Jun 30, 2015 | Blogs, News
During the summer, many franchisors find that their recruitment is fairly quiet whilst many people 
are off on holiday and not thinking about changing their career for the foreseeable future. This makes the summer an ideal time to review many aspects of your recruitment marketing that may not be working as well as they could be.
When you’re reviewing your franchise marketing collateral you should look at the messages you want to put across and make sure that they’re consistent throughout everything you offer to potential franchisees. I recommend writing a ‘Perfect Pitch’ as it is the best way to inform a prospect about your franchise in a simple and concise way. By creating a perfect pitch and ensuring that your whole team has a copy of it or knows about it, you can ensure that your message remains the same and everyone is singing from the same hymn sheet.
Your perfect pitch should follow this formula:
- Clarity
- Credibility
- Relevance
- Believability
This format provides a simple way to let prospective franchisees know who you are, what you do, and why you’re the best in your industry. It’s also an opportunity to let them know how being part of your franchise network will benefit them and it is also a good idea to include evidence of your success, this could be in the form of facts and figures around your network or even testimonials from current franchisees. Spending time on your perfect pitch can make a great difference to your marketing collateral and how prospects respond to it. When a prospect first gets in contact with you or any of your franchise team, the first thing they will want to know is what you do.
Often, the prospect is provided with a mixture of product and service information which is too detailed and doesn’t actually tell them very much about the franchise. Each team member will also give a different version because you haven’t regulated the response. The result of this is an unclear and inconsistent introduction to your company and, if your competitors have already sorted their perfect pitch, could lose you a potential franchisee. Once you have perfected your perfect pitch, make sure your team are all trained to deliver a consistent and clear message when someone contacts you to enquire further about your franchise opportunity. Your perfect pitch will also help you to provide a consistent message across all of your marketing collateral.
The process of rewriting your marketing collateral can be quite long because you have to send everything off to be reprinted so the quiet time in the summer is the ideal time to do it. This will ensure that you have fresh material and all of your franchise team are clued up when recruitment starts to pick up again in the autumn.
As the franchisor, it is easy to become bogged down in industry terminology because you are very close to the product or service you’re providing and understand it well. However, jargon and terminology can be extremely confusing to a prospect who knows nothing about the industry. This is why I recommend carrying out research through a third party to help you work out the difference between what you think works and what actually works. Taking a survey of existing franchisees and past prospects to find out which different stages of enquiry they reached is a great way to find out how effective your messages at each stage were and which messages work best at each stage.
Click here to read Part 2! Also don’t forget to view our free resources which are designed to help you improve your marketing!
Jun 30, 2015 | Clients in the Media, News
Mail Boxes Etc., a client of Coconut Creatives, recently held their annual franchisee conference near their headquarters in Oxford. The event was a massive success with around 100 franchisees & their staff in attendance. Named ‘Changes, challenges and profitable growth’, the conference allowed franchisees to come together to celebrate their achievements and learn more about how to continue improving their businesses.
Mail Boxes Etc. is one of the world’s largest non-food retail franchises with over 1,500 stores in five continents including over 150 in the UK and Ireland. They are the only high-street chain that offers consumers and local companies a truly comprehensive range of business services. MBE’s high street one-stop-shop concept offers a mix of logistics, postal, print and copy services to help meet people’s everyday needs.
The day included guest speakers from specialists in a variety of different sectors – all covered by Mail Boxes Etc.’s franchisees. Speakers included:
- John Stoten – FedEx Global Clearance Solutions Specialist
- Jeremy Lamond – MRICS FNAVA Halls Auctioneers, Director
- Helen Wylde – Parcelforce Worldwide Sales & Marketing Director
- Justin Urquhart Stewart – Founder of Seven Investment Management
- Sally Anne Butters – Director at Coconut Creatives Ltd
- Tim Bell – Field Account Manager Royal Mail
- Michael Todd – Managing Director RCS
Justin Urquhart Stewart was the guest speaker this year and his talk was all about the ‘Global Economy and Business Opportunities’. He left franchisees with some valuable information to take away but also managed to leave them laughing at the same time.
The Franchisee of the Year award went to Andrew MacKinnon, MBE Glasgow City, and this year Andrew was awarded the accolade because not only has he managed to triple sales in four years, he is also highly customer service focused and offers a very rapid and efficient service. In the first quarter of this year alone, Andrew was in the top five store in the UK based on sales. Franchisees like Andrew give the brand a great reputation and this benefits their own businesses as well as the rest of the franchise network. The conference allows the franchisees to celebrate each other’s successes as well as giving them a great networking opportunity.
“I find the conference useful every year on several fronts; the information that’s presented by both the presenters and the team at Mail Boxes Etc., we get an update on what’s going to be happening within the business for the next year and the networking opportunity is invaluable. We also get the chance to speak to suppliers in person when we only usually get to speak to them over the phone. I thought the presentations this year were very good, Parcelforce in particular was outstanding and Justin’s presentation was hilarious but also very insightful. I had to travel a long way to attend, “but it’s worth it” explains Pepe Bascetta, Area Franchisee, MBE Shawlands.
Inviting in guest speakers allows Mail Boxes Etc. to offer franchisees a more comprehensive view of the elements of their businesses that they can improve on and develop. Mail Boxes Etc. make sure their methods are innovative and up-to-date to keep in line with changes in the technology and business worlds. They know that a successful network means a successful brand.
“As always, the conference was a great success. The guest speakers were extremely engaging and left our franchisees with a lot of food for thought and actionable advice they can now use in their businesses. We had a good turnout and it’s lovely to see our franchisees meeting up again and sharing their expertise and knowledge with each other. Part of being a franchisee is this imparting of wisdom with others and we’re always really proud to see franchisees engaging with each other,” adds Mike Hawkins, Sales and Marketing Director at Mail Boxes Etc.
As a successful global brand, Mail Boxes Etc. have learned what it takes to keep ahead in the retail sector and they’re sharing this knowledge with each and every one of their franchisees. With multiple revenue streams, franchisees benefit from minimal impact from market fluctuations. Franchisees benefit from a trusted high-street brand that has dominated in its marketplace for 35 years and our longest-serving franchisee in our UK network has just celebrated 21 years!
You can find out more about the Mail Boxes Etc. franchise by visiting http://www.mbe.co.uk/franchise_opportunities
This press release has created wide spread coverage on franchise related websites and social media. It will also be included in upcoming print publications. To find out how Coconut Creatives can help you generate great PR why not contact us.
Jun 15, 2015 | Clients in the Media, News
One of Auditel’s, a client of Coconut Creatives, franchisees David Kendall, Auditel franchisee for Leamington Spa, has been helping young apprentices get a foot in the door of their careers. His newest member of staff, Andrew White, is an apprentice who has exceeded expectations and is set to be a shining star in the Auditel network.
David employed Andrew in March 2014. After leaving school with top grade A-Levels, Andrew decided not to go to university but to pursue a career instead. He has become a real asset to David’s business and has recently won an award for his performance in the local apprenticeship awards, coming top out of 2,000 applicants.
“Andrew has progressed massively whilst he’s been working for me and has exceeded my expectations. His qualifications from school were excellent and he’s on the talented and gifted register. He decided to progress his career in a professional environment rather than go to university and that’s something I fully support – I really like the idea of the apprentice scheme. I didn’t go to university either, so I took a similar route to Andrew and can really empathise with him. As a business owner, he’s got a lot more worth for me than a graduate would have,” explains David.
Auditel is the UK’s leading strategic cost management franchise. They assist and educate their clients to make smarter buying and management decisions, leading to business longevity and growth. Franchisees become invaluable, outsourced board level members of the companies they serve.
“Working for David is excellent. It was a really good decision for me not to go to university. You acquire specific on-the-job skills and everything I’ve been learning is related to the job. I was really proud of myself for winning the apprenticeship award – it’s something that will really set me apart from other people and it’s also good to recognition for your hard work,” adds Andrew.
David is keen to keep Andrew on and help him with the progression of his career. It even looks like Andrew is due a promotion!
“Andrew really helps the business and he’s added a new dynamic. He now has a choice to make because he can end his apprenticeship soon if he wants to – he’s achieved everything 6 months faster than he was supposed to! I’d like to promote him to Cost Management Consultant. If he takes on the role then he will be the youngest Cost Management Consultant in Auditel by about 30 years. He’s already actively communicating with clients and generating cost savings so I know he’s more than capable,” adds David.
Founded in 1994, Auditel have over 20 years’ experience in strategic cost management. The award-winning business model has been successfully replicated by over 160 franchisees who proudly serve more than 3,000 clients in almost every sector of the economy. Nationwide, franchisees enjoy the benefits of a trusted, proven brand whilst being supported by a team of experts in all essential business disciplines.
As a testament to their ongoing commitment to their network, they were awarded the coveted British Franchise Association (bfa) Franchisee Support Award in 2012 and shortlisted for Franchisor of the Year in 2015. They have been full members of the bfa since 1998 and are dedicated to ethical franchising.
To find out more about the Auditel franchise opportunity call Fiona Steels on 0800 583 3355 or visit www.auditelfranchise.co.uk
This press release has created wide spread coverage on franchise related websites and social media. It will also be included in upcoming print publications. To find out how Coconut Creatives can help you generate great PR why not contact us.
Jun 10, 2015 | Blogs
June is a busy month for the team at Coconut Creatives! We’re travelling all over 
the world to help franchisors and franchisees alike with all their franchise marketing needs. If you want to come and visit us at any of this month’s events, just drop us an email we’ll catch up with you – wherever in the world we may be!
- Mail Boxes Etc. Franchisee Conference “Marketing to grow your business” 14th June
- The British Franchise Exhibition, EventCity, Manchester 19-20th June
- British Franchise Association (bfa) Annual Conference, 25-26th June – we’re the sliver sponsors of the event!
- Bfa HSBC Franchisor of the Year Awards supported by Express newspapers, 25th June
If you’re travelling across the pond this summer, we’ll also be speaking and attending the International Franchise Expo, New York on 18-20th June. We’re honoured to have been invited to speak at this event and Coconut director Sally Anne Butters will be imparting some of our specialist UK franchising knowledge at the show. Sally will also be representing the UK on their Women in Franchising panel on Thursday 18th June. For more information click here
More recognition for the Coconut team
After Sally took on the role of MC for a fantastic EWIF awards ceremony last month, our very own Founding Director, Sarah Carlile, has been shortlisted as a finalist for a Venus Award. Watch this space to find out if she wins later in the month!
Not only will we be attending each of these events, as a team we continue to develop through our structured CPD programme, feeding the latest marketing techniques into our clients’ marketing campaigns.
Contact us today if you want to catch us at any of these events. We’d love to see you!
Jun 2, 2015 | Blogs, News
Social media is a great way to engage with your customers. However, with great exposure comes great responsibility! Here at Coconut, we like to bring you the most current news on marketing and our contacts at Freeths Solicitors have written this blog on the legalities surrounding social media. Here’s what they think you need to know to keep ahead of intellectual property rights online.
Part 2: Advertising and reputational issues
-
The normal advertising regulations apply
The Advertising Standards Authority has a remit to investigate and rule on complaints made about marketing communications online, including on social platforms.
Ads must not be misleading or offensive and should enable consumers to make an informed decision about the products or services being promoted.
The character limits imposed on certain platforms can add to the challenge, so you need to think about what type of ad works well and remains compliant on different platforms. Twitter may not be the best place for a complex price comparison ad, but it is perfect for sharing images of your goods, conveying your core messages and running simple promotions.
-
Paid-for endorsements: celebrities, bloggers & vloggers
If you pay a third party (e.g. a celebrity, media outlet or popular blogger) to post on social media and promote your services, you need to ensure that they make it clear that the post is a marketing communication.
Use the hashtags #ad or #spon to keep things clear.
Care needs to be taken with video content on platforms like YouTube too. The ASA very recently upheld a complaint that a video promoting Max Factor make-up by a popular vlogger was misleading because it was not clear that the content was an advertisement, even though the words “sponsored by” and “brought to you by” were used in the video. Ideally consumers should be told about the commercial nature of content before they elect to engage with it.
Moreover, the ASA considered that the words used did not make it clear that the content was in fact an advertisement for Max Factor, as opposed to impartial editorial which was merely financially sponsored by the brand’s owners. This would seem to cut across the ASA’s own recommendation regarding the #spon hashtag on Twitter. What is clear is that advertisers should use different measures on different social media platforms (each with their own particular functionalities and idiosyncrasies) to ensure that marketing communications are identifiable as such.
-
The internet is an echo chamber – be careful what you say out there
If you engage with customers on social platforms, remember that the only loser in public spats with customers is your reputation. While criticism of your goods or services can be uncomfortable, it is a fact of life and you need a policy for engaging and dealing with it in a professional manner. Don’t be a player in one of those PR disasters that goes viral once in a while.
The fact that social media posts are published for all to see can also give rise to legal issues, particularly with regard to defamation. That said, there may not be a viable legal remedy for you as a business, even if you feel a customer’s comments are unfair or untrue. Unless your business can prove that the customer’s comments were likely to cause serious financial loss (in addition to being untrue), a defamation claim against a disgruntled and vocal customer is unlikely to succeed. And suing customers is probably not high your board’s agenda in any event.
On the other hand, if your social team were to make derogatory statements on your social media accounts about customers (and it does happen), then those customers may have grounds to bring a defamation claim against your business (and would have a lower threshold for proving that they had been seriously harmed). Whether or not such individuals have the resources to bring such a claim is another question, but make sure it is never an issue – the PR fallout from such public spats is arguably as bad as, or worse than, the legal ramifications.
Key Message: Ensure your social team has a code of conduct and give them the skills and training they need to avoid trouble.
This is only a summary of the law in force at the present time and is not exhaustive, nor does it contain definitive advice. Specialist advice should be sought from a member of Freeths Franchise or Intellectual Property and Technology teams in relation to any queries.
Click here to see the original blog post and if you would like further information or advice on this topic please contact:
are off on holiday and not thinking about changing their career for the foreseeable future. This makes the summer an ideal time to review many aspects of your recruitment marketing that may not be working as well as they could be.
