ONE of the most important activities for any business is marketing, and in a tough economic climate an effective marketing strategy can make all the difference to an organisation’s success.
For those in the franchising industry, marketing plays a vital role in attracting the interest of prospective franchisees, especially during those in the early stages of their market research, and in drawing customers to the business.
The sector has seen a great deal of innovation in recent times with many franchisors now embracing a wide range of media, including the rapidly evolving social media platforms, to showcase their business.
A well thought out marketing strategy can help franchisors stand out in what is an increasingly crowded and competitive marketplace.
The Franchise Marketing Awards aim to recognise and reward the franchising industry’s most innovative marketing campaigns across a range of categories and the winners of this year’s awards have just been announced.
According to the panel of judges, the creativity and innovation reflected in this year's entries illustrate the importance that franchisors place on their marketing activities in order to strengthen the profile of their business and their brand.
The winners were presented with their awards at The British & International Franchise Exhibition at Olympia, London earlier this month.
The award for Best Print Advert was presented to one of the world’s biggest and best known brand names, McDonald’s. The win clearly illustrates the benefits of investing in high quality print advertising to retain a market leading position.
Collecting the award, McDonald’s franchising recruitment and reputation manager Joe Zammuto said: “We are thrilled to be presented with such a prestigious industry award. Winning this award is testament to our dedication as a team to being a leading franchisor and to the great time and care we take over the selection of our franchisees. We are delighted that our recruitment print campaign has been recognised within the industry.”
In other categories, domestic cleaning franchise Molly Maid was presented with the award for Best Website; Best Online Marketing Campaign was won by Expense Reduction Analysts, which helps businesses to reduce their costs, and the award for Best Franchisee Marketing Support went to Creation Station, which runs art and craft classes for toddlers and preschool children.
The winner of the Best Overall Marketing Campaign award was Dream Doors, a franchise that specialises in replacement kitchen doors, worktops and complete kitchen refits.
Judged by an independent panel of experts, the Franchise Marketing Awards also acknowledge those organisations that have raised their public awareness and as a result achieved sustainable growth for their brands.