Jul 21, 2011 | Coconut in the Media
Franchisor Advice Article written by Coconut Creatives Head of Media, Sally Butters:
Too often, companies forget that they need to take action to manage their reputation. They could have very happy customers but very few people really know about how great their products are or how superb their customer service is. How can you grow your business into new regions or markets without shouting about the great reputation you have? How will you attract the best franchisees?
The Chairman of the Institute of Directors, Neville Bain explains:
“Organisations need to apply more attention to managing reputation. Firms with strong positive reputations attract better people. This gives rise to a virtuous circle of greater efficiency, better relationships with customers and suppliers, and enhanced legitimacy in the eyes of society as a whole.
“In the absence of a good reputation, the ability of a company to create value is severely impaired. Boards need to be aware that reputation, like trust, takes time to build but can be lost in the blinking of an eye.”
In its most basic form, a franchise is a business opportunity that should already have a track record of profitability and market need which means that a franchisor just needs to help that good reputation become known to prospective franchisees.
In the Natwest bfa franchise survey 2011, word of mouth is top spot on how people first find out about franchising and specific franchise opportunities:
“When asking franchisees how they first heard about franchising, it immediately becomes apparent the extent to which word of mouth is key, both in terms of hearing about franchising in general, and about specific franchises. Friends and relatives are the most mentioned single source (24%) of initial awareness.”
Whilst the survey continues to evidence that people use a variety of sources and online and offline media in their research phase of the journey to becoming a franchisee and confirms that a franchisors should take a multi-channel approach to franchise recruitment, it is clear that testimonials are a must have in a franchisor’s marketing kit. This is confirmed within the decision-making process of a prospective franchisee:
“Again, as with the initial awareness of franchising, we see the importance of the personal touch in this industry, with high proportions citing a reason as ‘liking the people’ and ‘recommendation from existing franchisee’.
“Franchisees make careful decisions. Unsurprisingly given the personal and financial investment involved. On average franchisees said they had sought advice or made checks with 6 different sources prior to signing their franchise agreement.
Judgements relating to the franchisor offer and the impact of running the franchise on their lives are the most frequently made assessments, In terms of external consultations, contact with existing franchisees is crucial in terms of assessing profitability and their opinion of the franchisor.”
So, it is clear that franchisors need to take the time to review the reputation of their franchise business and how they manage it. I would recommend building this in to your marketing plan on a monthly basis; your advertising copy, online profiles, press release, video blogs, and internal communications. Every member of staff should be aware that everything they do can impact on your reputation and ultimately, the future of the business.
Here are a few tips:
- Take time to collect and review customer and franchisee feedback – quickly acting on poor feedback turns a bad experience into a good experience.
- Keep an up-to-date bank of testimonials
- Update your online and print marketing materials on a regular basis with your latest testimonials
- Take time to train staff and franchisees in your ‘perfect pitch’ – you have 90 seconds to explain what you do, how it can benefit who you are talking to and prove how it has benefited others
- Make your franchisees your ambassadors; take them with you to networking meetings, exhibitions, and discovery days.
A consistent message is king; communicate this in everything that you do and a prospective franchisee will feel confident in building a relationship with you!
Apr 26, 2011 | Coconut in the Media
The team at Coconut Creatives have organised another info packed workshop for franchisors looking to fine tune their franchise recruitment. Join Sarah Cook, Founder of Coconut Creatives and the team including guest speaker, Nick Strong (FranWeb) for the
‘Battle of the on/offline Marketing’!! on Wednesday 25 May in Bracknell
The industry is changing fast. What used to work to recruit franchisees no longer brings the same results. If you are finding that your leads are dropping and conversion is taking longer, you are not alone. Franchisors need to get smarter with their marketing and recruitment process. Sarah and the team will be going through ALL the on and offline routes to market to find your ideal franchisees.
AND because this is such a special event, we’ve created a short video clip to tell you all about it in more detail: http://www.youtube.com/watch?v=_E8-19Ub-yA&feature=related
What others have said about our Coconut Creatives Marketing Workshops:
“I came on the workshop to find out really how to improve our recruitment process and I’ve been given so many great ideas, which I think will save my franchise manager at least 6 days a month, which is absolutely fantastic. I’d certainly recommend it to any franchisors who are looking to improve the quality of their marketing,” Sussanne Chambers, HomeXperts.
“I’m always slightly sceptical about coming to marketing workshops and marketing seminars but it’s been excellent. A friend of mine always used to say that if you can take home one piece of useful information, a seminar’s been good. Well I’m going to be taking a lot more than one, so thanks to the whole team!” Mark Casey, MOT2U
Full agenda just released! Email sam@coconutcreatives.co.uk to request a copy.
Coconut Creatives is the ONLY bfa accredited marketing company. We offer workshops and run 1 to 1 projects that bring together independent experts in the key fields of marketing, PR and branding, showing you how to effectively combine these disciplines to produce excellent results.
“A really enjoyable event. A great opportunity to network and to learn more about the additional tools available to aid / improve the recruitment process,” Steve Calvert, Safeclean.
Email sam@coconutcreatives.co.uk or call 01725 511673 to request a booking form.
Jan 17, 2011 | Coconut in the Media
For the FIRST TIME Franchisors are being given the opportunity to participate in small group workshops, run by Sarah Cook Chartered Marketer and Founder of Coconut Creatives, the franchise industry’s leading franchise marketing consultancy.
See the sample agenda here
For more information on the workshops click here
The first of these workshops is being held on Wednesday 9th February, at a prestige venue in Dorset. There will be one every month, with the next two scheduled for Wednesday 2nd March and Wednesday 13th April.
The workshops include a fantastic line-up of speakers covering vital areas of franchise growth, development and recruitment. This is a unique opportunity to gain insight in a regular workshop environment and take away some really valuable intellectual property (usually reserved for one to one franchise projects!) to utilise within your own business.
These workshops will be led by Sarah, with presentations, guidance and advice from trusted experts in various fields related to franchise marketing, including:
• Emma Carter, owner and MD of Beyond Creative Thinking – a creative design agency that Sarah often works with on projects where clients need a style tweak or revamp.
• Adam Etheridge, owner of Aspect film & video – specialist in the filming and production of cutting-edge marketing videos. Sarah and Adam developed and successfully trialled a series of 3 minute video clips promoting franchise packages with the type of content that really grabs prospect attention. Adam and Sarah will be demonstrating these at the workshop and how you can recreate it within your business.
• An exhibition specialist to really give you the edge at exhibitions
• An intellectual property expert. If you’re thinking ‘a what?’ then you are not alone! Sarah will be teaching you how to utilise the latest thinking on IP to maximise the value of your franchise package and win more business
• Mystery shopping advice to tweak and refine your recruitment sales process
• Every Coconut Marketing Workshop will be so valuable, you’ll be taking notes from start to end!
To find out more, see a sample agenda, and email sarah@coconutcreatives.co.uk to book a place and request a booking form.
Click here to read more detailed information about the workshops.
Nov 26, 2008 | Clients in the Media
… as four new franchisees join the team in just one month!
Since Coconut Creatives assisted FitKid with the launch of its franchise package in 2007, this national child fitness brand has been establishing a number of key franchise zones around the UK with a great deal of success and gradual growth.
This month sees a further FOUR new franchisees undertaking training at FitKid’s HQ in Dorset. Training will be undertaken by Coconut Creatives founder, Sarah Cook.
Nicky Kay, FitKid’s Franchise Director is delighted with the progress. “We welcome four new franchisees to the team which will cover North Sunderland and Tyne and Wear, Norwich, Islington and Stoke Newington and Wood Green. All are to launch in January 2009. Many individuals are realising that FitKid offers a superb franchise opportunity and suits those who may be returning to work after having children,” says Nicky.
Franchisees can earn £50K through this opportunity by purchasing a 5 year FitKid Franchise at a very low cost of £7.5k. The franchise provides a realistic solution for part time or full time work where franchisees effort equals their own reward, as well as helping to make fitness fun for so many children.
“I think the franchise is popular because it is really affordable. Franchisees also undergo specialist training and gain a nationally recognised child fitness qualification that equips them with the skills to run the business. This franchise is so important to us to help spread the word about childhood obesity and work with as many people as possible to give our children the best start,” adds Nicky.
The pilot franchise, in Poole and Bournemouth is doing really well with over 35 classes a week. New projects have also been secured with Bournemouth School Sports Partnership this academic year.
Sue Young is one of the new franchisees starting training next week and comments, “I’m very excited about bringing FitKid to the North East. I’m looking forward to having fun with the kids while having a positive influence on their health.”
The FitKid Franchise supports government initiatives to improve child fitness and reduce child obesity, currently estimated to be 30% by 2010. FitKid achieves this by making active play a priority and most importantly, enjoyable.
To request a prospectus contact Nicky Kay at FitKid on 08700 85 1000 or email nicky@fitkid.co.uk
