Kitchen Franchise Wins Marketing Support Award
Tuesday, March 30, 2010 at 1:31PM
Granite Transformations has won the prize for best marketing support in the 2010 Franchise Marketing Awards (FMAs).
The kitchen franchise, which supplies and fits custom-made granite and marble worktops, is part of a worldwide network extending across four continents, and the FMAs is one of the most highly respected award schemes in the franchise industry calendar. The award ceremony recognises innovative and effective marketing campaigns for products, services and franchisee support.
Danny Hanlon, the company’s chief operating officer, accepted the award at the British & International Franchise Exhibition in Olympia, London. Granite Transformations’ showrooms market an collection of high quality, slim line, kitchen worktop surfaces, which are promoted under the slogan ‘the top that fits on top’.
Granite Transformations franchisor of Tunbridge Wells, Rocksolid Granit, 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 Rocksolid Granit (RSG) on a coherent marketing strategy that offers franchisees excellent marketing support.
“We’re 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.
He continues: “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 20 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.
At the moment 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.
He adds: “Our product offering has proved recession-proof during the downturn and we are confident that sales will continue to climb, as the home improvement and property markets recover.”