Granite Transformations, a leading home improvements franchise, has topped off a highly successful financial year by winning the Best Print Advert category in the 2011 Franchise Marketing Awards, as well as being named a finalist in both the Best Franchisee Marketing Support and Best Website sections. Last year, the company won the FMA marketing support award, in a competition that recognises innovative and effective marketing campaigns, and increased sales revenue across the UK showroom network by an impressive 23%, indicating that these industry prizes are underpinned by solid financial performance.
“Entering industry awards may seem a bit peripheral, but in franchising they provide an excellent way of determining how effectively we are working on behalf of our franchise owners,” says Danny Hanlon, Chief Operating Officer of the Granite Transformations franchisor, RSG. “Being judged by an independent panel of experts and reaching the finals in every category we entered, suggests we must be doing something right, in a critical support function like marketing.”
The FMA Best Print Advert Award was primarily won for a printed media campaign to promote Granite Transformations’ new kitchen door replacement programme. To maintain the brand ethos, it needed to have consumer trust at its core, showcase a beautiful kitchen that customers would aspire to own, and reinforce messages of quality craftsmanship and made-to-measure precision. During the six months the campaign ran in the quality press, replacement door sales rose to £350,000, with £1 million a realistic target for 2011.
Building on last year’s success, Granite Transformations again competed in the Best Franchisee Marketing Support category, focusing on further year-on-year revenue growth for all franchise owners and a whole tranche of additional marketing material. A new TV commercial, customer referral gift packs and appearances on Sarah Beeny’s TV makeover series, with supporting in-store showcards, were among the highlights of a productive marketing programme.
Also notable was a new corporate internet domain, with scope for future expansion and flexibility for localised content, which gained Granite Transformations finalist status in the Best Website section. The site was built with bespoke CMS architecture that allows franchisees to select content modules from a central library and customise their site with local features and offers, meaning that one master domain effectively became 25 individual sites. On launch, the website produced an immediate and sustained uplift in traffic of more than 25%, with commensurate increases in pages visited and the amount of time visitors spent online.