May 9, 2012 | Media Services, Services
Many Franchisors come to us because they need a fresh injection of flowery verbal-age!
They are bored of throwing out the same copy or case studies that have been used over and over again in magazines and online listings and want something new. Prospective franchisees DEMAND good quality copy and informative case studies and generally turn towards those Franchisors that are creative, forward thinking and on-the-ball.
With this project, we work with you to produce a 12 month supply of professional editorial and PR for your franchise offering. So when you approach a deadline, you can pick something professional and well-crafted to send to an editor, instead of re-using old tired content (or worse, submitting something you’ve thrown together at the last minute).
This is perfect for all franchisors that need a bank of quality and varied copy which has been professional researched, written, proofed and ready to use. Tailored to your needs but typically includes 10 pieces of copy which cover all franchisor needs for on and offline marketing communications such as:
- Your Perfect Pitch for your franchise offering for use at exhibitions and all written communication and in addition to train staff
- Franchisee Case studies focusing on key areas that we know journalists want to hear about!
- 1,000 word, 800 word, 400 word and 200 word versions of your franchise offering for use in magazines, show guides, at exhibitions and online
- Franchisor case study to give additional credibility with prospects
- Customer success case study to show market demand and satisfaction
- Professional and key word ready online promotional profile broken down into sections for use on any franchise recruitment website such as FranchiseDirect.com, WhichFranchise.com or The-Franchise-Shop etc.
A penny for your thoughts?
If you would like our thoughts on a piece of your existing copy, send it through to our team and we’ll give you some quick-win feedback FOC!
May 9, 2012 | Media Services, Services
Not sure where to tap to improve your lead generation?
Not sure if your advertising messages and bookings are attracting the right type of lead? Not sure if you are putting the right budget to your advertising activity?
If you’re not sure about any of the above, you’d be completely normal! For this project, we use our media experience, Budget Matrix calculator, franchisee profiling, copywriting and design experience to audit your advertising activities. All you need to provide us with is:
- Your advertising bookings for the last 12 months
- Your leads list for the last 12 months
- Your recruitment target for the next 12 months
- Copies of your ad artwork
- Contact details of your franchisee
We will provide you with:
- An ideal advertising spend for the next 12 months including a breakdown of which online and print media this should be directed towards
- A review of your artwork design and messaging with suggestions to action
- A selection of franchisee profiles to improve your advertising targeting
Done and dusted!
If you’d like to learn more about our methods and pick up some useful techniques to use back in the office, join our Franchise Recruitment Workshop programme. Dates are planned all through the year with different topics focusing on everything ‘franchising’ from strategy to tactical activities you can implement yourself.
May 8, 2012 | Clients in the Media
The awareness we now have about the importance of looking after ourselves and staying in shape is far more advanced than that of our previous generations. Regular trips to the gym or fitness class, beauticians or hairdressers has become commonplace for many people – as routine as visiting the supermarket.
And yet, the inconvenient truth is that we often miss one essential part of our bodies… our feet.
This does not include the occasional pedicure or cosmetic treatment, but deep-rooted understanding about the foundations on which we stand. Just like a house, if your body’s foundation is out of line, everything else will be too, which can lead to painful problems with feet, knees, hips, the back, and muscular system.
There are now 14 million people in the UK aged over 60 and this is projected to increase by 50% over the next 25 years. Over half the new cases of foot care come from people over 65, with 58% of these choosing to receive this care through a private provider rather than the NHS.
Foot Solutions is one of only a few companies offering dedicated services to fill this growing need. They use the most advanced technology and full understanding of feet and gait biomechanics to fit each customer’s unique feet with the highest quality footwear available. Their methods improve comfort and body alignment, helping customers to achieve better health through their feet. The bespoke solutions are offered in a range of attractive footwear brands, delivered through conveniently-located retail stores.
John Linehan is the Managing Director of Foot Solutions Ireland & UK. He says, “Our customers come back to us time and again because we provide such excellent service and really listen to their needs. Each consultation takes between 30-40 minutes so we can fully assess their requirements. One customer recently commented that they were very impressed with the professional manner in which they were served and that, although they felt under no pressure to make a purchase, they’re glad they did because it has significantly reduced their back problems. Feedback like that makes you proud to work with a world-leading franchise under such a strong ethos – it’s the root of our success.”
Foot Solutions are the world’s largest health and wellness franchise focussing on foot care and have a proven business model operating in over 240 locations worldwide. With a growing UK-based network, this franchise opportunity is proving to be a step in the right direction for many motivated individuals.
“Foot Solutions provide good products in a market with very little competition. They have a number of unique selling points such as a good margin and strong opportunities for growth. I know the health and wellness sector is expanding due to the aging population, which gives me more chance of being resilient in an economic downturn,” says David Dwyer, the Foot Solutions franchisee in Dublin South City.
Andrew Scowcroft, Manager of the Foot Solutions franchise in Plymouth adds, “I recognised the market opportunity that Foot Solutions was offering due to my background and my wife being a podiatrist. I looked into the numbers and realised there was evidence of the strong franchise model being delivered. There was replicated success across the network and solid systems in place to maintain the growth potential.”
If you’re looking for an opportunity to manage a growing brand in an exclusive territory, please visit www.footsolutionsfranchise.co.uk
Apr 17, 2012 | Coconut in the Media
Many franchisors jump in allocating their franchise recruitment marketing budget without taking the time to really understand their ideal franchisee profile. Whether you have a brand new franchise opportunity or you have a 100-strong network, taking time out of your everyday workload to research and compile an accurate profile of what your perfect franchisees are like and how they behave during the franchise purchase journey is absolutely invaluable.
Build at least 3 perfect franchisee profiles for your franchise brand
There is never one simple perfect franchisee profile for any franchise brand so whilst a franchisor might think they know what they are looking for in a franchisee, these are likely to be general ideas rather than built on strong research and proof.
If you already have franchisees, select your top 10 performing franchisees and undertake some research to find out more about them; their skills, expectations, background, personal interests, media consumption and their journeys to purchasing your franchise.
If you don’t have any franchisees yet or if you think you don’t have enough to obtain an educated set of results, you can also extend your research to some of your hottest prospects who have been through a substantial amount of your recruitment process.
You will then be able to create at least 3 profiles of what your perfect franchisees look like.
What to do when you know who you are looking for
These profiles are not set in stone and some elements from profile 3 could be found with attributes from profile 2 (and so on) but getting them down on paper will give your franchise recruitment marketing strategy a focus. They can help to navigate around where to advertise and with what messages to make your franchise most attractive to people you already know could have great success in partnership with you.
If you uncover some similar traits then act on them within your recruitment process. Here are just a couple of examples:
Tailor your Discovery Days – if you have lots of franchisees who play golf then host a Discover Day at a golf club in a region where you wish to recruit;
Integrate case studies – prepare a bank of case studies of current franchisees so you have at least one that each of your perfect franchisee prospects can relate to.
Play to your strengths
There will also be some attributes that you know your franchisees must have to just get their franchise off the ground, some key elements that can’t be learnt and may not be found during a 1-1 meeting. Rosemary Bookkeeping is one business where franchisees must be good at networking to start building their client base; they must have the confidence to stand up and introduce themselves at a networking meeting or Chamber of Commerce breakfast club. Rosemary take the opportunity at their Discovery Days to run a mock networking exercise where they can see if the attendees have the basic skills and confidence that will stand them in good stead for business development. Think of what similar qualifying tests you could devise to help you identify if a prospect is perfect for you!
Many people may think that they are your perfect prospects and, for some mature brands such as O2 and McDonald’s, it may be a case of ruling out prospects, rather than qualifying them in, at the beginning of the recruitment process. They may request that prospects provide an evidence-based report on their suitability to be a franchisee and they can rule out those who cannot complete this task.
It’s up to you
The time you take in getting the basics right will pay dividends. Taking a couple of days to assess your perfect franchisee profiles every six months will end up saving you and your franchise recruitment team several hours each week in dealing with unsuitable candidates and give you reliable information on where to target your recruitment budget and with what primary messages.
Feb 1, 2012 | Coconut Workshops, Events
With the franchise industry changing fast, it’s vital to keep up with the latest thinking for franchise recruitment. This is a unique opportunity to gain up to date insight on the latest marketing techniques that can help boost your franchise recruitment.
Topic: How To Improve Your Franchisee Conversion to 1-in-28
Date & Location: 30th May 2013 – Midlands
Places available: 10
View our 3 minute workshop video
Coconut Creatives is the ONLY franchise marketing specialist offering workshops that bring together independent experts in the key fields of marketing, PR, copywriting, branding, social media and events to show you how they all effectively combine to produce excellent results.
You’ll take away some really valuable pointers to utilise within your own business, including:
- Your perfect business ‘elevator pitch’ for use on flyers, prospectus & at exhibitions
- Top copy tips for franchise advertising and PR
- Franchise branding ideas to help you stand out from the rest
- Video concepts that get prospects listening to you
- An applied budget matrix to manage your recruitment
- A professional structure for your marketing
- Benchmarking your current performance against other Franchisors – see how you currently perform!
- Plus, personal feedback on our 1 to 1 afternoon sessions, worth £450!
“Warm, engaging and creative workshop. We found the day extremely motivating covering so many relevant topics inspiring us to move forward with many of the ideas given.”
Janet Walmsley, OSCAR.
Current Promotion
Places booked 6 weeks in advance will be entitle to our early bird offer – 2 places for the price of 1.
Email Lucy or call 01725 511673 to check availability, for more information, an agenda or a booking form.
