This year at the annual Franchise Marketing Awards our client Mac Tools won the 'Best Overall Marketing Campaign', beating ice-cream store 'Baskin Robbins' and transport logistics recruitment agency 'Driver Hire'.
Mac Tools is part of $11 billion global organisation 'Stanley Black & Decker', and sells over 8,000 professionals tools and tool boxes.
The awards, which were presented at The British and International Franchise Exhibition at Olympia, London, are now in its eighth year and were judged by an independent panel of judges.
They give recognition to organisations who have raised their public awareness and consequently attained sustainable growth. Mac Tools was also a finalist in the category 'Best Print Advert'.
Chris Magson, Mac ToolsFranchise Recruitment Manager says "At the heart of our strategy is the message that franchisees who join Mac Tools benefit from the best; the best vans, best training, best tools, underpinning our company motto 'Great to Work With'.
Marketing includes a strong presence at franchise exhibitions and automotive trade events, as well as online campaigns and print advertising.
This allows us to focus on our target market of prospective franchisees. For example, the announcement of job cuts in the military gave us the opportunity to approach people well ahead of the stage where they would be leaving military life and communicate the message that the Mac Tools franchise is a great business model with a great support structure for those thinking about self-employment".
Tony Prueitt, Commercial Director UK & Ireland of Stanley Black & Decker added "Our franchisees benefit every day from our marketing activities, supporting them take market share and achieve growth in a difficult economic climate".
Following detailed discussions, we advised Mac Tools on the most effective marketing strategy, including supporting the campaign by designing, building, optimising and hosting three microsites, each targeted at a specific demographic with the aim of recruiting new franchisees. The core message across all three sites were self sufficiency and the financial gains of working as a Mac Tools franchisee.
The websites were media rich, integrating video feeds which illustrate real-life examples to optimise engagement with website visitors. Read the full case study here >>
We also provide marketing support to franchisees, including producing all printed collateral, merchandise and clothing to maintain brand continuity through an online ordering platform developed by us and specifically designed for franchise multi-site organisations.
The judges commented "An impressive overall campaign using various strains of marketing. We found the campaign was very identified with the Mac Tools' target market and that they captured the drama in their franchise. The fact they achieved their intended results demonstrates the strength of their marketing".
A massive congratulations, Mac Tools!