Degani uses digital marketing to drive new franchisees nationally

VICTORIA-based café chain, Degani has successfully orchestrated a dramatic boost in franchisee enquiries – signing 10 new ones in other markets – and customer engagement through its new digital and social media strategy.

For three months in late 2014, the company focused its marketing on digital, social and online media including utilising Facebook, Twitter and Instagram, to drive its key messages and hone in to its target market. The most spectacular result among several positive outcomes was the signing of 10 new franchisees in the first three months. 

Degani’s main goal, through engaging digital and social media as a platform, was to create a voice for a brand that really – other than in Victoria – in early 2014 had no market relevance in Australia. Facebook was a key driver in turning this around and allowed Degani to focus on geographical targeting to potential new franchisees in markets that were unbeknown.

Living and operating in a digital age is something businesses must start to do as part of their normal practices said Clementine Scott, marketing manager for Degani. 

“Progressing our strategies into the digital space was an absolute must and it began when we turned to online sources to learn more about our audience,” Ms Scott said.

“From this, we identified that our core audience, which is potential franchisees, were aged between 30 and 54, were professional managers, frequented cafes and coffee shops regularly and had at least $100,000 in savings. We therefore had to develop our strategies to suit this.

“Once this profile was shaped, we tailored our communications to ensure we were speaking to this core group with the right messages and information. We launched a modern campaign to suit this profile audience, drove it heavily through social and online media and, as a result, we attracted 10 new franchisees who came on board in the first three months.”

A combination of organic engagement and advertising allowed the franchisor to tap into an online audience that was as close to its created profile as possible, in turn, creating more relevant enquiries for the business.

Ms Scott said launching a new campaign – and using hashtags for the clever ‘For the Love of Coffee’ promotion includinf #mydegani and #fortheloveofcoffee – helped propel the company’s Twitter feed to more than 500 followers and encourage re-tweets and brand awareness.

Ms Scott said Degani’s research showed its audience was consuming 80 percent of their daily information via online channels, which reinforced the company’s decision to ensure more messages were being displayed through its own online channels.

According to the June 2014 report from the Australian Bureau of Statistics (ABS), 26 percent of all businesses have a social media presence now, including a presence on blogs, micro-blogs such as Twitter and content communities such as Facebook and Linkedin.

Ms Scott said the propensity for a business to have a social media presence increased in alignment with staff growth and this was a trend she saw as as a growing one.

“It makes sense that the bigger a company grows, the greater the need for social media,” Ms Scott said. “What was once utilised to communicate key messages is now being used for attracting the right employees and partners and that’s exactly what we see the benefit in for Degani.”

Degani was founded by Melbourne-based entrepreneur George Pezaros in 1999, starting with a single bakery café in Victoria’s Clifton Hill, and has grown to 70 stores renowned for their individual, chic interior fit-outs and featuring exceptional coffee and fresh food.

www.degani.com.au

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