February 12th, 2018 by Marketing in Suppliers

Following big corporation redundancy announcements, Coconut Creatives reflects on five key reasons why franchising should be stepping into the gap suddenly appearing in the workforce

Coconut Creatives logo

With the spotlight on the redundancies being announced by some of the UK’s biggest corporate names like, Carillion and Debenhams, the effect on people suddenly finding themselves out of work, is huge.


As franchisors, this presents an ideal opportunity for you to help people find their feet. Once they come to terms with their change in employment status, people who had been in positions of management and leadership, begin to re-think their career plan. They already have the skills and experience which, combined with your business model, could be just what is needed to expand your franchise, and offer a sense of hope for those no longer going to work each morning.


Based on discussions they have had with many franchisors, asking the same huge question, “How can we recruit more people into our franchise?”, Coconut Creatives share 5 top tips to make the most of the current situation, as people face redundancy:


1. Now is the time to share your franchise redundancy stories

People relate to people they identify with. So don’t be afraid to share the stories of those in your network who were made redundant, and found their feet through your franchise. This is a great way to connect your brand with someone looking for a solution to their situation. Reading about real franchisees within your franchise, who have been through the same experience, leads people to trust what they are reading, and more likely to want to see the same outcome.


2. Now is the time to highlight how franchising offers security

The success rate of franchising, compared to independent business start-up is much higher, and offers much more security. This is because of the hard work you have done in establishing a successful business model which has been proven to work. Many people who have had to deal with redundancy, are looking for a security in their future, for whom franchising may be the perfect solution. Showing how you can provide suitable people with a key for future security will generate interest in what you are offering.


3. Now is the time to increase potential franchisees hopes of what they can achieve for themselves

Having faced redundancy leaves people with many questions, the foremost being, “So, what next?” For many franchisees, they have cited their redundancy as being the catalyst they ended up needing to move from being employed to doing what they want to do, and manage their own dream career. Franchising has many ways in which it can help make dreams come true. Use your stories to connect with someone who has their own dream in mind.


4. Now is the time to show how YOU can help them find their feet

Facing redundancy can also knock people’s confidence. But franchising has proven to build confidence, based on the training and support of franchise models, and the franchisee network, like yours. Show off your supportive network, and the excellent training you provide. Helping people believe they can achieve the goal of building a successful business allows them to connect with what you are offering.


5. Now is the time to raise the profile of your brand, and of franchising in general

Once a redundancy has been implemented, and ex-employees start looking for their next career move, this is an ideal time for you to make your brand known. Not just in terms of your franchise opportunity – but even in support of any of your network with staff vacancies. You have to be seen in order to achieve the result you want. Speak to us at Coconut Creatives, if you want to know more about how to make the most of online adverts – as Google Partners, we know how to help you be seen!


Coconut Creatives offer an excellent resource for franchisees to chat to each other, and share ideas for how to find those all-important leads. To understand more about the Coconut Mastermind group, or Coconut Creatives please email Helen: helen@coconutcreatives.co.uk

January 22nd, 2018 by Marketing in Suppliers

EKW Group logo

Breaking down Business Intelligence


Business intelligence (BI) is a term that’s beginning to be thrown around a lot recently, but what does it mean?


BI is a process to help business employees, managers, owners and stakeholders make informed, data-driven decisions by analysing data and presenting actionable information. The key point is that this process is driven by technology


The process utilises tools, applications and methodologies to collect data from internal systems and external sources and have it available to run queries and create reports, dashboards and other data visualisations so that analytical results are available to all key decision makers.


Businesses want to improve and speed up their decision making to improve profits and cash flow whilst keeping ahead of the competition. BI systems can help identify market trends and forecast business problems to enable preventable action to be agreed and implemented.


BI data can include historical information, as well as new data gathered from source systems as it is generated, enabling BI analysis to support both strategic and tactical decision-making processes.


Reporting on things like key performance indicators (or KPIs) and other metrics, it can produce dashboards and scorecards and can even automate monitoring and raising alerts.


EKW Group are already well known for providing a one-stop approach to financial management to franchises with accounting, payroll, auto-enrolment and HR solutions that can be deployed across entire franchised estates, irrespective of size. Now we’re bringing a new service to the market, FUSIONBI.


FUSIONBI means EKW Group clients will be able to transform, analyse and visualise data with interactive reports. The dashboard produces creative reports and publishes them for an organisation to view across web and mobile devices, allowing employees and stakeholders to visually explore data and quickly discover patterns to make better, faster decisions, whilst generating the precisely formatted reports their business needs.


“We’re really good at harnessing technology to interface accounting with the franchise systems like CRM or EPoS. This means data can be “sucked in” automatically without human intervention which means less time is spent on bookkeeping, letting franchisees get on with running their business and accuracy is improved at the same time.” Neil Foster QFP, Business development manager, EKW Group.


It’s all about letting clients make data-driven decisions from anywhere.


Financial performance is enhanced with clear and concise profitability and cash management reporting; Accounting reports can be by store, group or entire estate with comparisons against budget, prior period and forecast; it gives clients the peace of mind that they have complete compliance with regulatory reporting requirements like the Government’s “Making Tax Digital” programme.


In terms of information it’s literally there at their fingertips with role-tailored dashboards and key performance indicators. Some customers specify weekly sales, margin, stock and cash management reporting while others enjoy benchmarking and trend analysis.


Some franchises need to report profitability by vehicle or worker, others might benefit hugely by reporting profitability by job or by customer. EKW Group work with the franchisor to design a solution that interfaces with their systems and then reports on what it is that makes that franchise successful.


We’re ready to help you manage and grow your business.
Call EKW Group on 01942 816 512 to find out how FUSIONBI can help your franchise.
View our introduction to Fusion BI here


January 8th, 2018 by Marketing in General, Suppliers



Whilst there seems to be an abundance of information on the web about how you should be marketing your franchise to prospective franchisees, it’s harder to find useful resources to help your franchisees market their own business to their local customers. A web-to-print system is the ideal way to get help your franchisees to use your marketing, protect your brand and save time, resources and money.


Having intuitive marketing systems in place to help franchisees grow their business will be a huge benefit for prospective franchise buyers.


An online web-to-print system means all your central marketing can be managed by your marketing team. Your individual franchisees can simply login, choose from a range of products, customise artwork (where required) and order the quantity they need.


A good web-to-print system can make this easy for them.


Help franchisees market their business locally whilst maintaining brand identity and integrity


Sometimes it’s hard for a franchise business to ensure their marketing is correctly promoted.


Franchises will depend on marketing at a local level, but franchisees are normally too busy serving clients and responding to the other demands of running their business.


Few franchisees have enough marketing expertise (or desire to learn) to make a franchise successful. So, it is necessary to give them the best tools to implement your marketing plan without the pitfalls of trying to arrange everything themselves.


Having the right tools means you maintain consistent marketing messages across your business, with the correct branding and using the right materials. A web-to-print system will help you attain complete branding consistency.


Let’s remember why marketing is so important for a franchise


You know that employing regular marketing strategies will create strong bonds with prospective customers. But ensuring your franchisees follow suit is not as easy as you might think.


You must empower a franchisee with the right tools to make marketing their business easy. Introducing a complex (or none-existent) system will put a barrier in the way and means they are far less likely to achieve their business targets.


But how do you manage effective marketing when franchisees may decide they have other priorities?

  • Make it easy to access marketing materials
  • Make it easy to order everything they need
  • Make it affordable so they have no reason to shop around


Use a web-to-print system and be confident that your marketing will get implemented.


What’s the best way to create ready-to-implement marketing campaigns for franchisees?


Franchisees need autonomy over their own marketing and the ability to buy whatever they need to service their territory effectively. So make it simple.


There are three main models that franchise companies use:

  1. Franchisees pay a regular marketing fee and receive a set number of items for that marketing period, or;
  2. Franchisees are contracted to spend a minimum amount on each marketing campaign and simply informed when new campaigns are placed onto the system, or;
  3. Franchisees pay a regular marketing fee and have access to marketing materials but are not contracted to use them


An online procurement platform can help you supply all kinds of marketing materials –it’s not just designed for printed materials. A good platform will also be able to hold stock items such as pens and coffee mugs or pre-printed t-shirts or uniforms and much more.


Making all promotional items accessible will not only encourage minimum purchase levels (as dictated in their contract) but can mean increased sales too – which is great if you have agreed commission payments with your supplier.


‘This might be good for franchisees, but it sounds like more work for me.’


  • You will see reductions in time, cost and stress – hopefully you’ll see increases in productivity and profits too
  • You can get back to selling more franchise territories with no internal distractions
  • You’ll free-up head office staff to concentrate on new marketing
  • You will benefit from your franchisees becoming your best marketing resource



To book an online demonstration call Proactive on 01202 315333.

January 8th, 2018 by Marketing in General, Suppliers

hr dept

We hope 2017 was a happy and prosperous year for your organisation, but of course, nothing stays the same in the world of business. So if you want to make a success of 2018, it’s essential that one of your top New Year’s Resolutions this year is to stay on top of employment law changes.  Here are our top five things to look out for over the next 12 months.


1. Brexit
18 months after the referendum that decided to take the UK out of the EU, we’re still not a lot closer to knowing what Brexit will really mean for the economy. But the Government is absolutely committed to Britain exiting in March 2019, so over the coming year we’re likely to start getting a lot more detail about how this will affect us. What we do know now is that, whatever the final deal looks like, it will have massive implications for human resources – from plugging skills gaps, to recruiting and retaining the best staff, to maintaining employee confidence.  Make sure you follow developments closely and proactively plan for anticipated changes so that you’re in the best possible position to respond.

2. The General Data Protection Regulation
It’s pretty difficult to read an HR blog without seeing a mention of the forthcoming GDPR, but it’s so important that we couldn’t possibly write about 2018 without mentioning it. In case you’ve been living in a cave for the past year, the GDPR comes into force in May, and with fines for non-compliance reaching as high as €20m or 4% of global turnover (whichever is higher), it’s absolutely imperative that you’re prepared for it. If you’re a smaller business, don’t be fooled into thinking it won’t affect you – if you’re a business trading in the UK, you will be required to comply with the new regulation. For more information, see the Information Commissioner’s Office (ICO)’s 12-step guide.

3. Auto-enrolment pension provisions
Under auto-enrolment, minimum pension contributions must increase over time. In 2018, employers may be required to increase the amount of their contributions into their automatic enrolment pension – currently, the minimum employer contribution stands at 1%, but this will increase to 2% from 6 April. The increase in minimum contributions should be simple to do, but you will need to make sure that you’re sufficiently prepared – pension scheme trustees and providers, and payroll providers, all have a key role in making sure the process runs smoothly.

4. Holiday pay
The Working Time Regulations 1998 entitle all workers and employees to a minimum 28 days paid holiday every year. This can include bank holidays, of which there are usually eight per year. In 2018, Good Friday falls on 30 March while in 2019 it falls on 19 April, meaning that there is no Good Friday bank holiday within a holiday year running from 1 April 2018 to 31 March 2019. As such, some employers will find themselves in breach of the regulations unless they provide an extra day’s annual leave. If the employment contract states an employee is entitled to ‘20 days plus bank holidays’ in the holiday year, then the employer would have to grant an additional day in this current holiday year ending March 2018. You should check your employment contracts and if in doubt contact The HR Dept.

5. Employment tribunals
In July, the Supreme Court ruled that Employment Tribunal fees are unlawful as they prevent access to justice and are indirectly discriminatory. Employers who were ordered to repay fees to a claimant will therefore be eligible to be reimbursed for those fees, just as claimants will be. There may be other related fees that employers can recover too, such as where they’ve paid for judicial mediation. Of course, the flip side is there’s also likely to be an increase in the number of tribunal claims being brought now that fees are no longer payable – this is likely to place additional burdens on HR departments so make sure you’re prepared.


This is just a snapshot of some of the more important changes to employment law that businesses will be facing in 2018. If you think that your business might need some additional HR support to rise to those challenges, don’t hesitate to get in touch with The HR Dept.


Contact us on info@hrdept.co.uk or call 0345 208 1120

December 22nd, 2017 by Marketing in General



Create a plan for your New Year Marketing


There has never been a better time to review your strategy for the new year


  • Achieve greater control over more areas of your marketing


besley & copp understand how important your brand is to you. The clear and consistent representation of any company and of the products and services that it offers can be a significant factor in the long-term success of the business – Love your brand!


  • Tidy up your procedures to make the right impression

                        o Concept, design and brand guidelines


The creative process of developing a brand whether in the form of a simple logo or a more comprehensive corporate identity relies upon an extensive set of skills, imagination and experience and we have these in abundance!




89% of brands have difficulties creating a Single Customer View *

*2015 Experian Single Customer View White Paper


besley & copp realise that you have invested a great deal of time and money into your brand, creating a local or regional identity, but this may not be enough in such a highly competitive market. With the increased competition from franchise and so-called hybrid business models, we are here to offer support and advice in helping you retain and more importantly improve your market share.


                          o Procurement


eSupply Portal is a cloud-based solution enables a company to delegate the ordering to a local level. This reduces central administration costs, but still retains central control over procurement across the whole network. Better still the company can still aggregate procurement costs across the whole organisation.


                          o Promotional merchandise




After receiving a promotional product, 85% of consumers do business with the advertiser*

*Stat from PPAI


Branded products offer a fantastic way to increase brand awareness, generate loyalty or simply say thank you to customers, visitors and employees. We’re proud to offer an extensive range of products but also happy to assist you with bespoke enquiries.


                          o Storage and distribution


If your business needs to store and distribute product to your network, our modern warehouse with it’s flexible ‘pick & pack’ facility can seamlessly integrate into your day to day requirements. From campaign management to starter packs we have the expertise to cost effectively service your network.


Note to self:


Find your brand management partner!


besley & copp can help you achieve marketing success and control right across your network with a range of creative services. For a no-obligation discussion, please call us on 01392 477137 or visit our website at www.besleyandcopp.co.uk to get to know us better.

December 21st, 2017 by Marketing in General


Preparing for GDPR, or more accurately, ensuring you have consent to market your data and be able to sell a future appointment is something that is polarising opinions within businesses.


Should this be done in-house by the sales person, who after all is “paid to do that”, or indeed is it such a specialist subject that it is best outsourced to those who undertake this task for a living. This whitepaper will take a look at the factors that may influence a franchisee’s decision as to which option to employ.



For many sales professionals, prospecting and building rapport with potential leads and getting a firm appointment in the diary can instil an appetite to get on the phone and create more. Indeed, quality telephone sellers who are motivated, hungry and driven to exceed target are amongst the finest assets a franchisee can have. Not every sales person, however, will feel this way. For some, the unavoidable rejections that come from prospecting scores of leads makes appointment making over the telephone a wearisome task, albeit an essential one.



But, what happens now? With GDPR looming, it is more important than ever that we only market to people with whom we have a legitimate interest to do so, or we have their GDPR compliant consent to do so.


Whether you choose in-house or outsource, the importance of making sure you have the rights to market customers, under the new data regulation, could not be higher.


In order to be able to contact your customers post May 2018, and to be able to use the vital telephone selling skills, you will need either a legitimate interest or consent, if using consent as your lawful means of processing data, you will need to be able to evidence how this consent was gained. To do this effectively, with consistency and lawfully is a task of its own that even the most experienced of telephone sellers may struggle to do so on the volumes of data required.



The majority of salespeople and franchisees restrict their prospecting sessions to set hours within the working day. Late nights are favourite as distractions are less likely to interfere with the calls.


However, this approach not only limits the sheer number of prospects they can realistically contact, but also the success rate of those calls. To ensure maximum success, prospecting should be consistent and persistent, meaning afternoon and evening calls will be necessary, and to a combination of mobile and landline numbers.


How many calls can one person make in an evening prospecting session? How many people exist on the database to contact? This equation has a huge imbalance and often leads to the cherry picking of low hanging fruit and the calling of personal contacts. Whilst results may appear reasonable, what about the hundreds or even thousands of customers who physically cannot be spoken to? Remember, they still exist and have change cycles like everyone else. It is often the large sales campaigns that franchisees tend to outsource.


Quarterly events or a final push to achieve targets can require a high volume of calls to be made in a short period of time.


As we approach GDPR, look at how much data you could possibly lose if you don’t have legitimate interest or consent to call. Do you have the man hours available in your business to contact all of this data? Do you want your sales people to spend that amount of time gaining consent, or do you want them selling to current and active prospects?



In terms of GDPR it is vital that you segment your data so that you can work out exactly how much data you stand to lose if the job isn’t done correctly. In order to do this, firstly there are three key areas you should look at; sales data, lapsed data, enquiry data. You now need to drill down in each area to see how many customers lie in each area and how best to approach this.


The decision lies with you as a franchisee on how you segment your data and where you cut off with your belief that you have a legitimate interest to contact them, and where the customer could reasonably expect a call from you. The general and most advised cut off points would be as follows:


  • For customers who have purchased from you– use legitimate interest up to 5 years
  • For customers who purchased more than 5 years ago– contact these to gain consent to continue to market post GDPR.
  • Enquiry data only– use legitimate interest up to first anniversary or such time that they tell you that they have bought elsewhere.
  • Any customer who contacted you over 1 year ago and didn’t purchase– contact these to gain consent to continue to market post GDPR

It is important that we do not incentivise the gaining of consent, nor do we ignore existing legislation whilst trying to prepare for the new rules.


Now that you know exactly how much data you need to contact, do you have the man power, enthusiasm and time in-house to do this yourself or would a company that is paid to carry out this task daily, be able to get through this data a bit faster for you?




As the professional telephone salesperson has chosen to make prospecting their job, it is a fair assumption that the attitudinal constraints that apply to in-house prospecting exist far less when outsourcing. They “play the actor” and when the curtain goes back and a customer answers the call, it is time for them to perform. Often supported by state of the art technology, they display enthusiasm for the task in hand. With a professional and friendly approach, they will maximise both the gaining of consent and subsequent sales opportunities once gained.


The most successful sales people ask more than double the number of questions of their counterparts. Using open questions, what, why, who, where, when, engages the customer, gets them talking and relaxes them. The customer becomes far less defensive and more open to listening to what is on offer.




Telephone selling encompasses a vast array of necessary training; it is an art and a specialist skill.


High volume call campaigns, such as may be needed to become GDPR ready, require a professional approach and the right attitude from the caller.


The questions a franchisee should ask is – Have my sales people got the specialist skills and above all, the right attitude, to make the high levels of calls, or are they best served seeing customers face to face?


The dilemma for a franchisee is simple. To get GDPR ready or to run telephone prospecting events, is this best carried out in-house or outsourced?




December 12th, 2017 by Marketing in General

new year resolutionsCFH docmail logo2

This is the time of year when most of us are revving up to resolve to make the changes that we imagine will make us better people or improve our fortunes.


It’s easy to have a rush of blood to the head, dash off a long and frankly unachievable list and then be satisfied that everything will miraculously fall in to place on January 1st.


Like so much in life of course the secret to effective change is  all about planning – Failing to plan…..


December is a good time to put in the spade work and look forensically at what could be done better. Decide on one or two absolute priorities and map out exactly what needs to be done- the who, how and when- to achieve your objectives.


You might look at improving your product offering, evaluating process, retraining your customer service team, starting a continuous improvement programme or developing a new suite of marketing materials to help your franchisees grow their business.


Don’t forget to communicate with all of those involved to make sure that they are also on song.


Whatever you decide, if you keep it simple, with focus  by this time next year you’ll be able to see real results.


If you’re looking for some direct marketing inspiration or ways to automate and save money on  your print and mail in 2018 why not give us a ring: Chris Burridge 07834 173 288, chris.burridge@cfh.com

December 7th, 2017 by Marketing in General

Knowing how to send out the right message about what your franchise offers, means taking time to stop, analyse and strategize.


Marketing has become so clichéd people don’t want to be marketed to. Even in franchise recruitment. So how can you be different? It comes down to behaviour! Yours. Theirs. Online. Here, Coconut Creatives identifies 3 hot behaviours you can expect to see in 2018.


1. Franchisor Behaviour
In the past, lots of thought and attention was paid to potential franchisees, and rightly so.


But 2018 is about thinking differently, and behave accordingly. “This will be a year for franchisors to think disruptively,” explains Sarah Carlile, Coconut Creatives’ founder. “To stand out, you need to be different if you want to catch your target’s attention.”


This can be as simple as being more personable in your communications. For example, in today’s digital world, brochures are emailed out, go back to basics! Send yours in the post! People don’t often receive quality post anymore. Then go a step further, send it with a personalised handwritten letter.


“The landscape of marketing is changing, particularly when trying to attract millennials. They are wise to marketing tricks, and it doesn’t turn them on.” Sarah continues, “Thinking about how you come across, and tailoring your key-messaging, brings a cohesiveness which becomes more attractive.”


Which then has an impact on…


2. Potential Franchisee Behaviour
Recruitment marketing should be less about you, and more about your target.


“With advancement in marketing technology, it is easier to understand your target and the routes they take to find you.” Says Adam Knight, head of technology at Coconut Creatives.


Most franchisors already use retargeting. 2018 is taking it to the next level, by creating campaigns which appear more bespoke, less generalised. “If a customer behaves in a certain way they follow one route; if they behave in another they’re sent in a different direction. There’s no more generic retargeting.” Adam explains. “Utilising this, will be one of the biggest challenges for 2018.”


Which has an impact on…


3. Big data behaviour
Artificial intelligence is developing further to uncover hidden insights in franchise recruitment.


“Analysing real-time online behaviour, means it is possible to create specific marketing avenues. Instead of waiting to see who’s clicked through from an email, you can track it live and tailor accordingly.” Explains Paul Clegg, Coconut Creatives’ Managing Director.


People don’t like to think they are the same as everyone else. “To attract university graduates, your message has to be different than for someone with a family. By effectively analysing data, not only will you gain insight into prospectives’ behaviour,” Paul continues, “you also help them make critical decisions, particularly around life/career changes.”


Which has an impact on franchisor behaviour…


And so, we go around again. Each affects the other. The relationship between all three becomes a cycle of behaviour for franchise recruitment.


WAIT! What about Data Protection??
The law surrounding data collection has changed. With email campaigns, for example, there are tighter controls over sending solicited v’s unsolicited emails:

  • Solicited: Someone completes a form on your landing page requesting your brochure. Sending the brochure is solicited – it was requested. You’re fine!
  • Unsolicited: Sending a follow-up email to the same person, when they only requested your brochure becomes unsolicited. Not so fine!
  • Turning unsolicited into solicited: On the form, adding an opt-in box gives you permission for further communication about your franchise.  This means you can contact the potential if they tick the box. You’re fine, again.


To understand more about the Data Protection laws, the Information Commissioner’s Office have produced a guide freely available on their website.


To understand more about what Coconut Creatives see for 2018, email Helen: helen@coconutcreatives.co.uk

December 5th, 2017 by Marketing in General



The combination of customer management, cash-flow, time management and planning is the lifeblood of any franchise network, from the very top to the shop floor. Even if your franchise network has a strong and loyal customer base, it is always wise to identify and nurture new relationships to maintain business and financial growth while defending your market position.


Too many franchisees depend on a small number of clients for their livelihood, a small number of customers each giving you a high percentage of your turnover is a very precarious position to be in. If one of these customers changes allegiance then a business can very quickly find itself in trouble. Franchisees are naturally driven to look for new customers, but often with very little planning or structure to what they are offering, what their potential customers want, or even who they are and where to find them.


Whether you are looking for new customers or looking to develop those you already have, actioning a targeted marketing strategy needn’t cost you fortune if you plan and identify what, when and where to market your business.


Below are a few tips and suggestions that could, when implemented correctly, yield great rewards for driven franchise owners.


Who buys from me and what do they buy?

Firstly look to yourself. Ask yourself, who your customers are and what do they want from you? How are you actually perceived by your potential target audience?


You want to sell your particular goods or services to a greater audience, but where do you start to target your efforts? There have been multiple business studies about the 80/20 rule, a notion that roughly 80 percent of your franchise sales come from just 20 percent your customers. This theory cannot be generalised to the whole of the franchise world however it does hold some relevance and there is certainly value in assessing who your most valuable customers are. Who are your rising or falling stars?


Which customers buy your high profit margin products, what industries are they in, what do they do, and how?


Which customers place larger orders rather than a series of smaller ones, and why?


Which customers always pay on-time, or better yet, at full rather than discounted prices?


Once you have identified who your most valuable current customers are, what they do, why how and what they buy, you’ll be in a much better position to identify the target market that has the greatest potential for profit.


Ask your existing customers (the ones you have identified above) why they use you, what makes you the supplier of choice and what else might improve the service or proposal you offer to them?


Maximise reach in your territory, see and be seen!

To start with, creating a website is a must. Now as a franchise you will have already addressed this, not launching any old freebie website from one of those online places we all see advertised on TV. However, is your website future proofing the development of your business? Has it been developed with all of the functionality that a digital savvy consumer would expect, make sure it’s engaging and has the ability to collect data and make transactions, grow and expand with you. For example, it is imperative your website is mobile responsive as 40% of all web searches are now on mobile devices.


Franchise owners can employ tools such as Google My Business, which incorporates Google Plus and Google Places, to share information about their product, franchise or service online, to push their business, and to win custom. Websites, PPC, SEO, Traditional Advertising & Online Advertising, PR, are all valuable tools in communicating with the new customers you have identified. Digital Marketing, and specifically Social Media is also a very valuable tool to communicate to new and potential customers (see my last piece “Branding Culture, Social Media and all that goes with it!”).


One in the hand is worth 2 in the bush

Developing new relationships and customers is obviously very important for business growth, however you must not forget to maintain those you already have. Selling more to those you already know is still easier and more cost-effective than starting from scratch with someone new.


Understand who your customers are now, and who they will be in the future, what and how they buy, in what sectors they are in and what they like about you (why they choose you)… and you will find yourself in a very powerful position where the decisions moving forward become a lot clearer.

November 27th, 2017 by Marketing in General

…let us show you how to take the myth out of brand management and how to finally tame your Brand Monster!

besleyandcopp_knight in shining armour

Conduct an Audit

  • First of all, examine your brand performance through any available data and some research.
  • After your homework,  evaluate your competitors.
  • Agree and document your company vision & strategy.
  • Make everything easily available within your organisation to ensure consistency.


Communicate your vision

  • Create a supportive and inspiring experience within your company.
  • Keep your team well informed and provide them with the tools to make the most of your strategy.  Monitor procurement procedures for all of you operational and marketing materials.
  • Consider a digital eSupply portal to save time, cut cost and to take full control of sometimes overwhelming requests.



  • Keep your brand fresh and react to fast-moving markets. Maintain high standards with intelligent use of technology. Monitor new visual trends, consider contemporary designs.
  • Make strategic changes, slow and steady; Evolution not revolution.
  • Look out for new products and new marketing channels.
  • Schedule strategic reviews to reflect your goals and achievements.


Awareness & Credibility

  • Cross channel identity is a powerful approach to reinforce awareness and creditability. Think digital but don’t forget physical!
  • Promotional products build recognition and credibility even in the digital world.
  • Research shows that promotional merchandise has a positive effect on sales and improves your company image.


Finally, never be afraid to ask for advice. The besley & copp team are always happy to help you.


If you would like to find out more about becoming a brand champion, please contact us:
enquiries@besleyandcopp.co.uk  01392 477137


Follow the Brand Monster Adventure over the festive period, search for besleyandcopp on social media and sign up to our newsfeed.


Look out for the besley & copp Christmas story!