Brand stand

Written on the 6 July 2009

A well researched marketing plan that incorporates all of the essential advertising, promotional and branding elements is vital to aid a brand’s successful growth and development.

But it is even more important for a franchisor wishing to create a brand that franchisees will be lining up to buy into.

The brand perception has to be one that an investing franchisor feels happy and comfortable with and proud to be a part of and equally as important, perceives that the investment presents value for money.

Marketing minds attest to the value-add that brand awareness creates. CEO and creative director of AdMarketing Australia Les Hall, is the man behind a raft of successful campaigns for franchises such as the Coffee Club and Donut King.

Hall created the ‘where will I meet you?’ campaign for the Coffee Club. Many of the marketing, advertising and promotion strategy foundation stones developed between 1991 and 2002 are still retained today.
“Franchisor research that regularly assesses a brand’s perception will help you find out what customers truly think of the brand,” says Hall.

“As a potential investing franchisee, I believe it is prudent to ask the franchisor for the most recent quantifiable research to support its position that the brand will deliver a return on investment.

“Research will help you discover what others think (and say) about your brand and the impact that the established brand perception has on the sales of your products.”

Hall has traversed the globe to spearhead slick marketing strategies for a number of high-profile companies. He was chief marketing officer for Graham ‘Skroo’ Turner (Flight Centre) – looking after marketing for all FCL brands in both the US and Canada.

He also worked for the Gold Coast-based brand manager Retail Food Group and launched campaigns for Donut King.

He says sales, marketing and training activities have the power to improve or damage brand perception. It is vital that franchisors learn how their brand compares to others in the same category and address some key points.

“All of these factors are key essential marketing ingredients that can influence and determine success for a franchisor and a franchisee,” says Hall.

What to look for
Is the brand strategy executed consistently across all areas?
What is the brand positioning?
What is the promotional strategy?
What consistency is delivered and via which mediums?
Is there a local area marketing plan prepared for the incoming franchisee?
What is the target demographic of customers of the brand’s core products?
How does this interface with the demographic in the region/area in which you as a potential franchisee wish to position your store?
Is the socio-economic profile of your identified region relevant to the brand’s positioning?



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