Posted:27-March-2012
Dream Doors franchise winners in FMAs for fourth year running
Shortlisted a record 18 times in the last six years, double-winners in 2009 and 2010 and winners again last year, Dream Doors has made the Franchise Marketing Awards its own. The kitchen facelift franchise has continued its winning streak by walking away with this year's trophy for 'Best Overall Marketing Campaign'. Beating international superbrands and respected UK franchises alike to the award, Dream Doors managing director Troy Tappenden was in a jubilant mood.
“We've been shortlisted every year since the awards began and this trophy makes it six awards from 18 finals,” he said. “We've continued our one-in-three strike rate!”
He adds: “This is just reward for the efforts everyone involved with Dream Doors puts into promoting this brand. We've never worked so hard, or put so much investment back into helping franchisees grow their businesses. Marketing is just one of a number of areas in which we've increased support, but it's an important one. If we couldn't help franchisees generate enquiries, all the support that goes on in the background would be academic.”
The award-winning campaign focused on a VAT-free offer for customers and appeared across a variety of media channels including television and the national press. The judges were particularly impressed by how consistent the brand was in its message and its identity – especially with 45 franchisees promoting the campaign in their own areas with centrally produced marketing and point of sale materials.
Importantly, the decision to run with a 'Pay No VAT' offer was a resounding success for the 13-year-old retailer. Dream Doors had its most successful period during the campaign run, with three individual million pound months and like-for-like network growth of more than 10 percent. A stand out moment was when Dream Doors Oxford franchisees, Mike & Elaine Hurley, who pushed the VAT-free offer heavily in September 2011 with a time-restricted call to action, sold £187,000 in that month and £69,000 in a single day! That period also coincided with Dream Doors advertising nationally in the Daily Mail and on ITV3.
Dream Doors was a runner up in both 'Best Website' and 'Best Online Marketing Campaign' categories this year, a result of its online marketing activities that saw network sales from website enquires grow from £300,000 per annum to more than £1.3million.
Dream Doors' most improved franchisee of 2011, Ivor McKeown from Dream Doors Bath, attributes his performance last year to the brand's increased online activities. “The investment in digital marketing over the past 18 months has had a dramatic effect on my business.” he said. “It has at least trebled the number of enquiries we get each month.”
About Dream Doors
Dream Doors is the industry leader in kitchen facelifts with 40 franchised showrooms.
Dream Doors was the bfa's 'Brand Builder of the Year Award' for 2008, and was shortlisted in Best Franchisee Support category in 2011's awards. Dream Doors is a six-time winner in the Franchise Marketing Award, and in 2008 won a Department of Trade and Industry backed National Training Award for the strength of its sales training programme.
The Dream Doors franchise is a management operation that can be operated from a home base for just the first six months while sourcing suitable retail premises.Franchisees do not need any previous experience of the kitchen industry as full training in sales is provided, and head office help source local kitchen fitting contractors.
Interested and want to know more about Dream Doors?
The Dream Doors profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.
