Best Franchisee Marketing Support Award For 2010
The Granite Transformations UK franchise operation, part of a worldwide network extending across four continents, has won the highly coveted prize for best marketing support, in the 2010 Franchise Marketing Awards (FMAs). One of the most highly respected award schemes in the franchise industry calendar, the FMAs recognise the most innovative and effective marketing campaigns for products, services and franchisee support. The company’s Chief Operating Officer, Danny Hanlon, accepted the award at the British & International Franchise Exhibition in Olympia, London. Granite Transformations’ showrooms market an extensive collection of high quality, slimline, kitchen worktop surfaces, which are promoted under the slogan ‘the top that fits on top’.
The Granite Transformations franchisor, Rocksolid Granit (Europe) of Tunbridge Wells, Kent, took top honours in the Best Franchisee Marketing Support category, which recognises the management and support of franchisees’ marketing activities, and its submission provided evidence of cost-effective results and high standards of training.
Entries were judged by an independent panel of experts representing the British Franchise Association, Lloyds Bank, Owen White Solicitors and the Chartered Institute of Marketing, who commended RSG on a coherent marketing strategy that offers franchisees excellent marketing support.
“We are delighted to have won this tightly-contested category, as well as being named a finalist in the best TV advertising section,” says RSG’s Danny Hanlon. “The recent industry-wide survey indicated that marketing support is an area where franchisees can be quite judgmental, because it’s critical for generating customer enquiries and maximising revenue, so we are gratified that a panel of our peers feels our approach is highly professional.”
RSG, which started operations in 2003 and currently has almost twenty franchisee-owned showrooms in the UK, recently added another option to its franchise package, which reduces the cost of entry and broadens the appeal of its kitchen worktops business, to those wary of undertaking the manufacturing side. Currently, franchise owners operate a fabrication workshop, as well as a retail showroom, and this will remain an option; however, the new arrangement eliminates worktop fabrication, allowing new franchisees to focus solely on product sales, home installation and running the business. The company is also adding a lucrative new revenue stream, by introducing replacement kitchen doors to the product mix.
“We feel this franchise option might be attractive to those who don’t wish to take on the technical manufacturing element, particularly women who now make up an increasing proportion of potential franchise recruits,” says Hanlon. “Our product offering proved pretty recession-proof during the downturn and we are confident that sales will continue to climb, as the home improvement and property markets recover.