Business View Magazine - Dec 2023

client, transforming the streets into a dynamic marketplace. This approach contrasts sharply with more traditional, broad-spectrum advertising tactics. Fisher likens YESCO’s method to a “rifle approach” instead of the “shotgun approach” of general advertising. It’s a refined, almost surgical method of identifying and solving problems, demonstrating the company’s expertise, and building trust with potential clients. Moreover, Fisher highlights the added value YESCO provides: free ongoing service checks. “We don’t charge for this initial service,” he explains. “If you let us do this work, we’ll include you on our route, ensuring regular checks and maintenance.” This offer of complimentary, regular maintenance checks adds an extra layer of appeal, positioning YESCO as a service provider and a long-term business maintenance partner. TECHNOLOGY AND OPERATIONS: YESCO’S DIGITAL STRATEGY YESCO’s adept use of technology, particularly in enhancing franchise visibility and operations, is admirable. Fisher points out that a significant portion of the company’s franchisees, about half to two-thirds, are from the sign industry itself. This fact speaks to the allure of YESCO’s business model, even to those already familiar with the industry. “Ourmodel has anappeal that draws inprofessionals fromwithin the sign industry,”Fisher notes.“It shows the strength and uniqueness of what we offer.” This internal industry appeal is a crucial indicator of YESCO’s robust business framework, attracting those who already grasp the market dynamics. Regarding technology, Fisher acknowledges that while YESCO’s marketing might appear traditional, the company innovatively incorporates technology in the tools provided to franchisees. He highlights franchisees’ use of custom mobile apps for lead generation, showcasing YESCO’s commitment to equipping its franchises with advanced business development tools. Fisher’s insights reveal a dual strategy: maintaining simple yet effectivemarketing through industry connections and word-of-mouth 202 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 12