November 20, 2009
Mr Rental, has scored the Franchise Council of Australia (FCA) National Award for Excellence in Marketing for 2009. According to General Manager, Alan Payne, in order to achieve their vision of becoming the world’s first choice in renting home appliances, the organisation had to actively pursue a unique approach to gain top of mind awareness and market share amongst their target market.
“We launched our rebranded business in mid 2007, and this involved a national advertising campaign, combining television, radio and catalogues, and since then have closely monitored brand awareness and lead generation to ensure significant return on investment.”
This award was judged for excellence in strategy and execution of a marketing program within a franchise system. Organised by the Franchise Council of Australia, the MYOB Excellence in Franchising Awards recognise and reward excellence. According Mr Payne, the award is a credit to the hardworking National Marketing team, as well as the franchisees who support the network’s marketing campaigns so enthusiastically.
“Overhauling an entire brand is not an easy decision, and it requires a lot of time and commitment by the entire group. We are hugely motivated by the response by our franchisees across Australia and New Zealand who got behind it and continue to support our marketing strategies moving forward.”
He said that keeping ahead of a changing market requires the provision of leading edge systems and support to franchisees, and this includes regular review of marketing strategies to ensure they are achieving the best possible result.
The FCA submission was based around the recent improvements to the marketing campaign that was designed around the rebranded business. With annual research undertaken by third-party firm Colmar Brunton, Mr Rental’s marketing team has been able to identify significant areas of opportunity on which to focus, while being able to accurately measure year-on-year improvements in the campaign.
Ultimately this marketing campaign was pursued to increase brand awareness and drive sales and market share.
For further information, contact:Mr Rental
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