Hot on the heels of our nomination for the bfa’s ‘Franchisor of the Year Award’, Driver Hire was also a finalist in the 2013 ‘Franchise Marketing Awards’. Judged by an independent panel of experts, the awards recognise franchise businesses that have raised public awareness and achieved sustainable growth. The awards highlight the industry’s most innovative and effective marketing campaigns.
Entered for the ‘Best Overall Marketing Campaign’, Driver Hire’s entry focused on our autumn 2012 ‘Better together…’ campaign.
‘Better together…’ used direct mail, email, PR, a web-based competition, telesales and face-to-face meetings, to create a truly integrated marketing campaign. Using data supplied by our office network, over 5,500 contacts were centrally mailed on behalf of participating Driver Hire offices.
The campaign provided a significant boost to sales activity. It resulted in our Telemarketing team delivering over 350 sales visits for around a third of our network. Following the campaign, our network turnover increased some 15-16% over the final two quarters of the financial year. All of which suggests that the campaign contributed to significant extra business for our franchisees.
“The ‘Better together . . .’ campaign was clearly a winner for our franchisees,” says Richard Owen Hughes, Driver Hire’s Group Marketing Director. “We’re delighted that it impressed the FMA judges too.”