spend 4% of sales on marketing,” he says.
- Changing with Growth: Another issue Heid sees is when brands grow without changing their marketing strategy. Franchisors need to leverage their sizes as they grow. “It doesn’t take much more effort to manage social media for 40 locations than for 10,” he says. “But you have to consider what’s happening locally, too.”
- Social Media Posts: Heid also stresses the importance of monitoring franchisee social media posts. “If franchisors don’t stay on top of this, lots of bad things can end up on a franchisee’s social media pages. Some of it — such as political views or personal information — can be detrimental to a brand’s image,” he says. “We have processes so franchisors don’t get into these situations.”
Strategic Growth
Looking ahead, Kymera is expanding its focus toward lead generation and recruitment services for franchisors. A notable success is the company’s work with the Hand & Stone massage franchise. By creating customized landing pages and targeted campaigns, We Are Kymera significantly streamlined the hiring process for the massage franchise, helping locations recruit licensed massage therapists and reduce costs. “Lead generation will be a major direction in our digital marketing area. It’s a great way for franchisors to convert leads and recruit specialized employees,” Heid says.
As We Are Kymera continues to grow, the company consistently attracts top talent from the industry. “We never have trouble hiring. People from other agencies are always applying here because of our culture and reputation. We know how to market a franchise, and we are blessed to have a team of really smart people who care about each other and our clients. We are one big happy family.”
For more information, visit We Are Kymera at https://wearekymera.com.
