Local Store Marketing

Franchisee Management

Challenge Godfreys stores regularly initiated their own in store price ticketing and point of sale materials, often creating “corner shop” style price tickets without any consistent branding. The challenge was to assist stores to create their own POS materials based on centrally agreed look and feel and have these elements available in a central resource. Solution BT developed the Godfreys LSM Online Toolbox. The online system brings together franchisee stores to a common site where they have the ability to access existing POS as well as giving them the opportunity to create their own. Customising materials, for example price tickets using a standardised template, showcases the capability of the toolbox to facilitate flexibility, but more importantly sustain consistency of Godfreys branding and POS solutions across all stores.

Franchisee Management

Challenge To ensure clear and consistent communications with over 180 franchisees covering 300 Pizza Hut stores. Increase participation with Pizza Hut national campaigns and maintain brand compliance. Solution BT developed the Pizza Hut Online Marketing System. Using a simple interface, we enabled franchisees to participate in national campaigns, pinpoint different offers per store down to street level. An automated email which notified of new campaigns and confirmed orders made tracking and reporting very easy, plus cut the lead times for all campaigns.

Electronic Direct Mail

Challenge National launch of the Best Western Travel Card across multiple consumer segments with promotional drive to local properties. Solution Weekly Interactive EDM during launch period to existing customer database with targeted promotional offers & links to main website.

Promotions - Store openings

Challenge To make local consumers aware of a New Godfreys store, educate consumers on Godfreys’ product offering and drive traffic into the store. Solution BT developed a Store Opening Kit including a store opening promotion giving customers a chance to win a mini Philips DVD player every day over the period of a week. The new store received marketing support through local newspaper advertising, direct mail and POS material plus entry forms, entry box and prizes. The campaign was a great success with local newspapers running editorial on the winners being presented with their prizes.

Promotions– Win in this store

Challenge To increase the patronage of Taxi drivers at the Unigas Melbourne Airport corralling station. Careful consideration went into the fact that the majority of drivers are from non English speaking backgrounds. Solution Simply fill up for your chance to WIN your share of $5000 cash. Drivers who purchased $20 or more of LPG were given a simple entry form to complete. Each eye catching POS was displayed on site and adjoining taxi café.

Events

Challenge To provide a cost effective, interactive and engaging on-site sampling campaign for Eclipse Mints throughout the Franklins Golf Day supplier event. BT was asked to provide staff, a stationery site set-up that would not only allow sampling of Eclipse Mints, but engage golfers throughout the day to “bend & stretch”. Solution Staff who were exercise and golfing enthusiasts were employed for the day to ensure they were able to easily interact with golfers throughout the duration of the event. Durable, yet cost effective, Eclipse Mints POS was created that would not only be used for the golf day but also in the future events.

Events

Challenge To develop a set of materials that could be used by KFC stores when marketing a range of key events, such as new store openings to customers. Solution BT developed a range of materials that could be easily and cost effectively updated for local stores to support core activities. Materials have been in place for over 2 years and have helped achieve significant cost savings for individual stores.